VP Marketing, Business Development and New Product Innovation

SKILLS & EXPERIENCE

** ***** **** ********* ********** (Colgate-Palmolive, Isagenix International, PetSmart, Redflex Traffic Systems)

Global experience having lived and worked overseas (Madrid, Spain) and led global advertising campaigns

Managed marketing budgets of greater than $10 million

Have led several marketing teams which has included hiring, firing and motivating

Managed several outside agencies including establishing their deliverables and compensation

Strong branding experience with repositioning several brands e.g. Hershey Milk Chocolate, Science Diet pet food, Reese’s Peanut Butter Cups and others.

Strong audience segmentation experience demonstrated in launching one of Colgate’s most successful toothpaste (Colgate Tartar Control plus Whitening) and with Redflex in identifying influencers and decision makers

Strong data analysis skills demonstrated with Isagenix where analysis of buying behavior led to the development of programs generating $1.5M in incremental sales, and extensive experience in both quantitative and qualitative research

Communication skills most recently demonstrated in creating all marketing material for Redflex, leading all oral presentations and speaking at trade shows

Ability to maneuver political environment with high level of visibility most recently demonstrated at my five years at Redflex serving under five different CEOs

Thrive in a fast-paced, dynamic and challenging environment most recently demonstrated at Redflex where my RFP team would be working on several RFP responses (50 to 150 pages each) at the same time in addition to other duties. One error, an unchecked box or a missing form, could disqualify the proposal from being considered

WORK HISTORY

Aug, 2013 – May, 2018 – Director, Marketing & Business Development, Redflex Traffic Systems, Phoenix, AZ

Led marketing and business development activities working in conjunction with regional sales personnel in order to achieve sales objectives. Developed marketing and selling partnerships with complimentary companies. Oversaw marketing activities including creating all marketing content (product sheets, social media, web content, etc.). Developed state-by-state selling strategies and oversaw their execution via tracking in Salesforce and one-on-one coaching.

Represented company in oral presentations

Spoke at tradeshows on category topics

Created strategic selling plans to accomplish annual volume goals

Oversaw Salesforce CRM implementation and adherence

Created database to track competitive activity and identify underserved markets

Feb, 2012 – Aug, 2013 – Vice President, Marketing and New Product Development, Redflex Traffic Systems, Phoenix, AZ

Set product strategy based on market analysis, competitive activity, technology innovations, and long-term profitable growth. Analysis includes determining target audience, pricing, points-of-difference, value proposition, and cannibalization of current portfolio. Worked cross-functionally to bring product ideas to successful launch. Developed go-to-market plans for new products and on-going marketing support for current product portfolio to include product support materials (printed and on-line), advertising, sales presentations, RFP responses, trade shows, CRM and web development.

Revitalized corporate website, SEO and social media program generating a significant increase in sales leads

2005 - 2012 – President, The Howley Group, Phoenix, AZ

Helped companies and non-profit organizations grow through strategic, consumer relevant, and measurable marketing plans and programs, specifically, brand positioning, product innovation, qualitative research, strategic planning and customer relationship management. A select list of clients:

Agency Saks, New York, NY

H&R Block, Kansas City, MO

Beazer Homes, Atlanta, GA

Haverty’s Furniture, Atlanta, GA

Catapult Marketing, Chandler, AZ

Heritage Square Foundation, Phoenix, AZ

Dial Corp, Scottsdale, AZ

Hope 4 Kids International, Phoenix, AZ

Energizer (Schick Razor div.), Milford, CT

Isagenix International, Chandler, AZ

Faultless Starch Co., Kansas City, MO

Louw’s Management Corp., Tucson, AZ

FreeLife, Phoenix, AZ

Nestle, USA (Hot Pockets div.), Englewood, CO

2009 – May, 2011 – Vice President, Marketing Strategy, Isagenix International, Phoenix, AZ

Built monthly orders and associate retention of a billion dollar plus cumulative sales network marketing company. Oversaw pricing, development, execution and proprietary analytical tool of promotional programs, consumer research, associate feedback system, and web presence architecture.

Promotional programs generated ROI over $1.5 million in incremental sales

Associate retention programs generated 5 percentage points in year-over-year growth

Developed on-line health assessment questionnaire to personalize product selection and automatically populate shopping cart

Conceived, developed and executed a range of new product packs, including My Pak, a personalized selection of products that offered members 10% savings

2004 - 2005 - Director, CRM Concept Development, PETSMART, Phoenix, AZ

Reported to Chief Marketing Officer of the $3 billion pet specialty retailer, with over 700 retail outlets. Directed CRM (Customer Relationship Management) program development with direct agency responsibility and a $10.5 million annual budget. Worked cross-functionally to identify and quantify low margin behaviors that could be converted into high margin behaviors. Developed customer relevant and motivating positionings and quantified their impact with customer research. Analyzed and reported out results. Determined which programs would go national and which elements would be retested.

Developed and tested twenty programs to generate greater customer loyalty and profitability

Aquatics retention program generated positive ROI within seven weeks of mailing

Established Concept Development process that reduced development and production timing from 6 months to ten weeks

2001 - 2004 – President, The Howley Group, Topeka, KS

Helped companies and organizations grow through more strategic, consumer relevant, and measurable marketing plans and programs, specifically, brand positioning, product innovation, qualitative research, and strategic planning. A select list of clients:

Coffee USA, Topeka, KS

H&R Block, Kansas City, MO

Merial, Atlanta, GA

Hershey Foods, Hershey, PA

Faultless Starch., Kansas City, MO

Kemin Industries, Des Moines, IA

1991-2001 COLGATE-PALMOLIVE

1998-2001 - Director, New Products, Hill’s Pet Nutrition (division of Colgate-Palmolive), Topeka, KS

1996-1998 - Senior Product Manager, Colgate Toothpaste, New York, NY

1995 -1996 - Senior Product Manager, Oral Care New Products, New York, NY

1992-1994 – Associate to Product Manager, Fabric Care Division, New York, NY

1991-1992 - Associate Product Manager, New Products, Hard Surface Care Division, New York, NY

1990-1991 - Vice President, Account Supervisor, J. Walter Thompson, New York, NY

1982 - 1990 - Assistant Account Executive to Account Supervisor Grey Global Group, New York, NY and Madrid, Spain

EDUCATION: Allegheny College, Meadville, PA. University of Edinburgh, Scotland. BA English and BA Philosophy.

BOARD MEMBERSHIPS:

Arizona Association of Food Banks, 2018 - Present

Red Means Stop, Phoenix, 2015 - 2016

Business Marketing Association, Phoenix, 2011 – 2014

Goodwill of Central Arizona, 2007 – 2013

American Marketing Association, Phoenix, 2006- 2009

Community Health Charities, Phoenix, AZ, 2005 –

Topeka Collegiate School, 2001 – 2004

2012

Marathon and ultra-marathon runner: Completed over 90 events including a marathon in all 50 states.

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