RONNI L. EMRICH
A highly motivated professional with over 20 years of success in marketing and sales in brand name consumer goods. Proven ability to lead and execute brand and consumer-centric strategies. Demonstrates strong leadership and category strategy focus. Core competencies include:
Product, brand and category design Budgeting, forecasting, P&L analysis
New product development, product launches Contract fulfillment, pricing, and negotiations
Strategic planning, marketing and analysis Sales, promotions, advertising, merchandising
Taylor Precision Products/Lifetime Brands
Vice President of Marketing – Bath Division: Taylor, HoMedics, Salter, Biggest Loser, Bowflex and EatSmart brands 5/09 – present
Accountable for Profit & Loss for the $55 Million Bath Scale Division and its profitable growth as well as brand strategy.
Oversee the activity of 3 direct reports; 2 marketing managers, 1 graphic designer, with a dotted line for 4 others; 2 graphic managers and one industrial designer.
Slashed cost of goods by 25% through intensive pricing negotiations, cut excess and obsolete inventory to less than 3% resulting in 8% contribution margin growth.
Accomplished financial goals through skillful budget management of Marketing Expense ($250k) and Capital Expense ($90k).
Designed, negotiated pricing, prototyped and brought to market over 500 new bath scale designs
Created and launched Bluetooth™ app for Bath Scale and brought to market in 11 months - participated on Mission Makeover television program to launch the app and scale (Lifetime TV Program) in 2014. Placed in 14 major retailers including Target, Walmart and AAFES.
Explored and brought on board new manufacturing sources and met with existing factories to negotiate deals and address their performance during annual trips to China.
Gained explosive market share at key retailers including Walmart (from $8 to $10 million) and Bed, Bath & Beyond (from $4 million to $5.5 million). Provided key strategic direction and planning for annual line reviews at key customers. Attended and presented dynamic plans that resulted in growth detailed above.
Thinking outside the box to gain new distribution outside of traditional channels: Catalog, PetSmart, Crate & Barrel, The Container Store and potterybarn.com
Radically restaged the Taylor bath brand image by identifying via consumer research a focused strategy, culminating in a packaging restage for 200+ items resulting in a 3% share growth in a mature market. Updating all Sales Materials and PR campaign. All achieved on time and on budget.
Directed the ecommerce team for web development and implementation to sync with the new brand positioning and imagery.
Led the NPD scan data relationship. Use compelling data to provide insightful direction for key customer development and growth.
Direct the design and execution of International Housewares Show booth for Bath and participate in customer meetings at the show
Director of New Business Development, 12/07 – 5/09
Determined new categories for the corporation to enter, including; brand strategy, product development, product launch, support material, line rationalization and inventory control.
Successful launch of the following:
Line of indoor/outdoor weather products including internet capable weather stations. Channel focus on Hardware and Home Centers. Grew the Weather instrument business at Ace Hardware and True Value by 10%
Portable Food Warmer. Channel focus: Independent Cook shops and Gourmet
6 Gardening products to expand beyond weather instruments. Channel focus: Mass – 2 patents received.
15 small kitchen electric appliances through a licensing agreement with NBC/Universal and Reveille under THE BIGGEST LOSER™ brand name. Sourced, developed and launched in 6 months:
blenders, food choppers, sandwich grills, rice cookers, juicer, blending wand and dehydrator.
Licensure –NBC/Reveille - THE BIGGEST LOSER brand and Nautilus – Bowflex brand : Bath Scales.
Midwest of Cannon Falls
Director of Marketing and Product Development, Colonial Candle, 10/04 – 12/07
Direct and account for $65 Million brand P&L and expense budget
Created brand strategy, product development, line rationalization and inventory control resulting in focused growth in hundreds of Independent Gift shops and premium National Accounts such as Bed Bath & Beyond and Linens N Things. 55% of sales were in the Independent channel and 45% in National Accounts.
Oversee the activity and development of 4 reports; 4 Marketing Managers with dotted line responsibility for 1 Sourcing Manager and 1 Graphics Manager.
Conceived and initiated new consumer and retailer brand position, updating a 100-year old brand, which provided a solid foundation for future growth accompanied by all new merchandising, sales material and sales training.
Successfully launched a new line of candles for the Independent Gift channel to allow for channel differentiation, growing this channel by 10% or $3.5 Million in year one.
Directed the ecommerce team for web development and implementation to sync with the brand positioning and imagery. Develop an on-line shopping site.
Directed a multi-department team to re-packaged 800+ products, resulting in fresh consumer perception of the brand and increased promotional impulse sales. Completed one month early and on budget.
Received a design patent for the Electric Home Fragrancer under the Colonial Candle brand name.
Blyth Homescents, Inc.
Director of Marketing – Carolina, Bloomin Essence, Filtermate and Sterno $30 Million retail brands, 5/03 – 9/04
Created and executed brand strategy, product development and launch, sales support and inventory control for 4 distinctively different brands. Focus on a wide variety of retail channels dependent on the brand position: Carolina placed at Kohls, Bon Ton and independent gift stores, Filtermate and Sterno in Hardware and Grocery. Key customers were Ace Hardware, True Value and all major Supermarkets.
Oversee the activity and development of 4 reports: 2 Marketing Managers and 2 Graphic Designers
Director of Marketing – Florasense $25 Million brand, 9/02 – 4/03
Identified appropriate brand strategy, product positioning, sales support and inventory control for Food, Drug and Mass channels. Achieved profitable sales growth at Walmart and Kmart.
Hired, trained and mentored 4 direct reports; 4 Marketing Managers
World Kitchen, Inc., formerly EKCO
General Manager, $130 Million Cookware and Bakeware Division: 2001 – 2002 Revere, Magnalite, EKCO, Wagner Cast Iron and Martha Stewart brands
Responsible for all aspects of leading the Cookware and Bakeware Division including, Category P&L, Inventory Management, Gross and Net Sales, Marketing and Manufacturing
Vice President of Marketing, Director of Marketing for $80 Million Bakeware Division: 1999 – 2001 Baker’s Secret, EKCO, Farberware, Cuisinart and Martha Stewart Metal Bakeware and Kitchenware Division: EKCO brand.
Direct and account for brand P&L and expense budget
Created brand strategy, product development, line rationalization and inventory control resulting in focused growth in Food, Drug and Mass channels.
Oversee the activity and development of 4 reports; 3 Marketing Managers, 1 Trade Marketing Manager
Director of Marketing Bakeware: Baker’s Secret, EKCO, Farberware, Cuisinart and Martha Stewart Metal Bakeware. 1992 - 1999
Grew the Bakeware Business Unit from $65 to $80 Million with the addition of:
Baker’s Secret Air Insulated line with year one sales of $14 Million, and Martha Stewart branded metal bakeware at year one sales of $11 Million at K-Mart exclusively.
Trade Marketing Manager 1990 - 1992
Directed strategic planning in conjunction with Sales for the Western Half of the USA. Responsible for planning, preparation and presenting to key customers with Sales Management.
Product Manager Kitchenware: EKCO Brand 1985 - 1990
Led the planning, pricing and execution of all new kitchen tools and gadgets within the EKCO brand name
Moved the $50 Million product line from USA manufacturing to Asian sourced goods – 2000 skus.
Marketing Communications Manager 1983 -1985
Led Trade Show development, planning and execution including IHA, National Hardware Show and regional customer shows, i.e. Ace Hardware.
Export Marketing Manager 1982 - 1983
Prepared and executed documentation for Export Sales to South and Central America, Canada and Middle East
Continuity Department Marketing 1981 - 1982
Tracking and documenting sales of continuity programs in the Supermarket Channel
Northern Illinois University- Business Administration
American Management Association, Management, Finance and Accounting courses
International Housewares Association – Marketing Education Committee
Board of Directors for the Cookware Manufacturers Association
SOFTWARE AND SYSTMES PROFICINCIES
oMicrosoft Office – Excel, Word, Power Point, Publisher
oNPD Scan Data
oSAP, Sharepoint Systems, MAPICS
REFRERENCES AVAILABLE UPON REQUEST