Steven William Hanson

**** **** **** ****, **********, VA 23061 ( 713-***-****

acegee@r.postjobfree.com ( www.linkedin.com/in/stevenwilliamhanson

Business Leader Marketing Executive

CPG - Food - Automotive - Durables - Medical Services

Mass Merchandiser - Home Center - Grocery - Club - Direct Response

Results oriented, data driven leader with a track record of profitably

growing brands and businesses. A unique blend of strategic / branding

expertise gained at top CPG companies (Procter & Gamble, Kellogg, and

Pennzoil), and business metrics / ROI focus from privately held companies

(Oreck, Lifestyle Lift). Global / International success in the U.S., Asian

and Latin American markets.

Key Skills

➢ Organizational Leadership Expertise building organizations from the ground up. Skilled at recruiting, motivating and developing cross-functional teams, and hiring and managing outside vendors.

➢ Business Strategy - Successfully built brands across multiple channels and categories including strong online/offline advertising, media plans, and promotions that tap consumer insights.

➢ Broad Marketing Knowledge Expert knowledge in all aspects of marketing including offline (infomercial, TV, print, radio, direct mail, database), and online (internet display, E-mail, SEM, SEO, E-Commerce websites, and SMO including Facebook, Twitter, and YouTube).

➢ Analytics and Research Designed, fielded and analyzed studies on awareness, product usage, customer satisfaction, segmentation, market trends, and advertising/media ROI.

➢ New Product Development - Launched successful new products using Stage Gate processes from ideation, concept validation, prototype testing, test market, and national expansion in the CPG, Food, Durables, and Automotive categories.

➢ B2B / Retail Marketing Extensive experience with point of purchase retail and distributor programs, multi-unit and franchise marketing, and drive-to-retail DRTV.

Career Milestones

Lifestyle Lift - Chief Marketing Officer - Put Lifestyle Lift on the map.

Expanded company from a regional startup to a national leader of its

category with almost 80 centers nationally.

Jarden Consumer Solutions - Vice President Marketing - Introduced consumer-

focused research strategies to develop innovative products for Mr. Coffee,

CrockPot, Oster, and Sunbeam brands.

Oreck Corporation - Vice President Marketing - Established the company's

first Marketing Department, assuming responsibilities managed by founder

David Oreck. Helped Oreck survive Hurricane Katrina; led on-the-ground

relief efforts at the Gulfport Mississippi manufacturing facility.

Pennzoil / Quaker State - Senior Vice President, Lubricants Brand

Management - Helped CEO Jim Postl merge Pennzoil and Quaker State companies

into one. Success led to purchase by Royal Dutch Shell.

The Kellogg Company - Marketing Director, Adult Cereals and New Products -

Launched multiple products including Raisin Bran Crunch, Kellogg's most

successful line extension.

The Procter & Gamble Company - Brand Assistant to Marketing Manager -

Expanded P&G business throughout the U.S., Japan, Mexico, and Puerto Rico

to help P&G become a global presence.

United States Navy - Submarine Officer - Held increasing responsibilities

up to head of the Weapons Department. Qualified as a Submarine Nuclear

Engineer.

Professional Experience

Lifestyle Lift - Troy, Michigan 2008 to 2013

Chief Marketing Officer

Marketing leader for the largest U.S. provider of cosmetic medical services

with nearly $200MM in annual revenue, 80 centers and 100 doctors across 36

states. Direct all acquisition, retention and retail marketing activities

including direct response (infomercial, TV, print, radio, electronic/direct

mail, and Internet), call center operations, public relations, promotions,

local events and sales collateral. Supervise 130 internal marketing and

call center professionals, and 500+ external call center agents. Manage a

$50MM annual budget.

. Key player in a 4-member management team that grew Lifestyle Lift from a

regional startup in 23 cities into the national leader of its category

with 80 centers across the U.S.

. Identified key markets for expansion through analysis of consumer demand

and modeling of surgery/revenue opportunities. Despite significant

category decline, grew revenue over 60% by opening 57 new centers in 3

years.

. Established the company's marketing infrastructure. Brought in external

expertise for media buying and creative development. Introduced new

advertising to drive calls, web traffic, and brand awareness. Expanded

media presence from 7 to 100 TV networks, and from 4 to 269 print

publications.

. Achieved national brand recognition through new advertising with Grammy

award-winning singer Debby Boone ("You Light up My Life"); Grew brand

awareness from 5% in 2008 to 50%+ in 2013.

. Developed marketing programs that boosted web revenue from 10% of total

revenues in 2009 to nearly 40% in 2013. Developed social media programs

(e.g., consumer review websites, Facebook, YouTube, Twitter) to better

engage clients throughout the marketing cycle and to improve online

reputation.

. Developed programs to reengage and convert leads adding over $4MM in

annual revenue on less than $300K in marketing investment. Introduced

consumer segmentation techniques (Acxiom/PersonicX). Led the marketing

and call center CRM launch (Microsoft Dynamics) and leveraged outside

vendors to develop a marketing database to further improve conversion

activity.

. Developed marketing programs to launch new products and services. New

products now account for over 15% of Lifestyle Lift revenue.

. Revamped call center management, training, scripting and compensation to

reduce turnover, improve throughput, and reduce costs (from over 10% of

revenue in early 2009 to 5.3% in 2013).

. Managed all retail marketing programs for individual centers starting

with site analysis for locating new centers, development and execution of

grand opening marketing programs, local event marketing, and development

of collateral materials to support sales team efforts.

Jarden Consumer Solutions - Boca Raton, Florida 2007 to 2008

Vice President - Marketing

Marketing leader for the largest US manufacturer of small kitchen

appliances with annual sales of almost $1B including Mr. Coffee, Oster,

Sunbeam, Crock Pot, Rival and Food Saver brands. Distribution channels

included Mass, Club, Kitchen Specialty, Home Centers, Department Stores,

and Direct. Supervised 45 marketing professionals and a $28MM budget.

. Introduced consumer-focused research tools and professional agencies to

improve the efficiency of marketing and new product development efforts

with a focus on consumer segmentation, ideation techniques, concept

screening, improved point-of-purchase and package communication, and more

impactful media and advertising.

. Improved effectiveness of Food Saver direct-to-consumer efforts, using

DRTV to drive both direct and retail sales. Grew total Direct MER

(infomercial and web activity) from 1.8 to a consistent 2.3-2.5.

. Focused marketing efforts to improve profitability during an economic

downturn (housing slump and record gas/food prices). These efforts were

key in delivering a +0.5 point increase in EBITDA margin and growth in

total profitability despite a significant decline in the small appliance

category.

Oreck Corporation - New Orleans, Louisiana 2005 to 2007

Vice President - Marketing

Reported to the Chief Executive for a leading Private Equity owned durable

goods manufacturer (vacuums, air purifiers, and cleaning products), with

annual sales of $400MM. Distribution channels included Direct (Call Center

and Internet), Retail (500 franchised and company owned stores) and

Commercial (Foodservice and Hospitality.) Managed all aspects of marketing

and product development with a $130MM budget for media (Direct Mail,

Infomercial, Print, Radio, and Internet), E-commerce websites, retail

advertising and promotion, and market research. Forged a close working

relationship with company founder and spokesman, David Oreck.

. Established the first marketing department and infrastructure. Upgraded

the quality of media and creative agencies. Developed the company's

first usable customer database including data enhancement to better

target marketing efforts. Formalized a process for identifying,

developing, and launching new products. Developed more effective

infomercial, direct mail, and print campaigns to improve response rates

by over +30%. Upgraded retail marketing support for franchise stores

including new TV/print ads, media buying support and improved sales

collateral.

. Led company through Hurricane Katrina relief and recovery efforts.

Assisted in recovery of the company's Gulfport Mississippi manufacturing

facility. Located displaced employees, arranged delivery of emergency

food and water supplies, purchased and installed diesel generator

systems, purchased trailers and established an RV park to house key

workers who had lost their homes. Despite extensive destruction in the

Gulf Coast area, the company was producing product within ten days of the

storm. Led relocation of Oreck's headquarters from New Orleans to

Nashville.

. Learned Direct Response marketing from David Oreck, one of the pioneers

of the industry.

Pennzoil / Quaker State (acquired by Shell) - Houston, Texas 1999 to 2003

Senior Vice President, Lubricants Brand Management

P&L responsibility for the $1.4B annual sales Lubricants Division for the

world's leading automotive products company. Managed premium and private

label brands, and a $220MM Trade and Consumer marketing budget. Supervised

twenty two marketing and sales professionals including Brand Management,

Trade/Channel Marketing, Motor Sports Marketing, Promotion Services,

Art/Graphic Development, and Retail Marketing programs for company owned

and independent Quick Lubes. Managed six external agencies to develop (1)

General Market, Hispanic and African-American advertising and media plans,

(2) consumer promotions, and (3) Trade merchandising programs.

. Key player on the management team that grew profit from a loss of -9 per

share in Fourth Quarter 1999 to +23 per share in Second Quarter 2002.

As a result, Royal Dutch Shell acquired Pennzoil-Quaker State at $22 per

share, a +40% premium versus traded price (deal closed October, 2002).

. Balanced pricing and marketing activity to protect profitability despite

a +45% increase in base oil costs (primary raw material in lubricants).

Focused NASCAR, IRL, and NHRA racing sponsorships to save $20MM while

better activating remaining programs to build Trade merchandising and

race fan loyalty. Identified and executed programs to save over $15MM in

packaging and formula costs. Revamped Trade incentives to boost

merchandising while eliminating over $23MM in deductions. Improved

advertising effectiveness and media efficiency to save $17MM while still

growing brand awareness and consumer preference.

. Accelerated pace of product innovation including launching specialty oils

for high mileage cars. Sales of new products exceeded plan by +135% and

were key drivers for growing profit and market share. Won Popular

Mechanics "Product of the Year" award.

. Created Retail Image and Marketing Programs for Pennzoil and Quaker State

lubrication centers including development of architectural plans, brand

signage, merchandising standards, owner/operator incentives, and sales

contracts. Average traffic at re-imaged locations increased over +25%.

. Extensive interaction with the Trade selling new products and programs to

key customers including Wal-Mart, Kmart, AutoZone, Pep Boys,

Distributors, and Jiffy Lube Franchisees.

The Kellogg Company - Battle Creek, Michigan 1996 to 1998

Marketing Director, Adult Cereals and New Products

Developed marketing programs for Kellogg's $660MM adult cereal business.

Managed a $45MM advertising and consumer promotion budget, 20 brands, and 8

marketing professionals. Managed 3 agencies to develop advertising and buy

media. Managed licensed program with ConAgra for Healthy Choice cereals.

. Focused on bringing younger adults back to Kellogg Adult cereals. Pruned

twenty weak brands into five focused brands worthy of long-term

investment. Stabilized share following eight years of decline behind

more consumer relevant advertising, line extensions, and equity building

sponsorships. Profits exceeded plan by 14%.

. Led development of over fifteen new products from initial concept to

product prototype testing. Developed and launched Raisin Bran Crunch,

Kellogg's most successful cereal line extension in 10 years. Conducted

initial research on consumer needs and technologies that led to the

launch of Special K cereal bars, Special K Red Berries and Fruit Harvest

cereals.

The Procter and Gamble Company (P&G) - U.S., Japan, Mexico, South America,

and Puerto Rico 1984 to 1996

Brand Assistant to Marketing Manager

Brand Management positions of increasing responsibility including

assignments in the U.S. (1984 to 1987 and 1990 to 1992), Japan (1987 to

1990), Mexico City (1992 to 1994) and Puerto Rico (1994 to 1996).

. Developed a coordinated approach across P&G's Latin American subsidiaries

leading to (1) rationalization of production from each country producing

detergent locally to just three major regional exporting plants, (2)

sharing costs of advertising production and package graphic development,

(3) launching new products into Argentina, Chile, Colombia, Dominican

Republic, Guatemala, Costa Rica, and Peru, (4) more rapid utilization of

new technology across Latin America cutting product cycle time from years

to just months, and (5) sharing marketing talent across subsidiaries.

. Developed positioning, advertising and promotion campaigns that turned

around Japan Camay business following 10 years of decline. Introduced

first antibacterial liquid soap into Japan.

. Led the marketing and product development team that tested and launched

Tide with Bleach in the U.S.

United States Navy - Pearl Harbor, Hawaii 1979 to 1984

Submarine Officer - USS Seadragon (SSN584)

Increasing responsibilities up to head of the Weapons Department.

Supervised one officer and 22 enlisted personnel. Completed additional

studies to qualify as a Nuclear Engineer.

Education

U.S. Naval Academy - Annapolis, Maryland

B.S. Aerospace Engineering, graduated with distinction, 1979

Extracurricular Activities: Flying Club; Lettered on Ocean Racing Sailing

Team

Board and Professional Leadership

Board of Directors, Results Weight Loss - Tampa and Fort Myers, Florida,

2010 to 2011

Outside Board Member for private equity held (Riverside Capital) weight

loss retailer in the Tampa and Fort Myers area. Served through divestiture

of the business to another investor.

Volunteer, American Red Cross - Houston, Texas, 2001 to 2003

Served on the Marketing Committee for the Houston Chapter. Assisted in

developing marketing efforts to increase donations and raise awareness of

services offered by the American Red Cross.

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