Marketing Sales

Darrell D. Leonard

Strategic Marketing Professional

*** ***** **** *******, *** York 10502 914-***-****

***************@*****.*** www.linkedin.com/in/darrellleonard

Career Profile Core Strengths

Strategic Marketing

Marketing Professional focused on developing and executing business strategies Product Marketing

that drive market share growth and category expansion. Strategic and creative Integrated Marketing

leader with 15 years of experience advancing marketing plans for consumer Branded Entertainment

brands through expert alignment of resources, market opportunities, and

Brand Positioning and Strategy

branding. Proven performer in leading cross-functional teams, driving integrated

Leadership

marketing campaigns, and fostering critical internal and external relationships.

Business Performance

Known for driving continuous improvement in ROI while generating maximum

Revenue Generation

revenue growth through integrated, multi-channel advertising and media.

Professional Experience

D&T LEONARD & ASSOCIATES, INC, NY, NY 2009 to Present

Strategic Marketing Consultant

Works with clients across multiple channels and industries on strategic positioning and planning by guiding clients in

branding, positioning, and marketing implementation.

Write marketing plans including analysis, competition, positioning, messaging, tactics, and budget.

Develop and execute local and regional marketing events. Research industries and markets to identify growth

opportunities for clients, and recommend approach for primary and secondary research to support client branding projects.

Create brand stories, positioning statements, and brand messaging statements.

Respond to new business opportunities including researching companies and industries, writing proposals, preparing

presentations, and other new business efforts.

NOTABLE ACCOMPLISHMENTS:

Led development of new products, including brand positioning and marketing plans, for new line of products for L’Oreal

delivering over 90% purchase intent.

Managed the Heineken Red Star Soul tour in 11 key markets. Wrote briefs, managed PR, digital, local radio, print, social

media, in-store activation and local events in markets.

Developed a fully integrated national promotion for Heineken. Deliverables included marketing plan, promotional packaging,

media and PR strategy, in-store POS and brand activation plans in key markets.

PepsiCo, Purchase, NY 2003 to 2009

Marketing Director (2006 to 2009)

Successfully managed team of two marketing professionals, and oversaw creative marketing initiatives and strategies to drive

revenue for $1B ready-to-drink coffee portfolio that includes Starbucks Frappuccino, DoubleShot, and Iced Coffees. Responsible

for identifying target markets, analyzing segmentation, and developing and executing marketing plan.

NOTABLE ACCOMPLISHMENTS:

Led and implemented new marketing communications and sales strategies for brand positioning of Starbucks Doubleshot that

resulted in over 10% increase in distribution delivering and 12% increase in volume.

Grew Starbucks Frappuccino volume by more than 15%, and contributed more than 25% improvement to market penetration

through development of new portfolio architecture.

Managed a cross-functional team to launch new Starbucks DoubleShot Energy+Coffee which grew overall portfolio by 40% in

year 1.

Darrell D. Leonard

Professional Experience continued

PepsiCo, Purchase, NY (cont’d)

Senior Brand Manager (2005 to 2006)

Directed all aspects of the marketing mix for the Lipton Iced Tea and Lipton Brisk businesses, including consumer and retail

promotions, long-term planning, new product development and launch, market research, advertising, and pricing.

NOTABLE ACCOMPLISHMENTS:

Grew brand by more than 5% for first time in three years by repositioning Lipton Brisk Iced Tea behind promotional program

featuring entertainment, music, and urban culture.

Led launch of new flavors of Lipton Iced tea, delivering 15% increase in brand volume.

Implemented new marketing platform to drive brand development in radio and print advertising by leveraging consumer

insights to design new strategy and positioning.

Shopper/Retail Marketing Manager (2003 to 2005)

Developed and implemented retailer-specific integrated marketing programs to achieve business plans in support of targeted volume

and profit goals. Used sports and entertainment assets to execute promotions to increase sales, market share, and profitability.

NOTABLE ACCOMPLISHMENTS:

Increased promotions by 25% resulting in improved volume and share growth despite national category declines.

Worked closely with sales and retail account teams to understand regional and consumer trends, and executed retailer-

specific marketing and promotion plans accounting for difference in consumer base.

Delivered sales volume increases by implementing Lucas Films/Star Wars and DreamWorks/Shrek promotional programs.

The Procter & Gamble Company, Cincinnati, OH 1998 to 2003

Assistant Brand Manager, NyQuil/DayQuil (2001 to 2003)

Key contributor to overall brand team responsible for leading cross functional teams in planning, execution, and analysis for the

$300+MM NyQuil/DayQuil business. Developed strategic business and marketing plans to achieve objectives.

NOTABLE ACCOMPLISHMENTS:

Created new product platforms focused on synergistic global claims strategy.

Drove sales growth by more than 5% for critical consumer group by conducting comprehensive competitive review, refining

target audience, and developing integrated marketing campaign.

Championed global sharing of knowledge gained from regional product tests.

Assistant Brand Manager, ThermaCare (1998 to 2001)

Appointed to development and commercialization team for new thermal analgesic product charged with developing strategic

business and marketing plans to achieve brand volume and profitability.

NOTABLE ACCOMPLISHMENTS:

Built brand awareness and incremental sales by securing partnership with the PGA.

Evaluated and recommended media marketing vehicles to increase new product trial and awareness.

Led development of targeted online marketing campaign.

Yielded $250K in cost savings by working closely with cross-functional teams to redesign complex brand messaging in three

languages while maintaining labeling standards.

Education and Training

Darrell D. Leonard

The Pennsylvania State University

Masters of Business Administration, Marketing, and Finance

North Carolina State University

Bachelor of Science, Civil Engineering

Awards

2005 Marketing Emerging Professional Award-The Pennsylvania State University

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