Marketing Management

TRICIA RYAN BA, BSc, RD, MBA

**** **** ***** ****. *. * TO. ON. * M8V3Y2* 416-***-**** * **************@*****.***

STRATEGIC BUSINESS EXECUTIVE – Marketing, Research & PR

Marketing Innovation * Strategic Planning * Consumer Insights * Leadership

Recognized international strategic planning expert. Expert in driving sales, expansion and profitability in start-up,

turnaround and growth environments in both domestic and international markets. Consistent peak performer and

visionary marketer with advanced skills in strategic and research planning, resource allocation and management,

business development and launch. Solid business acumen combines with particularly strong relationship management and

talent for revitalizing, building and developing teams that achieve impressive revenue gains within highly competitive and

regulated markets. Collaborative leader with passion for innovation. Comprehensive experience with a very diverse

array of clients from all sectors of industry and society; new media upstarts, food, beverage retail, healthcare, ad agencies,

not-for-profits and government at every level.

Professional Employment & Achievements

EMPLOYER: THE MARKETING CHEFS / THE GLUTEN-FREE AGENCY 2011 –

Present

Exclusive niche PR/digital consultancy advising on research & communications programs for clients with regulatory challenges

across a broad range of categories, with a focus on the Food & Wine, Retail, OTC Health Care/Lifestyle sectors.

PRESIDENT & PRINCIPAL CONSULTANT

Provided a full range of strategic, consumer insights and tactical marketing support, with expertise ranging from initial strategic

planning and market research to brand positioning, business planning & development, packaging, promotions, advertising,

regulatory, PR and online social media campaigns. Noteworthy projects include:

• Vice President of Marketing inspiring the business and marketing strategies that enhance the profile for certified

gluten-free products in North America. Align, lead and act as spokesperson for Government regulations (CFIA, FDA),

Canadian Celiac Association, National Foundation for Celiac Awareness, GFCP & Sponsor needs. Alignment of

industry players to influence policy and regulatory implementation of programs (e.g. FDA August 2014 gluten-free

program implementation). Support the GFCP and its clients using market research, media relations and public

relations: including Loblaws, Sobeys, Walmart, Weston Bakeries, Mint Pharmaceuticals, Dare, McCormicks, Maple

Leaf Foods

• Advertising, Innovation, Market Research and PR Consultant with: Y&R, Grey Advertising, Leo Burnett,

Promenad Communications Fuse Marketing Group, Adcom Advertising, Cossette, Black Cat Communications

• Westons – designed and implemented the PR and social media launch campaign for All But Gluten brand leading it to

be a market leader within the first year of launch. Differentiated the brand based upon health and lifestyle initiatives

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Snack Alliance

Vice President of Marketing – US & Canada 2008 – 2011

• Member of Executive Management Team responsible for all branded products and new products $150.0MM business (US &

Canada)

• Member of the leadership team that successfully sold and transitioned the company to VC Capital Group

CHALLENGE: Riceworks

The snack food category was in growth and healthier options were beginning to appear on the market. The top 10

brands still dominated based upon sensory appeal and marketing spend

A triangle shaped grain based gluten-free chip was created and finding the sweet spot of consumer positioning of

healthy but great taste and happens to be gluten-free, was the challenge

Also any food that was sugar-free, gluten-free, nut-free was judged to be deficient in sensory delivery

Internet/social media marketing had just taken off

ACTIONS:

Created two distinct target audiences (i.e. celiac and healthy food adopters), using lifestyle segmentation

Used Costco (US & Canada) as our in-field database building tool and sampling tool (in-store demos)

Built 130.0+ database

Used proprietary research software to have daily conversations with consumers on product development

Launched a “Show Us Your Goodness” online social media campaign aligning with charities all over the US & Canada

to promote their cause and Riceworks

RESULTS & STRATEGIC IMPACT:

Built Riceworks into a $20MM Canadian brand, penetrating the Top 10 snacks category within less than 2 years,

$150.0MM in North America

Beat the Pepsi Refresh campaign in social media reach

Built our database to 130.0K+

Leveraged the brand to be one of the leading success stories in the organization to help with a leverage buy out

Wrigley Canada

Director of Marketing – Wrigley Dental Program 1995 – 2008

Conceived, implemented and managed the market research, PR and marketing plans to launch Wrigley’s first targeted dental

program to promote endorsement of Wrigley sugar-free gum across the North American dental industry. Outstanding results

extended a 7-month contract into a 10+ year partnership with added accountability for new product development and launch for

brands/line extensions including Extra, Excel and Freedent

CHALLENGE: Wrigley’s Extra Gum

Gum was social unacceptable to chew except for kids

Sugar free was in dynamic growth

Research demonstrated that there was a dental benefit to gum, how could we overcome social barriers plus demonstrate

in a fun manner how gum could help fight cavities(making a medical/drug claim)

ACTIONS:

Created a dental advisory board of past Canadian and American Dental Associations to help guide & pave path with our

science and need to obtain endorsement and recommendation

Created innovative direct response programs to dental offices which encouraged the purchase of and sampling of Extra

Sugar-Free Gum

Developed the mnemonic – Barkley Beaver as the story carrier

Translated a dry scientific message with a charming spokes beaver in both B2B and B2C communications programs

RESULTS & STRATEGIC IMPACT:

100% awareness and 80% usage by dental professionals as a premium for their patients

Grew the Extra Brand business by 5%

Program was embraced and adopted Internationally as a template program

GREY ADVERTISING

VP & DIRECTOR – Unilever, Maple Leaf, Kraft, New Business 1990 -1995

• Member of the Executive Management Team responsible for delivering 80% of agency revenue with 100% client retention.

• Translated corporate vision into strategy and actions to consistently deliver financial objectives

• Strategic lead responsible for communications strategy development, measurement & implementation

• Collaborated with senior client to assess and refine organization vision, brand purpose, values and internal culture

• Led a brand team of 15 with media marketing budgets over $15MM

CHALLENGE: Lipton Noodles & Sauce

Consumers knew of products like Kraft Dinner for kids, university students. They never thought of in the context of a

main meal item. Lipton used their dry soup/sauce technology to develop Noodles & Sauce but the need to create a

position in their mind and on the plate was the challenge

ACTIONS:

Market research confirmed that there was no definition for this category segment, we ate meat, vegetables & potatoes

maybe rice on occasion

Created the concept of a side dish and creative that used the famous Kay Star song “Side by Side”

RESULTS & STRATEGIC IMPACT:

Category exploded it was valued at $20.0MM within one year in Canada

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Led to the introduction of Rice & Sauce, Potatoes & Sauce and today represents over $4.0 B category and growing

EDUCATION & PROFESSIONAL DEVELOPMENT

MBA – INSEEC Bordeaux, France INSEEC London, UK

Registered Dietitian, Mount Sinai Hospital and Versa Healthcare Services

Bachelor of Arts and Bachelor of Sciences, University of Toronto & Ryerson University

Culinary: Liaison College, Cookworks, Bonnie Stern

Lego Serious Play – Trainer

Creative Problem Solving Institute – Leader & Trainer

Senior Business Management Program, Western University, London, ON

Value Engineer, University of Wisconsin

Integrative Coach, Ford Institute, San Diego, California

Stephen Covey Leadership Training & Facilitator

Burke Institute Qualitative & Quantitative Research Training Programs, Toronto

Internet - Traffic Conversion and Generation Specialty, San Francisco, CA

Regulatory Agent, Seneca College, Toronto

VOLUNTEER LEADERSHIP

Interactive Advertising Bureau of Canada & Coaching Canada, Current Member

Associations, Market Research Intelligence Association, Canadian Association of People in Regulatory Affairs,

Canadian Cosmetic Toiletry & Fragrance Association, Past Member

Not-for-Profit Organizations

AboutFace, Renascent Foundation, The Leacock Foundation,

The Toronto Zoo, & Juvenile Diabetes Foundation, Past Member

The American Marketing Association, VP of Programming / Association Manager

Served for 10+ Years Leading Education Programs, Promotions & Online Social Media

Interests

Health, Wellness, NIA, Yoga, Spiritual Development, Food, Travel

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