Marketing Sales
Resume:
Eric Relyea
Manhattan Beach, CA 90266
*******@**.***
Overview:
Strategic marketer with demonstrated expertise in demand generation,
interactive platforms, business analysis and metrics, product/brand
management and new product development.
Over 30 years of experience managing brands, people and projects in both
established and entrepreneurial environments. Adept at building and
performing to budget. Sensitive to exit valuations and positioning
enterprise for exit. Experienced in board level interactions and preparing
board presentations.
Broad category knowledge with particular emphasis on consumer and
healthcare related businesses.
Hands-on leader, with strong bias for action, accountability and alignment,
while delivering measurable results through cost effective revenue
generation initiatives.
Demonstrated ability to lead teams through the development and
commercialization of products of varying technical complexity, including
toys, food & beverage, medical devices, and most recently the global launch
of a new professional hair smoothing treatment.
Accomplishments include:
. Launching Snap-On Smile marketing program, growing brand from $1 million
to $12 million in revenue in less than one year;
. Establishing Zoom! as the dominant leader in professional teeth
whitening, providing basis for Philips acquisition of Discus Dental;
. Laying foundation for $100 million senior home care brand; and
. Revitalizing Kahlu business, turning aging franchise into one of the
Spirits markets' hot brands.
Professional Experience:
Pipeline Marketing Alliance
2012-Present
Manhattan Beach, CA
Principal
Pipeline Marketing Alliance is engaged with projects in the medical device,
dental and personal care sectors. Presently working with former colleagues
at DenMat on two entrepreneurial ventures - Demand Brands/Cezanne
Professional Products and SpinLabel Technologies.
Demand Brands/Cezanne Professional Products (2012-Present): Serving as CMO,
responsible for all marketing and social media, as well as project
management for start-up professional hair care company. Completed launch
and re-launch of salon treatment and after care line with North American
distributors and conducted launch programs in Australia, New Zealand and
Taiwan. Driving engagement with consumers and salon professionals via
social channels, with significant coverage via leading online publications
and bloggers. Leading critical project management, including launch of new
packaging and product development programs.
SpinLabel Technologies, Inc. (2013-Present): SpinLabel Technologies, Inc.
is a Florida based company dedicated to licensing its unique labeling
technology which builds brand value by engaging current and prospective
customers in the shopping corridor and at home. Serving as CMO,
responsible for all inbound and outbound marketing, as well as collateral
and client presentations. Working with President to build sales funnel and
infrastructure required to monetize the company's IP portfolio.
Additionally, introduced and manage the company's critical projects
program.
DenMat Holdings, LLC
2009 - 2012
Santa Maria, CA
Vice President, Marketing
Recruited to serve as chief marketing officer for dental products company
acquired by private equity in 2008. DenMat's business was highly focused
on LUMINEERS, a high-end cosmetic product that was negatively impacted by
recession and market share lost to local labs. Company had limited
management talent, outdated systems and no product pipeline.
Accomplishments include:
. Upgraded and reorganized marketing team to focus on key initiatives,
deliver revenue generating programs, and maximize value of company's $12
million annual marketing expenditure.
. Launched Snap-On Smile direct to consumer marketing program, resulting in
>400% revenue growth and generating positive buzz for the company.
Program includes consumer advertising, trade education, call center
operations, Dentist subscription program and online training.
. Developed and deployed direct marketing programs to retain and maximize
value of current customers which has stabilized customer base following 6
quarters of significant declines.
. Revamped continuing education program, increasing attendance by 20% and
on-site sales per attendee by 35%.
. Teamed with sales to achieve required results, in a highly challenging
environment and with limited assets.
. Teamed with R&D to rebuild pipeline, resulting in expansion of Sapphire
Plasma Arc Light Platform, launch of new diode laser product and Cerinate
One-hour Veneers, an affordable veneer option with demonstrated potential
to be DenMat's next big direct to consumer brand.
. Teamed with IT to upgrade systems, including implementation of
Salesforce.com, campaign management programs (UNICA and Marketo) and new
reporting tools (Cognos and Qlikview).
. Partnered with Operations to implement digital technologies to support
the LUMINEERS and Snap-On Smile businesses, from digital scanning to
CAD/CAP design to digital preview to printing or milling of the final
restoration.
. Championed new project management system to drive alignment, visibility
and accountability.
. Worked with CEO to set strategic direction and secure board buy-in.
As planned, DenMat was sold to a new private equity investor in late-2011,
and assignment ended when transition to new management was completed.
Discus Dental 2003
- 2008
Culver City, CA
General Manager, Smart Endodontics
Vice President, Global Product Marketing
Vice President, Whitening
Hired to run tooth whitening business for worldwide leader in professional
whitening, with brands such as Zoom!, BriteSmile and NiteWhite. Whitening
business grew from $35 million to almost $100 million in the ensuing 4
years. Growth driven through mix of programs that: 1) rapidly expanded
office penetration; and 2) increased velocity by driving requests for
whitening treatments and providing offices with tools/training to promote
tooth whitening to patients and prospects. Promoted to oversee marketing
for all professional products in Discus Dental's portfolio, and
subsequently assigned to manage operations for fledgling, yet high
potential Smart Endodontics Division. Accomplishments included:
. Zoom! customer and consumer marketing programs energize brand,
establishing Zoom! as world's #1 professionally dispensed whitening
treatment.
> Next generation Zoom! systems drive footprint growth, as new users
enter franchise and existing users trade up to realize performance
benefits.
> Zoom! consumer campaign developed, executed and terminated, with
lessons learned and next steps clearly articulated.
> Zoom! velocity initiative providing tools and techniques to 1)
integrate Zoom! into dental practice, 2) train office staff, 3)
merchandise office and 4) execute locally relevant marketing programs.
> Cost reductions and efficiencies support margins and fund continued
business expansion.
. BriteSmile successfully integrated into Discus Dental portfolio.
. Smart Endodontics stabilized and poised for growth via sales and
education initiatives in support of product line delivering
tools/techniques that build confidence resulting from safe, predictable
and complete treatment of RCT patients. Key drivers include: 1) building
base of loyal customers; 2) bringing discipline and accountability to
sales team; 3) launching training and mentor programs, complemented via
newsletters and new online community; 4) refining seminar and events
strategy to improve cost per acquisition; and 5) establishing sustainable
presence in the Academic community.
Apria Healthcare 2001
- 2002
Lake Forest, CA
eBusiness Marketing Consultant
Teamed with General Manager, eBusiness to launch eBusiness and direct
marketing initiative for Apria Healthcare, a leading provider of home
healthcare services. Responsibilities included:
. Directing Web site development, launch and evolution, including content
management and quality control responsibilities - Web site recognized as
best in class by Mobility Management.
. Managing home healthcare supplies product line for sale online and via
call center.
. Developing and producing product catalogs for offline distribution.
. Establishing and maintaining eBay and Yahoo shopping centers.
. Managing relationship with McKesson, our product fulfillment partner.
. Training and over-site of call-center personnel.
. Executing marketing programs to drive Web site traffic and catalog
distribution.
Assignment concluded in December 2002.
AccentCare 1999
- 2000
Irvine, CA
Vice President, Marketing
Established and executed marketing plan for start-up business in the senior
care industry. Accomplishments included:
. Developed and implemented Internet strategy, with site development and
launch completed in 90-days.
. Collaborated with Business Development team to maximize value of online
partnerships and led partner integration efforts.
. Led public relations program, including analyst and press tour yielding
New York Times feature article and Gomez.com profile.
. Crafted branding strategy and led development of all collateral
materials.
. Led product development on key care coordination initiative.
Position eliminated in December 2000.
Allied Domecq 1995
- 1999
Woodland Hills, CA
Vice President, Marketing, Kahlu
Global strategic leader for Kahlu, the company's No. 2 priority brand,
with net brand contribution in excess of $125 million per year. Responsible
for: 1) establishing and communicating brand essence, strategy and
marketing principles to National Marketing & Sales Company (NMSC)
management; 2) product and packaging, including line extensions; 3) global
and regional brand-building initiatives; 4) setting and tracking annual and
3 Year business plans, in collaboration with local management teams; and 5)
global brand performance. Activities included:
. Crafted international brand communications platform.
. Partnered with NMSC to launch U.S. revitalization program (received
Allied Domecq Award for Excellence).
. Collaborated with Region management team to launched Asia/Pacific
development program.
. Revitalized consumer advertising.
. Raised profile and expanded ready-to-drink product range.
. Led Kahlu Surfing program and ASP Women's World Tour sponsorship.
. Led development of Kahlu Internet (finalist, London International
Advertising Awards) and Intranet sites.
. Introduced shrink-wrap and Pre-Columbian packs (shrink-wrap pack received
Mobius Advertising Award).
. Championed Kahlu ccino, a frozen coffee drink (earned Allied Domecq Award
for Excellence).
Results included:
. Brand volume up 7 percent in fiscal year 1998 and Kahlu cited as sixth
fastest growing spirits brand by Drinks International.
. Brand contribution growth in excess of revenue growth for 1996, 1997 and
1998.
. Brand growth in Japan up over 30 percent.
. Kahlu Drinks-to-Go line extension reached 1,000,000 cases and received
Impact Hot Brand Award.
Departed Allied Domecq when office relocated to Connecticut.
Additional Experience:
Avery Dennison - Office Products Group
Torrance, CA
Director, Marketing & Sales Planning
Mattel Toys
El Segundo, CA
Director, Marketing - Disney Infant & Preschool
Allied Lyons
Studio City, CA
Division Marketing Director, Kahlu
Brand Manager, Ballantine's Scotch Whisky
Beatrice/Hunt-Wesson
Fullerton, CA
Marketing Manager, Rosarita Mexican Foods
Marketing Manager, Orville Redenbacher's Gourmet Popping Corn
Product Manager, La Choy Oriental Food Products
Johnson & Johnson - Personal Products Division
Milltown, NJ
Marketing Assistant
Education:
The Wharton School, University of Pennsylvania
Philadelphia, PA
M.B.A., with dual concentration in marketing and finance
Pomona College
Claremont, CA
B.A., with major in Philosophy
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