Director of Marketing

Laura Herzog ********@**.***

LAURA HERZOG

www.linkedin.com/in/lauraherzog6

424-***-**** ********@**.***

MARKETING EXECUTIVE FOOD BEVERAGE LUXURY GOODS HOUSEHOLD PRODUCTS Extensive marketing experience in consumer packaged goods and luxury goods. Proven track record of driving growth of established brands and developing new products. Ability to maximize corporate performance establishing efficient infrastructure and processes. Demonstrated ability to deliver corporate profit objectives. Strong leadership skills in developing talent and maximizing individual performance. Areas of expertise include:

• Consumer Marketing • Brand Management • Innovation/Brand Strategy Development

• Strategic Partnerships • Stage Gate Development • Product Pipeline Development

• Concept Development • Business Case Development • Product Commercialization

• P&L Management • Marketing Plan Development • Contract Manufacturer Management

• Consumer Insights • Coaching and Development • Shopper Marketing

• Project Management • Digital Strategy Development • Primary and Syndicated Data Analysis PROFESSIONAL EXPERIENCE

KING’S HAWAIIAN BAKERY, Torrance, CA 2013 –2015

Family-owned and operated bakery with annual revenues of $250MM. Director of Marketing Innovation

Reported to VP of Marketing with responsibility for new product development, stage gate process development and execution and global expansion of current products. Managed one direct report, external food development agencies and contract manufacturers.

• Readied King’s Hawaiian’s first new product outside of bread for commercialization exceeding profit targets.

• Developed and implemented first new product development stage gate process.

• Developed first innovation strategy outside of bread identifying a pipeline of products for 3-5 years.

• Indentified and collaborated with contract manufacturers to develop new products.

• Implemented best practice for developing a business case for new products.

• Led cross-functional team to analyze potential global market expansion resulting in an approved recommendation by the CEO.

• Developed multiple concepts that scored as ‘Ready to Launch’ based on the BASES Snapshot methodology. ARYZTA LLC, Los Angeles, CA 2012 –2013

$6 Billion Global Food Manufacturer with a Leadership Position in Specialty Bakery Brands/Foodservice Customers include: La Brea Bakery, Otis Spunkmeyer, Starbuck’s, Subway, Tim Horton’s, McDonald’s.

Director of Marketing, Insights and Innovation

Reported to VP of Marketing with responsibility for creating and implementing ARYZTA’s first Innovation department and strategy supporting the retail brands and foodservice customers. Additional responsibilities included creating and leading ARYZTA’s Consumer Insights department. Managed one direct report.

• Developed and implemented first continuous innovation process at ARYZTA.

• Developed first innovation strategy for company and gained alignment from both North American CEO and Global CEO to implement strategy across organization.

• Led cross-functional team of 20 people through front-end innovation process including hiring an agency and successfully completing a 13-week project resulting in innovation platforms, concepts and a strategic roadmap.

• Created and led the Consumer Insights department managing all the primary and secondary research. Laura Herzog ********@**.***

S.C. JOHNSON & SON, INC., Racine, WI 2007 – 2012

$9 Billion Manufacturer of Household Products.

Senior Brand Manager – Home Cleaning Innovation (2010 – 2012) Reported to Director of Marketing for Home Cleaning Division with responsibility for Innovation for $900MM Home Cleaning Division. Managed one direct report.

• Developed and implemented white space innovation roadmap across various Home Cleaning Brands

(Pledge, Scrubbing Bubbles, Windex, Shout).

• Led cross-functional team through front-end innovation process identifying opportunity areas in the furniture category potentially leading to a $50MM launch.

• Core member of team to develop technology roadmap platforms for the Home Cleaning Division.

• Developed multiple BASES scoring concepts for various innovations estimated at over $100MM. Brand Manager – Pledge Innovation (2009 – 2010)

Reported to Senior Brand Manager with responsibility for Innovation for $200MM Pledge Business. Managed one summer intern.

• Participated in SCJ Innovation pilot program designed to reinvent and create game-changing innovation.

• Developed 5-year innovation strategic plan for floor category estimated at over $200MM, doubling current Pledge business. Plan incorporated both online and offline brand experiences for the consumer.

• Developed company-wide DIY strategy creating first partnership with Johnson Diversey and launching a line of new products which led to 15% growth and $10MM incremental volume in the Home Cleaning Division. Brand Manager–OFF! Personal Repellent Base Business (2008 – 2009) Associate Brand Manager – OFF! Base Business (2007 – 2008) Responsible for all base business activities on $120MM OFF! Personal Repellent Business. Managed $20MM A&P budget. Managed one direct report.

• Developed Strategic Marketing Plan and managed $120MM Personal Repellents business P&L.

• Launched $15MM OFF! Smooth & Dry that doubled sales goals and grew OFF!’s share of personal repellent category 2 years in a row (+3.1pts and +1.1pts).

• Worked with multiple agency partners to launch Integrated Marketing Program for Smooth & Dry winning an SCJ Marketing Excellence award for best IMC program and was recognized in Ad Age Magazine. BIMBO BAKERIES (George Weston Bakeries, Inc.), Northlake, IL 2004 - 2007

$4 Billion Bakery Manufacturer. Brands include: Brownberry/Arnold Bread, Thomas’, Entenmann’s and Boboli Corporate Marketing Manager – Boboli, Brownberry, Thomas’ (2006-2007) Regional Marketing Manager – Brownberry, Thomas’, Entenmann’s and Boboli (2004-2006) Responsible for managing $400MM Businesses ($200MM Brownberry, $150MM Thomas’, $50MM Boboli) and

$5 million A&P.

• Reversed a 5-year decline of unit sales and EBIT on the Boboli brand. Grew unit sales +6% in 2005 and

+10% in 2006.

• Developed marketing program for Super Bowl growing sales of Boboli +6% in 2005 and +5% in 2006.

• Launched 100% Whole Wheat Boboli that accounted for 11% of Boboli portfolio.

• Streamlined Boboli manufacturing process resulting in a $2 Million savings to the company.

• Developed first Boboli customer marketing promotion with Meijer resulting in a 200% growth vs. YAGO.

• Implemented first Kroger customer promotion partnership with Thomas’ Squares Bagelbread, French’s Mustard, and Kroger’s in-house deli resulting in doubling the number of households purchasing Thomas’ Squares Bagelbread in Kroger stores and doubling dollar sales during promotion.

• Build brand awareness of Boboli through website development linking in-store promotions to website driving consumer traffic to website with contests, games, recipes and party ideas. Laura Herzog ********@**.***

TERLATO WINES (Paterno Wines International), Lake Bluff, IL 2001 - 2004

$50 Million sales leading international importer and marketer of 45 luxury wine brands from 10 countries Associate Brand Manager

Reported to 2 brand managers with responsibility for the development and implementation of marketing brand plans of seven high-profile wine brands from California, Oregon, Italy and Chile.

• Assisted in managing an A&P budget of over $6 Million.

• Partnered with various agencies to implement sales programs in key markets through incentive programs, innovative packaging and print advertising.

• Created, produced and facilitated trade and consumer-focused programs such as promotions and wine tastings designed to excite and educate.

IRI - INFORMATION RESOURCES, INC., Chicago, IL 1996 - 2001 Leading provider of enterprise market information solutions and services. Project Manager, Client Service (1999-2001)

Account Team Manager and Sr. Client Database Specialist, Client Database Services (1996-1999) Responsible for managing Frito-Lay, Keebler and Storck client partnerships and the delivery of timely and accurate data to 25 additional CPG clients. Managed 5-7 direct reports.

• Managed relationship with marketing and sales teams at the client to assist them in making major brand and category decisions.

• Recommended, sold and delivered IRI products and reports to client. PLAZA RESEARCH, Chicago, IL 1994 - 1996

Focus Group Facility

Assistant Director/Interim Director

Responsible for analyzing, organizing and executing all external and in-house research projects in the Chicago facility. Managed 25 direct reports.

EDUCATION

M.B.A. DEPAUL UNIVERSITY, KELLSTADT SCHOOL OF BUSINESS, Chicago, IL B.S. INDIANA UNIVERSITY, KELLEY SCHOOL OF BUSINESS, Bloomington, IN Marketing Major, Spanish Minor

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