Marketing

James M. Healy

** ***** **** • Brewster, NY ***** • H 845-***-**** • C 914-***-**** • *********@*****.***

Experienced Marketer with a proven ability to deliver sales, profitability and market share for CPG companies. Leverages creativity, analytics and consumer insights to develop branding and segmentation strategies, new products and integrated marketing campaigns. Proficient in P&L management, market research, forecasting, creative development, packaging, media planning, digital and social media, publicity and sales promotion. Experience marketing products online and in the Food, Drug, Discount, Big Box and Natural classes of trade. Skilled communicator and trusted advisor with an entrepreneurial management style that fosters strong working relationships and emphasizes mentoring. Select accomplishments:

New Product Development/Launch – Launched LiceMD, an innovative pesticide-free lice treatment into the mass market. Licensed new technology, developed unique brand position through consumer research and executed marketing campaign that integrated TV, Print, Social Media, Online and Professional advertising. Achieved #3 share in highly competitive category in Year I.

Brand Strategy – Achieved #1 market position for Odor-Eaters by reducing franchise to core SKUs and spearheading gatekeeper media strategy. Increased profitability 43%, while improving year-over-year sales 3% to 5% and achieving over $35 MM in consumer sales.

Brand Revitalization – Revitalized struggling Bikini Zone franchise by implementing tactical consumer and trade promotions, fueled by consumer advertising. Consumers sales increased +13.9% within first year while maintaining brand profitability at 50.9%

Cross Functional Team Leadership – Developed New Product Development process among key stakeholders at Kiss My Face. Integrated syndicated data and concept/product testing that resulted in five new product launches in first 18 months.

Expertise that Builds Company Value

Strategic Planning

P&L Accountability

New Product Development

Sales Forecasting/ERP

Market Research and Analysis

Creative Development

Digital and Social Media

Shopper Marketing

Syndicated Data Expertise

Team Management/Mentoring

Vendor, Agency Management

Microsoft Office Suite

Experience Delivering Sales and Revenue Growth

CCA INDUSTRIES, East Rutherford, NJ 2013 - present

$40M publicly traded consumer packaged goods company specializing in oral care, dietary supplements, facial care and feminine care

DIRECTOR OF MARKETING ANALYTICS/MARKETING DIRECTOR

Provide marketing leadership to solidify fragmented and struggling brands while providing analytical leadership for the company. Manage one direct report.

Direct P&L responsibility for the Nail Treatment, Women’s Shave, Sun Care and First Aid franchises

Reinvigorated struggling Bikini Zone franchise by implementing a program of consumer promotions and TV advertising, resulting in a +13.9% increase in consumer sales within 12 months.

Launched new, upscale line of Nutra Nail Nail Treatments positioned towards health and wellness. Contributed 28.4% of franchise sales in year I.

Responsible for Syndicated Data function and Household Panel analysis

Developed and instituted Consumer Research protocol in the areas of Advertising Copy Testing, New Product Concept tests and Product testing. Implemented Brand Budgeting procedure.

Improved Mega-T Supplements by adding probiotics to the successful Green Tea based formulations.

Modernized brand and corporate websites

KISS MY FACE LLC, Gardiner, NY 2011 – 2013

$23M privately held natural product company specializing in body, sun, oral and hair care.

MARKETING CONSULTANT

Charged with driving marketing strategy to elevate branding, product awareness and market penetration. Developed and implemented product development and launch process. Directed advertising, market research, syndicated data, social media, e-commerce website, email marketing, packaging, sales promotion and trademark management. Provided leadership to internal resources and outside agencies to execute go-to-market initiatives and managed a staff of three direct reports.

Propelled sales by $2.5M (12%) to $23M, unifed brand strategy and packaging and implemented advertising initiatives using digital, spot radio and OOH communication.

Expanded digital footprint by increasing website sales by 8%, contacts from 50,000 to 80,000 and expanding Facebook fan base from 8,000 to 60,000+ through contests and promotions.

Introduced first natural mineral SPF 40 sunscreen and improved existing line with licensed technology driving 62% sales growth and increased toothpaste sales 14% by extending gel formula into paste formulation.

Directed intense consumer research program fielding nearly two dozen research projects to understand brand imagery and product performance, new product concepts and measure advertising effectiveness.

Developed, implemented and evaluated local advertising initiatives using digital, spot radio and OOH.

COMBE INC, White Plains, NY 1988 – 2010

$400M private family-owned consumer products company specializing in hair, foot, skin and oral care. HBC brands were divested in 2010.

MARKETING DIRECTOR, HBC BRANDS (2000 – 2010)

Held full P&L responsibility for $80M foot care and skin care franchises delivering ~$15M in profit. Drove strategic planning, advertising, media, Internet, product development, PR, consumer/trade promotion and forecasting. Marketed and consistently grew Odor-Eaters, Lanacane, Scalpicin and LiceMD brands, contributing significant profit for corporate operations. Managed change following 2006 restructuring. Managed one direct report and cross-functional team of 9 individuals.

Created new category with launch of LiceMD (pesticide-free lice treatment) in 2008, generating $6M+ in sales and rapidly becoming #3 brand.

Introduced Lanacane Anti-Chafing Gel in 2010, creating new niche and revitalizing franchise; achieved consumer sales of $4M, exceeding forecast.

Orchestrated new media and advertising strategy for foot care that grew sales 3%-5% annually, achieved #1 share with sales ~$35M while improving profitability 43%.

Licensed Odor-Eaters trademark to manufacturers in hosiery, pet care, carpeting and OEM.

Executed Odor-Eaters National Rotten Sneaker Contest, which generated 40,000,000+ impressions annually.

Implemented state of the art Sales Forecasting process as part of ERP Implementation Team.

MARKETING MANAGER, HAIR CARE (1998 – 2000)

Promoted as Product Manager for Just for Men and Grecian brands – company’s largest division and #1 industry leader. Developed annual brand plans and directed day-to-day media planning, creative development, manufacturing, publicity, sales forecasting, multimedia marketing and market research, with full P&L accountability. Introduced new product formulas to elevate consumer satisfaction and packaging to keep brands competitive. Managed two direct reports.

Leveraged Grecian Brand equity into new line of hair coloring, increasing franchise sales 15%.

Modernized Just For Men product, increasing sales 17% and profitability 9%.

Introduced celebrity-driven publicity programs elevating brand/category awareness.

ASSOCIATE PRODUCT MANAGER, FOOT CARE (1996 – 1998)

SALES MANAGER/MANAGER OF SALES SERVICES (1994 – 1996)

RESEARCH MANAGER / RESEARCH ASSISTANT (1984 – 1993)

Education

Bachelor of Science in Political Science / Urban Studies – State University Of New York, Potsdam, NY

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