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Product Marketing

Boynton Beach, Florida, United States
June 23, 2016

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Peter T. Kamen

**** ****** ******* *** • Boynton Beach, FL 33473 • H: 561-***-**** • C: 732-***-**** •

Marketing Management

Strategy • Product Marketing • Project Management • Consultant

Category Management • Consumer Loyalty/Segmentation/Insights • Sales Analytics

Trade/Shopper Marketing • Retail • Wholesale Marketing Services • Travel Industry

Proven marketing leader with demonstrated ability to drive results and execute on key strategic initiatives.


Franklin Baker Company of the Philippines 2013 – Present

Premier supplier of coconut ingredient to the global food market

Product Marketing Manager, North & South America

•Business development activities for new account recruiting, sourcing, and product expansion for B2B ingredient, food service and new business verticals (health & beauty, pet, wellness).

•Structured the business strategy to redefine the consumer narrative by developing a retail sales strategy encompassing new product branding, distribution, pricing, and promotional activity roadmap.

•Support a network of broker sales teams, distributors, and agents with strong marking collateral and industry analytics.

•Responsible for international sales of Suchero coconut sugar and the re-branding of the Franklin Baker GEM franchise.

•Prepare RFP's for multi-lateral marketing firms, clinical research and education studies.

•Manages all marketing communications programs, including sales collateral (data sheets, brochures, flyers, and catalogs), direct marketing, website, channel programs, events, PR, media, social media and newsletters.

•Created new Health & Wellness website from initial vision to launch within a 4 week time period.

•Maintain website updates, content and management

•Provide daily management of Twitter social media account for @coconutbenefits1

•Responsible for company trade shows and other related events for North & South America, inclusive of show logistics, exhibit construction, marketing collateral, pre & post show business development. show logistics, event management and execution, advertising, marketing communications, collateral, and post-show follow up and analysis.

Spirit Airlines 2011 – 2013

United States ultra low-cost carrier

Sr. Marketing Manager, Product Development (2012 – 2013)

• Defined and recruited new product development team within the marketing organization to deliver day-to-day support for multiple medium- to large-scale website/application projects to drive enhanced customer experiences and revenue through Hired and developed two Senior Analysts, one content translator, and a graphic designer based in Germany.

• Formulated and executed new marketing strategies through the full product development lifecycle in coordination with internal business stakeholders, Product Management Office (PMO), and IT organization, including acceptance testing (UAT), quality assurance, on-site deployment, and post-warranty maintenance.

– Owned the strategic execution of projects within the given budget and time constraints.

– Managed partner expectations, concepts, brainstorming, scope, designs, budget discussions, and project documentation.

• Successfully managed more than 40 successful Web projects in Fiscal 2012, with specific project ROIs upwards of $2.5 million in incremental revenue. Generated pipeline projected to add $9 million in additional sales.

• Managed Web product releases inclusive of user acceptance testing (UAT), quality assurance, on-site deployment and post warranty maintenance.

Sr. Marketing Manager, $9 Fare Club (2011 – 2013)

• Developed the $9 Fare Club value proposition, including owning loyalty management and market intelligence.

• Led the loyalty business strategy and tactics to drive overall acquisition and retention, increasing both relevancy and revenue.

• Improved performance, efficiency, and profitability of Club with direct accountability for program marketing budgets and ROIs, creating/enhancing revenue opportunities and cross-sell capabilities through multiple channels (, email).

• Facilitated processes for development of design, content, and user experiences to maintain branding and messaging.

• Conducted and provided timely analyses of business results for new product launches, and promotional activities.

• Increased FY revenue by 5% and retention rate +29%.

Peter T. Kamen – Page Two of Three

Experience Continued

Antoine Amrani Chocolates 2010 – 2011

Superlative handmade European gourmet chocolates

Independent Consultant

• Developed business operation process to facilitate client orders, production, inventory, and shipping.

• Provided insights to website and social media content which resulted in a 25% increase in the company’s customer mailing list, 55% increase in retail sales and 42% in corporate gifting.

• Attended offsite events to enhance the Antoine Amrani brand through creative merchandising, marketing, and direct sales.

Catalina Marketing Corporation 2005 – 2010

Global leader in consumer behavior insights and marketing solutions

Independent Consultant - UK (2009 – 2010)

• Chosen by senior management to participate on new business development team for start-up operations with Sainsbury’s U.K.

• Developed 2010-2011 go-to-market strategic customer marketing and retail-centric loyalty plans and initiatives to build a Customer Experience Lifecycle across various segmentation levels.

• Identified marketing trends, implemented customer-specific tactics, developed analytical templates, and created client proposals.

• Provided in depth consumer and store insights on category erosion, opportunity gaps, and merchandising opportunities to develop cohesive retailer and consumer programming.

• Trained internal team to interpret and implement “Best in Class” customer value campaigns through consultative selling.

• Drove incremental programming, resulting in an increase of sales to quota by +10%.

• Streamlined client service operational procedures and internal reporting.

Associate Director, Business Development (2007 – 2009)

• Account responsibility included Hy-Vee, Nash Finch, Spartan Stores, AWG, and Fresh Brands.

• Successfully negotiated and closed contract addendums for the conversion of black & white thermal to color ink jet printers.

• Managed account-specific position for northeast and central region accounts to maximize program revenue and account synergies, resulting in an average program revenue increase of +15% and a sales to quota increase of +25%.

• Generated revenue to goal solutions by selling strategic ownership of Catalina’s network of product and services, resulting in a sales to quota increase of +10%.

• Spearhead and enhanced integrated customer marketing initiatives in collaboration with agencies and retailers to maximize market opportunities with analysis on effectiveness of consumer marketing communications and program design.

• Analyzed and provided clients with consultative and fact-based solutions regarding market and consumer trends to design and manage efficient and effective promotions to enhance the “Customer Lifecycle” and “Customer Value Proposition.”

• Created new strategies based on customer insights, marketplace dynamics, loyalty, and life-stage segmentation to increase consumer interaction and responsiveness with target marketing solutions and vendor partnerships. Strategies included:

– Consumer Acquisition and Retention, Category Erosion Reduction, Thematic Promotions & Sweepstakes, and Health & Wellness / Meal Solutions / Baby & Wine Clubs

Manager, Business Development (2005 – 2007)

• Account responsibility included Wakefern, Roundy’s, Giant Eagle, Penn Traffic, and Key Foods.

• Worked directly with manufacturers to develop program design, proposals, and ROI strategies.

• Ensured the overall successful implementation of all programs with account management teams.

• Supported national manufacturer programs and worked with retailers to increase and improve network utilization, including circular overlays and in-store POS.

• Achieved Catalina President Club 2006 and 2007.

Ready Pac Produce, Inc. 2005 – 2005

Producers of premium package salad blends, fresh cut fruit, and vegetables

Business Trade Analysis Manager

• Division responsibility included Ahold, Kroger, Wakefern, A&P, Publix, Giant Eagle, Acme, Shaw’s, Sobey’s, and A&P Canada.

•Assisted Divisional Vice President and Regional Sales Managers to drive category performance and customer profitability.

Peter T. Kamen – Page Three of Three

Experience Continued

Ready Pac Produce, Inc.

•Worked with new products team, sales, and plant production to help identify consumer trends, product development, specifications, production testing, analytics, and quality evaluation.

• Reviewed shipment, consumer insights, and syndicated data to identify new sales opportunities and sell through issues.

• Manage trade fund and P&L statements to analyze and maximize strategic account planning and incremental program requests to maintain business and brand spend rates.

• Utilized merchandisers audit reports to determine retail ACV, average selling price, product mix, fixture specifications, margin deficiencies, and space to sales opportunities, including plan-o-gram schematics.

Church & Dwight Co., Inc. 2003 – 2005

Makers of Arm & Hammer Baking Soda products

Category Manager

• Responsible for the category management operations for the National Drug Team, inclusive of both Personal and Household Care categories (26 Brands)

• Sales lead of cross-functional internal team developing the go-to-market laundry sales strategy. Direct sales lead with the brand team to develop the go-to-market sales story for the Arm & Hammer 2 in 1 national product launch.

• Presented business updates utilizing ROI analysis, factory and syndicated sales data, and consumer insights by conducting Top to Tops, category line reviews, defense strategies, new item launch plans, and line extensions resulting in product distribution wins across multiple categories and COT’s. Distribution gain wins:

• Developed and implemented standardized data templates and KPI reports to analyze brand and segment volume, share, pricing, and promotional activity for category/customer planning and shelf placement based on shopper trends for planning process.

• Monitored and evaluated the competitor category management initiatives and in-store merchandising strategies.

Kraft Foods - Nabisco Snacking Company 1999 – 2003

Global producers of premium brands such as Kraft and Nabisco

Sr. Sales Analyst/Sales Analyst

• Provided forecasting analysis of sales trends to senior sales and finance management.

• Compiled field sales projections for compensation and incentive purposes coordinated through the examination and input from field sales, customer marketing, logistics, and finance.

• Worked with information services team to standardize monthly report templates using key metrics and calculations to track and forecast customer sales team objectives.

• Published key historical and current trend measurements on a national, regional, and customer/account levels to facilitate review of business conditions, promotional activity, and sales results through the use of internal sales and syndicated data.

• Member of key integration teams for the merger of Nabisco’s DSD Foods and Kraft’s Warehouse Foods’ business units, including migration of sales reporting, compensation, and system development.

Efficient Market Services Inc. Customized Syndicated Data Company Business Manager 1996 – 1999

First Union Bank Retail Executive Management Program Consumer Manager Associate 1995 – 1996

Norkus Enterprises Regional Supermarket Co-Op Produce Manager 1993 - 1994 1986 – 1995

Education/Professional Development


BS, Human Resources: concentration in Consumer Economics

Microsoft Word, Excel, Powerpoint, Visio, Nielsen & IRI Applications, Mintel, Frost & Sullivan, Xlerate, Spectra, Data Alchemy, QlikView BI, Micro Strategy, Google Analytics, WordPress

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