Manager Sales

JASON FRICHNER

Email: *******@*****.*** *** Marshall View Court Mobile: 336-***-****

Email: *****.********@*****.*** Winston-Salem, NC 27101 Home: 336-***-****

PROFESSIONAL SUMMARY

Insightful marketer with proven ability to turn around declining businesses, grow large stagnant businesses, lead company-wide initiatives and develop new business opportunities. Can see the big picture with strength not only in identifying strategic issues that are inhibiting sales or profit growth, but also in know-how to develop solutions that require cross functional implementation. Passionate to achieve profitable growth via a blend of data based decision making and experience to contribute in the following areas:

Strategic Planning & Execution Communications Development Channel Segmentation

Brand & Product Development Media Planning & Partnerships Consumer & Market Research

Product Life Cycle Management Social & Digital Engagement P&L Management

BUSINESS EXPERIENCE AND ACCOMPLISHMENTS

HANESBRANDS, INC, Winston-Salem, NC 2001 to Present

Senior Manager Country/General Manager (equivalent to Director/VP) (2015 – Present)

Tasked with reinvigorating sales and profitability of the Hanesbrands business in Canada. Report to the President Americas with P&L responsibility to nurture a $109 million portfolio of eight brands that cross nineteen product categories sold in most distribution channels throughout the Canadian marketplace. Lead all marketing and sales efforts with indirect responsibility across seven other matrixed functional areas.

Contributed to a sales and profit increase of +7.4% and +6.5% respectively in a declining marketplace.

Gained new distribution in two accounts in the growing drug channel leading to 1184 new doors/outlets.

Revamped communication with the female consumer resulting in +236% engagement rate across the women’s portfolio and an 8% sales increase for #1 brand WonderBra.

Improved inventory utilization by decreasing total inventory by $13.7 million (25% below target).

Reduced SG&A costs by 5.7% by focusing on adjustments to both product storage and product rework.

Director Marketing – Hanes (2010 – 2015)

Reported to the CMO with responsibility to develop and maintain a clear strategic vision for the $2.1 billion Hanes brand that drives profitable growth and enhances brand equity across all product categories, distribution channels, and consumer message touchpoints in which Hanes competes. Accountable for expansion of core business, advancement of innovation platforms, and development of brand communication.

Contributed to increasing total Hanes sales +19% and gross margin +3.9 points.

Directed two cross-category innovation platforms including retailer and consumer market entry strategies for ComfortBlend and X-Temp representing sales of $220 million and $134 million respectively.

Overhauled approach to communicating with the female consumer including new positioning, messaging, and targeted placement which grew women’s underwear to the #1 market position.

Broadened the consumer base by gaining the #1 share among millennials via engaging digital and social programs that leveraged targeted creative, partnerships, and influencers (social media stars).

Drove development, placement, and investment levels of all integrated brand communications (TV, print, digital, social). Results included widening the brand’s consumer preference 2 to 5 times (depending on the category) vs. the closest competitor and achieving ROI far in excess of CPG benchmarks.

Jason Frichner 336-***-**** Page 2

Senior Marketing Manager - Playtex (2006 – 2010)

Marketing Manager – Playtex (2001 – 2006)

Reported to the Vice President General Manager with P&L responsibility for the profitable sales growth of a $208 million bra brand portfolio. Managed existing base and new business development simultaneously across the department store, mid-tier, and mass channels through a blend of strategic and tactical initiatives.

Revitalized portfolio including growing sales of 18 Hour, Playtex’s largest brand, by $24 million or 22%.

Championed successful effort to gain new distribution and in Macy’s, Target, and Warehouse Clubs.

Revised brand positioning which lead to new product platforms with a corresponding 50% reduction in product churn, and new in-store look with a subsequent +75% purchase intent among users and non-users.

Developed television, print, digital and media placement for seven campaigns, resulting in double-digit increases in consumer and retailer based perceptual metrics.

UNILEVER (Elizabeth Arden Cosmetics), New York, NY 1997 to 2001

Global Brand Manager (1998 – 2001)

Reported to the Vice President of Marketing with worldwide P&L responsibility for a $140 million fragrance brand portfolio including the company’s largest brand, Elizabeth Taylor’s White Diamonds, Elizabeth Taylor’s Passion for Women & Men, and White Shoulders.

Led business turnaround and grew worldwide sales volume by 15% and profits by 31%.

Increased share of Elizabeth Taylor’s White Diamonds to a top 10 women's fragrance ranking.

Initiated new product innovation program and launched Sparkling White Diamonds sub-brand.

Directed advertising and media development for new television and print advertising campaign.

Managed alliances with Mattel, Inc. and DeBeers to create first-ever category in-store promotions.

U.S. Market Analysis Manager – Marketing Strategy (1997 - 1998)

Developed analyses to identify opportunities for overall business performance improvement resulting in changes to 15 promotional programs that amounted to over $20 million in savings. Responsibilities included business planning, evaluation of promotional activities, and communication of strategic insights.

MAY COMPANY (Lord & Taylor Department Stores), New York, NY 1994 – 1997

Buyer – Bridge Jewelry and Fashion Watches (1995 – 1997)

Associate Buyer – Costume Jewelry (1994 – 1995)

MACY’S, New York, NY 1990 – 1994

Group Sales Manager – Stamford CT, Men’s, Accessories, Shoes (1993 – 1994)

Assistant Buyer – Gold Jewelry (1991 – 1993)

EDUCATION

MBA Leonard N. Stern School of Business, New York University, New York, NY

Degree Awarded with Distinction, Stern Scholar, Beta Gamma Sigma National Honor Society

BS Psychology, Cornell University, Ithaca, NY

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