Cell: 770-***-**** www.linkedin.com/in/jsnieri firstname.lastname@example.org
Unique Classical CPG (P&G) plus Brand Development Retail Experience (BigBox Mass, Grocery
Engaging, insightful, analytical & visionary Sales&Marketing leader with deep skills & 20 yrs experience taking brands, teams and business to the next level with trademark energy, passion & team building.
Grew FMCG paper goods business (MembersMark, Kirkland) over 100M$ to 840M$.
Defined & launched PANTENE PROV in Asia, a multibillion #1 global haircare brand.
Turnaround of a $1B TENA brand achieving the #1 spot in global category leadership.
Turned a boring and stale mid-market manufacturer of cleaning chemicals into the best known incubator of environmentally friendly national brands in AFH B2B, growing it over 230%.
Reinvented & awakened the medical device category with fashionable wearable therapy from Beiersdorf-JOBST with 40% growth.
First Quality Consumer Products: 2013 - 2016
Leading multi-B$ private brand and national brand manufacturer and marketer in Household products and Absorbent Hygiene (NYC/PHL)
Director of Marketing, Household Products (Paper, Beverage and Pet)
Grew 15+% on ~$725M paper business, in flat categories, against mega-brands like Charmin & Bounty.
Achieved national brand status Transforming Store Label into “Real Brands” that Shoppers Prefer.
Generated $100M+ growth in category by focusing on insight-based innovation in product, consumer claims, self-sellingness of packaging, digital advertising, and intuitive merchandising.
Developed “amplification” process and program for key retail brands that increased both digital presence and buzz (eg. 24MM viral video views for MembersMark relaunch) as well as increasing brick&mortar visibility, presence and purchase intent---yielding 30% increase in sales vs PY.
Used this challenger seller approach as a B2B selling tool to woo and land key distribution in Club (Costco), Digital (Boxed), and seeding future expansion into Amazon, Grocery, Target, DIY & Specialty.
Grew relationship with strategic C-suite and line decision-makers with these Key retailers.
Activated international market tests with partner global retailers like Sams, Walmart and COSTCO.
Brand Growth Partners: President (Consulting: Insights, Marketing, Sales, NPD, Innovation) 2009–2013
CLIENT: SCA (Global Hygiene and Paper company, Sweden. North American headquarters, Philadelphia, PA)
Led TENA USA turnaround project delivering a winning consumer-grounded brand repositioning, top digital brand in Mass with double digit % growth. Now multi B$ and #1 in the Americas and Europe.
Developed and implemented digital strategy and launch campaigns---that propelled awareness and trial among key bloggers and social network---helping to achieve #1 spot in sales digitally in the US.
Included new US/Global positioning focused on largest opportunity market (women 45+) including new Global ‘self-selling’ packaging, intuitive versioning (Active, Anyday, Stylish, Overnight).
CLIENT: Clayton Homes (Largest US home-builder. Maryville, TN. +2B Berkshire-Hathaway company)
Recommended strategic plans and tactical elements to support CEO's growth Vision.
20% system cost reduction identified. Reduction via new product research sequential monadic visual. web-based methodology and adoption of product rating and shelf management formats.
Developed and tested different landing pages to determine most effective in obtaining conversion.
Midlab: President (Overall Leadership, P&L, Marketing, Sales and Business Development, AFH) 2001-2009
Personalized, “next-generation private brand” in jan/san, sustainable professional cleaning and food safety solutions. Knoxville, TN.
+ 230 % profitable turnaround top-line sales growth using AFH customer-personalized approaches.
Led double-digit new business development and 100% account retention by providing a 'best-in-class' one-stop-shop for private brands with Midlab's differentiating “guarantee to grow your business”.
Transformed AFH company, culture, and sales team from ‘commodity-mentality’ to ‘value-creation-partner’ yielding not only topline growth, but also improved margins, loyalty,& employee engagement.
Increased retention and expansion into new AFH markets by creating value-added jan/san branding options like NATTURA (Eco/Sustainable), EatSafe (food/patron health), SleepSafe (guest health).
Bayer Corporation: Director of Marketing and Digital, Global, Diabetes 1999- 2001
Bayer Diabetes Care is one of the largest self-testing diagnostic medical device businesses with + $ 1.5 Billion globally.
+ $ 30M increase EBIT. Due to 5 point increase in retention. $ 80M global marketing budget.
Pioneered People with Diabetes digital community model akin to Facebook.
Piloted Digital venture (Zuberant) designed to provide 40% increase in EBIT and a 3yr ROI of 58%.
Bauerfeind USA: Vice President Sales and Marketing 1997-1999
German medical device (Class II) manufacturer's beachhead into the US orthopedic and vascular medical compression market.
Achieved launch objective of #2 position in lead-market for new “Spa Hosiery” medical hosiery. Led the start-up, brand creation, design, consumer and medical testing, FDA clearance, packaging, advertising, product supply, sales team/distribution start-up, and business development.
Beiersdorf-Jobst: Senior Global Product Manager and International Sales 1994-1997
A leading medical device subsidiary of Beiersdorf, a leading global health and consumer goods company. Aka BSN Medical
+ 20% Invigorated Jobst brand growth in the US based on creation and launch of a The Jobst “Leg Health” banner and Ultimate brand which revolutionized a sleepy market with retail-style and merchandising and turned the Medical community into avid prescribing fans. Expanded Globally.
Led product management/sales support merger and integration of BDF-Medical and Jobst with
improved doctor, retail and buying group support for the resulting assortment ranging from skincare, compression, orthopedic and wound-care products.
+ 60% sales growth in Latin American markets.
The Procter and Gamble Company 1984-1994
Fortune 50 leading global consumer packaged goods company, 8th largest by capitalization; 14th by profit.
Asian Haircare Brand Manager and Global Coordination
Co-led the most successful revamp in haircare history--- PANTENE PRO-V winning global brand ideal/concept, FMOT, system product line, copy/positioning (Hair so healthy it shines). Launched in Asia leading to #1 haircare brand in Asia and globally. Including winning global fragrance.
Led the #2 haircare brand: VIDAL SASSOON winning global brand ideal/concept/new fragrance, FMOT, haircare series, copy and positioning (Salon condition hair---now at home---Expert haircare).
Pioneered modified stage-gate process coupled with parallel-sequential qual/quant research to significantly reduce global time to market. Used to select and optimize product, package, fragrance.
Global Beauty Care Brand Team Leader: International Technology Coordination
Led P&G's first Global brand team that pioneered and validated best-in-class approaches.
Personal Care: Camay, Zest, Cliff, Safeguard; Skin Care: Olay
Pioneered, validated and evangelized New Product and Brand Development processes.
Food products cross-functional Team Leader---focused on mass, club, and grocery retailers
Display-ready, Self-selling package (package, copy, shape, graphics)
EDUCATION / CERTIFICATIONS
MBA, Marketing/Finance University of Tennessee, Knoxville, TN
BS Chemical Engineering University of Tennessee, Knoxville, TN
TauBetaPi Engineering National Honor Society
Multilingual (English, Spanish, Italian, Japanese)
US and Global experience (Asia, Europe, Latin America)
Procter&Gamble SMDW (Systems Management Development Workshop)
Procter&Gamble Cultural Sensitivity Training (Asia Pacific)
Sandler Professional Development Program, President’s Club Sales Training
Gazelles Growth Institute, Mastering the Rockefeller Habits
PROFESSIONAL ORGANIZATIONS and VOLUNTEER
American Marketing Association
Direct Care Academy, a volunteer online education and certification venture to empower and
improve the life of caregivers and their families.
Strategic Sales, Marketing & Product Development.
Turn Around Experience/Sales, Brand, Culture
Discovery & Mining of Key Consumer Insights
Brand Management/P&L Management
Superior Analytic & Creative Skills
Digital & Legacy Marketing
Building C-Suite Relationships/Alliances
Intuitive insight & Analytical skills
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