Marketing Director

Brad Doyle

*** ****** **** *********, ** *****

917-***-**** *************@*****.***

CAREER PROFILE:

Results driven marketing, sales and operations professional with more than 15 years of experience in fast-paced entrepreneurial environments. Self-starter with an exceptional blend of CPG brand marketing, strategic operations, customer program development, brand acquisition and divestiture. Proven ability to develop and launch innovative products, grow existing brands and exceed margin expectations. Creates and delivers dynamic and actionable sales presentations to internal leadership teams and external customers. Consistently increases sales in the short term while upholding a long term vision.

PROFESSIONAL EXPERIENCE:

WELLSPRING PHARMACEUTICALS, Philadelphia, PA 2015 – 2016

Founded in 1999, WellSpring Pharmaceutical Corporation is a privately held company focused on the development, manufacturing and marketing of over-the-counter products for the U.S. and Canadian markets.

Director, Sales and Marketing, North America

Report to President, Consumer Healthcare Division. Responsible for driving results of a $35M OTC business by leading the strategy, development and execution of all sales and marketing initiatives. This includes all consumer and professional communication efforts, improvement in the coordination, analysis and reporting of brand performance metrics to provide insight into successes and opportunities, leading the demand planning and forecasting process and developing comprehensive trade marketing plans.

Drive development and execution of critical sales and marketing initiatives for all national brands in U.S. and Canada including Bactine first aid spray, Bonine motion sickness prevention tablets, FDS feminine hygiene products, Emetrol nausea relief liquid, Gelusil antacid tablets, Glaxal Base skin care products, Micatin antifungal cream and others

Managed sales and marketing integration process of Bactine and FDS acquisitions which delivered an incremental $18M in sales

Analyze consumption data (IRI/POS) to aid in production forecasts

Evaluate and interpret sales reports and provide recommendations to senior management

Lead development and activation of consumer facing programs including digital advertising, social media, paid search, product sampling, TV spots and print and ensure each brand’s messaging is consistent across all marketing efforts and aligned to overall strategy

Partner with creative agencies to develop new packaging designs through focus group feedback and quantitative concept test studies

Develop new distribution opportunities through exploration of alternative channels

Identify distribution gaps and opportunities with retailers/wholesalers for entire product portfolio

Work closely with finance and operations to achieve margins ranging from 40-87%

Call on major retailers such as Walmart and Rite Aid to present marketing plans and new product concepts

Oversee third party sales force to ensure brand goals and objectives are being met

Monitor and analyze trade programs across all retailers and classes of trade

INSIGHT PHARMACEUTICALS, Trevose, PA 2011 – 2014

An innovative and fast growing consumer healthcare products company with sales in excess of $200M and 2013 winner of the Wharton Small Business Philadelphia 100 Founders’ Cup award for the largest 3 year sales growth.

Senior Brand Manager

Reported to VP, Marketing. Key member of marketing management team that successfully transformed organization into a leading niche healthcare company in the OTC market. Turnaround resulted in sale of company to Prestige Brands for $750M. Full P&L responsibility of $70M portfolio including such national brands as Sucrets throat lozenges, Anacin pain reliever, Nix lice treatment, Bonine motion sickness tablets and others. Continually built and managed a successful team of Brand Managers and ABMs. Developed ongoing sales and marketing plans to grow portfolio by more than 30% while increasing category share. Drove initiatives to facilitate growth of previously neglected brands and turned them into category leaders. Analyzed consumption data (IRI and POS) to aid in forecasting sales on a monthly basis.

Aided in the divestiture of the Bonine brand and led transition efforts to Wellspring Pharmaceuticals

Managed transition efforts of all remaining brands in portfolio to Prestige Brands

Continually aided in improving planning process to be more accurate and efficient. Defined and executed consumer and professional marketing plans, athlete/spokesperson endorsements, digital, print and TV advertising, PR and packaging to enhance brands and product identities

Grew Nix brand sales 32% over 3 year period through consumer research, packaging updates and new product offerings

Successfully developed Nix brand extension which launched in summer of 2012 to drive brand year over year growth by more than 25% while contributing to double digit declines from top competitor

Launched innovative “on-the-go” packaging for Bonine gaining major distribution at drug and mass retail chains

Prepared and presented brand financial contributions and plans to senior leadership, including CEO and CFO

Collaborated with finance and operations to ensure margin targets of 65-85% on all skus

Partnered with sales team to implement trade programs and activities

Called on major retailers such as Walmart, Target, CVS, Rite Aid and Walgreens to present marketing and innovation plans

Department lead for major projects ranging from marketing/financial reporting tools to agency reviews and RFPs

Drove digital strategy in conjunction with partner agency including media, responsive website development, paid search, mobile campaigns, SEO, QR codes and other digital executions

Sold concept of partnering with creative, media and PR agencies to develop 360 consumer and professional marketing campaigns to department head

TASTY BAKING COMPANY, Philadelphia, PA 2010 – 2011

Founded in 1914, Tasty Baking is one of the country’s leading bakers of snack cakes, pies, cookies and donuts and offers more than 100 products under the Tastykake brand name.

Director, New Products

Reported to SVP, Strategic Operations. Chosen to pioneer newly created product development team. Built sales plan to exceed $16M, 62% increase from prior year. Worked cross departmentally to execute product development lifecycle and lead over 25 Tastykake branded and private label products. Presented status update reports and hot business topics to senior leadership team weekly.

Assigned by President/CEO to develop new business opportunities and points of distribution for Tastykake brand with retailers such as the University of Pennsylvania food and bookstores, Five Below, Home Depot, Bed Bath & Beyond and food service outlets to increase market share, shelf presence and revenue

Developed three year pipeline of product concepts including potential adjacent categories such as non-sweet baked and frozen snacks. Aimed to achieve growth of more than 10% year over year

Collaborated with finance and plant controllers to develop P/L. Achieved 30% profit margin target by developing new, innovative products for efficient and cost effective manufacturing

Successfully developed and marketed first gluten-free product from major snack baked goods manufacturer by working with co-packer on formulation and conducting targeted consumer research

Established relationships with approximately 10 co-packers to fulfill outsourced manufacturing options which increased sales by $2.5M and broadened product portfolio

Led product sell-in efforts to ensure successful execution, with nearly 15 marketing and sales team members. Worked closely with VP, Marketing on strategy and support vehicles for 18 product launches. Guided creative agencies on development and design of product packaging for all new releases.

Partnered with IT to develop product lifecycle tracking tools to ensure on-time launches and accountability

THE MARS AGENCY 2008 – 2010

A fully integrated, global industry leader in shopper marketing with shopper-friendly offices in 8 U.S. cities as well as London and Toronto.

Account Director, CAMPBELL SOUP COMPANY WORLD HEADQUARTERS, Camden, NJ

Reported to VP, Client Services. Oversaw Campbell Soup Company account and shopper/consumer marketing programs including strategic planning and retail activation which contributed $3.5M in revenue to the agency.

Maintained ownership of strategic partner alignment at retail level. Managed $14M shopper marketing budget to develop programs for brands, e.g. Red & White flagship, Chunky, Select Harvest, Healthy Request, V8, Prego, Pace, Swanson chicken and broth, Wolfgang Puck and Pepperidge Farm

Developed and presented shopper marketing programs for the re-launch of Chunky Soup

Worked with cross functional teams to develop strategic platforms and create scale to be leveraged with key customers such as Walmart, Kroger, Publix, Safeway, SuperValu, Meijer and Food Lion. Represented shopper/consumer marketing discipline in integrated marketing communication process with Campbell brand teams and external agency partners

Provided thought leadership and demonstrated Campbell Sales Company’s history of successful within implementation of shopper/consumer marketing programs during partner agency meetings, weekly. Communicated and updated key stakeholders including Campbell shopper marketing, integrated marketing, brand marketing and the Mars home office

THE TOPPS COMPANY INC. New York, NY 2000 – 2008

The preeminent creator and brand marketer of sports cards, entertainment products and distinctive confectionary. Leading sports and entertainment products include Major League Baseball, National Football League and other trading cards, sticker album collections and collectible games.

Marketing Director 2006 – 2008

Reported to VP/General Manager. Increased sales from $85M to $130M; grew big box retail business, 45% by calling upon key accounts and presenting product offerings to retailers including Walmart, Target and K-Mart. Surpassed profitability targets consistently through management of P&L on a global basis and defined brand positioning, attributes and key selling points for all products.

Reduced product development costs by 20% through branding strategies and efficiencies

Increased sales 65% by developing account specific loyalty programs and promotions

Led weekly creative product development meetings resulting in the development of three new brands and nine new products

Provided guidance for product release schedule and pricing for 65 products annually and advised sales team on sku line-ups for products in accordance with brand positioning. Led market and competitive analysis exercises.

Built dynamic team of 20 employees and directly managed the development and career growth of four Brand Managers, four Assistant Brands Managers and four Editors

Senior Brand Manager 2004 – 2006

Reported to VP, Marketing. Accountable for approximately 75% of company sales of $65M; successfully managed 16 brands in portfolio. Launched industry award winning brands and brand extensions into a discerning market while improving overall profitability of current products.

Brand Manager 2000 – 2004

Assistant Brand Manager 2000

Managed six brands and developed line extensions across four sports; successfully reintroduced bubblegum into $6M Heritage brand trading cards; identified sponsorship programs with the Senior Bowl and Hula Bowl to improve football trading card products

AFFILIATIONS:

Consumer Healthcare Products Association (CHPA)

National Association of Chain Drug Stores (NACDS)

EDUCATION:

Bachelor of Arts in History, Franklin & Marshall College, Lancaster, PA

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