Executive, COO, CEO, CMO

LARRY NUSBAUM

Greater New York Area

310-***-**** ************@*****.***

PROFILE

CEO/ President / Portfolio Manager sponsored by Private Equity firms (PE) in the consumer products (CPG), direct-to-consumer (DTC) space. Successful track record in categories including HBA/beauty-skincare, housewares, hardlines/GM, and novelties/toys/gifts for branded and private label lines

CORE COMPETENCIES

Experienced in PE Board reporting and presenting operating plans, KPIs and SOPs

Created strategic alliances with multi-national partners and suppliers

Strategic planning and organizational leadership

Contract negotiations and strategic alliances

Generating bottom line sales results

Developed & executed all forms of direct-to-consumer media programs (DTC)

Budgeting and cost management

Managing internal and external sales team

Working directly with product development and launching new products/brands

Proficient in digital, e-commerce, social media and all forms of internet marketing

Merchant payments & services negotiations and implementation

M&A Activities

PROFESSIONAL EXPERIENCE

PORTFOLIO MANAGEMENT / CONSULTING:

HUA FANG USA / HUA FANG TEXTILE CO., LTD, New York, NY 2016 - Present

$135MM Division of $1.3B major textile and consumer trading corporation based in Banzhou, China

MANAGING DIRECTOR/PRESIDENT (GROWTH)

Responsible for generating multi-channel distribution for both OEM and celebrity branded bedding and soft lines.

Created and launched a new CPG line of fitness and personal care brands.

Developed and imlemented a direct-to-consumer (DTC) marketing channel including traditional eCommerce SEO/paid search, Google/Bing/Facebook advertising, You Tube and Social media/blogger programs

Set up online merchant services with Visa/Mastercard, Amex and continuity payment plans

Primary driver for new business into all major channels of distribution including specialty, TV Shopping, on and offline catalogues.

Developed the Fitnation and FitTrends branded personal care and fitness products

Manage operations and sales P&L.

ACCOMPLISHMENTS:

New fitness CPG line generated $20MM in first 18 months.

Created a new DTC channel for online distribution including Amazon generating over $15MM as a new sales channel

Managed growth in core textile business of over $5MM with a 10% increase in gross margins.

Built new private label and branded line of HBA personal care tools line distributed into food, drug and specialty retailers

Set up new banking and merchant services programs to expand into the DTC space

CELL HEALTH INSTITUTE, Montclair, NJ 2014 - 2016

Life sciences bio-technology company - nutritional supplements and wellness products

CORPORATE EXECUTIVE CONSULTANT (GROWTH)

Planned and executed a complete direct-to-consumer marketing and retail sales campaign.

Introduced, negotiated and signed supermodel and celebrity health expert Carol Alt to highly advantageous license agreement for all forms of media.

Recruited expert outsourced teams in: TV, radio, print and production to launch the marketing campaign.

Developed a new financial accounting package and CRM system.

Set up merchant ISO relationship, and implemented continuity plans

ACCOMPLISHMENTS:

Delivered an outsourced industry vendor network, including vendors for back-end internet, social media, inbound and customer service centers, adding 10-15% to company’s gross margins.

Penetrated vertical retail vitamin channel (VitShoppe/GNC/Drugstore.com) generating the first $1MM in gross revenue sales.

Penetrated FDM (food, drug and mass) accounts including Fred Meyer/Kroger, HEB, Rite Aid, CVS, Target, WMT

HEALTHFIT LTD, Barbados / New York / Hong Kong 2012 - 2014

Health and wellness nutraceutical company

CEO/PRESIDENT (STARTUP & GROWTH))

Partnered with investor group for strategic planning, modeling and execution of Biosorb Spray Vitamin business

Soured the brand, implemented the business plan, and created an omni media marketing campaign to support retail

Successfully distributed into the major FDM (Kroger/HEB/Publix/Walgreens/Rite Aid/Walmart), and Specialty accounts (GNC/Vitamin Shoppe/Drugstore.com)

Set up ISO for merchant processing for DTC (direct to consumer)

ACCOMPLISHMENTS:

Successfully penetrated the Specialty and Drug categories in the first year, generating $8MM in revenues, with a 22% net CM

Launched the brand in multi-media delivering 40% gross profit on media funding (1.40 MER.)

Built a continuity direct marketing model and database (65%/35% annual retention curve.)

Second year, added an additional $2.1MM in grocery and mass to accounts listed above

VERTEX CAPITAL FUND, Consumer Investment Fund, New York, NY

EXECUTIVE / PORTFOLIO MANAGEMENT:

RONCO CORPORATION, New York, NY 2007 - 2012

Direct to Consumer (DTC) and wholesale branded distribution Company

Recruited by West Coast Private Equity firm, Marlin Equity, as CEO

CEO/PRESIDENT (TURNAROUND / GROWTH)

Wrote operating business plan with financial model resulting in purchase of the Company out of a 363 bankruptcy.

Lead the strategic planning process, formulated the corporate vision and strategic direction, initiated growth strategies, revised the financial and operating systems, and built SOPs.

Sourced and retained a senior management team and remained hands-on while maintaining the oversight position on behalf of Vertex.

Rebuilt the direct-to-consumer LTV (lifetime value) continuity model, including on and offline marketing

Created customer service, retention and “save the sale” programs with LTV tracking

Set up Wells Fargo & Synergy consumer banking and partnerships with Visa/MC and Amex

ACCOMPLISHMENTS:

In 2007-2008, generated $1M in EBITDA within four months following 28 months of consecutive losses.

Lead the Company to generate $20MM, $1.5MM Ebitda, in 2009, and $27MM, $4MM Ebitda in 2010.

Received the Best of New York and Turnaround Executive of the Year awards in 2010.

Increased gross margins by 15% (35% -> 50%.)

Increased the continuity (upsell/cross sell/down sell) business from the historical $15MM per annum to $32MM, with increased retention from 50% yr 1/35% yr 2, to 62% and 41%, while adding an increase of $65/customer ring rate

Built and executed payment programs Synergy payments, and Litle Corporation in partnership with Visa & Mastercard for direct to consumer programs

COSMEDICINE PRESTIGE SKINCARE, New York, NY 2007 - 2013

Prestige clinical skincare company

CEO / PRESIDENT (TURNAROUND)

Executed company acquisition and total corporate re-structure.

Responsible for building a new, bottoms- up, multi-tiered strategic marketing and execution plan to re-position and re-distribute the brand into the mass-market sector.

Leveraged new media/internet channels for re-launch of the brand.

Managed and executed the traditional go-to retail strategy.

Managed a small management and support team using a scalable outsource vendor model.

ACCOMPLISHMENTS:

Managed sales to Walmart, Walgreens, and Rite Aid nationally generating over $2MM in new sales with a $400K Ebit the first year.

Directly developed a new manufacturing and packaging source to cut costs and increase gross margins over 20%.

SMALL WORLD TOYS, Torrance, CA 2009 - 2012

Educational toy and novelty company

INTERIM PRESIDENT (TURNAROUND/GROWTH)

Restructured sales from core “mom & pop” consignment business to national mass retail and e-com account base

Reformulated and executed a demand forecast business plan and sales tracking program.

Retained market specific executive assistance and appointed a new auditor (Grant Thornton) to reset the financials and create an operating plan.

Full P&L responsibility

Created and implemented new financial and CRM reporting systems.

Developed SOPs and KPIs for the new management team.

ACCOMPLISHMENTS:

Delivered $6.5MM in topline with a $700K Ebit.

Generated new retail distribution, increasing sales 50% in the first year

Switched from a $27M specialty consignment business model to 50% mass/club/internet sales plan

PREVIOUS EXECUTIVE POSITIONS

WORMSER COMPANY, Chicago, IL

Children’s apparel and licensed sleepwear company

Recruited by Chicago based Private Equity firm, Wynnchurch Capital

CEO/PRESIDENT (GROWTH)

Successfully executed a turnaround with LaSalle Bank including restructuring the credit facility.

Assumed leadership of this $35 million operation with full P&L accountability.

Restructured operations shutting US and Dominican Republic factories and outsourced manufacturing to Asia.

Increased revenues and hired a new management team to generate future growth.

Protected key and added new licensing agreements imperative to the future survival of organization.

ACCOMPLISHMENTS:

Restructured $15MM debt in workout partnership with the bank.

Generated a GM increase from 18% to 38% and returned company to profitability.

INTERVISUAL BOOKS, INC., Los Angeles, CA

Children’s publishing and novelty company

CEO/PRESIDENT (TURNAROUND/GROWTH)

Reported and presented the business operating plan to the Board including quarterly board updates.

Formulated the organization’s new corporate vision.

Repaired company’s global brand reputation and increased market share.

Salvaged core industry relationships and built new ones.

ACCOMPLISHMENTS:

Executed a successful corporate restructure including raising $2.1MM in investment capital to acquire the assets from US Bank.

Renegotiated the company’s $5MM trade debt and rebuilt the core management team, operating systems and processes.

Successfully converted 9 years of insolvency to profitability - $2.1MM Ebitda on $15MM sales.

AWARDS & RECOGNITIONS

Bloomberg’s Small Business of the Year (RONCO 2009), M&A Advisor Turnaround Executive of the Year (2009), Publisher’s Weekly Executive Spotlight (2003), Sales Manager/Vendor Captain (Retailers-Eckerd/Sears/WMT/GNC 1998)

AFFILIATIONS & VOLUNTEERING

Affiliations: Young Presidents Association (YPO), Association of Corporate Growth, Turnaround Management Association, Specialty Industry Publishing Association (SIPA), Direct Marketing Association (DMA), Electronic Retailing Organization. Volunteering: Big Brothers/Big Sisters, New York Cares, YPO Education Roundtable

EDUCATION

Emerson College, Boston, MA

Bachelor of Science

Contact this candidate