RICHARD KING

VP OF SALES & BUSINESS DEVELOPMENT - CONSUMER PRODUCTS

Philadelphia, PA • 609-***-**** • adz9f2@r.postjobfree.com • www.linkedin.com/in/rich-king-a27b464/ Executive CPG sales leader leveraging 15+ years of expertise in B2B/B2C sales strategy, go-to-market planning, product/brand marketing, and distribution partnerships to drive market penetration and brand transformation for both F500 firms and start-ups. CPG Sales Leadership: Proven track record of executing data-driven sales, go-to-market, and account management strategies to bring new and orphaned OTC/HBC brands to mass-market outlets, resulting in product portfolio turnarounds and multimillion-dollar growth. Sales Organization Development: Demonstrated success in building and managing high-performing salesforces by establishing clear performance goals and metrics and providing training/coaching on consultative sales best practices, resulting in YoY sales growth. Start-Up & F500 Background: Extensive experience in revitalizing heritage brands and securing distribution for pioneering OTC products at multiple consumer healthcare start-ups, and in leading cross-functional national account teams for HBC leaders such as L’Oréal USA. CORE COMPETENCIES

• Executive Sales Leadership

• Strategic Business Planning

• Budget & P&L Management

• New Business Development

• B2B & B2C Sales Strategy

• Business Turnaround Strategy

• Start-Up Growth Strategy

• Go-To-Market Strategy Execution

• Product Development & Innovation

• Brand Development & Positioning

• Product Marketing & Trade Marketing

• Category Planning & Management

• National Account Management

• Dollar Store & C-Store Channel Sales

• Consultative Sales & Solution Selling

• Strategic Partnerships & Alliances

• Broker & Agency Management

• Sales Forecasting & Reporting

• Market & Competitive Analysis

• Teambuilding & Management

• Sales Training & Enablement

KEY ACHIEVEMENTS

• Spearheaded product commercialization and go-to-market strategy for a start-up, FDA-approved, all-natural cough/cold/sore throat drug brand (Biovanta) while at Applied Biological Laboratories, resulting in: o 25K+ points of distribution in the first 9 months of launch and 1200% sales growth during the latest cough/cold season. o Distribution with major retailers such as CVS, Walgreens, Target, McKesson, Wegmans, Meijer, Harmon, and Rite Aid.

• Led US sales/business development strategy for the consumer healthcare business of an overseas pharmaceutical company (Strides Pharma Science Ltd.) to deliver 15K+ points of distribution growth while managing a $30M sales budget.

• Drove sales, go-to-market, and category management strategies to drive growth for a $50M B2C portfolio of OTC pharmaceutical products while at Mylan while managing a $51.3M sales budget and a $4M trade marketing budget, resulting in: o Turnaround of a 14.6% decline in sales to achieve 4.4% growth in overall portfolio sales during the first year of tenure. o 15K+ points of distribution growth on all brands throughout tenure, alongside a 3.2% reduction in promotional spend.

• Turned around the National Account Program of the Healthcare Products division (focusing on OTC diabetics products) at Hi Tech Pharmacal by executing a long-term growth plan and increasing the effectiveness of promotional programs, resulting in: o 400% growth in sales alongside a 230% reduction in promotional spending and 50K+ points of distribution growth. o 230% growth in incremental sales from establishing the first-ever diabetic section with a major mass retailer.

• Strategized and executed the national launch of Garnier Fructis with Rite Aid while at L’Oréal USA, with the brand achieving the #2 ranking for national sales dollars and units sold among shampoo and conditioner brands at Rite Aid. PROFESSIONAL EXPERIENCE

Applied Biological Laboratories, Inc., New York, NY VP of Sales 2019 to 2022

• Played a key leadership role as an inaugural member of a biopharmaceutical start-up established with funding from CDC and NIH, with responsibility for strategic business planning, sales and go-to-market strategy, and distribution network/partnership development.

• Managed the end-to-end product lifecycle and launch strategy for an innovative range of all-natural cough/cold/sore throat products

(the first all-natural cough/cold product to be granted FDA approval).

• Defined and established a customer-centric value proposition, data-driven KPIs, and targeted brand messaging to create effective sales plans that delivered strong week-over-week growth.

• Secured distribution with major national retailers while driving strategic retail/merchandising initiatives with retail partners to maximize in-store sales (including implementation of off-shelf displays with CVS and Walgreens that delivered 18% incremental sales growth). Strides Consumer Healthcare, LLC (Strides Pharma Science Ltd.), East Brunswick, NJ Director of Sales 2017 to 2019

• Spearheaded the growth of the US Consumer Healthcare business for an overseas pharmaceutical firm, with oversight of all strategic market planning, product portfolio management, distribution partnerships, and salesforce development.

• Oversaw an outside commissioned salesforce (The Emerson Group), including providing product training/education to enhance sales team members’ ability to promote the product portfolio and secure new distribution opportunities. Mylan (formerly Meda AB), Somerset, NJ

Director of Sales 2015 to 2017

• Served in a multi-faceted leadership role, with accountability for business development, go-to-market, brand marketing, category management, and sales forecasting/planning functions within a B2C portfolio of OTC products (including several heritage brands).

• Devised and implemented a 2-pronged strategy covering consumer brands and retailer-owned brands to penetrate and increase market share for a portfolio that included all classes of trade (including drug, mass, food, C-store, and miscellaneous).

• Developed and led a team comprising 2 Category Sales Managers and a national field salesforce from The Emerson Group, including providing training on sales and category management best practices to streamline the sales cycle and accelerate go-to-market.

• Led the strategic reorientation of brand marketing programs toward larger national accounts while building alignment between brand marketing and trade promotion initiatives, resulting in an overall increase in sales alongside a reduction in promotional spend. Independent Consulting, Sewell, NJ

Sales Consultant 2013 to 2015

• Provided strategic direction, thought leadership, and guidance to a wide range of start-up firms in the OTC pharmaceutical and health beauty care (HBC) fields, with responsibility for project budgets ranging from $3.5M to $15M and up to 20 external brokers. o Created and launched a weight loss product that achieved #4 ranking in all classes of trade IRI data in its first year. o Launched a line of ingestible sports gels for workout recovery, energy, and relaxation that was accepted by GNC. o Oversaw the launch of a handheld radio frequency device (RFD) for wrinkle reduction and secured retail distribution at Rite Aid.

• Collaborated closely with client leadership and internal teams as well as contract manufacturers to develop and launch products, including preparing comprehensive P&L summaries to facilitate effective financial planning and go-to-market strategy development. Hi Tech Pharmacal, Amityville, NY

National Account Director - Health Care Products Division 2007 to 2012

• Drove the strategic turnaround of the underperforming National Account Program within the Health Care Products division by crafting and implementing a robust long-term plan, P&L budget, and trade marketing programs.

• Oversaw all aspects of the National Account Program restructuring effort, including strategic planning, account/market development strategy execution, sales process/tools implementation, team hiring and training, and strategic partnership building.

• Leveraged insights from market/consumer trend analysis to drive continuous improvement in sales and go-to-market strategies, product features and functionality, and branding/promotional programs (including trade show presentations). ADDITIONAL EXPERIENCE

Director - Drug Division • Coty (formerly Del Laboratories), Uniondale, NY Managed a 4-member National Account team generating $45M+ in sales for a product portfolio comprising 800+ SKUs from brands such as Sally Hansen Treatments, LaCross Nail Implements, Healing Beauty Cosmetics, and NYC Cosmetics. Planned and executed improvements to retail, trade marketing, and merchandising programs that grew shipments by 15.6%, increased revenues by 82%, reduced returns by 300%+, and expanded shelf space for Nail Implements by 50%. National Account Team Leader – Maybelline & Garnier • L’Oréal USA, Berkeley Heights, NJ Directed a 5-member team with a $70M retail quota for the Maybelline and Garnier businesses at Rite Aid, with accountability for developing new distribution channels and executing aggressive marketing programs. Led multiple strategic marketing initiatives to successfully launch the Garnier Fructis brand with Rite Aid, including a first-ever themed event that increased unit sales by 45% and dollar sales by 19% while growing category leadership in shampoos and conditioners. EDUCATION

Bachelor of Science (BS) in Business • Le Moyne College, Syracuse, NY

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