Sales Marketing

SHARI MATRAS

**** *. ******** ****, ***. *A 773-***-****

Chicago, Illinois 60657 *******@*********.***

SENIOR MARKETING/GENERAL MANAGEMENT EXECUTIVE

Strong track record of success at leading companies -- Wm. Wrigley Jr. Co., Career Education Corporation, ConAgra, McCain Foods Recycled Paper Greetings -- managing businesses as large as $500MM. Recognized for achievements in vision, business plan, and process development and implementation; brand strategy; innovation/new product leadership; and turnaround management. An innovative and inspiring leader with general management mindset, strong people developer, and accomplished team builder. Proven ability to quickly assess business situations and develop strategic plans to address, breaking down silos and leveraging teams to identify solutions that improve sales and profitability.

EXPERIENCE

CAREER EDUCATION CORPORATION, Hoffman Estates, IL. 2008 – Present

Vice President, Brand Management & Strategy, 2008 - Present

Recruited by CEO, formerly SVP of the Americas at the Wm. Wrigley Jr. Company, to bring general management perspective, marketing best practices, and brand building to $3B historically direct marketing company. Responsible for setting strategic direction and leading all aspects of marketing for the Culinary Strategic Business Unit (SBU). Orchestrated and facilitated marketing activity across internal and external marketing disciplines and integrated into Culinary SBU cross-functions. Reversed negative sales trend to achieve volume growth +40% and profit +413% vs. prior year in 2009; Q1 2010 Volume +36% and profitability +1031% vs. prior year.

• Led cross-functional team in development of 5 year Strategic Business Plan for Culinary SBU, leveraging business operations and consumer insights.

• Led SBU team in development of business plan recommending the acquisition and integration of the Le Cordon Bleu Brand for $135MM. Acquisition was approved and Brand acquired September, 2009.

- Led 40 person cross-functional team to transition 16 individual, separately named schools to 1 Brand across all campuses. Project included changing all branding elements, launch of new portal website, and standardization to incorporate best practices from individual campuses.

- Brand Relaunch culminated with PR campaign and “Le Cordon Bleu Challenge” event held at all schools. Web traffic increased +483% during launch period. PR activity generated 43MM impressions, 852 placements at CPM of $4.28, well below industry standards. Event raised $20M for CEC corporate charity.

• Built new Brand Platform for Le Cordon Bleu based on consumer insights from company’s first ever Segmentation Study.

- Broke down silos within marketing discipline, utilizing collaborative approach to bring together internal and external team to develop Le Cordon Bleu Brand Architecture.

- Led Agency in development and qualification of new marketing communication campaign ideas. Winning concept significantly outperformed current and competitive benchmarks in qualitative and ARS quantitative testing.

• Collaborated with Innovation Team leader in developing company’s first ever Innovation and Go To Market Process.

- Brought new to company approach to consumer qualify innovation concepts; Built predictive model to forecast volume.

- Led team in white space identification, ideation, and qualification of new program ideas, utilizing internal and external subject matter experts, qualitative and quantitative testing against consumers and employers.

RECYCLED PAPER GREETINGS, Chicago, IL. 2007 - 2008

Vice President of Marketing, 2007 - 2008

Recruited to $100MM entrepreneurial company to bring CPG institutional knowledge and best practices, and build foundational processes for Marketing, Innovation, and Consumer Insights. Developed and mentored marketing team on basic principles of marketing until company experienced financial difficulties and funding ran out.

• Developed company’s first ever Product Development and Go To Market Processes. Incorporated new to company consumer qualification methodology based on proprietary predictive model to select new greeting card designs for each season and every day business.

• Led innovation pipeline development to continuously freshen shelf set at retail, identifying white space opportunities and leading ongoing new product ideation and qualification in accordance with company’s mission.

• Introduced company’s first ever tactical customer/consumer marketing plan, which became the standard for supporting new product launches.

Shari Matras Page 2

WM. WRIGLEY JR. COMPANY, Chicago, IL. 2000 - 2007

Marketing Director, U.S. Enjoyment and Fun Portfolios, 2005 - 2007

Overall leadership and management of $500MM net sales business unit, multi-brand portfolio representing 40% of Wrigley’s US volume. Accountability for business unit including P&L management, $80MM budget, and responsibility for all functions’ contribution to business performance.

• Developed transformational strategic vision and direction to revitalize Wrigley’s declining heritage brands (Doublemint, Wrigley’s Spearmint, Juicy Fruit, Big Red, and Winterfresh). Created umbrella Wrigley’s Brand to improve financial performance and efficiency of resource utilization and differentiate vs. internal and external competitive brands.

- Utilized consumer insight to develop Brand Architecture, uniting 5 distinct brands while leveraging historic equities.

- Developed/managed strategic partnerships based on new Wrigley’s Brand Core: NASCAR, 20th Century Fox, NBA..

- Led team in developing and implementing Brand Relaunch, including structural and graphic packaging innovation, product improvement, and new communication strategy for launch July, 2008. Reversed -20% sales decline to +4%.

• Led team in refocusing Extra Gum against #1 Category need state, brand’s founding proposition of long-lasting flavor.

- Developed new insight driven Brand Architecture, ending 22 years lack of focus and stabilizing sales.

- Developed fresh creative to communicate relevant consumer benefit across 360 marketing mix.

- Led team in developing Flavor Rotation Strategy and new flavor pipeline. 2 new flavors drove brand growth +7.5% and +5.1% respectively.

• Led rebirth of the Doublemint Brand through 360 integrated marketing/communications plan, bringing back the iconic Doublemint Twins and launching Doublemint’s first ever confectionery line extension. Reversed -8% sales decline to +3% growth. Launch of Doublemint Twins Mints achieved Year 1 goal of 5% dollar share and 10% unit share 12 weeks post launch. Velocity outpaced leading mint in all channels.

• Developed 2-pronged strategic plan behind Fun Brands portfolio to improve profitability and create ongoing innovation.

Plan included cost optimization through SKU rationalization and cost-savings initiatives.

- Built innovation pipeline and rotation strategy to address target consumer’s (Kids) need for constant news and developed innovative new product/package for launch in 2008.

- Led Latino Task Force, generating Hispanic consumer insights to optimize communication for all Wrigley brands.

• Developed and managed plan to grow and develop junior marketers across US Marketing Department, identifying projects that allowed them to work with different managers, across multiple brands to strengthen less developed skills.

• Led development and rollout of new 360 Integrated Marketing/Communications Process. Collaborated with other CPG companies and agency partners to identify and leverage industry best practices.

Senior Marketing Manager, U.S. New Products, 2004 - 2005

Led US New Products Team, creating New Product Vision and shifting Wrigley’s strategic approach for transitioning from gum to total confectionery company.

• Aligned with Brand Teams on each Brand Core and led development of Migration Paths through collaboration with R&D to bring on-going functional benefits to Oral Care/Breath Freshening brands, as well as continual innovation to Enjoyment/Fun brands.

• Developed and implemented new processes for identifying white space opportunities, ideation, qualification, development, and commercialization of new product concepts.

Senior Marketing Manager, U.S. Oral Care Platform, 2000 - 2004

Through leadership of the launch of Orbit Gum (2001) and Orbit White (2002 and 2004), brought cultural and process transformation to Wrigley. Approach brought cross-functional teaming and collaboration to redesign new product development, R&D, and manufacturing processes. Built business unit from $0 to $225MM in net sales and $112MM in profit in 3 years. Propelled Orbit to #1 Brand in the Gum Category by 2006, 5 years post launch. Managed newly created Oral Care portfolio, including P&L accountability.

• Created US Oral Care Portfolio through the development, qualification and launch of Orbit and Orbit White Gum.

- Developed and instituted regular cross-functional team meetings, breaking down historic functional silos and creating a collaborative, synergistic business approach to new product development. Process was rolled out across the company as system to manage all new product development globally.

- Led development and implementation of category-changing, innovative structural package design, driving Wrigley’s first ever purchase of externally produced manufacturing equipment.

- Achieved Orbit’s launch goal of 53% market share of Sugar Free Gum in 2002, 1 year ahead of forecast.

- Achieved Orbit White’s launch goal of sourcing competitive volume above fair share 6 months post launch.

• Developed Oral Care Platform Vision, identifying 3 key need states and developing strategic and tactical plan for new product development and consumer communication behind each.

- Plan included relaunch of Freedent under broadened benefit space, which led to Wrigley securing the ADA Seal of Approval to enhance Oral Care credibility in 2007.

- Built and managed partnership with Procter & Gamble to collaborate on initial launch of Orbit White and leverage technology stream for future Oral Care innovation.

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CONAGRA REFRIGERATED FOODS, Downers Grove, IL. 1999 - 2000

Marketing Manager, Lunch Makers

Managed $50MM Lunch Makers retail brand, growing brand +51.8% vs. prior year.

• Developed business plan for capital expenditure on new manufacturing line to enable distribution growth +34.5pts vs. prior year.

• Led research efforts to refine brand positioning and create brand differentiation vs. competitive offerings.

• Developed new product strategy, creating and qualifying concepts on continuous basis, and led outsourcing initiatives.

MCCAIN FOODS, INC., Oak Brook, IL. 1996 - 1999

Product Manager, Ellio’s Pizza

Brought in by management team of classically trained CPG professionals to bring analytics and creativity to strategic and tactical plan for $43MM Ellios Pizza brand, #1 frozen pizza brand in Northeast Region. Proved ability to manage and implement all facets of marketing with limited resources.

• Utilized consumer insights to develop kid-focused strategic plan and implement via 360 integrated approach. Grew business to 35% share of Frozen Pizza Category in core markets; achieved +12.5% sales growth and +78.6% profit growth over 3 years.

• Led Category Management programs at Wakefern Corporation and Pathmark Stores, resulting in +14% increase in Category sales at Wakefern and +47.9% at Pathmark.

• Developed and led new product development and go to market process, identifying and consumer qualifying concepts.

INFORMATION RESOURCES, INC., Chicago, IL. 1993 - 1996

Account Executive, Sara Lee Bakery and Sara Lee Meat Group

FOOTE, CONE & BELDING, Chicago, IL. 1989 - 1993

Account Executive, Kraft Foods and Taco Bell

LEO BURNETT COMPANY, Chicago, IL. 1987 - 1989

Broadcast Traffic Department, Kellogg’s, United Airlines, Mrs. Smith’s Pie Co., BASF

AWARDS

CSP Retailer Choice Award, Best New Product for Convenience Stores, 2006; Effie Award (Bronze), Orbit Gum “No Matter What Campaign,” 2005; Marcom Creative Award, Orbit White Package Redesign, 2004; Effie Award (Silver), Orbit Gum “No Matter What Campaign,” 2003; Silver Trumpet Award, Publicity Club of Chicago, Introduction of Orbit White, 2003. Promo Magazine Pro Award, Best Use of Advertising, Orbit Gum, 2002.

EDUCATION / CONTINUING EDUCATION

Northwestern University, Kellogg Graduate School of Management, ConAgra Marketing Excellence Program, July 1999

Northwestern University, Kellogg Graduate School of Management, Managing New Product Development, June 1999

Northwestern University, M.S., Advertising, 1989

Northwestern University, B.S., Radio-Television-Film, 1987

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