Marketing & Communications Executive

Neil G. Reay

*** *. **** *****, ****, UT ***** 866-***-**** ********@***.***

The Problem Slayer for Strategic Planning, Marketing, and Communications

* Reversed Sales Declines at five companies and generated high-growth Revenue and Profits.

* Provided 12-18% of next year’s sales through New Product Development and Product Launches.

* Marketing, Communications, Sales, Strategy and Executive Team Management experience.

* Managed Consumer (CPG) and B2B Retail, Branded, Ingredient and Private Label product lines.

* Managed Entrepreneur ($5-$90 M sales), Joint Venture & Public ($300-$750 M sales) companies.

CORE SKILLS

* Strategic Plans * Branding * Communications * Program Development

* Marketing * P&L Growth * Team Leadership * Project Management

* Operations * Staff Training * Executive Teams * Sales Management

* Regulatory * Market Research * Public Relations * Trade Shows/Events

WORK HISTORY

Senior Consultant / CMO Impact Consulting, Lehi, UT 2008 - Current

Consult in CPG and B2B markets: Dietary Supplements, Functional Foods, OTC Drugs and Foods.

* Management of Marketing, Branding, Communications, Strategy, and Product Development.

* Strategic revisions or development of brand positioning; new pricing & distribution models; sales presentations; educational programs; trade shows; merchandising systems; websites; advertising.

* Development of Government Regulatory Compliance programs (FDA, FTC, and cGMPs).

Director of Brand Management Ideasphere, Inc., American Fork, UT 2007 – 2008

A $150 million private manufacturer of Dietary Supplements, Sports Nutrition and Functional Foods. Management of over 500 SKUs providing over 50% of sales and gross margin under Twinlab, Weil, Nature’s Herbs, and Alvita Tea brands and other new brand development. Reported to President.

* Manage new product development, pricing, ads, package design, labeling and claims (24 SKUs).

* Develop three new Brand lines, positioning and package designs, formulations, launch to market.

* Senior Marketing Director coordinating all Marketing Team programs within the company.

Senior Consultant / CMO Impact Consulting, Montgomery Village, MD 2001 - 2007

Consultant in CPG and B2B markets: Supplements, Functional Foods, OTC Drugs, Foods and Industry Associations. Company sizes from $7 to $280 million; industry associations include Council for Responsible Nutrition and the U.S. Pharmacopeia. Project assignments range to 18 months.

* Manage Strategy, Marketing, Branding, Communications, Channels, and Product Development.

* Development of new products based on competitive gap analysis, market opportunity analysis, consumer trends, health/wellness positioning and regulatory/scientific claims opportunities.

* Develop strategic planning processes; rationalized SKUs; rationalized pricing & promotions for profit margin improvement; new product and program launches; websites; budget and cost control.

* Government regulatory issue presentations and meetings with industry, FDA and FTC.

Neil G. Reay - Pg. 2 of 2

Brand Marketing Director Twin Laboratories, Inc., American Fork, UT 1999 - 2001

* Restored key Brand line to #1 positioning with improved communication of Brand equity.

* Reduced SKUs (2,400 to 1,000) & packages (16 to 6) to improve costs & sales efficiency.

* Revised pricing on 500+ SKUs to standardize prices and improve gross margins by 15%.

Senior Consultant / CMO Impact Consulting, Orem, UT 1997 – 1999

* Contract assignments as VP of Marketing & Sales and as VP of Marketing.

* Developed identity, logo, graphics, product line & selling aids for three new divisions.

* Developed expanded product lines to reduce company dependency on core products.

Director of Marketing & Comm. Nature's Way Products Inc., Springville, UT 1985 - 1997

* Additional titles: Director of New Product Development; Director of Corporate Planning

* Developed & launched a 65-item, 97-SKU vitamin line in 6 months, selling $10 million.

* Broadened line into Vitamin, Homeopathic, OTC, Diet & Sports Nutrition products.

* Managed costing, pricing, positioning, budget, sales support & marketing for new products.

* Managed staff teams in Marketing, Design, R&D, Media and Product Development.

* Led industry in providing the first structure/function claims on vitamin & herbal labels.

* Strategic Planning, Product Development & Operations Planning Teams Leader

* Reversed 2 year sales decline & generated an average 33+% annual growth for 5 years.

* Grew sales from $7 million to $88 million over 12 years. Expanded into Mass Market channel.

* Directed staff of 20 in Market Research, Media Planning, Package Design & Creative Services.

* Educator, Presenter and Trainer in internal employee and external customer training programs.

Director of Marketing & Sales Universal Foods Corp., Milwaukee, WI 1974 - 1985

* Managed P&L for Consumer & Foodservice divisions providing 40% of corporate profits.

* Managed staffs in Marketing, Product & Recipe Development & Customer Service.

* Planned, hired & managed Retail Sales Force of 8 Regional Managers & 65+ Brokers.

* Chaired Strategic Planning & Product Development Teams in 3 divisions.

Product Manager Assignments Clorox, Alberto Culver, PET Inc. 1970 – 1974

* Household Cleaners, Packaged Foods, Frozen Foods

EDUCATION

MBA - Stanford University, Palo Alto, CA

* MBA in Marketing & Organizational Behavior

* Student Government Management and Coordinating Committee

B.Sc. - Brigham Young University, Provo, UT

* Bachelors of Science in Business Management, Minors in Economics & Psychology

* Magna Cum Laude (3.97 GPA)

* Beta Gamma Sigma Honor Society

http://www.linkedin.com/in/neilreay/ 1210

Contact this candidate