Marketing Management & New Product Development

MICHAEL BYLINKIN

***** **** ***** ****. #*-***

Seal Beach, California 90740

Direct: 714-***-****

Fax: 714-***-****

E-mail: ****@***************.***

MARKETING MANAGEMENT & NEW PRODUCT DEVELOPMENT

PROFILE

Creative, Goal-Oriented Marketing Professional with over 20 years of successful Consumer Marketing and New Product Development Experience. Effective team leader and creative problem solver with a proven track record in initiating, developing and implementing strategic plans resulting in increased profitability. Launched products that accounted for $300M in annual incremental sales (Healthy Choice Spaghetti Sauce, and Orville Redenbacher Popcorn Cakes). Built profitable brands (Wesson Oil, Swiss Miss, Snapware and Jack-In-The-Box fast food restaurants). Nominated for Brand Manager of the Year by repositioning and reestablishing the Armor All Brand. MBA from USC and BA from UCLA.

KEY AREAS OF EXPERTISE

Strategic Planning, Development, & Implementation

Turnarounds of Unprofitable or Commodity Brands

Business Development / Brand Management

Creative/Resourceful Problem Solving

New Product Development for Incremental Sales/Profit

Leader - Builds Cross Functional Teams

EMPLOYMENT BACKGROUND / TRANSFERABLE ACCOMPLISHMENTS

MARKETING DIRECTOR

IQAir North America – Santa Fe Springs, California 2007 - 2008

A Consumer and Commercial Air Purification Systems Company. Leader in manufacturing and marketing of high end air purification systems targeted primarily at consumers with allergies and asthma. Distributed via Web Portal, Authorized Dealers, HVAC Professionals, Government and Hospital channels. Sales $100M worldwide.

Responsible for directing all marketing activities including product management, development of radio campaigns, web site development, web partnerships, infomercials, web analytics, trade show development and coordination, sales coordination, sales materials and consumer support.

Accomplishments:

• Strategically repositioned consumer communication of the new Perfect 16 whole-house air purification system. Developed and implemented radio campaign, consumer infomercials and consumer materials that increased awareness of the product line at retail and with web partners.

• Awarded Allergy Buyers Club Category Winner award for the Perfect 16.

• Developed and implemented Web Partner Marketing Program. Provided consumer videos, video hosting and marketing services to Internet dealers. Program adopted by 100% of top-tier internet dealers (minimum $1 million in sales). Improved web partner relations significantly.

• Developed on-line technical support program. Designed sophisticated “Help me choose” function to aid on-line consumers in selecting the best product for their individual needs resulting in reduced call center time and increased customer satisfaction.

• Developed strategic program to brand IQAir’s Clean Air Team. Brand featured on ABC-TV’s Extreme Makeover: Home Edition. Branding program included radio campaign, website development, truck graphics, territory management, call center scripting and new consumer materials.

MARKETING DIRECTOR

Atlantic Inc. – Santa Fe Springs, California 2005 - 2006

A Consumer Electronic Accessory Company. Leader in manufacturing and marketing of media storage in mass merchandise, electronic, specialty and food & drug retailers. Sales $50M with 100 employees worldwide.

Responsible for directing all marketing activities including product management, developing and launching new products, web site development, conducting and analyzing market research, trade show development and coordination, sales coordination and sales materials.

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Accomplishments:

• Awarded Four Consumer Electronic Association Innovations Awards.

• Prepared and made key account sales presentations to Wal-Mart, Target and Best-Buy.

• Initiated, Branded, Developed & Launched the GameKeeper brand game storage product line targeted at the exploding Gaming industry (Sony PS2, PS3, PSP; Microsoft Xbox, Xbox 360; Nintendo Wii, DS).

• Strategically Repositioned the media storage product line based on consumer research and industry data to identify emerging trends along with unmet consumer needs. Initiated and developed new products to fill strategic voids. Entire program resulted in increasing shelf ownership from 40% to 50% of total shelf space to 70% to 100% with three of the largest US retailers.

• Launched award winning first-ever EGO branded (“Entertainment on the Go”) Waterproof Soundcase for MP3 Players positioned for iPod users on the go. Product featured on Oprah’s favorite things show.

DIRECTOR OF MARKETING & REGIONAL SALES

Pulmuone USA - Wildwood Natural Foods, Inc. - Fullerton, California 2003 - 2004

A Soy Nutritional Foods Company. Leader in manufacturing and marketing of soy foods products in health retailers, mass merchandise, specialty store and grocery retailers. Sales $450M with 1,400 employees worldwide.

Responsible for directing all domestic marketing and regional sales activities including product management, developing and launching new products, R&D, creative services, web site development, market research, public relations, advertising, trade show development and coordination, sales coordination and sales materials.

Accomplishments:

• Positioned, Developed & Launched New Soga Grilled & Marinated Tofu product line projected to more than double Soga brand sales. Acknowledged industry wide as innovative new line that will increase the category user base. Awarded Health Magazine’s Best of Food Award for the Soy Product Category.

• Developed and made key account sales presentations to major food accounts such as Safeway.

• Structured, Developed & Implemented first ever computerized R&D sensory panel program. It provided innovation to new as well as existing products to generate category superiority.

DIRECTOR OF MARKETING

Snapware Corporation - Fullerton, California 2000 - 2002

A home storage solutions company. Leader in manufacturing and marketing dry food storage containers to mass merchandise, specialty store and grocery retailers. Sales $12M with 35 employees.

Responsible for directing all marketing activities including product management, developing and launching new products, creative services, market research, public relations, advertising, and sales materials.

Accomplishments:

• Redefined key project development criteria and managed new product development through launch resulting in a successful new kitchen wares product line projected to increase company sales by 25%.

• Negotiated and launched a corporate partnership with Hallmark that increased Make-A-Gift sales by 65%.

• Implemented new Pet Treat Jar designs and new programs that increased sales by 500%.

• Developed a new Good Idea Gadgets product line and pricing strategy, streamlined the existing product line, and launched new items with expanded margins increasing sales 27% and profitability 35%.

GENERAL MANAGER

Civorboda, Inc. - Irvine, California 1995 - 1999

Two Franchised Juice Bar stores called “Surf City Squeeze.” Sales $1M with 25 - 35 employees.

Responsible for build out of stores which included layout, look and feel of décor, and P&L operations of both stores involving marketing/merchandising, supervising, hiring and firing, consumer promotion, new product development, accounting, invoicing, and accounts payable. Supervised 25 - 35 employees.

Accomplishments:

• Developed new products and programs which later expanded to other franchise stores nationally.

• Provided input to corporate on possible trademark violations which later prevented costly litigation.

• Registered, developed, and ran a promotional web site. Resulting web traffic led to new franchise operators which further expanded national operations.

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DIRECTOR OF MARKETING

Armor All Products Corporation - Aliso Viejo, California 1996 - 1997

Leading developer, producer, and marketer of automotive after-care products sold through automotive shops, mass merchandise, drug, and grocery channels, domestically and internationally. Sales $185M with 149 employees.

Responsible for marketing protectant products, new product concept development and implementation, implementing cost reduction programs, pricing strategies, repositioning existing lines, and national trade show support.

Accomplishments:

• Increased Armor All brand profitability 79% through strategically repositioning the base brand, introducing two new products, and by implementing cost reduction programs while improving quality.

• Initiated, developed, and launched two new premium protectant products, Armor All Interior and Exterior protectants specifically targeting consumers unmet needs.

• Launch Armor All Auto Glass Cleaner that delivered vastly superior performance versus competition.

CONSULTANT

Future Focus MBC - Irvine, California

Consulting concentrating in brand strategy, brand positioning, and new product development. Clients were primarily major corporations both domestically and internationally conducted my not employed full-time.

Accomplishments:

• Conducted Research for Mexico’s Banorte Bank to better position the institution to the Mexican banking customer. Results catapulted Banorte from seventh to second in size in Mexico.

• Conducted research to identify brand equities for Tyson’s Chicken and frozen food products versus competition. Results directed redesign of graphics across all Tyson products with positive results.

• Evaluated positioning of Kraft Foods’ Gevalia Coffee and redefined its consumer communication elements. Results directed repositioning the brand which increased sales.

DIRECTOR OF MARKETING – SWISS MISS BEVERAGES AND NEW PRODUCT DEVELOPMENT

Hunt-Wesson Foods, Inc. (Con-Agra Grocery Products) - Fullerton, California 1985 - 1995

Major multinational manufacturer of consumer food products. Brands include Hunt’s, Wesson Oil, Swiss Miss, Orville Redenbacher, Peter Pan, and Healthy Choice. Sales $4B with 1,500 employees.

Consumer Products Responsibilities. Supervised up to 30 cross-functional reports, 1 direct. Budgets up to $20M.

Accomplishments:

• Directed Marketing and New Product Development for Swiss Miss Hot Cocoa Mix making it the #1 brand nationally. Improved profitability 47% while improving product quality.

• Initiated, developed, and launched the Healthy Choice Spaghetti Sauce brand in record time which became the most profitable product line in the entire Healthy Choice franchise with annual sales of $70M.

• Conceptualized, Initiated and developed the very successful Orville Redenbacher Popcorn Cake brand.

SENIOR ASSOCIATE PRODUCT MANAGER – JACK-IN-THE-BOX FAST FOOD RESTAURANTS.

Foodmaker Inc. (A Division of Ralston-Purina) – San Diego, California 1983 - 1985

Leading Regional Fast Food Chain. Owner and operator of the Jack-In-The-Box Fast Food Restaurants, a Division of Ralston-Purina. Sales $650M with 400 corporate employees.

Responsible for New Product Development & Brand Management with Jack-In-The-Box Fast Food Restaurants.

Accomplishments:

• Initiated, developed and launched the Burger Classic, Finger Food and Dessert product lines which resulted in over $50 million in annual sales. Many items are still on the menu.

COMPUTER SKILLS

IBM PC & Apple Macintosh, Microsoft Windows, Office, Word, Excel, PowerPoint, Project, Outlook,

Adobe Photoshop, Adobe Illustrator, Web Development (Dreamweaver), QuickBooks, and the Internet

EDUCATION

MBA Degree - USC - Los Angeles, California 1983, Majored in New Venture Management & Brand Marketing

BA Degree in Economics - UCLA - Los Angeles, California 1981

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