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Marketing Executive

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Consumer Durable Goods * Consumer Packaged Goods * Mid-Size to Fortune 500
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Catalyst for sustainable, profitable growth. Strategic marketing leader with mor
e than 20 years of success building profitable brands and product lines for cons
umer goods.
Expert in product development/project management--from concept through design fo
r lean manufacturing to rapid market launch--to leapfrog competitors and attain
sales growth, profitability increases, and market-share gains in both up and dow
n economies.
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Performance Highlights
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* Hayward Industries: Grew market share of multiple product lines through rapid
product development, new category penetration, premium-product marketing strateg
ies, and branding that injected personality into commodity products.
* Philips/Regina: Turned around a failing business division, driving up sales 80
0% and profitability 1100% in 4 years.
* Lehn & Fink/Kodak: Tripled profitability and reversed 3-year decline of a $40M
product line.
* Colgate-Palmolive: Orchestrated early go-to-market strategy to preempt competi
tion and achieve 20% greater distribution.
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Areas of Expertise
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* P&L / Strategic Planning
* Performance Turnaround
* Market & Consumer Research
* Cross-Functional Team Product Development
* Positioning, Branding, Advertising, Packaging & Promotions

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Professional Experience
HAYWARD INDUSTRIES, Elizabeth, NJ / Clemmons, NC 1997-December 2008
(Privately held manufacturer of residential pool equipment; an industry leader i
n pumps, filters, automatic pool cleaners, heaters, lighting, and controls)
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DIRECTOR OF MARKETING--IN-GROUND PUMPS & FILTERS, 2006-2008
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Invigorated the companys largest product line by driving aggressive product deve
lopment and introducing new, technologically sophisticated products that surpass
ed customer expectations and positioned Hayward as the high-efficiency market le
ader. Managed P&L and all business activities for the product line.
* Developed 5 year new product Road Map that included volume projections and rat
ionale, pricing, cost of goods, capital estimates for tooling and manufacturing
equipment, engineering hours, promotional expenses and ROI.
* Conceived 5 new pump lines and 1 reconfiguration to launch Hayward into new ma
rket segments. Led cross-functional teams using 6 phase/tollgate design for lean
sigma methodology (Market Feasibility --> Concept Feasibility --> Product Desig
n --> Production Prep. --> Product Launch --> Post Launch Review) to complete 6
product launches in 2 1/2 years.
* Grew market share by 3 points while meeting gross margin targets on every new
product.
* Showcased Haywards leading-edge products through integrated marketing strategi
es--interviews, news articles, print and co-op advertising, website features, em
ail marketing, special promotions.
* Partnered with sales force to deliver high-impact presentations that won new b
usiness with major accounts.
* Represented the firm in Californias Title 20 Energy Efficiency Regulation--wor
ked with regulators and trained sales force and customers on new requirements. N
egotiated a high-efficiency pump rebate program with PG&E.
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DIRECTOR OF MARKETING--AUTOMATIC POOL CLEANERS, 1997-2005
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Ignited sales 247% and increased overall market share 75% through innovative pro
duct introductions and a comprehensive marketing strategy that broadened distrib
ution into new market segments. Recruited to bring classic marketing expertise t
o Hayward, an 80-year-old company seeking innovative, energetic leadership to el
evate performance to new levels.
* Delivered double-digit gains in market share in all existing product categorie
s under management and more than doubled unit sales from 1996 to 2005:
--In-Ground Cleaner Units: +202%
--Above-Ground Cleaner Units +476%
--Total Cleaner Units: +247%
* Penetrated a new segment, stealing a significant portion of prime competitors
former 90% market share with a better product driven by a pioneering engineering
concept.
* Created a consumer marketing phenomenon by transforming an unexciting commodit
y (above-ground suction pool cleaners) into a personality via launch of the indu
stry-innovative, branded AquaBug. Transitioned brand personality to multiple lin
e extensions.
* Protected brand value and dealer relationships by enacting a Minimum Advertisi
ng Pricing (MAP) policy that prevented e-commerce providers from undercutting tr
aditional dealers.
* Contributed on cross-functional initiative to develop the companys first brand
ed and sustained consumer advertising program--the highly regarded The Wonder of
Water by Hayward print campaign.
PHILIPS ELECTRONICS NA, Stamford, CT (A global leader in consumer electronics; p
urchased Regina in 1995) 1989-1996
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DIRECTOR OF MARKETING--REGINA CONSUMER PRODUCTS
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Engineered a turnaround, driving up profits 1100% on 8X sales growth and paving
the way for lucrative sale of the business. Brought on board shortly following R
eginas bankruptcy, overhauled product line to increase features and improve qual
ity; executed new advertising campaigns; and created a highly effective branding
strategy. Accelerated the companys transformation into a top performer, attract
ing acquisition interest and 1995 purchase by Philips Electronics.
* Sparked sales growth from $20M to $162M.
* Conceived and launched strategic plan that positioned Regina as a unique brand
with sustainable market advantage; put in place financial/performance metrics t
o measure effectiveness of new strategy.
* Increased unaided awareness +26% by converting individual products to a total
product-line strategy, licensing the Charles Schulz "Pigpen" character as a memo
rable spokesperson, and capturing branding, packaging, merchandising, and advert
ising synergies.
* Expanded distribution 19% in top 10 accounts that included Walmart, Target, Km
art, and other big-box retailers.
* Developed 2 new products that recorded 49% higher purchase intent scores vs. c
ompetition.
* Represented firm on industry committees, including Consumer Information Subcom
mittees, American Society of Testing & Materials F11, and Vacuum Cleaner Manufac
turers Association.
LEHN & FINK, Montvale, NJ (100-year-old consumer goods company; at that time a d
ivision of Kodak) 1986-1989
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SENIOR PRODUCT MANAGER--D-CON INSECTICIDES
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Recruited by former Colgate-Palmolive executive to reverse 3-year decline in $40
M product group. Converted 27 products to a branded line strategy, maximized adv
ertising/promotional effectiveness, and grew brand awareness.
* Increased product profitability 300%.
* Set company record for creating a promotion that led to highest coupon redempt
ion ever (15%).
* Reduced inventory 30% to increase cash flow through new forecasting and produc
tion control strategies.
COLGATE-PALMOLIVE, New York, NY (One of worlds leading consumer goods companies;
Fortune 200/Global 300)
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SENIOR PRODUCT MANAGER-- FAB, 1985-1986
PRODUCT MANAGER--FAB, AJAX, PALMOLIVE, CURITY, 1981-1985
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Advanced rapidly through classic Fortune 200 marketing roles with one of the wor
lds most successful consumer goods companies. Improved sales, profitability, and
market share through creative marketing and new product initiatives focused on
strategic goals and the bottom line.
* Drove sales of $190M and managed $65M budget, directing all marketing for lead
ing household product brand Fab. Preempted competitors introduction of a compara
ble product by accelerating launch of new liquid line; gained 20% greater distri
bution in national rollout. Increased powders profit margin more than 8% by revi
sing the formula.
* Delivered sales of $90M for Ajax economy detergent line. Increased profit marg
in $200K by converting brand to more competitive formula. Exceeded volume target
8% and profit goal 4%.
* Ignited sales of $150M to boost Palmolive Dishwashing Liquid market position f
rom #4 to #2.
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Earlier: Hired into Media Department after college and completed MBA while worki
ng full time in supervisory roles.
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Education
MBA in Marketing, Stern School of Business / New York University, New York City
Recipient, J. Kolodny Thesis Prize (outstanding thesis by a marketing or managem
ent major)
BS in Business Administration, Manhattan College, New York City