Interim CMO Consumer Products

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Summary

This Interim CMO Consumer Products is an accomplished, well-rounded and ethical sales and marketing executive with a proven ability to lead a successful organization and develop profitable business relationships. Consistently built successful partnerships with large retailers (including Wal-Mart, Target and Ulta Stores) by utilizing collaboration, analytics, creativity and persistence to design mutually beneficial programs with a strong focus on internal profitability.

Highlights

• P&L Responsibility
• Retail Distribution and Partnerships
• Social Medial Strategies
• Licensing
• Retail Promotions
• Planogram Strategies
• IRI Data Analysis
• Brand and Trade Marketing

Relevant Accomplishments

• Led company through a significant transition and successfully rebuilt a new business model with a small, efficient team. Grew revenue by over 230% and EBITA by over 350%.
• Partnered closely with key retailers Ulta and Wal*Mart Canada to consistently exceed sales goals and win Ulta’s Brand of the Year award
• Successfully drove new business by gaining distribution in Target, Kroger, Loblaws, Meijer, Kohls, CVS, Shoppers Drug Mart, Amazon and expansion into international territories
• Relaunched DTC website ( www.formula1006.com ) that led to a 31% increase in revenue, while being ranked in the top 1% of Shopify sites launched during the same week.
• Full P&L responsibility for all marketing and sales, including brand & trade marketing, licensing, direct sales, brokers, sales operations, customer service and data management
• Developed sales initiatives for a new bath and body brand that produced over $1.5MM in incremental sales in first year in Ulta, Target and Loblaws
• Modernized company’s online presence by relaunching brand’s website ( www.lipsmackers.com ) and implementing a new social media strategy significantly increased online sales by 84%
• Developed, presented and executed impactful annual marketing plans to set brand guidelines and provide sales team direction for key retailer meetings
• Created and implemented a repositioning strategy for the Lip Smacker brand that significantly improved the brand’s relevance amongst our key demographic
• Led strategic licensing partnerships with Disney, Coke, Mars, Dr. Pepper and Girl Scouts
• Developed and executed company-wide 40 th anniversary consumer and retail initiatives that reinvigorated the Lip Smacker brand
• Led a team of ten associates responsible for all retail/trade marketing, space management, sales operations and customer service initiatives
• Worked collaboratively with brand marketing and NPD to develop internal projects and effectively present to a direct sales force composed of over twenty account managers
• Developed a co-promotion with Coca-Cola at Wal-Mart checklane resulting in $430k of incremental revenue
• Created incremental promotional placements with the launch of Girl Scout Lip Smackers in
• Wal-Mart and Target that produced over $700k in incremental revenue
• Developed a strong relationship with Target while achieving sales growth of 18% vs. prior year and outperforming internal plan by over 16%
• Increased Holiday promotional revenue by 48% by collaborating closely with the buyer to strategically position the product assortment
• Sold in a new brand that led to distribution in 1,300 stores and $750k of incremental revenue
• Gained incremental distribution in Target’s Valentine’s Day Mini-Seasonal section that drove $125k in revenue in 2011 and $181k in 2012
• Proactively led projects with internal teams to concept, develop, gain internal approval and present new opportunities to Target
• Designed and implemented unique planogram strategies that successfully segmented the Lip Smacker brand, while maximizing performance in key retailers
• Developed strategic national promotional programs that included key partners Disney, Mars and The Coca-Cola Company
• Championed a new product initiative that generated over $1MM of incremental sales
• Designed and coordinated a national co-promotion with Kraft Foods’ Kool-Aid® Brand that led to a 22% increase in gross sales vs. prior year
• Created a process that evaluated the profitability of retail opportunities in a standard format which led to improved decision making and reduced approval timelines by roughly 20%
• Developed a company-wide retail strategy that led to an 19% increase in space at Wal-Mart with a 25% increase in POS dollars
• Successfully managed inventory in Wal-Mart to reduce returns by 17%, while significantly increasing turns (18%) and GMROII (+24%)
• Created and analyzed IRI data to prepare impactful information for sales and marketing

Roles

• General Manager
• Vice President of Sales & Marketing
• Vice President of Marketing
• Vice President of Retail Marketing
• Director of Sales, Target
• Director of Retail Marketing
• Associate Director of Sales, Wal-Mart
• Sales Operations Manager
• Information Specialist

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