Expert Details
Marketing/Product Management, Product Development and Successful Launch, Consumer Goods
ID: 729755
New York, USA
competitor in check. He has experience in managing both OTC, Personal Care and Rx business. He has 5+ years in product development. Primarily in formulation development.
Demand forecastingAsset ValuationCompetitive AnalysisMarket Potential Analysis
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1997 | Degree: MBA | Subject: Marketing & Innovation Management | Institution: Syracuse University |
| Year: 1991 | Degree: BS | Subject: Chemical Engineering & Biochemical Engineering | Institution: Carnegie Mellon University |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2009 to 2011 | Employer: Pfizer | Title: Group Product DIrector | Department: Consumer Healthcare |
Responsibilities:Had P&L responsibility for the $300 MM US Cough, Cold and Allergy businesses. We met our primary objective will be to re-energize and grow a sluggish, old Robitussin business (up +20% VYA), while developing long-term plans for Pediatric and Allergy businesses. (Note Pfizer bought Wyeth - not a switch)• After a lack luster season due to low incidence, re-tooled the brand to focus on "what works" (promotional focus on lead SKUs, focus on franchise advertising, etc.) in order to gain back lost sales from Q1. • Uncovered new consumer positioning for Robitussin focusing on simplicity. Leveraging the consumer insight that shopping for cold medicine is confusing and paying it off with a new digital tool to simply it. • Developed creative based on the new positioning, which scored double the norm on persuasion and recall. Since launch, the Brand has experienced double digit sales growth VYA. • Gained Sr. Management alignment to the plan to re-invent the Robitussin and secured the resources and priority status required to launch it in 2011. |
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| Years | Employer | Title | Department |
| Years: 2007 to 2009 | Employer: Wyeth | Title: Product Director | Department: Consumer Healthcare |
Responsibilities:Responsible for the development of the global strategy and New Product Pipeline for Wyeth’s +$400MM Upper Respiratory Category (Robitussin, Dimetapp, Advil Cold & Sinus and Alavert).Significantly increased the NPV of the product pipeline. Most of which was driven through increasing consumer appeal of existing project through superior positioning and claims. Increased the number of upstream products in the pipeline. Led the development of an Upper Respiratory strategy. Each of the brands competes in a different niche, but they were not very differentiated vs. competition. The strategy allowed better defined competitive space and provided a more differentiated positioning. Led the evaluation and final recommendation on seven potential acquisitions/ licensing opportunities. |
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| Years | Employer | Title | Department |
| Years: 2007 to 2007 | Employer: J&J | Title: Product Director | Department: Consumer Healthcare |
Responsibilities:Charged with Global strategy development and regional execution of the professional strategy for Oral Care focusing predominately on Listerine but also including other J&J Oral Care brands as appropriate, and of developing a pipeline of “Commercializable” science. He lead a cross functional team to develop long term development strategy, identify key technologies and claims and validate the market potential. (Note J&J bought Pfizer Consumer Healthcare) |
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| Years | Employer | Title | Department |
| Years: 2005 to 2007 | Employer: Pfizer | Title: Team Leader - Sr. Product Manager | Department: Consumer Healthcare |
Responsibilities:P&L responsibility for $100MM portable breath freshening business. Responsible for halting the declines (-20%/yr) of the business and making the business sustainable & profitable, which was a significant challenge given our low margins.- Led one of the Division’s first “Making the Leap” innovation sessions for Portables to develop a new approach for managing the business. Being a low margin product, we needed a very large ROI on our A&P spend to hit our profit targets. Through the process, we uncovered that our marketing dollars were being diluted by low findability (less than a quarter of consumers were finding us on shelf). Changed business model to focus on capturing attention at retail. - Led the implementation of the Listerine PocketPaks “Close Moments” integrated advertising & promotion campaign, which won the 2006 Gold Effie. - Developed and launched Listerine PocketMist, a 90%+ incremental line extension with year 1 consumption of $35MM. - Developed and introduced new package graphics for the line with significantly increased shelf impact, findability and purchase intent, all critical elements for an impulse item (+20% velocity post change). - Coached, developed and successfully promoted 2 direct reports, one Assistant to Associate, the other Associate to Product Manager. |
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| Years | Employer | Title | Department |
| Years: 2003 to 2005 | Employer: Pfizer | Title: Product Manager | Department: Consumer Healthcare |
Responsibilities:Responsible for growing and defending the Listerine Mouthwash business in anticipation of a credible competitive threat from Crest.• Led the Development & Launched Advanced Listerine in nine months from concept to Launch and 1/3 of the time of the divisional average (24-27 mos.). • Led the Development & Prepared to Launch of Listerine Whitening (novel sub-category). The new product is on tract to achieved $80MM in year 1 retail. (12 months from concept to Launch less then ½ the divisional average). • Successfully created the strategy and led the team in executing a competitive defense plan vs. the new competitive entry in 2005. Charged with defending against Crest, which P&G has expected to be $150MM and 15.0 share year 1. Successfully defended the Listerine business and held Crest to below $60MM and under 8.0 share. |
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| Years | Employer | Title | Department |
| Years: 2001 to 2003 | Employer: Pfizer | Title: Product Manager - Nicotrol | Department: Consumer Healthcare |
Responsibilities:Responsible for top and bottom line for a $35 million Rx smoking cessation product and responsible for launching an OTC smoking cessation product. Charged with growing the Rx business and launching an OTC patch business. Delivered 15 months of un-interrupted double digit year on year. The unprecedented growth was only interrupted during the acquisition due to severe turn-over in key functions. Developed the launch plan for the Rx to OTC switch of the Nicotrol Inhaler and successfully shut it down after an FDA not-approvable letter with no negative impact to the P&L. Quickly shifting gears to launch the Nicotrol Patch in seven months. |
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| Years | Employer | Title | Department |
| Years: 1999 to 2011 | Employer: Pfizer | Title: Associate Product Manager | Department: Consumer Healthcare |
Responsibilities:Responsible for top and bottom line for a $32 million Children’s Cough/Cold/Allergy line.Grew the overall brand from a 7.0 to 9.6 share and was able to regain the leadership position in Infants drops (lost to Tylenol in 1998). By developing an ageing up strategy, the brand continued to grow over a 10.0 share. |
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Career Accomplishments
| Awards / Recognition |
|---|
| Effie Gold - Effective Advertising |
| Publications and Patents Summary |
|---|
| 1 patent application |
Fields of Expertise
advertising, branding, business management, business strategy, consumer marketing, consumer product marketing, creative strategic marketing, market positioning, marketing, marketing brand management, marketing mix, over-the-counter drug product development, strategic marketing, market opportunity analysis, market segmentation, multilevel marketing, cross marketing, market value, Internet marketing, consumer purchasing behavior, strategic market planning, consumer survey, consumer demographics, marketing communications, public relations, market trend, competitive benchmarking, market potential, consumer focus group, time-to-market, competitive intelligence, consumer product packaging, technical marketing, market forecasting, corporate strategic planning, competitive analysis, consumer product design, new product development, cost-benefit analysis, consumer product, new product development management, market research