Expert Details
Strategic Plans, Market Research, Integrated Marketing, Innovation/Product Development, P&L Mgmt
ID: 730280
Pennsylvania, USA
Expert joined the marketing department of H.J. Heinz in 1996. Accountable for the P&L, he worked on a variety of brands including Heinz, Lea & Perrins and Jack Daniel’s. He also launched several new product platforms, including EZ Marinader. He ultimately became Director of Marketing and later Director of New Product Development.
Achieving all time high sales and profit growth rates while attaining record share on key brands, he won the Henry Heinz company-wide award in marketing in 2005.
Expert has been integrally involved in strategic planning, marketing, product development, mergers & acquisitions, licensing and long term innovation.
His accomplishments include:
• Led strategic portfolio for Fortune 500 Company, developing it into one of the fastest growing in the US.
• Expanded distribution of portfolio 25% in retail and 57% in mass channels, growing net sales 54%, operating income 70%, and gross profit margin 4 points over five years.
• Achieved record share, household penetration and buy rate on key brands.
• Successfully acquired and merged major brands and significantly grew sales and profit.
• Repositioned & re-launched national brand, expanding into two new categories, growing distribution 108%, sales 80% and profit 186%.
• Developed research plans that yielded significant customer & consumer insights
• Launched over 25 new items and increased the percent of annual profit generated by innovation from 18% to 35%.
• Established strong partnerships with national customers including: Wal–Mart, Kroger, Sam’s, Costco and Target.
• Oversaw alliance of three manufacturers to successfully deliver first time product into the European Economic Community.
• Developed several processes, including: Integrated Marketing, New Product Development / Innovation, Productivity
Expert is a member of both the Association of National Advertisers (ANA) and the American Marketing Association (AMA).
Helped company in refrigerated category develop market research plan, category management presentation, brand positioning, integrated marketing and strategic plan.Helped start-up organization in high tech industry develop strategy to monetize innovation.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1991 | Degree: MBA | Subject: Marketing | Institution: Carnegie Mellon University, Tepper School of Business |
| Year: 1985 | Degree: B.S. Engineering | Subject: Materials Science | Institution: Carnegie Mellon University |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2011 to Present | Employer: Undisclosed | Title: Principal Consultant | Department: |
Responsibilities:Lead consulting firm for consumer package goods and business-to-business companies. Conduct market research, identify consumer insights and develop strategic & integrated marketing plans for national clients.Lend expertise and help executives overcome the challenge in the areas of: Strategic Planning, Consumer & Market Research, Integrated Marketing, Innovation, Productivity / Value Engineering. Expert has a proven track record of effectively growing businesses in highly competitive categories and is recognized for translating market, consumer and customer research into winning business and innovation strategies. Expert has profitably grown businesses in both the CPG and B2B environments. |
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| Years | Employer | Title | Department |
| Years: 1997 to 2011 | Employer: H.J. Heinz | Title: Director of Marketing | Department: Marketing Department |
Responsibilities:Led Condiments & Sauces (C&S) $325M portfolio: Lea & Perrins, Heinz, Heinz 57, Jack Daniel’s, and Mr. Yoshida. Developed and executed long-term strategic plans. Led three brand teams and a 30 member cross-functional team. Responsible for P&L and financial objectives. Developed strategic platforms for new products and integrated marketing plans. Coached and trained brand managers on marketing, management and leadership skills.Led development of new process to accelerate breakthrough innovation and improve design of existing products. Responsible for all products in Heinz North America including frozen and dry across all retail and food service business units. Business Results • Attained record volume and financials on the C&S portfolio. Reversed negative trends and grew portfolio into a top contributor with five years of consecutive growth. • Grew net sales volume (NSV) 54% and operating income (OI) 70% over five years, achieving compound annual growth rates (CAGR) of 9% and 11%, respectively. Increased gross profit margin (GPM) by 4 points. • Achieved record share, household penetration and buy rate on key brands. Grew household penetration for Lea & Perrins 14%, Heinz 57 33% and Jack Daniel’s Barbecue 113% over five years. • Expanded distribution 25% in retail and 57% in mass channels. Partnered with top customers including: Wal–Mart, Kroger, Safeway, Sam’s, Costco and Target. Shared consumer insights, trends, and category management tools to optimize shelf space while simultaneously introducing new items. Cultivated strong partnerships with customer buyers in mass merchandising, grocery, and club channels. • Developed Jack Daniel’s Sauce platform, expanding the brand into marinades and steak sauce. Increased Jack Daniel’s Sauces distribution 108%, sales 80% and OI 186%. • Successfully launched more than 25 new items, increasing the percentage of annual OI generated by innovation from 18% to 35%. Strategic Thinking and Execution • Developed C&S portfolio strategy focused on consumer insights, targeted communication, innovation, recipe development, value engineering and factory utilization. Segmented portfolio into three tiers and accelerated sales of high-equity, high-margin brands while simultaneously reducing SKUs 24%. • Led the acquisition and merger of the Lea & Perrins US business. Developed and executed strategy that exceeded all acquisition volume and financial projections. • Developed new productivity process to reduce product costs while better meeting consumer needs. Increased dollar value of productivity initiatives by 300%. • Created new process for disruptive innovation. Bench marked best-in-class companies on innovation. • Collaborated with Heinz Europe and Asia to successfully develop and execute global marketing plans. Leadership • Appointed to the Marketing Leadership Council, R&D Senior Leadership Team and Global R&D Council. Co-developed company-wide Integrated Marketing Planning Process and Recipe Communications Strategy. • Solidified organizational support for the C&S vision and aligned with senior functional leaders to secure resources. Motivated cross-functional team to implement strategy ahead of schedule and within budget. • Forged alliances with non-competitive CPG companies, including Ocean Spray and Brown Forman, to generate long-term strategic and financial benefits exceeding $10M annually. • Successfully structured department into three highly effective strategic brand groups. Recruited, staffed, and trained a talented team of brand marketers with several winning company marketing awards. Consumer Understanding • Strengthened the Lea & Perrins equity through print and online advertising. Launched three major product introductions under the Lea & Perrins brand, including Lea & Perrins Thick Classic which was named one of the best new packaged foods in 2009. Grew Lea & Perrins distribution 24%, sales 22% and OI 120%. |
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International Experience
| Years | Country / Region | Summary |
|---|---|---|
| Years: 1990 to 1997 | Country / Region: Europe | Summary: WESTINGHOUSE ELECTRIC CORP., Account Executive, International Sales and Marketing, Energy Systems Business Unit. Managed key customer accounts and led business development in Western Europe for component parts, software and services. Performed market research, developed strategy, presented sales proposals, and negotiated contracts. • Increased the value of contracts by an average of 10% per year. • Achieved the highest customer satisfaction levels in the division. • Maintained 100% on-time delivery by proactively managing projects and coordinating supply chain activities. |
Career Accomplishments
| Associations / Societies |
|---|
| ANA, AMA, IRI |
| Awards / Recognition |
|---|
| Henry Heinz Award for Excellence in Marketing (Top Annual Marketing Award). Westinghouse Gold Quality Award for New Product Introduction. |
| Publications and Patents Summary |
|---|
| US Patent; Co-developed and launched the EZ Marinader product line. |
Fields of Expertise
consumer marketing, consumer survey, food marketing, market positioning, market segmentation, marketing, marketing brand management, sauce, sauce development, strategic marketing, consumer purchasing behavior, market assessment, consumer demographics, food research and development, food product labeling