Scott Reisfield
P.O. Box 130 Merrifield, VA 22116
303-882-1523
sreisfieldhome@msn.com
www.scottreisfield.com
Senior Management & Marketing Executive
A dynamic leader and team player. Strong brand development, management and industry
analysis skills. A history of translating market research and product development into
successful business plans. The communication skills to motivate co-workers and to
communicate both inside and outside the organization. Adept at supporting team members to
achieve personal and professional goals; able to manage and motivate both direct and nondirect reporting personnel in matrix organizations. Skilled in consensus building with peers.
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Brand Management & Turnarounds
Profit & Loss Accountability
Brand Identity and Positioning
Licensing
Sales Management
Strategic Planning
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Web Based Marketing and Strategy
New Product Development
Market Research Management
Corporate Leadership and Strategy
International Business Development
Media Relations
Professional Experience
Vice President, Marketing
National Association of Independent Schools, Washington, DC
December, 2007 – November 2008
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Managed marketing for a $20 million revenue association. Responsibilities
included increasing membership, marketing products and services to members
and external advocacy for private schools.
Designed and fielded parent research that provided key insights on attitudes
toward private schools.
Developed a plan for revising the content architecture of the web site. Developed
systematic web analytics.
Created and executed new program for engaging with schools and soliciting new
members at regional association conferences. Initiated a strategic partnership
effort with Canadian associations.
Developed plan to increase circulation of Independent School magazine by
linking subscription efforts to annual school roster updates.
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Scott Reisfield, Page Two
Partner
Active Life Foods & Active Life Pet Products, Inc., Boulder, CO
December 1998 – November, 2007
Key Accomplishments include:
 Management of all strategy, marketing, sales and financial functions; Sales channel
management through ongoing relationships with distributors and sales agents,
domestic and international. Developed and managed web presence. The company
and our products were featured in Fortune Small Business June 2003.
 Created Active Life natural pet food brand with $5 million sales rate prior to brand
sale. Fastest roll out of a new specialty pet food brand ever accomplished. Managed
development of initial strategy and all executional elements.
 Developed Osteocare veterinary pet treat brand sold into the US, Canadian and other
international markets. Managed development of initial strategy and all executional
elements. Osteocare positioning has better metrics than market leader.
 Built an integrated sales, production and support team. Managed all BtoB sales.
 Negotiated and implemented licenses with Future Beef, LLC and Tyson Foods, Inc.
(ongoing) to exploit patented technology.
 Negotiated the sale of the Zanzabar and Active Life trademarks.
Independent Work
January 1996 – November 1998
January 2006
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Developed elements that became Zanzabar complete meal product at Active Life.
Executed major business strategy project for the premier US media audit firm in 2006.
President
Harriet Brown and Company, Inc., Boulder, CO
February 1991 - present
Key Accomplishments include:
 Management of licensing and publicity rights for the name and image of
Greta Garbo. Negotiated licenses that led to several new products.
 Developed the overall business strategy for the management of the Greta Garbo name
and image. Positioning that resonates with consumers developed from extensive
evaluation of analytics.
 Developed and negotiated apparel and leather license with Nordstrom.
 Negotiated writing instrument and leather goods license with Mont Blanc.
 Developed museum exhibit of photographs with the Santa Barbara Museum of Art.
This exhibit subsequently was toured to four additional venues.
 Developed a book, published by Rizzoli, in conjunction with the museum exhibit.
 Management of all trademark protection worldwide.
 Spokesman in all media for book publication, museum exhibit and general media
requests. Formulated media strategy. Managed all marketing communication.
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Scott Reisfield, Page Three
Group Product Director - Consumer Salt Products
Akzo Nobel/Salt Division, Clarks Summit, PA
November 1988 - January 1991
Complete P & L responsibility for a $35 million business selling consumer salts and deicing
salts in the Western Hemisphere. Managed business unit strategy. Managed creative
development. Analyzed potential acquisitions. Increased sales +10% in first year and +18%
in the second year. Increased sales of high margin specialty products from 5% to 15% of
product mix.
Group Product Manager - Cat Food
California Home Brands, Terminal Island, CA
October 1986 - May 1988
Complete P&L responsibility for a $20 million cat food business selling throughout North
America until company was acquired. Increased sales +72% in first full year. Managed
Corporate New Product Development. Managed negotiations for a strategic relationship with
Japanese marketing partner.
Assistant Product Manager - Dry and Moist Cat Food
HJ Heinz/Pet Food Division, Long Beach, CA
October 1984 - October 1986
Developed first Consumer Promotion; including on-pack, in-store, sweepstakes, and
advertising elements, integrating all elements of the 9-Lives brand. Managed market
research and new product development functions. Managed test markets that evaluated new
packaging options. Evaluated research on proposed television advertisements and produced
finished spots. Managed creative development and analysis. Developed improved market
analytics.
Associate Manager and Assistant Manager Positions in Corporate Planning and
Marketing
The Stroh Brewery, Detroit, MI
June 1981 - September 1984
Created a framework for presenting market data for Schlitz acquisition to the Justice
Department. Created company’s first sales forecasting system. Supervised development and
installation of proprietary market information system. Represented Marketing at production
planning meetings. Managed ethnic marketing, market research, production planning and
selected consumer promotions for the Stroh brand. Developed Stroh’s competitive analytics
framework.
Educational Background
M.B.A., University of Michigan, 1981
B.A., Economic Geography, University of Pennsylvania, 1979
Washington Campus Program, The Aspen Institute, 1980