DAVID F. WATSON
http://www.webprofile.info/dwatson/
T: 480.393.3977  M: 201.398.8276
4301 South Purple Sage Place
Chandler, AZ 85248
david_watson@cox.net
Senior Executive: Global Business / Product Strategy Implementation
Consumer Products  Food Industry  International Business Development
Domestic and international executive career combining acumen in sales, marketing, and general management to
increase revenue and enhance profit performance across food and CPG industries. Lead multiple functions and
implementation teams to detail level while retaining focus on long-term marketing and sales goals and critical
business objectives. Repeated successes gained leading businesses through startup, turnaround, and
revitalization. Achieve exceptional business results through expertise in following:
 International Marketing & Sales
 Leveraging Strategic Global Alliances
 Market Identification / Brand Penetration
 Multi-Functional Collaboration / Coordination
 P&L Performance / ROI Accountability
 Product Marketing Life Cycle Management
 Sales Team Development / Deployment
 Translating Vision into Tactical Initiatives
Trilingual: English, Spanish, and Portuguese.
EXECUTIVE PERFORMANCE
Bar-S Foods Co., Phoenix, AZ
2008–Present
$530 million industry leader in processed meat.
Division Vice President Marketing, Consumer & Customer
Lead 8-member team developing brand, trade, positioning, and communications strategies for product
portfolio to drive market penetration and increase profitability.

$47 million in profits contributed by maximizing gross margins in domestic market.

Increased sales 14.7% in down economy by restructuring consumer and customer brand position.

Generated 19%+ volume lift by designing and executing Bar-S Hispanic Mobile Marketing program.

Established 17.4% leading EQ market share in perishable products by developing marketing brand
positioning and customer positioning strategy that contributed to record sales year.

Improved equity of $540 million brand by leading design of first Bar-S’ national Social Media Campaign
and print media initiative.

Delivered $240,000 in administrative savings associated with couponing efforts.

Initiated first in-store POS campagin that delivered more than 13.8% in lifts vs. control stores.
SC Johnson, Mexico City, Mexico
2005–2008
$350 million subsidiary of SC Johnson & Son, Inc.; $8.7 billon privately held global manufacturer of household
cleaning supplies, insecticides, and air fresheners; headquartered in Racine, Wisconsin.
Director Customer Marketing
Directed sales team's commercial "Go to Market" strategy and collaborated enterprise-wide to ensure flawless
understanding and execution of Field Sale’s tactical initiatives. Represented strategic arm of sales force.

$85 million trade investment budget reduced 20% by developing strategic sales investment plan.

Directed initiative to establish global customer marketing platform structure and to standardize KPIs
across 36 global subsidiaries, representing more than $1.5 billion in sales.

Achieved 11% and 13% sales growth in two consecutive years and increased profitability 1.3% by
establishing the customer marketing department.
Unilever Bestfoods, Englewood Cliffs, NJ
1990–2005
$8.5 billion USA division that manufactures processed food products and ingredients.
Senior Customer Strategy and Planning Manager (2002–2005)
Led strategic sales planning process of $352 million Knorr & Lipton Savory brands.
 $151.9 million realized by facilitating Specialty Foods Sales initiative through Knorr culinary products.
 Grew $135 million Knorr brand 12.5% by implementing new niche marketing strategies.
DAVID F. WATSON
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Senior Customer Strategy and Planning Manager (continued)

$352 million mega brand created in US market by coordinating brand migration from iconic American
brand to lesser-developed global brand.

Delivered 14% growth in Hispanic product group by expanding portfolio with items imported from Mexico
and Dominican Republic.
Bestfoods Latin America
$10 million Bolivian subsidiary of Bestfoods.
General Manager/President, Santa Cruz, Bolivia (1999–2002)
Managed all day-to-day business activities of 50+-member food manufacturing operation.

Led 24-month turnaround into $10 million profitable operation after three consecutive negative years.

Increased sales 333% over 24 months by restructuring supply chain and manufacturing processes.

Doubled net sales to $6 million and grew volume more that 100% by improving ABISA Hellman’s
manufacturing operation.

Reduced cost of imported raw materials 25% by focusing on plant production and top-line volume.

Managed integration of $21 million Molino “RIK” and $600 million ARISCO acquisitions.

500% growth ($2 million) realized by reintroducing and expanding distribution of AdeS® soy beverage.
Director Strategic Business Latin America, Englewood Cliffs, NJ (1997–1999)
Deployed corporate sales structure across 13 Latin American subsidiaries.

Generated more than $1 billion in sales across 10+ subsidiaries by spearheading sales force
modernization through customer marketing processes and standardized KPI metrics.

Established key account teams to focus on global and local key accounts representing 58%+ of gross
revenue that included Walmart, Carrefour, Ahold, Auchan, Costco, Metro, and Ahold.
Director Trade Marketing, Mexico City, Mexico (1996–1997)
Promoted to lead strategic sales force development across all classes of trade and welcome Walmart and
Carrefour just entering the Mexican market.
Sr. Brand Manager Knorr Culinary Mexico City, Mexico (1993–1996)
Managed complete line of Knorr Soups from P&L, pricing strategy, and promotion funds, to category
management, volume forecasting, and developing five-year strategic view.

Drove $2 million in sales by developing advertising campaign for national supermarkets, Mexico City
subway system, and national TV campaign.

Achieved 4.8% market growth through development of innovative products.

Attained 42% market share, category leadership, in third year and increased store distribution to 95%
ACV.

Cut import costs 45%+ by purchasing machinery to produce product in Mexico.
Early Career Position
Sales Rep. Miami, FL CPC International, Bestfoods, Englewood Cliffs, NJ (1990–1993)
Founder ALPHA Flash, Home Maintenances, Brasilia, Brazil, (1986–1989)
EDUCATION / PROFESSIONAL DEVELOPMENT
B.S., Business Economics, COLBY COLLEGE 1986, Waterville, ME
Broker Management, COMPASS MANAGEMENT GROUP, Phoenix, AZ
Leadership: Coaching & Delegating, LEADERSHIP DEVELOPMENT, Mexico City, Mexico
Myers-Briggs Leadership Assessment, LEADERSHIP DEVELOPMENT II, Mexico City, Mexico
Situational Leadership II, THE KEN BLANCHARD COMPANIES, Mexico City, Mexico
TradeMarketing & Categoy Management Trends, Management Venture Inc, Boston, Ma