ROB LEIBOWITZ
OBJECTIVE
Chief Marketing Officer / Vice President Marketing
EXECUTIVE SUMMARY
A high energy, visionary, inspirational leader who ignites passionate support from associates, agencies
and consumers. Known for unifying teams behind strategies, marshalling resources, and making things
happen where it really matters most – with customers and consumers. Is a “big idea” person, with a
consistent track record of achieving industry-leading results on “A-List” global brands collaboratively in low
margin, highly competitive “commodity” segments.
PROFESSIONAL EXPERIENCE
MARS PETCARE US: LOS ANGELES, CA & NASHVILLE, TN 2000 TO 2008
VP Marketing – All Brands: Mars Petcare US, Nashville TN, 2007-2008
Reporting to the President, responsible for the growth, equity, and earnings. Developed breakthrough strategies,
propositions, and the collaboration to deliver exceptional results.
•Achieved $1.7B sales +13% and gross margin growth of +12%. Highlights include: Pedigree® +10%, surpassing
$1.1B; Cesar® $182M +22%; and Snacks portfolio $196MM +24%. Achieved a record market share of 13.3%,
+12% vs. year-ago.
•Delivered the highest Q1 sales in Pedigree® history as a result of the Pedigree® Adoption Drive.
•Drove more than $150MM in innovation through new products, new brands, and news. Significantly improved
the P&L structure for all product platforms through challenging historical product recipe, packaging, and pricing
conventions, enabling investment to grow.
•Increased 2008 earnings delivery through developing and deploying a new pricing strategy.
•Delivered a significant marketing program with 7x the value of media alone (and 85% branded message recall)
utilizing Donald Trumps’ Celebrity Apprentice as a platform.
•Increased ROI on Marketing Spend by 10% on a $200MM budget through the use of marketing mix modeling,
industry data, etc. Reduced the annual marketing budget by >$20MM vs. 5 year average.
•Drove ownership of key brand equity drivers for Pedigree®, Cesar® and Temptations® Brands through integrated
and single-minded multi-media marketing plan activation.
•Avoided substantial dollar and equity loss through effective leadership of Mars’ response to industry recalls.
•Enabled more efficient decision making across, and between brands through by deploying a portfolio strategy for
the Mars Petcare US Brands.
•Managed, developed, and mentored a Marketing Division of more than 30 professional staff including Brand
Management, Public & External Relations, and Marketing Research. VP Sales. Successfully took on cross training
move February 2008 to September 2008 to lead, develop and mentor the Mars Petcare Sales division of >100
Sales associates and multiple broker partners.
828 Princeton Hills Drive | Brentwood, TN 37027
310.871.6973 | robleibowitz@me.com | www.linkedin.com/in/leibo1
(professional experience continued)
VP Marketing Dog Portfolio + Snacks: Mars Petcare US, Nashville TN, 2006-2007
•Leveraged product and marketing innovation to drive top-line sales and increase brand power.
•Achieved 2006 sales of $1.3B; +$113MM vs. year-ago. Included growing Pedigree® above $1B, +5.2%;
Cesar® $155M, +21%; and Snacks $160MM, +26%.
•Grew Cesar® Brand 21% (+$30MM vs. YAG) and Snacks business 26% through innovative line extensions
including Cesar® Gourmet Filets in Sauce.
•Achieved 13 Industry awards for marketing communication excellence including: EFFIE®, REGGIE, HALO, MP
Kelly, and OBIE.
•Successfully developed and deployed a Wet food platform strategy across all brands.
•Raised >$3MM through cause marketing efforts on Pedigree® to help dogs in need find loving homes by
utilizing sponsorships, and non-traditional tactics as to promote the Pedigree® Adoption Drive™.
•Delivered sales and earnings commitments while successfully transitioning Marketing and Agency teams from
LA to Nashville during 2006. Rebuilt the marketing team from the core.
Group Marketing Director: Mars Petcare US, Los Angeles CA, 2004-2005
Reporting to the VP Marketing, responsible and accountable with a team of 12 for the top and bottom
line for Mars Petcare Dog Portfolio of Brands including: Pedigree® and Cesar® Brands.
•Sales results for 2005 of $1.1B were flat versus 2004; with Cesar® +22% and Pedigree® -4%.
•Developed and Launched the “Pedigree® Dog Adoption Drive” marketing campaign across all
consumer, customer, and internal touch-points. Viewed as the most successful marketing program in
the history of Mars Petcare.
•Developed a 3-year product-line innovation framework that led to the launches of line extensions,
news events, and improvements leading to >12% incremental sales.
•Delivered >$40MM sales in year 1 through the launch of canned multi-packs across the portfolio of
wet food brands, turning a declining segment for Mars into one of growth.
•Advertising consistently ranked as “most liked”. Led the development, and execution of new
Pedigree® “we’re for dogs” and Cesar® “gourmet” campaigns.
Marketing Director Pedigree® Brand: Mars Petcare US, Los Angeles CA, 2003-2004
Reporting to the VP Marketing, led and strengthened the world’s largest brand of food for dogs through
new positioning, marketing communications, and line extension volume.
•Grew Pedigree® Brand in 2004 to $995MM +9% vs. year-ago. Main growth derived from margin
accretive line extensions launched from brand expansion strategy.
•Increased nutritional credentials as measured by A&U survey and ASI through development and
deployment of “we’re for dogs” positioning and resulting communications.
828 Princeton Hills Drive | Brentwood, TN 37027
310.871.6973 | robleibowitz@me.com | www.linkedin.com/in/leibo1
(professional experience continued)
•Led the generation of breakthrough new “dog and consumer insights” through a non-traditional
insight processes including immersion at the Waltham Pet Center in England. Led development of
superior dog insights process globally
Marketing Director Pedigree® Dry: Mars Petcare US, Los Angeles CA 2000-2003
Reporting to the VP Marketing, developed and deployed the portfolio expansion strategy for Pedigree®
Dry resulting 3-year sales growth of $46MM to $526MM.
•Grew Pedigree® Dry 2003 to $526MM +7.1% vs. year-ago.
•Developed and gained agreement to nutritionally oriented growth strategy resulting in 5 new margin
accretive line extensions.
•Developed more than 100 new product concepts. Led major aspects of concept and insight
development globally, many of which have been launched in multiple markets.
•Led the development of Pedigree® packaging graphics globally.
•Introduced “Integrated Marketing Communications” to Mars Petcare ensuring that all brand
communications were consistent and complimentary.
M&M/MARS (A DIVISION OF MARS): HACKETTSTOWN NEW JERSEY 1993 TO 2000
Marketing Director New Confectionery Brands 1998 to 2000:
Responsible for the developing and the strategy, gaining corporate buy-in, and then leading cross
functional teams toward ideation through to commercialization.
•Launched CocoaPro® Brand Globally to leverage antioxidant properties in chocolate,
•Gained agreement to launch Aquadrops®, the 1st hard candy aimed at alleviating dry mouth.
•Led the development of a rich pipeline of new product concepts and insights.
Brand Management 1993 to 1998:
Over a five year period, held roles of increasing scope including: Dove® and Starburst®.
DOVE INTERNATIONAL (A DIVISION OF MARS) BURR RIDGE, ILLINOIS 1992
Brand/Trade Marketing Manager: Developed & deployed trade and consumer promotions for the
range of Dove International Ice Cream Brands including DoveBar® and Snickers® Bar.
M&M/MARS (A DIVISION OF MARS) SAN FRANCISCO CA, 1988-1991
Sales: Over a four-year period, held various positions of increasing scope and responsibility.
OTHER EMPLOYMENT
Orval Kent: Region Broker Manager, Wheeling IL, 1987-1988
Unilever: Sales Representative, San Francisco CA, 1985 - 1987
EDUCATION
Master Of Business Administration, Fairleigh Dickinson University, Hackensack, NJ
Bachelor Of Science, Business (Marketing Concentration) with a second major in Economics. California
State University at Chico, Chico, CA
OTHER EDUCATION
Global Business Consortium – London Business School - London, UK
9-month GM program held in 7 countries with 36 leaders from 6 global corporations.
(Oracle, British Telecom, SKF, Standard Chartered, Emirates, Mars)
828 Princeton Hills Drive | Brentwood, TN 37027
310.871.6973 | robleibowitz@me.com | www.linkedin.com/in/leibo1
AWARDS AND RECOGNITION
Industry Awards:
EFFIE: Pedigree® 2007, Cesar® 2007 REGGIE: Pedigree® 2007
MP KELLY: Pedigree® 2007
HALO:
Pedigree® 2007
OBIE:
Pedigree® 2005
(Marketing Effectiveness)
(Consumer Promotion)
(Print Advertising)
(Cause Marketing)
(Outdoor Advertising)
Consumer Response To Advertising:
2007: Pedigree® “I Know” 3rd Most Liked Advertising of All Ads (AIG/ADWEEK).
2005-7: 10 of 14 Advertisements Ranked in Top 10 (AIG/ADWEEK) in Launch Month.
Mars, Incorporated:
2007: Pedigree® Adoption Drive Program – Winner Of Global Mars, Incorporated
“Makes A Difference” Award. Referred to as one of the most important and effective marketing programs
in the history Of Mars, Incorporated.
PROFESSIONAL AFFILIATIONS
Member, CMO Club
Member, MENG (Marketing Executive Networking Group)
INTERESTS
Music: A pianist
Sports: An avid tennis player, and exercise enthusiast
Travel and outdoors
828 Princeton Hills Drive | Brentwood, TN 37027
310.871.6973 | robleibowitz@me.com | www.linkedin.com/in/leibo1