“VP, Marketing”
(Atlanta, GA)
Company Overview
The oneCARE company is a privately-held, global manufacturer and marketer of brands and
products designed to care for everything from your wardrobe, home and pets to your
workplace. While tracing its origins back more than fifty years, oneCARE was founded in
2007 by merging three acquisitions into one platform company, and its portfolio includes
leading brands and over 500 products for the laundry, pet, lint and cleaning categories.
oneCARE is an industry leader in licensing and innovation for consumer packaged goods.
Flagship owned brands include Evercare and Dryel ®. Licensed brands include Downy®,
Febreze®, Bounce®, Dreft®, Roto-Rooter® and Clorox®. oneCARE’s vision is to provide
innovative solutions and superior service for healthy homes. The company is headquartered
in Alpharetta, GA.
Private Equity Investors
 Norwest Mezzanine Partners (NMP)/Norwest Equity Partners (NEP) is an investor
focused on providing equity and junior capital to middle market companies. NMP targets
investing in partnership with private equity sponsors and offers flexible transaction
structures and a broad investment charter. NMP invests up to $50 million of junior capital
to support transactions initiated by private equity sponsors. With a longstanding
reputation for achieving success for middle market companies and their investors, NMP
has the financial capacity and experience to yield capital structure flexibility. They operate
as a standalone investment partnership and have an affiliation with Norwest Equity
Partners, a middle market equity investment firm. Since inception, NMP has raised $1.35
billion in capital. They are based in Minneapolis, MN.
 ORIX Corporate Capital – Orix is a principal lender and investor backed by the
proprietary capital of ORIX Corporation (NYSE: IX). ORIX Corporate Capital manages a
portfolio of high-yield bonds, leveraged loans, venture loans, equities, funds and other
publicly traded securities.
 The Carlyle Group – The Consumer and Retail team focuses on investment opportunities
in the consumer products sector, including food and branded goods. At 15 percent of
GDP, the massive consumer products arena presents significant opportunities to Carlyle.
By partnering with seasoned industry executives and tapping into their global network,
Carlyle is well positioned to capture quality deals in their target areas.
© 2012 Wiser Partners, LLC
oneCARE ~ “VP, Marketing”
Page 2 of 5
Position Overview
The “VP, Marketing” is responsible for all brands in the oneCARE Company portfolio in
all geographies worldwide. It is a line role with P&L accountability and includes
responsibility for all Marketing staffing globally. The top priority is for this individual to
continue the mission of evolving oneCARE into a world class, professionally-managed
organization that delivers profitable growth based on consumer insights, meaningful innovation,
and highly effective product and commercial programs in all geographies. Near term priorities
include: 1) continuing to drive base business growth profitably; 2) ensuring a choiceful portfolio
of new product and commercial initiatives to consistently grow in the future; and 3) continuing
to build the strength and skills of the oneCARE Marketing team, worldwide. The “VP, Marketing”
will continue to drive the changes already made and define “what’s next” in terms of
organizational capability and the range of relevant Marketing vehicles to utilize in building
oneCARE’s future business, profitably.
Scope of Responsibilities
 Revenue Growth and Profit Margin – This is a line role where leadership and
involvement in the business are critical to success. The “VP, Marketing” is responsible for
profitable growth across all categories of the oneCARE global business. This “VP” will be
accountable for the margin health of the portfolio in collaboration with the CEO and key
counterparts in Sales and Operations. Expanding revenue and improving profitability
going forward is a top priority.
 Strategic Planning & Execution – The “VP, Marketing” will play a leadership role in
continuing to evolve the oneCARE corporate strategy, deploying it throughout the
Marketing function and ensuring quality execution that meets/exceeds goals.
Marketing spending—both consumer and trade customer—will be based on sound testing
and MROI metrics. Testing of big, new, strategic ideas is highly encouraged and will be
expanded when testing meets success criteria.
 Brand Positioning & Brand Equity – The “VP, Marketing” will ensure best-in-class
Marketing capability in the most important functional fundamentals relevant to the
oneCARE businesses (e.g., Brand Positioning and Brand Equities, inspired by deep
consumer understanding and insights that ensure oneCARE products are distinctive and
preferred vs. competition). Combined with strong consumer and trade value, and
outstanding Marketing execution, this work is expected to lead to consistent and
profitable share growth across oneCARE brands and geographies.
 Insights & Innovation Leadership – oneCARE recognizes that Innovation is the
lifeblood of the business. The “VP, Marketing” is responsible for maintaining a disciplined
and choiceful pipeline of consumer-relevant initiatives supporting the most promising
existing business and new business development (e.g., financially new categories,
segments and brands). This “VP” will work closely with Sales, Operations and Finance to
select which of the many potential product and commercial innovations oneCARE should
invest in to maximize return and resource utilization. This work will be driven by an indepth understanding of consumer, shopper and customer insights, using data, techniques
and processes already in place and new ones the “VP, Marketing” will develop. This “VP”
will play the leadership role in defining how to cost-effectively improve Market Research
capability and analysis to ensure data-based decision-making that delivers results.
R&D/Innovation will report directly to the “VP, Marketing” who needs to manage these
resources to develop new product and category opportunities for company.
© 2012 Wiser Partners, LLC
oneCARE ~ “VP, Marketing”
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Scope of Responsibilities continued
 Marketing Mix Optimization – Today the oneCARE Marketing mix is focused heavily on
trade programs and increasingly, on consumer Marketing, both through retailers and
directly. Messaging is via packaging, in-store presence, public relations campaigns and
limited Advertising. As part of the new consumer-led strategic direction, the “VP,
Marketing” will be charged with driving the mix further toward in-store and direct-toconsumer at attractive rates of return. Outside of North America, optimizing and
reapplying Marketing programs implemented via the installed base of distributors is a
priority. Determining which vehicles are appropriate will vary for each brand, target group
and
market
(e.g., professional/3rd
party
endorsement,
print,
direct
mail,
Interactive/Online, TV, Direct Response TV, Consumer Promotion, etc).
 Functional Development – The “VP, Marketing” is responsible for continually improving the
capability and efficiency of the oneCARE Marketing function. Broadly, this includes hiring,
training, developing and retaining top Marketing talent. It also includes continuously
searching for efficiency gains by doing more with fewer people and fixed dollars.
Performance & Success Measures
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Revenue and Gross Margin (year-over-year increase)
Market Share and Brand Equity Health (e.g., consumer preference, satisfaction)
In-Store Presence (DSMPV—Distribution, Shelving, Merchandising, Pricing and Visibility)
Achievement of Organizational Goals (retain, train, develop a high-performing team)
Marketing and Trade spending effectiveness/efficiency (MROI and TMROI)
Initiative Portfolio: NPV value, IRR, Success Rate
360-degree feedback from peers and direct reports
Reporting Relationship(s)
The new “VP, Marketing” for oneCARE will report directly to Mr. Robert Kay,
Chairman and CEO. Kay most recently served as Executive Chairman of Kaz, Inc, a
manufacturer of health care and home environment consumer solutions with annual sales of
$400M. At Kaz, Kay was instrumental in building a strong and experienced management
team while driving substantial growth in revenue and profitability. Kaz was acquired by
Helen of Troy Ltd. in January, 2011. Kay has spent the past 20 years building companies
with private equity backing. Additionally, his background includes broad experience in
Management, Finance and Consulting. Before Kaz, he successfully led management teams
at numerous companies such as Key Components, Tiffen Manufacturing and Deloitte &
Touche. He serves on the boards of several private companies and organizations. Kay
earned a B.S. in Industrial Relations from Cornell University and a Master's Degree in
International Finance from Columbia University.
Direct Reports & Key Staff
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VP, Marketing/GM - Soft Surface
VP, Marketing/GM - Hard Surface
Chief Innovation Officer
Director, Trade Marketing
Brand Managers, Assistants, Analysts (indirects)
© 2012 Wiser Partners, LLC
oneCARE ~ “VP, Marketing”
Page 4 of 5
Key Internal Operating Relationships
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Chairman, CEO
COO
SVP, Sales
Marketing VP’s/GM’s
CFO
Compensation & Benefits
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Competitive base salary
Annual performance bonus
Performance-based stock grants
401K, benefits
Relocation to the greater Atlanta area (as needed)
Candidate Profile
Experience Base
 Consumer Packaged Goods – Traditional CPG Marketing foundation (at least Marketing
Director level), ideally with significant experience at a blue-chip, global company, like Procter
& Gamble, Johnson & Johnson, Pfizer, Unilever, Clorox, Colgate, et al.
 Entrepreneurial Experience – Ideally (not a requirement), secondary experience in a
smaller, more entrepreneurial CPG, or brand-driven, consumer-facing company. Of particular
interest, experience in lean businesses within industries with multiple communication and
distribution channels (CPG, Retail, Appliances, Technology, Wireless/Telco, E-Commerce).
 Sales/CBD Experience – While not required, it would be a significant asset if the new
“VP, Marketing” also had Sales, or Customer Business Development experience, as well as
line Marketing leadership experience. The strategy will shift more towards the consumer, but
today, the business is largely trade-driven, so functional Sales perspective would be helpful.
 Complete Marketing Toolkit – Experience across the traditional Marketing mix, with
demonstrated results in Positioning, Product Management, New Products/Innovation, PR, local
Advertising and Media, Trade Marketing, Local Promotion and Events, etc. This experience
would ideally include exposure to, and understanding of Digital Marketing (e.g., Display,
SEO/SEM, EMM, Affiliate, Social, Mobile).
Skill Set
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World-class Brand-building capabilities (driven by exceptional Consumer Insights)
Listening skills (seek first to understand, then to be understood)
Intellectual horsepower (highly analytical & strategic)
Strong relationship management and interpersonal skills (high EQ)
Influential Leadership (proven ability to envision, enable, empower to reach goals)
Complex problem-solving (create options, then converge)
Innovative and creative thinking (need fresh thinking that challenges status quo)
Highly resourceful (stretches people and money; compresses time)
Proven people developer (coaching, training, close to organization)
Organized and attention-to-detail approach (strong execution, especially through others)
© 2012 Wiser Partners, LLC
oneCARE ~ “VP, Marketing”
Page 5 of 5
Personality Profile
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Self-directed/motivated
Pioneering spirit/drive
Data-based and analytical
Open-minded
Collaborative
Relationship-based
Resourceful
Passionate and relentless
Selfless (ego in-check)
Search Contact
David Wiser
Principal Partner – Cincinnati, OH Office
david@wiserpartners.com
513.919.4000 (M)
File: Position Specification/oneCARE/oneCARE VP Marketing Spec (08 10 12-F)
© 2012 Wiser Partners, LLC