Phone: 954-484-5401
CAREER SUMMARY
Passionate marketing professional with a 10 year success record leading brand & product management functions. Recently responsible for
building brand management function in a $700 MM dollar CPG company, acting as brand champion & center point for strategic planning.
Led organization from a single brand to multi-brand strategy setting brand vision & processes to drive consumer insights driven marketing.
Recognized for the ability to lead large scale strategic planning meetings across multiple departments and business units, gaining buy-in from
peers & senior management.
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KEY QUALIFICATIONS
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Marketing Strategy & Campaigns
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Digital Marketing Strategy
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Public & Media Relations
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Organizational & Process Development
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Cross-Functional Leadership
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Market Research Definition & Implementation
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PROFESSIONAL EXPERIENCE
Spectrum Brands, Global Consumer Appliance Division (Miramar, FL)
Nov. 2007 - Present
Diversified global CPG with $3.2B in annual revenue, 6000 employees, & brands such as: Rayovac ®, Remington®, George Foreman® Grills,
Black & Decker®, Farberware®, Cutter®, Black Flag® & LitterMaid®. Acquired Applica Consumer Products, a $700M CPG, in June 2010.
Director of Global Product Marketing & Development, Cooking Category
Oct. ‘10 –Present
 Drive marketing for global small cooking appliance product portfolio worth $250MM, from concept phase to
commercialization, responsible for 40+ successful new product launches
 Lead team of product development managers & cross-functional team including Engineering, Sourcing, Supply Chain &
Marketing to attain #1 market share in 2 key product segments
 Design, develop and implement consumer research to successfully launch 3 global platforms with performance based
RTBs (reason to believe) and quantifiable marketing claims
 Set strategic direction for 10 product segments based on market trends & consumer insight and lead 3 global product
planning events to gain organizational alignment on platform, development & go-to-market strategy effectively reducing
model count by 37% while improving profitability by 5.5%
 Develop, launch, and secure placement of disruptive product platform generating an incremental $7 M GS annually
Director of Channel Marketing – Applica Consumer Products
Apr. ‘10 –Oct.’10
 Defined & executed go-to-market strategy, leading team of 6 channel managers through Customer Line Review process,
internal collaboration, channel conflict management & promotional planning
 Secured placement of Healthy Cooking product line at Wal-Mart, Target & Kohl’s translating consumer insights to retailer
specific strategy and delivering brand GS increase of 8% worth $ 65 M
 Redefined promotional planning process to proactively identify, develop & measure promotional initiatives. Ensured
strategic alignment of NA sales & channel Mktg. to ensure a dynamic product & promotional offering to optimize ROI
 Controlled $700 MM key account P&L – managed pricing model, a comprehensive P&L management tool, set CM
(contribution margin) targets and managed team to improve CM by 4 points to deliver a blended CM of 22%
Brand Manager, Black & Decker®, George Foreman® & LitterMaid® - Applica Consumer Products
Nov. ‘07 – Apr. ‘10
 Set 5 year strategic vision for brand portfolio, driving upstream to the premium segment. Leveraged consumer
segmentation study to secure fair share of HPP (high price point) a $100 MM revenue opportunity
 Developed brand experience for portfolio brands, including brand books capturing heritage, values, vision and product
positioning by brand as well as brand specific communication hierarchy leveraged in all media
 Created integrated product launch campaign, managing $14 MM budget, with TV, PR, Print & Digital launch including ecom website re-launch, SEO, PPC, banner ads, social media, viral web videos, blogs as well as tying into POP messaging
 Responsible for celebrity / brand partnerships as well as managing National Contest for online weight loss competition
including consumer engagement and prizes
 Repositioned pet brand in-line with consumer preferences & industry trends, re-launching e-com site, packaging and
consumables line to effectively increase brand loyalty by 45%
Lexmark International, Consumer Products Division
Lexington, KY
Phone: 954-484-5401
A $5 B (annual sales) global technology company with 12k employees worldwide, providing printing and imaging solutions for business &
to consumers in over 170 countries
Product Marketing Manager, North America
Jan. ‘05 – Nov. ‘07
 Provided strategic leadership of Lexmark’s product line in North America, identifying and developing strategies and
tactics that maximize revenue growth in the retail, open, and e-commerce channels
 Developed and implemented product marketing plan for wireless printer launch including customer segmentation, product
feature & positioning, launch plan, channel strategy, promotional plan, pricing, advertising & in-store initiatives
 Tracked category performance and implemented appropriate product distribution, pricing and transition plans based on
findings, report weekly results to Director and GM of NA Marketing
Global Business Analyst, Worldwide Marketing
 Defined direction for 2007 product line based on a comprehensive analysis of competitive projections, manufacturer
capabilities, product feature trends, historic price compression as well as consumer insights
 Analyzed global business unit and market performance by geography to drive hardware sales. Key decision maker on
competitive issues enabled by tracking competitive products, promotions, pricing, positioning & consumer trends
 Tracked and reported Lexmark global market results to division president, combined industry insight and analysis to
answer Quarterly Wall Street Analyst questions for CEO
 Managed 4.5 MM Research budget, negotiated yearly contracts, and maintained agency relationships
BMW, Fleet Management Division
Munich, Germany
Premium automotive manufacturer with €60 B and over 95k employees. Alphabet, is the European Fleet Management division
International Product Management Intern
Aug. ‘03 –Jan. ‘04
 Analyzed EU fleet business portfolio to develop BMW 1 Series launch strategy set to hit 1 st yr. strategic sales target of
36,000 vehicles
 Developed Pan-European Customer Satisfaction Index spanning entire product life cycle, identified steps for analysis,
improvement and goal setting, as well as integrated a CRM program to drive customer loyalty and sales
Road Runner Sports
Privately held direct to consumer sporting goods company with $ 26M in annual sales and 100 employees
Product Sales & Associate Marketing Manager
San Diego, CA
Nov. ‘99– Oct. ‘01
 Handled account sales, exceeding goals by introducing clients to new technology, training ideas & technical expertise
 Contributed to 8 product lines, tracking key product sales and ensuring fit with target. Developed process to ensure
successful execution of marketing communications in catalog, online and direct sales channels. Assisted in line logic,
product analysis and testing
EDUCATION
Thunderbird, School of Global Management
MIM (Master of International Management)
Specialization: Global Marketing Management
University of Colorado at Denver, Business School
MBA
University of California at Santa Barbara
Bachelor of Arts, Environmental Management
Minor, French Language
Glendale, AZ
Denver, CO
Santa Barbara, CA
ADDITIONAL INFORMATION
Languages:
Employment:
Awards:
German / English (native); Spanish (fluent); French (conversational, attended Lycée Français de Vienne)
Authorized to work in both the US and EU
“Customer All-Star” award for leading year 2000 internet &direct client accounts
“Make it Happen” award for successful sell-in of new product line-up at the 2007 Consumer Electronics Show