Create and guide the implementation of marketing strategy for mid-market companies including differentiation strategy development, growth strategy creation, brand building, project management and go-to-market planning.

Developed and led fully-integrated, breakthrough PR programs in the US that promoted Iams and Eukanuba pet care products and built positive corporate reputation for The Iams Company (P&G). Work resulted in measurable increases in positive publicity for The Iams Company and its brands in the US. Led The Iams Company’s participation in the AKC Eukanuba National Championship ($4M on-site and on-air event partnering with Animal Planet and the American Kennel Club resulting in 22M TV viewers). Created sustainable, distinguished, and recognized cause marketing programs. Provided day-to-day PR support for the brands. Managed External Relations team members including The Iams Company Customer Care and Corporate Contributions groups. Worked with internal P&G teams, external media agencies, key alliances and partners during tenure.

Led the Iams and Eukanuba business at Petco (approx. $95M). Led all merchandising and marketing activity on the Petco Team. Established the first-ever Joint Business Plan with the customer to deliver sales and share building ideas that were focused on the shopper and winning in store. Delivered Iams and Eukanuba brand strategies at the retail level and in national Petco advertisements. Sold in 100% of new items within 1 month of release. Met all distribution and merchandising objectives. Managed Petco promotional fund budget. Delivered spending within budget which had never previously been achieved. Average payout on promotions improved by 18%. Managed team through very difficult period of lack of resources, change in policies and procedures. Maintained morale of team during major restructure. Doubled customer team size during tenure.

Led the marketing of P&G brands for grocery retailers in the Southeast (customers included Publix and Winn Dixie). Total business exceeded $775M. Developed the strategy for both an annual marketing plan and a longer-term equity action plan. Created, sold, and led a continuous stream of profitable business building ideas for P&G brands and for grocery customers in the Southeast. Marketing activities resulted in an additional $35M in sales for Southeast customers in 2002. Directed over $7M in customer marketing funds annually. Increased the understanding of consumer/shopper behavior of the Southeast sales teams. Continued to serve as a global P&G Shopper Psychology expert for customer teams throughout the US in the Mass, Grocery and Drug channels.

The US Expert on Shopper Psychology. My interaction with sales teams, brand managers, and external agencies resulted in paradigm shifts across P&G in terms of how P&G brands sell in-store. Projects with teams resulted in business indices of +20%. Consulted P&G brand and sales teams around the world in relation to shopper understanding and in-store marketing. Analyzed the effectiveness of current in-store marketing vehicles and evaluated the effectiveness for P&G brands. Led and developed successful upstream in-store strategies that allow P&G brands to succeed in the current and future marketplace.

Chosen by P&G Leadership to examine shopper behavior based strategies used by European P&G teams. Developed ways to reapply those strategies in the US. Together with UK psychologists, pioneered Shopper Psychology learning for global application. Educated P&G European teams and customers (Tesco, Sainsbury, Asda/Walmart) on US strategies and concepts specifically relating to Category Management, Shelf Management, and Shopper Behavior.

Developed strategies to market to low-income consumers; directed the implementation of strategies with sales teams. Envisioned and applied tactics for Southern California grocery channel to compete against the mass channel. Determined Hispanic target markets across the US for P&G corporate marketing plan development, sales coverage, and volume/share projections.

Responsible for the analysis of P&G’s business in 24 categories and 68 brands at SuperValu Wholesale customers in terms of pricing, merchandising, distribution, and shelving strategies; designed strategies to improve category performance. Work resulted in category increases of 7% and P&G share gains between 15% and 48%. Led P&G Customer Business Development (Sales) recruiting efforts at Miami University and coordinated P&G-Inroads summer intern program (national minority internship program) for North Central Region.