Barry Roberts Email & Phone Number

New York, Ny, Us

Greater New York City Area

Advisory Board member to the Ithica College Customer Experience Program

Greater New York City Area

3S Marketing inspires companies to build Strategic Marketing and Customer Engagement Solutions which drive profitable and sustainable growth. Areas of expertise include performance optimization, building brands and categories with an insights-driven visionary approach, building sustainable capabilities, and navigating organizational change.

Greater New York City Area

Greater New York City Area

Responsible for Engagement, Marketing, Product and Design teams

Greater New York City Area

Building a consumer-focused Engagement approach, with interactions that motivate consumers to drive actions that build results.

New York, Us

Leadership and General Management of Retail Shopper Solutions, which included Shopper Marketing, e-Commerce, Category Management and development of a Retailer Innovation and Engagement Center. • Drove development of Shopper Platforms, profitably driving sales, share and category sales while effectively connecting brands to shoppers.• Inducted into the Path to Purchase Institute "Shopper Marketing Hall of Fame" 2016• Team awarded 2017 Effie Shopper Marketing Effectiveness Award for the Colgate Water Conservation shopper platform• Established strategy and structure for aggressive e-Commerce growth• Developed 'Centers of Excellence' for Category Management and Shopper Marketing with improved efficiency, and strategic alignment• Led team to develop needs, strategy and Corporate buy-in for the building and development of a Retailer Engagement Center. Co-led content, and fitment to ready opening of the center.

New York, Us

Established Shopper Marketing function to activate brand and communication strategies with targeted shoppers to drive profitable growth.• Developed Shopper Marketing as a new discipline including vision, definition, roles and responsibilities and training across the commercial organization• Successfully drove significant share in select Walmart regions with focused Shopper Marketing approach• Built new product launch shopper activations, used globally as best-in-class benchmark• Developed scale shopper platforms for Cough, Cold & Flu and Back to School with non-compete CPG companies resulting in share and category growth, and higher ROI than traditional trade investment• Leveraged shopper insights with a major retailer to develop a new shopper experience in the oral care aisle resulting in category growth, Colgate share gain and store roll-out• Business review responsibility for Canada and Caribbean Region as part of N. America Leadership Team

New York, Uk

P&L responsibility for US Toothpaste business including strategic planning and program execution to deliver budgeted growth, and development of the Marketing Team. • Developed strategy and advertising that grew US toothpaste sales and profit despite being challenged by a major competitive launch• Led development of refined positioning and new advertising for Colgate Total• Implemented first to market Health & Wellness 'Systemic Health' campaign achieving highest brand persuasion score

New York, Us

Managed Global Strategy and co-ordination for Premium Toothpaste• Globally launched MaxFresh toothpaste, contributing to incremental share growth• Initiated and led cross-functional team to develop new health positioning for Colgate Total• Successfully led the global relaunch of Colgate Total with new claims, packaging and advertising

Boston, Ma

Responsible for the development, strategy and P&L delivery for Professional Oral Care products, and Professional detailing, sampling and advocacy for Colgate Oral Care. Identified new product opportunities, and communication strategies.• Drove professional fluorides to record sales and share• Relaunched OTC portfolio• Drove targeted sampling approach with Dental Professionals

Barbados

Managed Oral Care, Personal Care and Home Care categories in 20 islands with 5 subsidiaries and 2 manufacturing plants.• Drove toothpaste and soap business to record regional shares, and enhanced profitability• Established new category strategies, structure and commercial process including brand and distributor rationalization

Guildford, United Kingdom

Responsible for over 60% of UK's sales and profits• Developed and implemented "Project Red"​ campaign, resulting in share increases from 28% to 33%. Campaign won the 1998 Gold IPA Advertising Effectiveness Award.http://www.ipa.co.uk/effectiveness/case-studies/Colgate-Toothpaste-The-science-behind-the-smile-IPA-Effectiveness-Awards-Case-Study-1998/5304

Guildford, United Kingdom

Developed and implemented consumer trade programs for UK toothpaste. Developed and launched Colgate Deep Clean toothpaste achieving 4% share.

Guildford, United Kingdom

Business responsibility for key accounts, Asda, Safeway and Morrisons. Developed and implemented Category Management approach with Asda, resulting in double-digit brand growth.

London, Uk

Partner in Marketing and Promotions Agency with responsibility for developing consumer communication and engagement programs with key clients, including Courage Brewing, Brooke Bond Foods, Woolwich Building Society, and Fuji Electronics.

Croydon, United Kingdom

Contributed to growth of PG Tips tea, Red Mountain coffee and Fray Bentos Foods as Marketing Trainee, Asst Brand Mgr, and Brand Mgr. Participated in the Unilever Management Development Program

London, Uk

Marketing Trainee on Coca-Cola and Club brands, both on and off-trade (co-op program).

Ba Hons, Business Studies & Marketing

Diploma In Accounting Studies