Bob Kufferman Email & Phone Number

Switzerland 🇨🇭 , Ch

Developing & activating marketing strategies and tactics for the US Life Science & Sequencing business unit. Manage eCommerce, web strategy, digital marketing, SEO & social media. Activities align with strategic plan to accomplish business unit objectives and capitalize on Roche's investments in Diagnostics and Next-generation sequencing (NGS). Lead a six person team. · Develop and manage key marketing & lead-generation activities, such as digital marketing, trade shows, webinars, white papers, social media, organic & paid search (CRM) programs and digital ad campaigns. · Manage promotional marketing programs, messaging, collateral, and advertising. · Develop media strategies and manage media buying & paid/organic search/AdWords agencies. · Work with functional groups in the US & Global organization to manage & support the Diagnostics, Sequencing and Life Science product lines, including strategies & tactics to promote products, develop content and build awareness. · Work with leadership of Sales & Marketing, Global partners, and local Sales and Support & Applications teams to create continuous alignment for business strategy and tactics that help Sales teams reach their revenue goals.

Deliver marketing strategy, new business development, digital marketing, social media strategy, new product marketing, brand building, email marketing and online marketing for diverse range of consumer products and consumer marketing companies. Success with established brands and start-ups.• Providing strategy and activation for digital/social media, consumer promotions, brand partnerships, email marketing and new product launches for East Coast Seafood (largest US lobster supplier). Managed & supported launch of new e-commerce (DTC) site.• Fractional CMO for SOURCE, a sustainably-focused, premium bottled water & cocktail mixer start-up. Drove 18% sales growth in ‘21. Leading product strategy, market positioning, research plans, route-to-market and product/channel road maps.• Developed channel strategy/product evaluation for convenience store rollout of fast-growing, plant-based yogurt smoothie start-up.

Norwood, Ma, Us

Oversaw innovation and marketing strategy for $325,000,000 specialty provider of prepared meals, appetizers, and snacks. My plans delivered $100,000,000 in sales growth. Developed and implemented annual strategic business plans, including new products, programs, pricing and distribution for sales and EBITDA growth. Key member of senior leadership team. Led marketing team of six. • Delivered $100,000,000 in sales growth for Cooked Perfect (America’s #1 meatball), Private Label and 3 nationally distributed brands. • Delivered top and bottom line financial growth averaging 10% Sales and 20% EBITDA annually.• Integrated new Sausage and Hot Dog business acquisitions, together increasing sales by $50,000,000.• Directed New Product Development efforts, including managing cross-functional team across R&D, Finance, Manufacturing, Sales, and Quality Assurance.• Selected by company owners for High Performing Leadership Steering Committee (HPT), a cross-functional team that identified and implemented company-wide improvements for business processes, communication and ways of working.• Drove channel expansion strategy into new foodservice channels, including theater, K-12, restaurants, recreation, stadium, college and university, and deli.• Negotiated and managed key sports relationships, including Seattle Seahawks, Cincinnati Bengals, Indianapolis Colts, St. Louis Blues, Dallas Mavericks, Dallas Stars, Northwestern and Notre Dame.

Norwood, Ma, Us

Drove innovation strategy, product assortment, packaging innovation and new product launch plans for retail grocery, club, convenience store, foodservice and e-commerce business.• Directed effective digital-first media strategy for Cooked Perfect, including online advertising, influencer/bloggers, social media (Facebook, Pinterest, Instagram), email, text, Customer Relationship Management (CRM), Search Engine Optimization (SEO), SEM and Google Analytics to drive consumer engagement. Managed three agencies. • Attended key customer appointments (e.g. Ahold, Kroger, Target, Wegmans, 7-Eleven) with Sales to successfully drive new and existing product distribution.• Developed Shopper Marketing plans for key customers: Walmart, Kroger, Publix, Ahold and Jewel.• Launched Cooked Perfect Fire Grilled Chicken line into grocery, club & food service; Fastest-growing chicken brand, delivering $25,000,000 in retail sales and #4 category share. Voted 2018 Consumer Product of the Year.• Introduced company’s first “Fresh” Meatball line into grocery and club. Won 2019 Consumer Product of the Year.

Chelsea, Ma, Us

Led category management and P&L for $135,000,000 business, including frankfurters, sausage and deli meats for Kayem, Fenway Franks and Private Label at grocery, club, c-store and food service. Directed marketing strategy, media buying, and managed ad agencies. Marketing programs included TV, radio, digital marketing, social media, email, shopper marketing, outdoor, PR, sampling and POS. Project lead for new products, brand positioning, market research, competitive benchmarking, website development, Nielsen analysis and e-commerce.• Launched new line of “Artisan” all-natural sausages and Angus burgers that exceeded planned sales revenue by 275%.• Directed Southeast expansion plan to support new products/new retail distribution. Sales grew +138% over 3 years.• Created marketing programs that increased Kayem brand awareness by +60% over 4 years in the Northeast.• Negotiated partnerships with 40 sports and entertainment properties (MLB, NFL, NHL), including Boston Red Sox, New England Patriots, Tampa Bay Rays, Washington Redskins, Atlanta Falcons, Florida State, Boston College and Live Nation. • Led vendor negotiations with teams and concessions (Aramark, Centerplate, Delaware North, Ovations). Managed team relationships and brand activation/promotions of 15,000,000 units and $57,000,000 in total consumer sales.

Canton, Ma, Us

Oversaw group management, P&L and budget responsibility for $592,000,000 savory food category (AM and PM). Increased sales by $236,000,000. Directed cross-functional project teams with R&D and operations, including directly supervising and mentoring team of four brand managers. Collaborated with franchisees, including presenting at ad committees, marketing steering committees, profitability subcommittees, and test market/new product sell-in. Directed integrated platform launch, promoting ten new products and new “oven-toasted” cooking system.• Managed Ad agencies and directed National marketing campaign including: TV, Radio, Digital, Outdoor, POP, Menuboards, Sampling, PR, Crew rallies and Crew incentives for 5,300+ shops. Increased sales by $236,000,000 in 2008.• Launched New Flatbreads and Pizzas, Dunkin’s first entry into the afternoon day-part, delivering $153,000,000 in Yr1.• Delivered New line of Egg White Flatbreads, Dunkin’s Flagship “Better for you” product under 300 calories, for the new DDSmart menu, contributing $29,000,000 in sales for the last 5 months of ‘08.• Drove Hashbrown sales of $42,000,000 and $12,000,000 in incremental Breakfast sandwich sales.• Increased Advertising/PR ROI by using Test market TV commercials for launch and directing resources to lead a National PR campaign. Achieved 180,000,000 PR impressions, plus saved $1,200,000 in TV production spending.• Won Dunkin’ award for superior performance in 2006. Received Dunkin’ Recognition honor in 2007.

Canton, Ma, Us

Managed marketing strategy, new products (sandwiches, soups, salads, pizzas) and promotions (Direct Mail, B2B, FSI, POP) for 104 franchised Multi-brand concept stores (Dunkin’ Donuts/Baskin Robbins/Togo’s), representing $135,000,000 sales/year.• Re-positioned the Togo’s brand (East of Chicago) to a Dunkin’ sub-brand, “Dunkin’ Deli.” Transition included, naming, branding, logo creation, positioning, new menu, signage and interior store design changes, resulting in +11% sales growth.

Purchase, New York, Us

Led Tropicana and Dole brand marketing, including global product/marketing programs and new products. Launched new line of Tropicana juice drinks that delivered $86,000,000 in sales growth. Managed consumer research, competitive analysis, and product/package viability. Developed packaging, managed P&L, and product development utilizing Pepsi’s global innovation funnel/product management tools. Directed merchandising programs for retail/foodservice.• Rolled out new line of Tropicana lemonades and juice drinks that delivered $86,000,000 in sales, 30% of Pepsi Cola North America's growth. • Designed strategic five-year plan for Dole brand, including new products, brand repositioning, product assortment, pricing strategy, space allocation and an integrated marketing plan.

Purchase, New York, Us

Directed new beverage initiatives for Lipton hot/iced teas, in retail/food service, including; market research, brand positioning, package design, merchandising, P&L, consumer & trade promotion and advertising. Developed and managed Annual Operating Plan ($249,000,000) and Strategic Planning for new product initiatives for the Pepsi-Unilever-Lipton Tea Partnership.• Designed and launched programs to “trade-up” consumers to higher margin items leading to ~ +$10,000,000 sales.• Repositioned Sir Thomas Lipton specialty hot teas under Lipton’s global master brand. Increased sales +29%.• Increased internal gross margin on tea brewing equipment by +50%, resulting in $3,000,000 in first year savings.• Received Unilever Global Chairman’s Award for Innovation Excellence.

Stamford, Ct, Us

Veryfine, acquired by Kraft Foods, later sold to Harvest Hill Beverage CompanyProvided strategic vision and tactical direction for all new product sales, brand marketing initiatives and consumer/trade promotions to key support functions including creative agencies, market research, sales and R&D. Managed cross-functional teams across multiple brands (Veryfine core, Apple Quenchers, Chillers, Fruit20 , Juice-ups, Balsam’s water). Channels included: food service, convenience stores, club and grocery. • Launched the company’s first entry into New Age water beverages ~ Fruit20 Plus• Direct report to President/CEO

Atlanta, Ga, Us

The Holmes - Rival Group, acquired by Newell BrandsManaged a $50 million air purifier line. Increased sales by 57% and grew market share by 10 points to gain #1 brand position for Holmes products. Led all consumer and trade marketing plan development. Trade channels included, Mass Merchant, Home Centers, Drug stores and Home Shopping Network/QVC direct to consumer (DTC) sales.

Bachelor Of Arts - Ba, Psychology

Master Of Business Administration - Mba, Marketing, Business Strategy

International Business, Strategic Marketing - Summer Program In Barcelona, Spain

Education record