Bob Safford Email & Phone Number

Duties & Accomplishments: Conceptualized, developed, and launched Joia Sparkling, a line of all-natural soft drinks. Pivoted company to canned ready-to-drink cocktails called Joia Spirit; led successful company sale (2018).• Founded company (2010) to develop and launch Joia Sparkling (2011).• Recruited three co-founders with marketing, start-up, and product development expertise. • Led product development and built supply chain. Hired flavor house to develop commercial formulas, meet FDA compliance, etc. Brought on all packaging and ingredient suppliers and developed co-packer network.• Launched four varieties: all natural, vegan, gluten free, and non-GMO; later added two low-sugar varieties to meet changing marketplace demand.• Raised $3M in total growth capital. • Led pivot to re-launch product as Joia Spirit Craft Cocktails based on growth of canned cocktails. Improved gross margin from 35% to 65% with new line which achieved profitability year one.• Success led largest distributor buying company; led negotiations and sale; consultant to buyer post-sale. • Joia Spirit growth 1000% since sale; now sold in 40 states.

Duties & Accomplishments: Recruited by Chairman and CEO to join small, privately held, rapid-growth Jewelry Company to prepare it for sale. Established global marketing infrastructure to drive revenue.• Built marketing team (10), infrastructure, and processes to launch global marketing programs.• Created global agencies network to manage marketing in U.K., Germany, Switzerland, Spain, Australia, and New Zealand. • Replaced U.S. agency saving company $1M+.• Grew revenue 78% versus 60% target (2009).• Wrote first Business Plan and 2010 Marketing Plan, projecting 60% revenue growth and 18% EBITDA. Led to successful company sale for $100M+ (2010).• Negotiated and managed worldwide Disney license; contributed 25% of sales. • Launched new packaging, point-of-sale and merchandising systems, and consumer brand catalog program. • Executed quarterly catalog program in 14 versions and four languages. • Introduced new U.S. consumer website. • Launched websites in local languages in U.K., Germany, and Canada, including first e-commerce capability.

Duties & Accomplishments: Recruited by Chairman and CEO to join early-stage re-launch of venerable catalog and online retailer to prepare company for successful IPO within 5 years.• Oversaw 50+ employees (eight SVPs and VPs).• Grew revenue 200% over four years, despite industry decline. Drove profitability from break even to 10%+ EBITDA. • Defined new brand position. Improved all customer-level metrics, including customer value by 25%. • Developed and managed $100M marketing budget. Executed annual catalog circulation plan (100+ million). • Restructured marketing department into competencies: e-commerce and digital marketing, customer acquisition, existing customer marketing, customer intelligence, enhancement services, and business development.• Grew annual customer acquisition from <100,000 to 500,000 within four years. • Developed partnership with Fair Isaac to build prospect database for customer acquisition ($1M investment).• Built complex customer value models to score prospects and target mailings based on customer value. • Established SAS-based database and analytics platform as single source of customer information. • Optimized Omni-channel marketing plan. Increased purchase frequency (+20%) and average order size (+25%) while reducing marketing costs (-25%) over four years. Grew fingerhut.com from 15% to 35% of sales.• Led cross-functional team to launch new business concept leveraging key strategic assets, expertise, and infrastructure.• Identified ethnic opportunity with Hispanic customers (15% of customers; customer value +25%). Developed Spanish language program and website. Drove Hispanic sales increases of 45% in first two years.• Renegotiated paper and printing contracts, saving $10M and $20M, respectively, over five years. Brought creative resources (25 people) in-house from outside supplier network with $2M annual savings.

Duties & Accomplishments: Managed P&L for Minneapolis office. Developed Interpublic Group’s best-in-class online media capability.• Restructured office, streamlined P&L, and turned around operations. Delivered revenue growth of 400% and net pre-tax profit growth from zero to 23%. • Led new business for North America. Developed strategy for all clients. Recruited and managed team of 40.

Mba, Marketing

B.A. Economics