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.
• 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.

• 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).

• 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.

• 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