E. Lanier Thomas Email and Phone Number
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DYNAMIC MARKETING & SALES LEADER:•Strategic marketing and sales leader with more than 15+ years’ experience developing retail and channel strategies for leading consumer brands (Angel Soft, Clorox, Brawny, Dixie) in large, Fortune 100 companies and lean, private equity backed firms. •Broad understanding of how to profitably translate consumer, shopper and customer insights into demand generation initiatives that build brand momentum, capture brand premium and advance retail market position.SELECT ACCOMPLISHMENTS:•Manage go-to-market strategy for iconic billion-dollar brands- Angel Soft tissue brand & Dixie brand •Negotiated strategic partnership with Honest Co to capture incremental revenue in growing naturals segment at Target •Bronze EFFIE Award – most effective marketing in North America for 2013-Brawny/Wounded Warrior Project•Inventor of Patented Brawny® Tear-A-Square innovation; voted product of the year by Kantar in 2019•Recipient of Georgia-Pacific’s Marketing Excellence 2004 and Customer Focus awards in 2013 ADDITIONAL INDUSTRY AWARDS:HALO Award - Cause Marketing (2013 Winner, Best Social Media Campaign)Super Reggie Award - Promotional Marketing Association (2003 Gold Winner)Phoenix Award - Public Relations Society of America (2013 Winner, Social Media Category) MAX Award - Marketing Excellence
Newell Brands
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Vice President Of Sales And Sales StrategyNewell Brands Dec 2023 - PresentAtlanta, Ga, UsResponsible for Sales and Sales Strategy for Outdoor and Recreation business unit. Accountable for advancing brand share and improving profitability through effective sell in and negotiation of distribution, shelf, promotional and pricing programs across top-tier retailers: Walmart, Costco, Sam’s, Amazon, Target, Home Depot, Dick's Sporting Goods, REI and Kohls.
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Senior Director, Sales Strategy & PlanningNewell Brands May 2022 - Dec 2023Atlanta, Ga, UsResponsible for Sales Strategy and Planning for $2.0 billion portfolio of leading consumer brands, including: Rubbermaid, Ball, Food Saver, Oster, Calphalon, Mr. Coffee, Crockpot and Yankee Candle. Accountable for advancing brand share and improving profitability through effective sell in and negotiation of distribution, shelf, promotional and pricing programs across top-tier retailers: Walmart, Costco, Sam’s, Amazon, Target and Kroger.
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Vice President MarketingKik Consumer Products Jan 2021 - May 2022Lawrenceville, Ga, UsP&L owner for $1.0 billion Biolab Pool business, the industry leader in recreational residential water treatment solutions in United States, Australia, Germany and South Africa. Leader of marketing technology, brand management, product commercialization and pricing excellence capability teams. Responsible for increasing profitability and market share for a portfolio of industry leading brands across both B2C and B2B channels: Clorox Pool and Spa brand (Mass retail), BioGuard brand (Pro Dealer retail) and Natural Chemistry brand (Wholesale Distribution). KIK Consumer Products is a Centerbridge Private Equity investment. -
Vice President Customer Planning & PricingGeorgia-Pacific Llc Jul 2018 - Feb 2021Atlanta, Ga, UsLeader of customer development and pricing excellence capability team for Georgia-Pacific’s Consumer Business- the largest manufacturer of consumer tissue products in the U.S. Accountable for leading and developing 22 customer planning capability team members charged with advancing retail market position through distribution, shelving, merchandising and pricing strategies designed to create preferred customer partnerships while increasing profitability of multi billion dollar branded and customer branded tissue, towel and tabletop business. Manage over billion dollars in annual trade funding across top-tier retailers: Walmart, Costco, Amazon, Target, Dollar, Drug, DIY and Grocery customers. -
Sr. Director, Customer PlanningGeorgia-Pacific Llc Jul 2017 - 2018Atlanta, Ga, UsResponsible for advancing market position and profitability of Dixie Tabletop business via successful implementation of distribution, shelving, merchandising and pricing strategies across Food, Mass, Club, Dollar, Drug and eCommerce channels of trade. Led and developed a customer planning capability team consisting of 6 colleagues.-Restored growth trajectory on plates and cups business after 12 months of consecutive decline by: 1) re-focusing core distribution on larger pack sizes 2) created new shopper initiatives to win seasonal merchandising time periods and 3) accelerated rollout of newproduct to expand category usage. Tactics re-invigorated point-of-sale growth of 6%. -Collaborated with category marketing to create commercial strategy that outlined “where to play/how to win” to facilitate multi-year joint business planning with key customers that enabled Dixie to expand its share of retailer assets and grow its leadership position in the marketplace. - Successfully developed and executed list price increase across plates and cups that offset rising raw material cost inflation.
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Senior Director Of Sales, Target TeamGeorgia-Pacific Llc Jun 2014 - Jul 2017Atlanta, Ga, UsResponsible for creating a preferred partnership between Georgia-Pacific and Target Corp (Top 5 retailer) through development of joint business plans that exceeded category growth objectives across GP’s tissue, towel and tabletop businesses. Accountable for developing account vision, strategy and multi-year commercial plan while ensuring senior management and cross-functional integration. Led and developed a sales team of 9 people.•Identified opportunity to negotiate licensing deal with Honest Company to introduce Honest branded tissue and towel portfolio at Target. Initiative capitalized on Target’s growing customer demand for wellness-based “free of” product solutions and enabled GP to participate in merchandising events across multiple product categories. •Achieved 1st mover advantage in eCommerce for paper category at Target through direct-to-consumer fulfillment model, increasing sales +35% year over year while earning GP a “seat at table” as key partner in Target’s omni-channel transformation.•Led design collaboration with Target product development and design to achieve Target’s aspiration to “win the season” in tableware, which was recognized by Target’s executive leadership team in 2016 as best-in-class example of vendor collaboration.
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Brand Director, BrawnyGeorgia-Pacific Llc Jul 2010 - Jun 2014Atlanta, Ga, UsP&L responsibility for Brawny® branded home cleaning solutions, Georgia-Pacific’s flagship towel franchise. Brawny is a $250 million business and is the #2 premium brand in the $4 billion retail towel category. Accountable for developing long-term brand vision and strategy, management of multi-million dollar advertising investment, introducing innovative marketing plans, and leading the development of the brand group with 3 direct reports.•Inventor of patented Brawny® Tear-A-Square innovation; voted Product of the Year by Kantar in 2019.•Launched Wounded Warrior Project® integrated cause-marketing platform, one of the most successful marketing initiatives in the brand’s 40-year history. Marketing program increased topline sales +12% in 2012 (4x higher than category average), driven by strong consumer and retailer response. New copy strategy resulted in development of “Inner Strength” television spot which was rated Best New Ad by Ace Metrix (July, 2012). •Identified and led waste elimination project that resulted in significant product formulation cost savings while maintaining consumer preferred quality advantage.
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Senior Brand Manager, DixieGeorgia-Pacific Llc Apr 2008 - Sep 2010Atlanta, Ga, UsP&L responsibility for Dixie branded portfolio- the branded share leader in the $3.0 billion retail tabletop category. Accountable for managing multi-million dollar advertising and consumer promotion budget, new product initiatives and developing long-term brand strategy. •Led launch of new and improved Dixie Ultra product upgrade (40% stronger) to grow Dixie market share of high margin, high- performance plate segment. •Managed copy strategy, creative development and production of Dixie "Dish It Out" TV ad campaign supporting new, 40% stronger, product launch. Spot scored in top-tier on copy test metrics of awareness, branding and persuasion.
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Sr. Brand Manager, Vanity FairGeorgia-Pacific Llc 2007 - 2008Atlanta, Ga, UsP&L responsibility for Vanity Fair napkin business. Vanity Fair is a $150 million retail business and is the branded share leader in the $800MM napkin category. Accountable for managing multi-million dollar advertising and consumer promotion budget, new product initiatives and developed long-term brand strategy. •Led launch of new Vanity Fair premium plate line-extension in March 2008. Leveraged capital investment in premium plate manufacturing equipment and technology to compete for share of $2.1 billion disposable plate category.
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Customer Marketing Manager, DixieGeorgia-Pacific Llc Jul 2005 - Apr 2007Atlanta, Ga, UsAccountable for developing customer-specific category leadership programs for Dixie franchise within Food, Drug, Dollar and Mass channels, with a focus on improving distribution, shelving, pricing, promotion and merchandising. Key customers include: Walmart, Target, Kroger, Publix, Safeway, Ahold, Dollar General, Family Dollar, Walgreens, CVS, and Military.
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Brand Manager, Sparkle BrandGeorgia-Pacific Llc 2003 - 2005Atlanta, Ga, UsP&L responsibility for Sparkle paper towels. Duties included managing multi-million dollar advertising and consumer promotion budget, creation of new product initiatives, and development of long-term brand strategy. Other responsibilities included development of one Associate Brand Manager.• Recipient of North American Consumer Products Marketing Excellence award in 2004.• Launched Sparkle paper towels with Lemon-fresh scent; the first scented product in the paper towel category. Initiative secured incremental distribution within FDM channels and delivered $10 million in retail sales.
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Senior Associate Brand Manager, BrawnyGeorgia-Pacific Llc 2002 - 2003Atlanta, Ga, UsResponsible for product management, competitive analysis, and execution of annual marketing plans.•Developed $35 million re-launch campaign, delivering over 11 million new households to the brand. Plan combined high reach mass TV, print and non-traditional media with promotional vehicles including FSIs, Catalina, sampling, NASCAR sponsorship and in-store programs. •Led process for redesign of Brawny package graphics and new “Brawny Man” icon, from consumer insight to final design, resulting in higher overall rating, and improved purchase intent and findability scores in testing.•Crafted Brawny Paper Towels’ Do You Know a Brawny Man? Contest promotion, winner of the Promotion Marketing Association’s Gold Super-Reggie award. Recognized as the best consumer promotion in 2003, surpassing M&M candies, NFL, eBay, and American Airlines. The promotion generated 500 national media stories, over 250MM media impressions, and contributed to a 15% increase in brand volume.
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Associate Brand Manager, Towels And NapkinsGeorgia-Pacific Llc 2000 - 2002Atlanta, Ga, Us
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Operations DirectorRyder System, Inc. 1999 - 2000Miami, Fl, UsPromoted to operations director position. Accountable for fleet management, pricing, customer service, and marketing/sales support for southeast region operators. -
Regional Sales ManagerRyder System, Inc. 1997 - 1999Miami, Fl, UsPromoted to regional sales manager position. Responsible for marketing/sales and network dealer support for southeast region sales territory.
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Logistics CoordinatorRyder System, Inc. 1995 - 1997Miami, Fl, UsRyder management training program. Responsible for managing day-to-day logistics and fleet management for approximately 50 network operators.
E. Lanier Thomas Skills
E. Lanier Thomas Education Details
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Georgia State University - J. Mack Robinson College Of BusinessMarketing -
University Of Georgia - Franklin College Of Arts And SciencesPolitical Science
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University Of Georgia - Franklin College Of Arts And SciencesPolitical Science
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The University Of GeorgiaPolitical Science And Government
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The University Of Georgia
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Georgia State University - J. Mack Robinson College Of BusinessGeneral
Frequently Asked Questions about E. Lanier Thomas
What company does E. Lanier Thomas work for?
E. Lanier Thomas works for Newell Brands
What is E. Lanier Thomas's role at the current company?
E. Lanier Thomas's current role is Vice President of Marketing | Vice President of Sales and Sales Strategy | GM | P&L Management | Pricing Excellence | eCommerce Leader.
What is E. Lanier Thomas's email address?
E. Lanier Thomas's email address is el****@****pac.com
What schools did E. Lanier Thomas attend?
E. Lanier Thomas attended Georgia State University - J. Mack Robinson College Of Business, University Of Georgia - Franklin College Of Arts And Sciences, University Of Georgia - Franklin College Of Arts And Sciences, The University Of Georgia, The University Of Georgia, Georgia State University - J. Mack Robinson College Of Business.
What are some of E. Lanier Thomas's interests?
E. Lanier Thomas has interest in Guitar, Social Services, Stand Up Comedy, Running, College Football.
What skills is E. Lanier Thomas known for?
E. Lanier Thomas has skills like Customer Insight, Brand Development, P&l Management, Trade Marketing, Marketing, Product Marketing, Management, Pricing Strategy, Pricing, Market Research, Competitive Analysis, Business Development.
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