Eric Severance Email & Phone Number

• Core accountabilities included advancing the strategic and tactical marketing direction for a global manufacturing leader in the health, wellness, and fitness industry with a worldwide distribution network of nearly.
• Directed marketing’s responsibilities for moving all domestically made product to offshore manufacturers, resulting in an 18% increase (on average) in profitability to the bottom line.
• Increased FY09 sales by 6% and reduced the overall marketing budget by 45%.
• Introduced new product lines for both the residential and commercial sales channels consisting of 6 new products and more than 320 product changes.
• Collaborated with key manufacturing and dealer personnel to assign key product features and selling benefits to help in crafting True’s first “true” selling story.
• Developed and managed the annual marketing budget making it li;uhug9658653ytd consistent with the overall product and marketing strategy.

• Core accountabilities include overall marketing mix management of a $70mm corporation to include: marketing plan development/implementation, development/execution of promotional campaigns, advertising execution & media.
• Championed the implementation of a Customer Relationship Management (CRM) system, capturing customer information used to custom-tailor marketing programs by profile. Resulted in targeted communication strategy and 20%.
• Utilize various methods of obtaining market research (focus groups, surveys, interviews, forums, etc.) to capture Voice of Customer (VOC) to drive new product development and promotional programs, used to develop.
• Develop and implement all quarterly national sales promotions to include target market identification, pricing strategies, POS/selling material development, and distribution tactics. (Avg. ROI 17% over 3 years)
• Effectively utilize mix management tactics to improve gross margins and overall company operating income (8% gross margin improvement in '03, 12% in '04 and 10.5% in '05).
• Manage a cross functional team for the development of all new products - from conceptualization through design/prototyping and market launch (45 new products released '03 to '05). New products account for 12% of total.

• Salem® Brand – Retail Marketing Core accountabilities included development of all field sales communication, customer specific retail promotions, and the creation of all retail POS and in-store promotional materials.
• Developed custom national retail promotions for several small format (C-Store) national accounts and national grocery accounts ($22 mm ‘02, $64mm ‘03) in order to gain competitive awareness, generate trial, communicate.
• Championed the implementation of the national Buy 3 Get 1 Free promotional strategy. This promotion was targeted at key national grocery accounts and executed via retailer loyalty cards. Promotion resulted in a share.
• Developed ’03 retail business plan targeting national accounts with specific retail promotions to drive increased feature display activity and increase promotional frequency. Achieved an increase in distribution of 12%.
• Created and delivered 8 new item presentations to key retailers which resulted in immediate distribution and an overall $26mm in incremental sales (mentioned above).
• Managed and directed agency and marketing support staff in the development of all POS materials for 2003 new item launch.

• Eclipse® Brand – Advertising and Direct MarketingCore accountabilities included spearheading the development of the brand’s repositioning, advertising campaigns, and direct mail programs. Efforts resulted in first.
• Lead both strategic and creative direction from conceptualization through brand repositioning to create a new product launch platform
• Launched brand’s first custom retail program with Seven-Eleven® to include POS development, franchise and competitive promotional programs, and customer retention loyalty programs. Launch resulted in first positive SOM.
• Assisted in the development and execution of a $1.8MM regional brand media plan to increase brand awareness through improved product reach, message frequency, and market penetration
• Coordinated an inter-departmental steering committee to incorporate consumer feedback into product development and brand evolution.
• Utilized customer loyalty data to develop a direct-to-consumer mail program to introduce a unique product proposition, improve brand recognition, and facilitate positive viral marketing.

• New Business Development – DifferentiationCore accountabilities included the development of differentiated products and marketing programs to springboard re-entry into the international market.
• Lead a task force consisting of R&D, Manufacturing, PR, and Legal representatives to develop differentiated product and packaging concepts for the international market
• Managed design and advertising agencies in the development of campaign executions, website development, packaging art, and relationship marketing programs
• Conducted qualitative and quantitative research to measure “intensity of appeal” and “competitive trial” within a new portfolio of brands. As of Q1 2003, one of these new brand concepts was launched in three.
• Designed a 25-page portal site that incorporated brand advertising, direct to consumer selling, and net commerce functionality.

Bsba, Marketing

Activities and Societies: Varsity Baseball

Masters, Sports Management

Mba, Business