Kathy Yoder Email & Phone Number

Woodland Hills, Ca

Greater Los Angeles Area

Greater Los Angeles Area

Parsippany, N.J.

Brand Manager Fill-In: Spray 'n Wash (now Resolve) Senior Brand Manager Responsibilities: Strategic brand planning process, NPD pipeline development, advertising (TV & Print), promotions, P&L, COGS savings initiatives, pricing and three direct reports. Key Accomplishment: Gained senior management agreement to a never-done before Mom focused communication strategy via targeted print and on-line media projected to significantly exceed current programming ROIs.NPD Projects: Developed market opportunity assessments for Lysol Healthy Touch No-Touch Hand Soap System which are now in market.

Greater Pittsburgh Area

Consumer Healthcare Brands: Aquafresh Aquablast, Os-Cal calcium, Beano gas prevention supplement, Vivarin & GeritolResponsibilities: Strategic brand planning process, NPD, advertising (TV, print, online), promotions, packaging development, one-to-one/loyalty programming, medical marketing, P&L, pricing and associate brand manager. Key Accomplishments::•Championed a disciplined consumer research effort and led a cross-functional team to identify Beano key consumer insights resulting in a new strategic communication platform which drove +17% consumption growth. •Initiated and developed a Beano marketing mix optimization analysis resulting in more efficient and effective programming which drove +13% consumption growth exceeding 2002 business objectives.•Drove the private label analysis effort showing a $1MM consumption loss which led to senior management approval to pursue patent infringement litigation which resulted in the elimination of Beano’s private label competition.

Greater Pittsburgh Area

Consumer Healthcare Brand: Ecotrin enteric coated aspirinKey Accomplishments: •Initiated the first aspirin therapy off-label advertising resuming TV copy for Ecotrin for the first time in over 8 years.•Fostered loyalty by nearly doubling its reach to 250M heavy users in the face of intense prescription drug competition via “Ecotrin Report” one-to-one marketing/loyalty program improvements.

Plano, Tx

Carbonated Soft Drink Brands: Squirt, Sun-drop, Welch's Responsibilities: Strategic brand planning process, General Market and Hispanic advertising (TV, radio & out-of-home), promotions, budgets.Key Accomplishment: Developed and gained senior management agreement to Squirt's new long-term strategy, based on my in-depth analysis, calling for a radical shift from the General Market to Hispanic to sustain the brand long term which successfully kept competitor Citra at bay.

Battle Creek, Mi

RTEC Brands: Nutri-Grain, Product 19, Complete Bran Flakes and Eggo WafflesMarketing Responsibilities: Strategic brand planning process, T.V. advertising, promotions, NPD and budgets.Key Accomplishments: •Led a cross-functional team to develop an “Energy” focused re-positioning platform to attract new, younger users for Kellogg's Product 19 resulting in findings being utilized in the development of the highly successful Kellogg’s Smart Start which is still in market today. •Led a cross-functional team to develop and execute an in-and-out, Summer Snack Pak, for Kellogg's Assortment Paks which resulted in an incremental $2.5MM in gross sales. •Led the introduction of a trial size Kellogg's Complete Bran Flakes 12 oz. which attracted new users.

Battle Creek, Mi

Master Of Business Administration (Mba), Marketing

Activities and Societies: Consortium for Graduate Study in Management Fellowship

Bachelor Of Journalism, Public Relations