Created introductory marketing plans for a young artist. Creative brief, target audience, initial product line, organization structure and required capital were completed for the project. Created a brand strategy for a start-up software developer. Conducted research among potential target audiences to identify compelling insights, and capture critical product benefits and supporting rationale. New strategy was incorporated into marketing collateral.Founder of Marketing Services… Show more Created introductory marketing plans for a young artist. Creative brief, target audience, initial product line, organization structure and required capital were completed for the project. Created a brand strategy for a start-up software developer. Conducted research among potential target audiences to identify compelling insights, and capture critical product benefits and supporting rationale. New strategy was incorporated into marketing collateral.Founder of Marketing Services Company focused on commercializing new technologies.SCOUT REAL ESTATE CAPITAL Show less

Developed initial creative brief for Scout and led agency to create corporate identity.Led successful restage for an iconic hotel with strong results - room rates increased from a previous peak season high of $800 to $1600 in two seasons, with an average daily rate up 20%.In addition to upgraded cottages, the turnaround included: a new "resort" positioning; updated logo and signage; improved guest programming; upgraded concierge services; revamped dining menus; a new website;… Show more Developed initial creative brief for Scout and led agency to create corporate identity.Led successful restage for an iconic hotel with strong results - room rates increased from a previous peak season high of $800 to $1600 in two seasons, with an average daily rate up 20%.In addition to upgraded cottages, the turnaround included: a new "resort" positioning; updated logo and signage; improved guest programming; upgraded concierge services; revamped dining menus; a new website; and a PR event to re-introduce the hotel to the island community. Led the sales operation. Hired and managed a real estate marketing & sales company. Created print and video sales materials, and a new real estate website. Show less

Led Wakefern Customer Team, a $150M account. Rebuilt trust by providing assistance with traditional marketing services including development of new advertising campaign. Reversed long term business decline with strong leadership, collaboration and better meeting customer's needs. Reduced trade deductions significantly with improved process. Analyzed Customer's proprietary research to identify opportunities to improve satisfaction. Discovered younger shoppers were less satisfied than… Show more Led Wakefern Customer Team, a $150M account. Rebuilt trust by providing assistance with traditional marketing services including development of new advertising campaign. Reversed long term business decline with strong leadership, collaboration and better meeting customer's needs. Reduced trade deductions significantly with improved process. Analyzed Customer's proprietary research to identify opportunities to improve satisfaction. Discovered younger shoppers were less satisfied than older shoppers, and category pricing for health & beauty aid and produce categories were an issue. Implemented entry point marketing programs for "New Moms" and "New Movers", a new ad agency review process and led a multi-functional team to evaluate an in-home shopping program. Show less

Responsible for brand position, marketing and sales promotion plans for Cascade, Dawn, Joy and Ivory dish brands

Created clusters of stores based on demographics, and analyzed categories based on target consumers. Future business plans varied by cluster for shelving, distribution, and in-store merchandising. Developed business review template for A&P Groups to conduct uniform, thorough business reviews.

Led study of New York inner city market to regain market share. Conducted in-store interviews and hired contractor to get additional market data. Opportunity was distribution on largest brands.; Managed brands with $850M sales, four brand managers, eight assistants, $150M marketing budget.Re-launched brands with "Ultra" formulas. Test market gains led to national rollouts with 6% growth.Created Dawn Free line extension that added 1M cases of incremental annual volume.Led… Show more Led study of New York inner city market to regain market share. Conducted in-store interviews and hired contractor to get additional market data. Opportunity was distribution on largest brands.; Managed brands with $850M sales, four brand managers, eight assistants, $150M marketing budget.Re-launched brands with "Ultra" formulas. Test market gains led to national rollouts with 6% growth.Created Dawn Free line extension that added 1M cases of incremental annual volume.Led ad agencies to create: (1) intro advertising for Dawn Free, Ultra Dawn, Joy and Cascade, (2) sustaining copy for Ivory Liquid and Joy, and 3) antibacterial defensive copy for all brands.Won marketing awards for Cascade: 1993 Corporate "Business Building" Advertising Award, 1994 Corporate "Best Re-application" Trial and Loyalty Award and 1994 Sector "Best Targeted" and "Most Engaging" Advertising Show less

Managed brand with sales of $300M, 50% market share, four assistants, and $65M marketing budget.Restored 10% growth by persuading management to approve a promotion/pricing plan that included everyday low pricing and coupons, despite a corporate ban on couponing. Directed product technicians to conduct analysis to deliver competitive claims for advertising resulting in the first superiority claim in seven years. Increased market share of Cascade Liquid 30% with an improved product… Show more Managed brand with sales of $300M, 50% market share, four assistants, and $65M marketing budget.Restored 10% growth by persuading management to approve a promotion/pricing plan that included everyday low pricing and coupons, despite a corporate ban on couponing. Directed product technicians to conduct analysis to deliver competitive claims for advertising resulting in the first superiority claim in seven years. Increased market share of Cascade Liquid 30% with an improved product and package. Twelve month test market doubled share. Introduced a rinse agent, Crystal Clear, which exceeded first year volume objective in 3 months. Show less

Managed team of three and a $25M marketing budget.Fielded initiative of new product aesthetics, packaging and advertising campaign. Achieved test market share +15%, expanded nationally. Delivered 2% growth, first growth in 10 years.

Developed a significantly improved concept, Cheer with Colorguard. Opened test market and delivered 4% volume growth. Gained agreement to expand nationally. Produced 10 intro and sustaining commercials in a six month period, with required claim support.

Led development of packaging, pricing, concept and advertising for new unit-dose laundry detergents.