Marty Owens Email and Phone Number

Led marketing team responsible for $110 million P&L.- Defined product segment positioning to clearly articulate product features and consumer benefits, leading to consistent communication across all marketing and channel touch points.- Created innovative new Back-to-School products in unusually short time frame with entirely new marketing team, insuring promotional products for highest seasonal selling period for dividers.Specialties: Brand Management | Product Marketing | New Product Innovation | Marketing Strategy | Branding | Packaging | Marketing Communications | Promotions | Consumer Insights | Trade Marketing | Business Analysis | P&L Management | Cross-Functional Leadership

Led cross-functional team (marketing, market research, product development, packaging, finance, purchasing, trade marketing) responsible for: identifying and researching new business opportunities; developing, commercializing, selling in and launching new product platforms; and growing small, emerging businesses.- Pioneered use of ethnography at Avery to identify deep consumer insights into new work methods, resulting in new products that received unusually strong purchase intent scores 2X - 3X higher than company action standards and among the highest ever tested at Avery.- Instituted use of rapid prototyping at Avery to insure new product concepts delivered on the most important consumer benefits that consumers were willing to pay for, achieving significantly higher purchase intent scores, significantly shorter development cycle times and lower development costs.- Identified key trends impacting office products and led education and planning with business units, resulting in identification of threats, new opportunities and strategic action plans.- Introduced new Note Tab business, resulting in $6 million in year one sales. Developed and launched second generation products with new sizes and dispensers targeted at different usage applications and different consumers, broadening appeal and consumer base.- Analyzed consumer purchasing behavior for customized binders and redeployed marketing spending, turning a profit for the first time on a business that had never been profitable.Specialties: Brand Management | Product Marketing | New Product Innovation | New Product Road Maps | Consumer Insights | Concept Testing | Positioning | Segmentation | Competitive Analysis | Opportunity Analysis | Marketing Strategy | Branding | Packaging | Marketing Communications | Promotions | Pricing | P&L Management | Cross-Functional Leadership

Led initiative with senior management to upgrade marketing talent across the entire corporation.- Led development of the Marketing Competency Framework which identified key marketing skills and measurement tools, resulting in the first time a consistent system had been used to rank all marketing professionals across the corporation to identify top talent and training opportunities.- Developed two case-based training modules to teach business-to-business division of Avery Dennison how to acquire and leverage consumer insights for product development, resulting in training of 400 employees in US, Asia and Europe.- Honored with Avery Dennison Corporate Chairman's Leadership Award for upgrading talent across the organization.Specialties: Marketing Training & Development | Marketing Skill Behavioral Definition | Marketing Skill Competency Assessment | Cross-Functional Leadership

Lived in Hong Kong and Shanghai, China. Responsible for recruiting, training and leading multi-national marketing team.- Restructured fragmented marketing organization into a regional marketing team and standardized and trained best practices for marketing, promotion analysis and new product development, resulting in 300% higher consumer response rates and 25% lower costs.- Implemented system to leverage US strengths in product and software development as well as digital marketing to significantly increase resources and improve skill sets at the local level.- Built consumer education program to increase awareness and understanding of products through hands-on demonstration, resulting in increased sales to key target audiences.Specialties include: Global Marketing | Expat Assignment | Marketing Training & Development | Brand Management | Product Marketing | New Product Innovation | Marketing Strategy | Branding | Packaging | Marketing Communications | Promotions | Pricing | Competitive Analysis | Cross-Functional Leadership

Led packaging team responsible for branding and packaging across all businesses.- Led international team and branding agency in developing and consumer validating new global Avery brand positioning and messaging standards, resulting in consistency across all communications.- Chaired international team that analyzed all primary and secondary brands sold globally. Proposed consolidating from 16 to 3 brands to increase impact of marketing efforts and reduce costs.Specialties: Branding | Packaging | Positioning | Segmentation | Marketing Strategy | Consumer Insights | Brand Architecture | Global Marketing | Cross-Functional Leadership

Led cross-functional team of over 80 people to develop Avery's first fully integrated marketing promotion including radio and online advertising, FSI, direct marketing, trade shows, public relations and trade partner support.- First integrated event generated 400 million consumer impressions and increased sales by 5%. Second integrated event helped to reverse a seven-quarter downward sales trend on mailing labels.- Honored to be selected as one of first 10 people to participate in Avery's Foundations of Leadership Program which provided leadership training and executive level mentorship to Avery's future top leaders.Specialties: Integrated Marketing | Promotions | Advertising | Marketing Communications | Marketing Strategy | Consumer Insights | Cross-Functional Leadership

Led team responsible for creating new product platforms by combining emerging technologies with core Avery competencies to provide global growth opportunities.- Led team in opportunity assessment, research and product development of a new product platform combining digital pen and paper with Avery technologies, resulting in strong consumer interest scores.- Led external opportunity and technology scouting, resulting in identifying 32 new product opportunities and new product innovation road map.Specialties: New Product Innovation | New Product Road Map | Consumer Insights | Concept Testing | Positioning | Segmentation | Competitive Analysis | Opportunity Analysis | Business Strategy | Cross-Functional Leadership

Led mailing labels marketing team, Avery's most important business. Responsible for $220 million P&L.- Developed strategy to combat mailing label declines due to first ever decrease in first-class mail volume by repositioning key products and targeting new users and different usage occasions.- Led team that developed and launched the Avery Quick Peel Automatic Label Peeler, an electric machine that removes labels from the backing sheet two times faster than by hand, eliminating the most significant source of consumer frustration with the mailing process. Received Innovation of the Year Award from the Office Products Wholesale Association. Served as public relations spokesperson resulting in Wall Street Journal article and CNBC on-air interview.Specialties include: Brand Management | Product Marketing | New Product Innovation | Marketing Strategy | Branding | Packaging | Marketing Communications | Public Relations | Promotions | Consumer Insights | Pricing | Competitive Analysis | P&L Management | Cross-Functional Leadership

Responsible for $88 million P&L- Improved marketing and initiated significant cost reduction efforts, resulting in 10% increase in sales and 39% increase in net income.- Revitalized name badge category through differentiated products such as the "Garment Friendly Clip," revised pricing, pack counts, packaging communications and shelf layouts to encourage trade up to higher margin products, resulting in a 14% increase in sales.Specialties: Brand Management | Product Marketing | New Product Innovation | Marketing Strategy | Branding | Packaging | Marketing Communications | Promotions | Consumer Insights | Pricing | Competitive Analysis | P&L Management | Cross-Functional Leadership

Responsible for developing new orange juice and juice drink concepts.- Researched unmet consumer needs and identified gaps in Minute Maid portfolio, resulting in development and testing of over 100 new product concepts.Specialties: New Product Innovation | Consumer Insights | Concept Testing | Positioning | Segmentation | Competitive Analysis | Opportunity Analysis | Cross-Functional Leadership

Responsible for $200 million P&L and $45 million trade marketing budget.- Developed and executed trade marketing strategies based on extensive modeling with proprietary software to determine optimal promoted price points and mix of merchandising tactics, resulting in 35% increase in profit contribution.- Analyzed pricing and persuaded senior management and sales team to take pricing action, increasing jar popcorn profits by 6%.Specialties: Trade Marketing | P&L Management | Pricing Strategy | Promotions | Business Analysis | Forecasting

Led consumer marketing efforts including advertising and promotions, public relations, new product development, packaging and cost reduction initiatives. Managed a $15 million consumer promotion budget.- Led cross-functional team that researched consumer preferences and developed a new popcorn hybrid that provided the optimal kernel size and texture. The optimized hybrid was used in the new Double Feature popcorn that received a Silver Edison Award for Best New Product in Salty Snack Category from the American Marketing Association.- Led team that developed and launched new Movie Theater Butter Smart Pop that grew to 9% of Orville's volume. The business proposition developed became the template for the operating unit's new product analysis.- Led initiative that saved half a million dollars through product reformulation, while also improving consumer preference.Specialties: Brand Management | Product Marketing | New Product Innovation | Marketing Strategy | Branding | Packaging | Advertising | Promotions | Consumer Insights | Public Relations | Pricing | Competitive Analysis | Cross-Functional Leadership

Developed new strategic positioning and managed creative development for print, outdoor, transit and FSI media. Managed a $20 million media budget.- Developed and launched a new advertising campaign that increased ad awareness by 20% and improved brand perceptions on key attributes by 21%.Specialties: Advertising | Marketing Communications | Branding | Positioning | Segmentation | Creative Direction | Creative Development

Led strategic planning and execution of franchise retention and competitive conversion programs. Managed a $30 million budget.- Leveraged behavioral research insight to restructure the competitive conversion program by increasing frequency of mailings to significantly smaller audience, resulting in a 41% participation rate.- Developed a new franchise retention program that decreased competitive interaction by 13%.Specialties: Direct Marketing | Promotions | Branding | Marketing Strategy | Segmentation | Cross-Functional Leadership

Responsible for leveraging motorsports sponsorships to increase sales and retail presence.- Drove sales through over 60 retail promotions leveraging RJR's motorsports sponsorships in NASCAR Winston Cup Racing, NHRA Drag Racing, Camel AMA Supercross and Winston Hydroplane Racing.- Pioneered the first, interactive direct marketing racing promotion.- Launched Camel-sponsored race teams in four different motorsports, generating increased brand awareness and sales among key target audiences.Specialties: Sports Marketing | Event Marketing | Promotions | Advertising | Branding | Marketing Communications | Cross-Functional Leadership