Michael Lipari Email & Phone Number

Dallas/Fort Worth Area

Since 2007, Lipari & Assoc. has worked with small to med. size companies to accelerate growth through innovation. We help organization develop new products, create unique business or pricing models, or develop differentiated marketing programs.Pricing/Business ModelsVHA, a $450 million healthcare services company, had lost customers to new competitors that entered the market and provided a more a la carte pricing and packaging model. Lipari & Assoc. was hired to work with VHA’s VP… Show more Since 2007, Lipari & Assoc. has worked with small to med. size companies to accelerate growth through innovation. We help organization develop new products, create unique business or pricing models, or develop differentiated marketing programs.Pricing/Business ModelsVHA, a $450 million healthcare services company, had lost customers to new competitors that entered the market and provided a more a la carte pricing and packaging model. Lipari & Assoc. was hired to work with VHA’s VP of Strategy and VP of Finance to develop and test new pricing models. After evaluating the impact of bundled pricing on other industries, we built an analytics model that allowed us to test pricing options with customers. The tool allowed us to play what if scenarios to understand the customers propensity to purchase under a la carte packaging and pricing. We combined this tool with primary research to evaluate revenue changes at a customer level. Results: Uncovered the key drivers to pricing and packaging that allowed VHA to create and deploy pricing that better met customer needs while growing revenue.Branding/Social MediaChildren’s Lighthouse, a franchised early education. co. with 45 locations, was seeing lower than expected conversion rates for their social media ad spending. Lipari & Assoc. was asked to work with their agency and local franchisees to enhance their social media strategy. We completed a competitive positioning analysis, gained an understanding of their brand, and researched the communication effectiveness. Although the organization had a differentiated position in the marketplace, it was not communicating this position to the consumer. Working with the organization, we developed a plan to update their website, Facebook Strategy and Google Adwords. Results: Utilizing the new marketing strategies, we were able to increase their click though rates by 100% while reducing their advertising spend by 35%. We also increased their conversion rate by 200%. Show less

Provider of cloud based software solutions for the healthcare industry. Purchased by Lawson Worldwide in 2007. Product InnovationHealthvision a new startup organization, had developed a concept for a solution for their hospital customers, I was hired to drive innovation and lead new product development. We worked with our customers to understand their needs, and what products and services would meet these needs. In the first 12 months we had refined the concept, developed… Show more Provider of cloud based software solutions for the healthcare industry. Purchased by Lawson Worldwide in 2007. Product InnovationHealthvision a new startup organization, had developed a concept for a solution for their hospital customers, I was hired to drive innovation and lead new product development. We worked with our customers to understand their needs, and what products and services would meet these needs. In the first 12 months we had refined the concept, developed prototypes and partnered with development to create a Cloud Based Software Solution which was launched into test market. After 3 months in test market, we refined the solution and launched nationally. Results: Within 18 months, Healthvision had 25% of all hospitals in the United States using one of our new Cloud Based SolutionsChange Management and Organizational EffectivenessHealthvision had entered the Health Information Exchange market as a leader with a Cloud based Solutions. As the market matured, the organization was faced with margin compression, requiring us to operating more efficiently in order to deliver new products and innovation with fewer resources. As the leader of the Strategic Planning, Product Management and Marketing organization, I was asked to develop a plan that would allow us to reduce our new product development cycle times, and improve organizational performance. We recommended consolidating the Technical Development Team and Operations Team under Product Management in order to streamline resource allocations and decision-making. Results: Reengineered business processes, decreased development cycle time 10%, and streamlined product delivery process, enabling better utilization of teams. Show less

A $7 billion prescription and OTC pharmaceutical company, purchased by Pfizer in 2002Chosen to steer branding strategy for company’s Pedicare line of children’s cough/cold products, Dramamine and Emertrol anti-nausea products. Led product line extensions, direct-to-physician advertising, and consumer marketing. Directed three employees and $6M budget. Product line sold to J&J in 1998.Promoted to Director 11 months after starting. Added NasalChrom brand.Moved Pedicare to… Show more A $7 billion prescription and OTC pharmaceutical company, purchased by Pfizer in 2002Chosen to steer branding strategy for company’s Pedicare line of children’s cough/cold products, Dramamine and Emertrol anti-nausea products. Led product line extensions, direct-to-physician advertising, and consumer marketing. Directed three employees and $6M budget. Product line sold to J&J in 1998.Promoted to Director 11 months after starting. Added NasalChrom brand.Moved Pedicare to #1 recommended product in children’s cough/cold category, surpassing Tylenol.Grew sales 17% year-over-year, increasing revenue from $29.9M to $35M, while increasing profitability 17%. Show less

Senior Brand Manager of Innovation, Pasta and Sauce Divisions, Columbus, OH Recruited to develop new products for company’s pasta and noodles division. Led product development, marketing, and communications. Directed two employees and $8M budget.Consolidated product offerings and relaunched Borden Noodles. After three years of significant declines, increased revenue 18%, from $29M to $35M, while increasing profitability from loss of $800K to $2.9M… Show more Senior Brand Manager of Innovation, Pasta and Sauce Divisions, Columbus, OH Recruited to develop new products for company’s pasta and noodles division. Led product development, marketing, and communications. Directed two employees and $8M budget.Consolidated product offerings and relaunched Borden Noodles. After three years of significant declines, increased revenue 18%, from $29M to $35M, while increasing profitability from loss of $800K to $2.9M profit.Organized/introduced three new Classico pasta sauce flavors, maintaining 30% premium pricing over competition.Created five-year new products plan for Classico brand, starting with Classico Meals product line, sold to Kraft for $110M within one year of launch. Show less

A privately held Cosmetic Company with sales of $400M. Purchased by The L’Oreal Group in 1995. Senior Marketing Manager of Revitalizing/Marketing Manager Blush/Concealer/Shine FreeSelected to drive growth of various brands in Maybelline product line. Led product development and product marketing. Directed seven employees and $35M marketing/trade budget. Company acquired by The L’Oreal Group.Repositioned Revitalizing brand to appeal to broader consumer base, increasing… Show more A privately held Cosmetic Company with sales of $400M. Purchased by The L’Oreal Group in 1995. Senior Marketing Manager of Revitalizing/Marketing Manager Blush/Concealer/Shine FreeSelected to drive growth of various brands in Maybelline product line. Led product development and product marketing. Directed seven employees and $35M marketing/trade budget. Company acquired by The L’Oreal Group.Repositioned Revitalizing brand to appeal to broader consumer base, increasing sales 24%, from $63M to $78M.Reintroduced Shine Free brand with new packaging and positioning, increasing sales $27.5M to $30M.Launched new line of blushes, increasing market share from 13.9% to 16.7%. Show less

Master Of Business Administration (Mba), Business

Ba/Bs, English/Business