Bill Lucas Email & Phone Number

Boca Raton, FL, US

Basking Ridge, NJ, US

• Responsible for the strategic direction and P&L performance of a multi-billion revenue portfolio of multiple businesses, including strategic positioning, value propositions and product roadmaps.
• Promoted with expanded scope of responsibility as part of Verizon’s acquisition of TracFone Wireless

Basking Ridge, NJ, US

• Defined a differentiated strategic focus and value proposition among brand portfolio, resulting in shift of investment and resources to priority business that achieved a 18% improvement in new customer acquisition.
• Led development of solution for significant new product line, involving evolution of go-to-market model, and approval of business case delivering new customers and 70% increase in EBITDA.
• Implemented new organization focused on innovation and expansion to adjacent categories, launching new product representing approximately 16% in incremental revenue.
• Leveraged new consumer segmentation to redefine creative strategy for three brands, guiding multiple teams in development of respective marketing campaigns, representing approximately multi- million brand investment.

• Multiple engagements, including:Acting CEO – for-profit start-up serving special needs community
• Supporting founder in all aspects of business. Includes various responsibilities such as creating 5-year strategic & financial plan, leading all marketing efforts, setting up new locations, establishing HR practices.
• Providing non-confidential insights and context on various industries as inputs to clients’ investment decisions.

Philadelphia, PA, US

• Head of marketing at leader in B2B food preservation and waste reduction solutions for fresh produce. Responsible for retail offering, management of product portfolio and all communications.
• Doubled revenue of retailer-focused solution for two consecutive years by accelerating sales funnel, updating pricing model and leveraging early wins as reference customers.
• Led team in re-setting strategic direction of product portfolio to better compete in dynamic market, contributing to 3% growth in base business; included launch of company’s first offering into information services.
• Overhauled brand strategy and identity, using customer insights to revitalize all internal and external marketing materials; concurrently improved efficiencies, translating to cost savings of 21%. Included transforming.

Atlanta, GA, US

• Complete P&L responsibilities for broad portfolio of small kitchen appliances, across multiple brands; focused on portfolio management, innovation and driving higher market share, sales and profitability.
• Generated 5% increase in revenue and 10% increase in retail sales on mature collection of businesses through combination of new product introductions and concentrated promotional tactics with key customers.
• Implemented portfolio management strategy, using category data, primary research and competitive analyses to identify six priority product categories with greatest opportunity for growth; reallocated innovation and.
• Fueled 40% revenue growth on Oster.com & Sunbeam.com via efficient digital and social marketing; applied learnings to replicate success with “pure play” and retail.com partners, generating growth of more than 20%.
• Reversed five year decline in Irons business with renewed focus on everyday innovation and improved channel strategy, growing business in excess of 10% and generating largest share gain of any major manufacturer.

Atlanta, GA, US

• Accountable for developing insights-driven strategies and tactical plans to fuel global consumer demand for Paper Mate pens & pencils, one of the largest brands in the office supply category, focused on driving higher.
• Within first 90 days, developed a multi-million dollar marketing campaign promoting blockbuster innovation, driving 104% of category growth and largest dollar share gain of any product line in category.
• Working with new CMO and VP of Marketing, led one of the company’s top global marketing priorities to completion, increasing sales by over 25% and improving gross margin by over 6 points. Highlighted frequently by CEO.
• Successfully advanced innovations from ideas to reality, generating over $3 million of incremental revenue.
• During 9-month period without VP of Marketing, filled management void and helped lead the marketing organization by reporting directly to division President and then CMO; both new to the business.

Lexington, Kentucky, US

• Global product marketing responsibilities for Lexmark’s hardware portfolio, representing approximately $1 billion in revenue; managed matrix organization in identifying opportunities, translated insights into products.
• By delivering the division’s most successful product launch, played a key role in rejuvenating Lexmark’s retail portfolio, doubling dollar market share and overtaking two competitors.
• Analyzed competitive landscape and implemented strategy to differentiate Lexmark by introducing one of the first lines of “cloud” enabled printers designed for consumers and small businesses.
• Scope of responsibility expanded from B2C portfolio to also include B2B portfolio, leading transition of portfolio strategy to focus on more profitable customers.
• Led Customer Experience team in implementing “situation room” approach to address top customer complaints and drive 28% improvement in Net Promoter Score over prior product line.

Chicago, IL, US

• Complete P&L responsibility for multiple iconic brands such as A.1., Kraft Mac & Cheese & Stove Top Stuffing. Delivered top and bottom line growth through flawless execution of integrated marketing campaigns, new.
• Transformed digital experience for A.1. lovers by overhauling brand website to truly reflect the personality and message consumers were experiencing via advertising and packaging.
• Delivered top and bottom line growth on Stove Top through comprehensive integrated marketing campaign and highly seasonal customer programming. Generated full year gains of: revenue +5%, net income +8%, and market.
• Established Kraft’s presence in frozen dinner category and refined South Beach Diet Frozen Entrée brand strategy with improved definition of target consumer and optimized marketing and trade spending.
• Initiated analysis and recommended tactics to improve Kraft Easy Mac out-of-stocks on top SKU, resulting in 17% reduction.

New York, NY, US

• Implemented e-mail acquisition program, generating response rates of 60% vs. direct mail benchmark of 1%.
• Managed and created partnership programs where Fortune 500 companies offered discounts on goods and services in exchange for exclusive access to card member base.

New York, NY, US

• Led delivery of merchandising, sales and profit goals for denim department, increasing gross margins 15% through improved promotional tactics and price points

Master Of Business Administration (M.B.A.), Marketing

Bba, Marketing