Marketing Expert. E commerce and retail experience. Highly successful in new product development, international expansion, launching new distribution channels and developing strategic alliances to enhance value to customers.
PROFILE
Senior marketing executive with extensive general management, e-commerce and retail experience. Proven track record of successful new product development, international expansion, launching new distribution channels and developing strategic alliances to enhance value to consumers. Marketing strategist with a consumer centric approach. Degrees: MBA, MS and BA.
KEY ACCOMPLISHMENTS
• Generated an annual sales increase of over 28 percent for P&G/Gillette’s Oral Care business (Oral-B) in Emerging Markets through the creation of a customized communication strategy and brand architecture for that region
• Created and implemented Colgate’s first global oral care strategy which increased worldwide market share by .5 points, equating to $90 million per year in revenue while increasing gross profit margin by 20 percent.
• Introduced over 40 new products which in 18 months accounted for 60% of a houseware company’s sales
• Stopped sales freefall at a Colgate subsidiary after being appointed President & CEO. Surpassed sales and profit targets, restored confidence among all constituencies and profitably sold the business
• Launched successful B-to-C and B-to-B e-commerce businesses for two specialty retailers over a 12 month period
• Built innovative strategic alliances between a specialty retailer and national chains (Staples and Home Depot)
PROFESSIONAL EXPERIENCE
ZRIKE CONSULTING, Boston, MA 2002 - 2009
Strategic marketing consultancy providing support to the following clients:
Add the Flavor LLC
Contracted to develop a strategy for adapting a new technology for use in consumer products. Worked with the founder to identify CPG target companies and developed a position paper on a customized application of the technology for each of the targets. Recommended and subsequently conducted a research project to gauge consumer interest in the concept. Technology is now under consideration by a major CPG company.
Devonshire Investors (the private equity arm of Fidelity Investments)
• After a thorough strategic analysis, provided ongoing marketing support for the management teams of four Devonshire companies: BostonCoach, Seaport Hotel, Sebastians Restaurants and Backyard Farms.
• Developed two-tied brand and marketing strategy for start-up company (Backyard Farms) funded by Fidelity.
• Recommended, designed and conducted a major study of Casual Dining consumers for Sebastians Restaurants. Led to a revised strategy for this expanding restaurant/foodservice chain.
• Recommended, designed and conducted a corporate user study of Ground Transportation companies for Boston Coach
Procter & Gamble/The Gillette Company
• Drafted a global strategic plan and brand architecture for Gillette’s Oral Care business (Oral-B) as it implemented its merger with Procter & Gamble. Resulted in a sales increase of over 28 percent.
• Developed a communications platform for Oral-B across numerous Emerging Markets. Conducted consumer research in China, Thailand, Philippines and Russia.
• Coordinated development of and implemented a plan for the restaging of an important segment of the Company’s Duracell battery business.
The Zrike Company, Inc.
Senior officer and Director of this twenty-year-old family company which is a leader in the tabletop and giftware industry.
• Developed the Company's first brand strategy resulting in a realignment of the entire product line. Brands grew from 50% to 80% of Company sales.
• Directed project to design and build a new state-of-the-art corporate office/distribution center for the Company. Saved 30% in annual overhead.
• Successfully negotiated and managed major brand licenses with Kellogg’s®, Waverly® fabrics, Christopher Radko®, National Geographic® and Tracy Porter®.
FORRESTER RESEARCH, INC., Cambridge, MA 2000 – 2001
Senior Analyst
Consulted with some of the largest retailers in the country on customer relationship management, channel conflict and global retailing. Individual research focus on the home furnishings, sporting goods, direct selling and apparel markets.
CASUAL MALE INC. (Formerly J. Baker Inc.), Canton, MA 1999 – 2000
1st Senior Vice President, Corporate Strategy and Business Development (1999-2000)
Interim President, Work’n Gear Division (1999)
Senior Vice President, Strategy and Business Development (1999)
• Started the Company’s first business development function. Crafted a strategic direction for the Company’s two largest businesses. Created new go-to-market strategy based on Company’s first ever consumer market study.
• Within six months of joining the company, appointed President & CEO of the $60 million Work’n Gear division when incumbent President suddenly resigned. Charged with recommending whether to sell or grow the enterprise. Plan for growth was accepted by the Corporation’s Board of Directors.
• Created successful strategic alliances with major national retailers having similar consumer demographics (Staples and Home Depot).
SCHOLASTIC PUBLISHING INC. (formerly Grolier Inc.) Natick, MA 1996 – 1998
President - InKnowvations, Inc. (A wholly owned Grolier Inc. Subsidiary)
Responsible for start up and management of new company to distribute Grolier books through direct “party plan” sales. Within one year of startup, built a sales force of 140 representatives in North America. Company was established based on a concept and start-up plan I developed as a consultant for Grolier in late 1995.
COLGATE-PALMOLIVE COMPANY, New York, NY 1973 – 1994
Princess House Inc. (A wholly owned Colgate subsidiary), North Dighton, MA
President & CEO (1990-1994)
Executive Vice-President (1989-1990)
Senior Vice-President (1988-1989)
Vice-President, Marketing and Business Development (1986-1988)
Vice-President, International (1985-1986)
• Stopped the sales decline of this $125 million consumer products company, which distributes home decorative and giftware items.
• Created (through start-up and acquisition) and ran Princess House International with over $30 M in sales. Direct reports included the General Managers of all four International subsidiaries as well as a corporate staff of five.
• Created the Company’s first autonomous Marketing Department. Revitalized and updated the Company's entire product line and overall marketing approach. Launched 65 new products in one year, accounting for 70 percent of Company’s sales by 3rd year.
Colgate-Palmolive (Brazil) Ltda., Sao Paulo, Brazil
Marketing Director (1983-1985)
Responsible for the Marketing Department for one of Colgate's largest International subsidiaries. Relaunched key products in toothpaste, shampoo and deodorant categories, stabilizing sales despite limited marketing investment due to the country’s hyperinflationary economy.
Colgate-Palmolive Company, New York, NY
Associate Director (Oral Care), Worldwide Business Development and Planning Group (1981-1983)
Second-in-command to Corporate Vice-President with responsibility for all Colgate's $3 billion worldwide oral care business. Function was created and structured substantially in accordance with recommendations in a study I conducted for Colgate's Chairman of the Board.
• Conducted Colgate’s first global new product launch (Colgate Gel) resulting in annual sales of $50 million
• Developed and optimized the first practical alternative to the toothpaste tube.
• Directed worldwide Colgate Toothpaste package rationalization. Resulted in annualized savings of $80 million.
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