2003-PresentHonnet Consulting – 9 Athens. Boston, MA
Marketing Trainer, Consultant, Coach
A Consultant specializing in marketing capability building and coaching. Projects include capability building across the spectrum of marketing disciplines including consumer understanding, insight development, innovation, creativity, positioning, advertising, marketing mix and promotional planning. Selected clients through referral from Brand Learning Partners in the UK include Unilever, SABMiller, Novartis, Pepsi, and Nokia. Recent projects also include strategic analysis, insight development and positioning for a small technology business, positioning and marketing services development for an HR startup, and insight building for a consumer durable product company. Coaching projects also include career development and leadership development.
1992-2002 The Gillette Company Boston, MA
1998-2002 Vice President, Global Business Management
Led strategic and financial turnaround of Gillette’s $900MM global Personal Care business. Assessment of business including 5 year strategic plan completed in mid-1999. Recommendation to retain versus sell Division approved. Initiated and implemented 3 stage business plan. Core brand, core geography strategy instituted. Restages planned across all key brands based on refocused consumer understanding and insights. Redefined new product development effort emphasizing balanced activity between fast, opportunistic launches and development of longer term platform technologies/forms against key category attributes/benefits and gaps. Devised cost savings strategy to fund increased level of marketing investment. Established competitive profit benchmark targets.
First 2 stages of business plan reversed decline. Gillette Series (men’s grooming line) sales decline reversed with unit volume growth +16% behind Arctic Ice line launch and leverage achieved with blade & razor business. Right Guard Xtreme subline launched (targeted at young men), growing to 4.4% of $2.0B category in USA, propelling total Right Guard business to regain male dollar share leadership (10.8%) versus Mennen. Launched Soft & Dri restage with new insight and positioning (“Strong and Beautiful. Just Like You”), new package graphics tied to Venus female razor, new product formulas and new creative. Improved supply chain efficiency across total Personal Care business by eliminating 25% of SKUs.
Plan entered 3rd stage in January 2002. $20MM in cost savings used to increase level of media +53% vs. prior year. Successful new product/technology plan created stream of innovative products including Power Stripe – major new product form in Anti-Perspirant/Deodorant category with visible point of difference and Cool Spray – first side-activated aerosol . Gillette Series men’s line restaged with new positioning and creative, new product formulas, and new graphics, designed to tie to the launch timing and graphics approach of Mach 3 Turbo razor.
Growth continued with Division exceeding budgeted sales and profits for year (2002). Departed Gillette December, 2002.
1997-1998 Director of Marketing, Gillette Japan Tokyo, Japan
3 year strategic plan targeted to reverse stagnant share trends of blade & razor business developed and implemented. Reorganized marketing staff and introduced sales planning function. Restaged older razor sytems (Sensor Excel & Atra Plus). Developed new print advertising and gained approval for increased spending. Planned and executed launch of Mach 3 razor (now the top selling wet shaving razor in Japan). Conducted media buying competition across three agencies which resulted in 18% lower costs. Managed significant exchange shortfall (yen increase 116 to 148 versus dollar). Final implementation of business plan resulted in doubling the blade share performance (from 8.0% to +20.0%).
1994-1996 Director of Marketing & Market Research, Gillette Europe
Re-established marketing department for headquarters operation in Gillette Europe ($1.2B in sales). Acted as key liaison between strategic center in Boston and commercial operations across 15 countries. Developed/implemented Best Practices approach. Prioritized markets, strategically allocated marketing expenses (media, sampling). Created Pan European promotions (including 1998 World Cup) and special packs (“Mega Combo” offering razor, shave prep & after shave). Forecasted key product launch quantities. Managed public relations process and aligned market communication. Directed adaptation of creative. Coordinated 27 product launches across region during 2 year period. Developed, tested, and implemented expanded sampling programs in key geographies for blade & razor trade-up strategy. Achieved average 9.6% annual improvement in Gillette TV media buying performance ($17MM over 2 ½ years).
1993-1994 Business Director, Blades & Razors, North Atlantic Group
Managed $550MM Gillette North Altlantic disposables razor business. Developed strategic plan. Directed new product development, tested next generation technology. Created and implemented graphics restage against two key male brands.
1992-1993 Director of Marketing, Personal Care Division, Gillette USA
Led turnaround of $400MM Division, reversing 3 year net sales decline. Directed Business Plan development and execution. Re-targeted marketing mix. Instituted micro-marketing approach and introduced opportunistic media buying. Built close team relationship with Sales Department, increased flexibility with key accounts. Rebuilt Marketing staff. Plan resulted in increased sales +17% and profits +84% versus prior year, exceeding budgeted sales and profits by $40MM (+11%) and $22MM (+65%) respectively.
1988-1991 S.C. Johnson & Son, Racine, WI
1990-1991 Marketing Category Manager, Men’s Grooming, Skin Care & Children’s Toiletries. Managed 5 brands (Edge, Soft Sense, Curel, Aveeno, Rhuli, Fisher-Price) spanning 7 categories with net sales of $160MM. Directed restages on Curel, Edge and Soft Sense including new graphics, formulation changes and new advertising. Planned and executed public relations efforts. Supervised staff of 10. Walmart team member. Johnson Institute graduate. Selected to attend Center for Creative Leadership in Colorado.
1988-1989 Senior Product Manager, Hair Care
Conducted strategic study of category including in depth analysis and strategic plan of action for Halsa Shampoo and Conditioner. Designed and executed positioning development and testing. Directed packaging, graphics, R&D reformulation for product relaunch.
1981-1988 The Gillette Company Boston, MA
1987-1988 Manger, Sales Planning – Hair Care, Skin Care, Shave Preps
1986-1987 Senior Product Manager- New Products - Deodorant/AP
and Male Toiletries
1984-1985 Product Manager, Gillette Shave Creams
1983-1984 Associate Product Manager, Skin Care
1983 Territory Sales Representative – Sales Training
1982-1983 Associate Product Manager, Deodorant/AP
1981-1982 Assistant Product Manager, Hair Sprays
Harvard Graduate School of Business Administration Boston, MA
Master of Business Administration
Cornell University, College of Arts & Sciences Ithaca, NY
Bachelor of Arts, History Major