Expert Details

Expert in Marketing Plan Development, Market Research, Brand Identity, Market Share Increase

Expert ID: 723137 Ohio, USA

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In addition to selling advertising space for a local weekly business publication, Expert has worked for brand development and sales promotion advertising agencies.

As a supplier of brand development services (package design, print promotion) to one of the largest consumer packaged goods company in the world, advertising perception studies were used in the normal course of brand support, product launches, and sales promotion activities.

As Brand Manager for one of the largest CROs in the country, Expert wrote marketing plans for two major service areas. Market assessment was a major part of the plans. Currently, in Expert's current capacity as CEO of Harvest Consulting LLC, Expert has developed market assessments for the 9th largest cable provider in the country and a very small start-up business providing a sundry item into the hair care market.

Market development is a major focus for his current company, Harvest Consulting LLC. The Marketing Audit service provided by Harvest Consulting LLC provides in-depth analysis of a company's marketng landscape and leads to strategic market development. As Marketing Communications Manager at Cognis Corporation, market development was an important part of new product development and product launches.

Expert has managed and overseen marketing research programs that have identified market positioning, attended brand seminars, and dedicated a large portion of market career to market positioning.

Recently, Expert wrote a marketing plan for a highly complex consulting service provided by a large contract research organization. In so doing, Expert had to do extensive research and design methodologies to determine market potential.

Market trends are a primary area of emphasis in the service Expert offers at Harvest Consulting LLC. While at Kendle, Expert conducted extensive research into past and current activities of the FDA in order to develop a clearly defined understanding of market trends.

As a member of the local chapter of the American Marketing Association, and a graduate in marketing, Expert has dedicated his career to continuously staying abreast to trends and changes in the marketing industry. Currently, as a member of the Program Committee of the local AMA chapter, Expert is dedicated to the promotion of marketing as an industry profession and as the lifeblood for the success of the ongoing business entity.

At Kendle International, Expert served as Brand Manager. Further, on the supplier side, he worked with Procter & Gamble to support various brands. These brands included: Bounty, Cascade, Cheer, Folgers, and Zest.

Prior to becoming Brand Manager at Kendle International, Expert served as Marketing Communications Manager. Expert served a total of 5.5 years in the role of Marketing Communications Manager in the health care and chemical manufacturing industries.

One of the primary roles as Marketing Communications Manager at Cognis Corporation was to define how to apportion a $7.7 million advertising budget. A marketing mix methodology was used to determine how to best use ad dollars.

Product launches Expert has conducted in his career have relied on a strong understanding of promotion. Promotions can take on various meanings depending on target market, product offerings, and consumer demand (B2B vs. B2C).

Cognis Corporation was primarily a product manufacturer. As with many manufacturers, they found a need to extend their service beyond just manufacturing, but also provide services. As Marketing Communications Manager, Expert worked closely with senior management to prove out ways in which Cognis could extend tiself into becoming a service marketer in addition to being recognized as a chemical manufacturer. At Kendle International, Expert provided services to major, global pharmaceutical companies. Expert's primary role as Brand Manager was to support two of the service brands Expert offered to these pharm companies (biometrics - clincal data management, scientific programming and regulatory affairs consulting services).

Strategic market planning services are the core services offered by Harvest Consulting. While at Kendle International, Expert worked closely with all internal departments to determine services that had the best potential. The criteria used to determine focused services that would provide the highest ROI was based in a strong understanding of internal strengths and in-depth analysis of market needs, trends, and growth.

For 7 years, Expert managed trade shows for two different companies. Expert conducted training with internal personnel for the purposes of messaging and capturing sales leads and potential new business opportunities at conferences and trade shows. Further, Expert have been published in this subject matter.

Project management for large scale direct marketing campaigns for a nationwide optical retailerManaged a global marketing research study benchmarking a clinical research organization against its competitive setCreated a new brand name, identity, and launch plan for a line of synthetic lubricantsAssisted in the re-positioning of a personal care product to attract new users, market share was increased from 7.8 to 9.1, representing an increase of $12mm in salesGenerated over 1000 sales leads and over $10mm in sales through global tradeshow management

Expert may consult nationally and internationally, and is also local to the following cities: Indianapolis, Indiana - Muncie, Indiana - Anderson, Indiana - Columbus, Ohio - Cincinnati, Ohio - Dayton, Ohio - Springfield, Ohio - Hamilton, Ohio - Lexington, Kentucky - Louisville, Kentucky

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Education

Year Degree Subject Institution
Year: 1981 Degree: BS Subject: Marketing Institution: Miami University

Work History

Years Employer Title Department Responsibilities
Years: 2005 to Present Employer: Undisclosed Title: CEO Department: Responsibilities: He is a marketing strategist who assists companies to maximize marketing efforts in order to increase market share and profitability.
Years: 2002 to 2005 Employer: Kendle International Title: Brand Manager Department: Responsibilities: Wrote marketing plans for two services areas, managed the company's sales & marketing database, managed direct marketing campaigns, and managed all company tradeshows.
Years: 1998 to 2002 Employer: Cognis Corporation Title: Marketing Communications Manager Department: Responsibilities: He was responsible for a $7.7 million advertising budget, launched new products, developed display advertising, managed tradeshows, developed sales and marketing literature, handling public relations
Years: 1995 to 1998 Employer: Wedge Group Title: CEO Department: Responsibilities: He provided marketing project management services - public relations strategies, tradeshow management, investor relations, brand identity development, marketing research.
Years: 1992 to 1995 Employer: Steinau Fisher (now Fisher Design) Title: Account Executive Department: Responsibilities: He supported Procter & Gamble brands through sales promotions, packaging, brand support, product extensions. Categories included personal care, household cleaning, paper, beverages
Years: 1990 to 1992 Employer: QC, Inc. Title: Sales Manager Department: Responsibilities: He evolved the company from a typesetting company to a full service advertising agency.
Years: 1987 to 1990 Employer: Cincinnati Business Courier Title: Account Executive Department: Responsibilities: He provided display advertising strategies that properly integrated into his clients marketing mix. Served the professional services industries, banking, brokerage firms.
Years: 1984 to 1987 Employer: AraMark Title: Branch Manager Department: Responsibilities: He turned around an office coffee service operation and attained 150% of profitability goals, assisted in the integration of a major acquisition, developed add-on products that increased profitability.

Additional Experience

Training / Seminars
He has done numerous speaking engagements on branding, taught a course on Marketing Your Small Business through Right Management, presented on Social Media.
Vendor Selection
Thorough knowledge and personal experience hiring advertising and public relations agencies, printers, graphic designers, marketing research firms, copywriters, and tradeshow companies.
Marketing Experience
Practical experience in launching new chemical products, regulatory consulting services, and financial services.
Other Relevant Experience
Trained facilitator in Innovation Games® he has experience running small businesses, practical sales experience (extensively trained in Dale Carnegie, Tom Hopkins, Brian Tracy sales systems).

Fields of Expertise

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