Expert Details

Expert in Marketing/Product Management, Product Development and Successful Launch, Consumer Goods

Expert ID: 729755 New York, USA

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Expert is senior leader who has over 10 years of marketing experience in over-the-counter (“OTC”) products manufactured by leading Pharmaceutical/Consumer companies: P&G, Pfizer, Johnson and Johnson (“J&J”), and Wyeth. He has also had 5+ years in R&D at P&G. He has had P&L responsibility for business as over $300+ million dollar business in areas such as upper respiratory and oral care. Expert has significant experience in turning around sluggish, lack luster businesses, by finding new ways to leverage technology to solve category challenges, e.g. confusion in the cold aisle. Expert uncovered a new consumer positioning focusing on simplicity. Leveraging the consumer insight that shopping for cold medicine is confusing and paying it off with a new digital tool to simplify it. Expert has developed global strategies and set the direction for the new product and claims pipeline. He is well versed and well accomplished in bringing novel products from concept through to launch. Expert has had experience in championing new ideas for innovation, where he developed new approaches for managing a business: he uncovered that the firm's marketing dollars were being diluted by low findability (less than a quarter of consumers were finding their products on shelf) and changed business model to focus on capturing attention at retail. He's led the development of award winning creative. He was responsible for growing and defending the market leader in the oral care business in anticipation of a credible competitive threat. Led the Development & Launched Advanced Listerine products in record time 3x faster than the divisional average. Led the Development & Prepared to Launch of novel subcategory in oral care in less than 15 months. Successfully created the strategy and led the team in executing a competitive defense plan vs. the new competitive entry, which enabled the business to grow and held the
competitor in check. He has experience in managing both OTC, Personal Care and Rx business. He has 5+ years in product development. Primarily in formulation development.


Demand forecastingAsset ValuationCompetitive AnalysisMarket Potential Analysis

Expert may consult nationally and internationally, and is also local to the following cities: New York, New York - Yonkers, New York - Newark, New Jersey - Jersey City, New Jersey - Paterson, New Jersey - Elizabeth, New Jersey - Bridgeport, Connecticut - New Haven, Connecticut - Hartford, Connecticut - Philadelphia, Pennsylvania

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Education

Year Degree Subject Institution
Year: 1997 Degree: MBA Subject: Marketing & Innovation Management Institution: Syracuse University
Year: 1991 Degree: BS Subject: Chemical Engineering & Biochemical Engineering Institution: Carnegie Mellon University

Work History

Years Employer Title Department Responsibilities
Years: 2009 to 2011 Employer: Pfizer Title: Group Product DIrector Department: Consumer Healthcare Responsibilities: Had P&L responsibility for the $300 MM US Cough, Cold and Allergy businesses. We met our primary objective will be to re-energize and grow a sluggish, old Robitussin business (up +20% VYA), while developing long-term plans for Pediatric and Allergy businesses. (Note Pfizer bought Wyeth - not a switch)

• After a lack luster season due to low incidence, re-tooled the brand to focus on "what works" (promotional focus on lead SKUs, focus on franchise advertising, etc.) in order to gain back lost sales from Q1.

• Uncovered new consumer positioning for Robitussin focusing on simplicity. Leveraging the consumer insight that shopping for cold medicine is confusing and paying it off with a new digital tool to simply it.

• Developed creative based on the new positioning, which scored double the norm on persuasion and recall. Since launch, the Brand has experienced double digit sales growth VYA.

• Gained Sr. Management alignment to the plan to re-invent the Robitussin and secured the resources and priority status required to launch it in 2011.
Years: 2007 to 2009 Employer: Wyeth Title: Product Director Department: Consumer Healthcare Responsibilities: Responsible for the development of the global strategy and New Product Pipeline for Wyeth’s +$400MM Upper Respiratory Category (Robitussin, Dimetapp, Advil Cold & Sinus and Alavert).

Significantly increased the NPV of the product pipeline. Most of which was driven through increasing consumer appeal of existing project through superior positioning and claims. Increased the number of upstream products in the pipeline.

Led the development of an Upper Respiratory strategy. Each of the brands competes in a different niche, but they were not very differentiated vs. competition. The strategy allowed better defined competitive space and provided a more differentiated positioning.

Led the evaluation and final recommendation on seven potential acquisitions/ licensing opportunities.
Years: 2007 to 2007 Employer: J&J Title: Product Director Department: Consumer Healthcare Responsibilities: Charged with Global strategy development and regional execution of the professional strategy for Oral Care focusing predominately on Listerine but also including other J&J Oral Care brands as appropriate, and of developing a pipeline of “Commercializable” science. He lead a cross functional team to develop long term development strategy, identify key technologies and claims and validate the market potential. (Note J&J bought Pfizer Consumer Healthcare)
Years: 2005 to 2007 Employer: Pfizer Title: Team Leader - Sr. Product Manager Department: Consumer Healthcare Responsibilities: P&L responsibility for $100MM portable breath freshening business. Responsible for halting the declines (-20%/yr) of the business and making the business sustainable & profitable, which was a significant challenge given our low margins.

- Led one of the Division’s first “Making the Leap” innovation sessions for Portables to develop a new approach for managing the business. Being a low margin product, we needed a very large ROI on our A&P spend to hit our profit targets. Through the process, we uncovered that our marketing dollars were being diluted by low findability (less than a quarter of consumers were finding us on shelf). Changed business model to focus on capturing attention at retail.

- Led the implementation of the Listerine PocketPaks “Close Moments” integrated advertising & promotion campaign, which won the 2006 Gold Effie.

- Developed and launched Listerine PocketMist, a 90%+ incremental line extension with year 1 consumption of $35MM.

- Developed and introduced new package graphics for the line with significantly increased shelf impact, findability and purchase intent, all critical elements for an impulse item (+20% velocity post change).

- Coached, developed and successfully promoted 2 direct reports, one Assistant to Associate, the other Associate to Product Manager.
Years: 2003 to 2005 Employer: Pfizer Title: Product Manager Department: Consumer Healthcare Responsibilities: Responsible for growing and defending the Listerine Mouthwash business in anticipation of a credible competitive threat from Crest.

• Led the Development & Launched Advanced Listerine in nine months from concept to Launch and 1/3 of the time of the divisional average (24-27 mos.).

• Led the Development & Prepared to Launch of Listerine Whitening (novel sub-category). The new product is on tract to achieved $80MM in year 1 retail. (12 months from concept to Launch less then ½ the divisional average).

• Successfully created the strategy and led the team in executing a competitive defense plan vs. the new competitive entry in 2005. Charged with defending against Crest, which P&G has expected to be $150MM and 15.0 share year 1. Successfully defended the Listerine business and held Crest to below $60MM and under 8.0 share.
Years: 2001 to 2003 Employer: Pfizer Title: Product Manager - Nicotrol Department: Consumer Healthcare Responsibilities: Responsible for top and bottom line for a $35 million Rx smoking cessation product and responsible for launching an OTC smoking cessation product. Charged with growing the Rx business and launching an OTC patch business.

 Delivered 15 months of un-interrupted double digit year on year. The unprecedented growth was only interrupted during the acquisition due to severe turn-over in key functions.

 Developed the launch plan for the Rx to OTC switch of the Nicotrol Inhaler and successfully shut it down after an FDA not-approvable letter with no negative impact to the P&L. Quickly shifting gears to launch the Nicotrol Patch in seven months.
Years: 1999 to 2011 Employer: Pfizer Title: Associate Product Manager Department: Consumer Healthcare Responsibilities: Responsible for top and bottom line for a $32 million Children’s Cough/Cold/Allergy line.
Grew the overall brand from a 7.0 to 9.6 share and was able to regain the leadership
position in Infants drops (lost to Tylenol in 1998). By developing an ageing up strategy,
the brand continued to grow over a 10.0 share.

Career Accomplishments

Awards / Recognition
Effie Gold - Effective Advertising
Publications and Patents Summary
1 patent application

Fields of Expertise

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