PRESIDENT
Strategic and Operational Excellence
Pioneering, entrepreneurial, accomplished senior business executive and innovative marketing leader with significant expertise and strategic vision that has profitably grown world-class businesses, top retailer store brands, and start-up private equity biotech brands and services: Duracell, Walmart, Oral-B, Prilosec OTC, Vicks, Crayola, First Quality Enterprises and Genomind. Strong critical thinking skills, with a bias for action to create decisive and effective strategies that inspire winning solutions for both B2B and B2C models. Experienced and effective C-Suite leader with proven success across multiple functions including corporate strategy, revenue maximization, brand communications, customer insights, product marketing, product development, R&D, licensing, e-commerce, shopper marketing, customer service and new business development. Extensive top retailer and healthcare provider experience. Key strengths and areas of expertise are:
Visionary Business Leader Inspirational Leadership Cutting Edge Marketing Skills
Innovative and Forward Thinking Challenges Status Quo Corporate Strategy
Confident, Persuasive Speaker Develops People and Teams Mentor and Coach
Entrepreneurial Frugality Digital/Social Marketing
Strong Advertising Fundamentals EVP, CMO, Global Marketing and Product Development
Recruited to be a member of Executive Leadership Committee to lead all marketing and product development, including Product Marketing, R&D, Product Design and Development, Project Management, Advertising, Creative Design, Consumer Insights, Licensing, New Business Development, Top Retailer Influence, Shopper Marketing and Crayola.com (ecommerce). Total team of 118 people.
Created immediate positive energy and transformed Crayola to a forward looking, category and share-growth oriented company via a new, long-term vision of growth.
Developed new campaigns for Back to School, “Send them Back with the Best,” and for Holiday, “Get Creative,” driving substantial share gains in 2013 across both stationery and toy departments. These led to the, “first time exceeding plan,” in several years for both top (+3%) and bottom line (+16%). Additionally, the campaigns also generated all-time high brand equity and health measures.
Instilled new product development discipline that improved both margins on new products (+5 pts) and on-time delivery (+22 pts to 67%).
Dramatically improved culture results with division driving and leading company’s improvement—Winning Spirit
+22 pts, Bias for Action +15 pts, Employee Engagement +15 pts, Collaboration +12 pts, and Obsessed with Consumer Needs +10 pts.
Skills
Guest services
Inventory control procedures
Merchandising expertise
Loss prevention
Cash register operations
Product promotions
Experience
President, 12/2017 to 12/2020 Ascension Health – Pensacola, FL,
Genomind is a private equity owned mental health genetics company with leading products and digital services that are revolutionizing the industry.
Their pharmacogenetics (PGx) lab testing and reporting services help clinicians improve treatment outcomes and help consumers and patients get started on improving their mental wellness.
Genomind has 85 employees and generated $13MM in revenue in 2020 in a fast-emerging industry with multi-billion dollar sales potential.
Recruited by the owner and board to lead Genomind’s new commercialization and profitability goals.
As President, served in a wide variety of needed start-up roles like Chief Revenue Officer, Chief Operations Officer, Chief Marketing Officer, Chief Customer Officer and anything else that needed attention.
Overhauled the sales and marketing team, strategy and tactics to focus on the highest potential prescribers while creating the, “PGx eCommerce/Inside Sales team.” Our patient and provider eCommerce efforts quickly became the most productive and efficient sales generating machine and delivered 80 new patients per day and 8 new clinician registrations per day.
In two years, increased covered lives from 25 million to over 100 million.
Led and secured two major business development deals: NeuroFlow which added collaborative care and follow-on revenue potential and Audacy, the 2nd largest radio broadcast company which provides awareness tactics and is also Genomind’s first major employer group customer with 4,000 employees.
Improved Reimbursement from $270/test to $476/test which created the first cash flow positive quarter in the company’s history (Q1 2020, prior to COVID).
Secured Medicare coverage at $1569/test through successful application to MOLDx (the group that oversees Medicare PGx) and acquisition of a lab in a supportive Medicare Administrative Contractor region.
Developed the first ever mental health PGx campaign called, “Dear Mom,” which quickly went viral and increased web traffic from 10k to 350k monthly.
Instilled a new winning, integrity-based and purpose-driven culture called ICAIRE (Integrity, Collaboration, Accountability, Innovation, Respect, and Excellence) which has helped improve retention and esprit-de-corps.
Created the patent-pending Mental Health Map Genetic Test: a revolutionary new DNA test that significantly increases engagement in mental wellness.
Achieved Net Promoter Score of 54 and created the business plan with multi-billion dollar sales potential.
Global Chief Marketing Officer, 12/2013 to 12/2017 FIRST QUALITY ENTERPRISES – City, STATE,
First Quality Enterprises is a multi-billion dollar, global, private equity company with over 5000 employees that manufactures fast-moving consumer packaged goods across Adult Incontinence, Baby Diapers & Wipes, Feminine Hygiene, Paper Towels, Bath Tissue, and Plastic Cups and Containers.
Store Brands & Prevail As a member of the Executive Leadership Team reporting directly to Ownership, led all Long-term Growth Strategy, Product and Brand Marketing Development, Retailer Plans and Influence, Communication and Marketing Planning, Business Partner Development, External Relations, and Ecommerce.
Led all branding development and execution for First Quality Corporate, Prevail, Cuties, Plenty, Panda, and all the First Quality Store Brands for leading retailers like Walmart, Sam’s, Costco, and Amazon.
Total of 35 cross-functional team members.
Grew corporate share profitably vs.
Procter & Gamble, Kimberly Clark, Georgia Pacific and Domtar across Adult Incontinence, Baby Diapers, and Paper Towels and Bath Tissue for 3 consecutive years.
Created First Quality’s first-ever corporate branding campaign and new corporate website, "Make Things Better,” which led to numerous more accounts and growth momentum for "Made in America" products.
Achieving tens of thousands of visits monthly and record employment and business development requests.
Created the, "Dri-Fit," scaled growth platform for all Adult Incontinence and Fem Hygiene store brands leading to 3 points of share growth in the industry and putting First Quality as the largest incontinence manufacturer in the United States and Canada.
Led the reorganization of the Marketing Department, transforming the marketers from product supply specialists to effective store brand builders while creating a new commercialization team to focus on excellent product lifecycle management and customer service.
Significantly increased productivity and morale.
Refreshed and grew Prevail—the leading Healthcare Adult Incontinence brand in the US—globally.
Created the ecommerce platform and content that is growing the brand +35% across Amazon and several Healthcare ecommerce sites.
Created the Chinese Prevail campaign, “The Gift of Dignity,” which launched with record viewership in China and significantly accelerated sales in TMall, JD, and JD Supermarket.
Created the Sam's Club, "Trade Up to Members Mark Campaign,” which led to hundreds of millions in business and sustained category and share growth across Incontinence, Baby Care and Paper.
The ground-breaking Members Mark Comfort Care Baby Zen Campaign delivered over 30 million impressions, record diapers sales, and industry recognition.
Developed the turn-around strategy for First Quality’s Baby Care business with store brand refreshes driving significant share growth for leading retailers.
Launched the new Cuties Complete Care line of baby care products across Healthcare and eCommerce in early 2018.
These plans resulted in winning large new businesses from leading retailers.
EVP, CMO, Global Marketing and Product Development, 12/2012 to 12/2013 CRAYOLA – City, STATE,
Division of Hallmark, Crayola is a global, privately held company with approximately $650 million in annual revenues in arts & crafts, school supplies, and toys.
Recruited to be a member of Executive Leadership Committee to lead all marketing and product development, including Product Marketing, R&D, Product Design and Development, Project Management, Advertising, Creative Design, Consumer Insights, Licensing, New Business Development, Top Retailer Influence, Shopper Marketing and Crayola.com (ecommerce). Total team of 118 people.
Created immediate positive energy and transformed Crayola to a forward looking, category and share-growth oriented company via a new, long-term vision of growth.
Developed new campaigns for Back to School, “Send them Back with the Best,” and for Holiday, “Get Creative,” driving substantial share gains in 2013 across both stationery and toy departments.
These led to the, “first time exceeding plan,” in several years for both top (+3%) and bottom line (+16%).
Additionally, the campaigns also generated all-time high brand equity and health measures.
Instilled new product development discipline that improved both margins on new products (+5 pts) and on-time delivery (+22 pts to 67%).
Dramatically improved culture results with division driving and leading company’s improvement—Winning Spirit +22 pts, Bias for Action +15 pts, Employee Engagement +15 pts, Collaboration +12 pts, and Obsessed with Consumer Needs +10 pts.
Marketing Director, North America (NA) Duracell, 01/2011 to 01/2013 PROCTER & GAMBLE – City, STATE,
One of the largest global Consumer Packaged Goods manufacturers with more than $70 billion in annual revenues and a stable of well known, premium quality brands, such as Tide, Pampers, Bounty, Charmin, Duracell, Pantene, and Crest., for NA Duracell ($1.2 billion revenue with a $130 million marketing budget).
Member of NA Leadership Team.
Total marketing team was 12 people with 55 cross-functional counterparts.
Chosen by P&G’s CMO to lead a massive business and culture turnaround for this iconic brand.
Created marketing and innovation plans that took Duracell from one of the worst performing brands in P&G in FY 2009 - 2010 to the fourth highest performing business unit in less than two years.
Grew sales $125 million to over $1.2 billion and more than doubled profit to over $200 million.
Won the $80 million battery business from Energizer at Sam’s Club after its 17 year exclusive reign.
Education and Training
Bachelor of Science: Mathematics, Nuclear, Expected in 01/1993 United States Military Academy - West Point, NY GPA: GPA: 4.06, 1,000; Top Cadet in Nuclear Engineering Served as Deputy Brigade Commander, 2nd in Command of 4
MBA: Marketing, Expected in 01/2010 University of Arkansas - , GPA:
Masters Certificate: , Expected in 01/2004 University of Dayton - , GPA:
Activities and Honors
Board Member, ANA Alliance for Family Entertainment, 2013 – 2014 Board Member, American Red Cross, CT Blood Services, 2011
Executive Board Member, Center for Retail Excellence, University of Arkansas, 2008 – 2011 National Association of Chain Drug Stores (NACDS), 2013 - 2021
Resumes, and other information uploaded or provided by the user, are considered User Content governed by our Terms & Conditions. As such, it is not owned by us, and it is the user who retains ownership over such content.
Resume Overview
School Attended
United States Military Academy
University of Arkansas
University of Dayton
Job Titles Held:
President
Global Chief Marketing Officer
EVP, CMO, Global Marketing and Product Development
