I love bringing customers products they want and need, and helping demonstrate why they need it. I also love to help retailers and manufacturers work together to maximize their sales and profitability.
I have worked with large packaged goods manufacturers and major retail chains, delivering marketing solutions to grow sales in competitive, fast moving businesses. Whether the issue is how to present and price current products, how to improve product performance, reduce costs without sacrificing quality, or introduce new ideas to market, I can help deliver projects to gain better sales and maket share.
Because I have worked as a buyer and a seller, for manufacturers and retailers, I can bring a range of perspectives to the table, and I can help bridge the gap between partners, to find a negotiated solution to manage cost and improve sales for all.
Timeline
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Principal - Stellarmane Marketing Services, Stellarmane Marketing Services
Providing project based and contract marketing services to help businesses grow sales and add brand value to their new products and existing portfolios.
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Brand Manager -- Brita Water Filters, Clorox Corporation
Led development and execution of North American Brita Faucet Mount sales and profit plans, building market share to 25%. Managed retail pricing and promotional investments for all business segments.
Led creative development of Advertising and Media plans, managing agency partners to deliver against awareness goals and budget.
Built vendor specific marketing programs for Target, Walmart, and Kroger, growing sales and shelf space. Oversaw Canadian retail sampling programs, driving 20% sales increases at store level.
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Marketing Manager - Automotive and Specialty, Clorox Corporation
Managed P&L for $35M portfolio, growing sales 10%+ and Armor All business over 35%
Developed unique promotions to cost effectively increase sampling and consumer awareness for Armor All and Kingsford Charcoal.
Improved Ad spending effectiveness through agency review and negotiation of lower agency fees, with no loss of service.
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Divisional Manager - Retail Brands, Canadian Tire
Built research and leveraged insights to understand and influence consumer and corporate Retail Brand perceptions.
Developed Brand Positioning and key marketing tools (packaging, pricing hierarchy, assortment range, promotional range) reducing required development resources and aligning selling strategies across multiple categories.
Developed external brand partnerships and oversaw licensed product agreements, providing extended customer reach for CT, and increasing ROI on licensing expense.
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Category Business Manager - Automotive, Canadian Tire Corporation
Consistently grew retail sales 3%-5% in complex high sku count businesses.
Revised Online content and promotional advertising to clarify product performance, increasing consumer purchase of premium programs.
Launched new private label and national brands, improving consumer choice and vehicle coverage, to gain market share.
Negotiated long term vendor partherships with key suppliers, generating lower and more stable costs, and higher levels of vendor support and promotional funding.
Managed direct and cross functional teams to complete projects against seasonal and promotional timelines and ensure on time delivery to national dealer partners.
Experience Highlights
Marketing Brands Manager - Clorox Corporation
Strategic development of brand products, image and messaging to influence consumer purchase
Category Manager -- Canadian Tire
P&L management of $50M - $150M+ business segments for multi Banner retailer.
Education Highlights
New Product Development Certificate
York University Executive Development
Honours Bachelor of Business Administration (co-op)
Wilfrid Laurier University
Interests
Cycling
10+ year rider, 2 time Ride to Conquer Cancer Participant
Curling
20 year member of Richmond Hill Curling Club and frequent bonspiel organizer
Results
15
Consumer Brands & categories grown
3%-5%
annual growth driven for existing business
$1-7M
Size of Marketing Budgets managed
Skills
Consumer goods (FMCG)
20+
Retail merchandising
14
Brand Strategy
20+
vendor / Agency management
10
Negotiation
10
promotion
20+
Advertising
12
Pricing
16
Assortment Strategy
10
Analytics & Consumer Insight
16
RFP / RFI
10
Project Management
20+
P&L Management
15
Marketing
20+
Questions & Answers
How I Can Help You
Grow Your Existing Business Ies am interested in full time and contract opportunites in Marketing and Category Management, for manufacturers of consumer goods, consumer service providers, or retailers. I would like to help you grow your business with current and new customers.
Build New Business Through Stellarmane Marketing Services, I am open to run project based and contract opportunities in marketin and business development, including:Â
managing sourcing RFQ's
developing new product launch plans
Buildin and enhacing business plans and pitch proposals
providing analysis and insight support on sales data and consumer research.Â
I can help you showcase your business so your offer is clear and attractive to customers, and help you make sure your costs and prices are right for success in the market.
The tools I use
Transaction analysis provides the best view into how consumers are willing to spend their money. I look at sales of the product, the basket purchase, and what is happening in similar categories to provide insights, and I adjust pricing and presentation to see if it impacts sales enough to justify the investment.
Consumer research helps inform what shoppers are thinking about and whether they have challenges that can be addressed with product changes.
Conversations with the internal team, store owners and staff, vendors, and partners are essential to find the best ways to execute against the things we learn from the data. Often times, someone has solved a similar problem and is willing to share their success.
Some of my accomplishments
Led complex portfolios of up to 4,000+ sku's, growing annual sales 3%-5% in previously flat and declining categories, by increasing emphasis on premium products, negotiating improved promotional programs, and improving awareness of key new items.
Introduced multiple new product lines automotive and home categories to provide new revenue streams and offset declines from obselete technology protecting sales, and improving margin delivery. Developed launch materials, packaging, promotion and advertising to generate awareness and provide reasons for customers to believe and try something new.
Negotiated long term supply agreements with major global vendors, using RFQ and RFI to better understand the range of options available, and the performance expectations of different vendor options. The result was improved base costs and long protections against price fluctuations or quality declines in highly commodity driven businesses.Â
Developed multiple partnership and license strategies to enhance retail brand image and provide brand credibility while taking advantage of direct sourcing cost savings.
Some of my influences
My Dad, who taught me how to be a good friend, how to keep your word, and how to tell stories.
Jim Collins, and his book Good to Great, which helped me gain a longer term perspective on my business work
Malcolm Gladwell, because his stories demonstrate the many ways innovation can come to life, and they make my brain think differently about the world.
My wife and my children because they allow me to see a fresh perspective on the world, and they keep learning and trying new things, which makes me want to keep learning and trying too.
Why did you choose your profession?
I was excited for the opportunity to bring new things to consumers, and to tell stories about how those products could help people's lives. That still excites me today.
