ORC Expert Advisory Services ORC International

  home    |    find an expert    |    request an expert    |    join our network    |    about us     expert login  
Expert Consulting and Expert Witness Services
  search tips 
Share this page:  Send to LinkedIn Send to Facebook Tweet This Email Print

 Expert  724880

Expert in Sales & Marketing Strategy Food Service: CPG Industry, Product Development, Behavior-Based Marketing

Available for your Consulting and Expert Witness Needs

Illinois (IL)
Education Work History Career AccomplishmentsPublicationsConsulting Services Expert Witness Market Research

Summary of Expertise:

Listed with other top experts in: 

Consumer Insights/Behavior:

As Customer Marketing Manager at Valassis, Expert used multiple data sources (IRI syndicated data, ACNielsen Homescan, Spectra, Scarborough, Mediamark Research (MRI), and Prizm NE) to develop integrated promotional programs for major CPG manufacturers including, but not limited to Quaker, Tropicana, Gatorade (QTG), S.C. Johnson, Kellogg's, Wrigley, 3M, Smuckers, Nestle Purina and Pactiv. These programs included FSI, Newspaper polybag, Direct-to-door hanging bags, and Direct mail based on actual purchase behavior. At Sara Lee, Expert used CREST data from NPD group to understand the emerging trends in the sandwich category. Based on interpreting these figures, Expert developed a platform of toasted sandwiches for c-stores and coffee shops (Dunkin Donuts and Starbucks) to align with a burgeoning trend of toasted sandwiches in the QSR segment.


consumer purchasing behavior

At Sara Lee, Expert owned the P&L for a $38 million Ready-to-Eat (RTE) sandwich category, developing long and short-term strategies and tactics to maximize category volume, share, and profit growth. He increased annual revenue by $9 million, or 24% over prior year. Expert led large, cross-functional teams to develop new platforms, product line extensions, custom product development, quality improvements, packaging changes, and cost reductions. Cross-functional teams included: Sales, R&D, Finance, Innovation, Customer Marketing, Marketing/Advertising Services, Procurement, Food Safety, Supply Chain and Manufacturing.

Expert developed three new platforms, a clean-label, tranfat free breakfast sandwich for Costco Wholesale and a Toasted Sandwich platform for Dunkin Donuts.


food product development

19 years professional experience in analytics, consumer insights & behavior, promotions, product management / development/innovation & retail marketing (category management, merchandising, advertising, promotions, foodservice) with 12 years experience working as a retailer (c-store), 5 years in marketing services (CPG manufacturers and retailers) with Catalina Marketing, Information Resources & Valassis and two years in Product Marketing with Sara Lee on a product that bridged retail and foodservice (serving Costco, convenience retailers and QSR, US Foodservice, Sysco, hospitals, universities, gaming & lodging, recreational, office, hospitality, vending, prison & military).





hospitality industry

As Customer Marketing Manager at Valassis, Expert identified key business issues and sales growth opportunities for assigned CPG manufacturer brands, creating demand for our promotional media services. Expert is adept at developing integrated promotions to meet client business objectives grounded in relevant, fact-based consumer insights derived from multiple data sources (syndicated & panel data, consumer segmentation models and survey data). Named Data Sources: ACNielsen, IRI, CREST, NPD, Spectra, Simmons, Scarborough, Mediamark Research (MRI), and Prizm NE. Expert supported $56 million in annual revenue for accounts, including but not limited to, Quaker, Tropicana, Gatorade (QTG), S.C. Johnson, Kellogg's, Wrigley, 3M, Smuckers, Nestle Purina and Pactiv.

As Director, Marketing & Business Development for a leading behavior-based marketing services company in the CPG industry, Expert designed, recommended and managed production of targeted direct mail promotional campaigns to retailers in the grocery, drug, and mass channels. He used data and analytics to provide category and brand insights (Loyalty Matrix: Category/brand consumption, Share of Requirements - SOR / brand loyalty) to make program recommendations to meet client marketing and ROI objectives.

Expert has led cross-functional teams to develop comprehensive targeting/research methodologies and conduct attitudinal research to identify and validate consumers within specific purchase lifestyle groups and deliver targeted promotions to these target groups.




strategic marketing


food service marketing


marketing strategy

Show Secondary and Basic Areas of Expertise
Expert may consult nationally and internationally, and is also local to the following cities: Chicago, Illinois;  Rockford, Illinois;  Aurora, Illinois;  Naperville, Illinois;  Joliet, Illinois;  Elgin, Illinois;  South Bend, Indiana;  Gary, Indiana;  Milwaukee, Wisconsin;  and Madison, Wisconsin.

Year   Degree   Subject   Institution   Honors
1998   M.S.   Marketing   University of Colorado, Denver  
1988   B.S.   Geo Sciences / Business Administration   University of Notre Dame   Vice-President, Junior Class

Work History:
Years   Employer   Department   Title   Responsibilities

2005 to 2007


Sara Lee Foodservice


Protein Product Management


Sr. Product Manager


He led the innovation, product development and marketing activities for the $40 million RTE Sandwich category under Jimmy Dean, Hillshire Farm and Ball Park brands as well as managed strategic partnerships for private label brands. Developed long and short-term strategies, marketing plans, new products, packaging, advertising and sales promotion programs. Directed the activities of advertising agencies.

2004 to 2005


Valassis Communications, Inc.


Customer Marketing - CPG


Customer Marketing Manager


As the product and customer expert, he managed the yearly planning process to define business and brand objectives with Sales Leaders for key CPG manufacturer customers. Developed integrated media/promotional plans supporting $56 million in revenue with accounts including, but not limited to, Quaker/Tropicana/Gatorade(QTG), Kelloggs, S.C. Johnson, 3M, Smuckers, Wrigley, Nestle Purina, and Pactiv.

2002 to 2004


Catalina Marketing Corporation


Sales & Marketing


Director, Marketing


He developed growth initiatives such as new products (behavior-based marketing services) to new business verticals (convenience store channel) for the CPG Manufacturer Sales division.

2000 to 2001


Information Resources, Inc. - Mosaic InfoForce


Marketing Services


Director, Marketing


He established and managed marketing department for new joint venture company which provides field marketing services to CPG manufacturers and retailers. Led company branding & identity, marketing & sales support, and new product development.

1996 to 2000


Gary-Williams Energy Company


Retail Marketing


Product Manager & Inventor


He managed sales, marketing and product development of technology and consulting services to club, grocery, and convenience and gas channels. Created and patented leading edge retail service concept for pay-at-pump cash purchases.

1988 to 1996


Total Petroleum, Inc. N.A.


Retail Marketing


Category Manager / Region Branded Food Manager / District Merchandise Manager, Operations Supervisor


Career Accomplishments:


Professional Appointments

Junior Class Vice-President, University of Notre Dame

Publications and Patents Summary

He created and patented the leading edge retail service concept for pay-at-pump cash purchases - U.S. Patent #5895457.

Consulting Services:
Recent Client Requests:
  • Expert for consulting on Beverage Dispensing Systems/Process Needed.
  • Frozen food expert for consulting on sale and marketing of unique new line of frozen foods.
Click the green button above to contact Expert for a free initial screening call regarding your expert consulting needs.  Expert is available for consulting to corporate, legal and government clients.  Remember, your initial screening call to speak with Expert is free.

Expert Witness:
Click the green button above to contact Expert for a free initial screening call regarding expert testimony, litigation consulting and support, forensic services, or any related expert witness services.  A few litigation needs include product liability, personal injury, economic loss, intellectual property (patent, trademark, trade secret, copyright), and insurance matters.  Remember, your initial screening call to speak with Expert is free.

Market Research:
Foodservice trends in the RTE sandwich category; Consumer and Shopper Insights; Unattended fueling operations, management and technologies; Behavior-based Marketing services.

Click the green button above to contact Expert for a free initial screening call regarding your marketing research, industry research, and company research needs.  For research needs involving multiple experts or secondary research, a Research Director can be assigned to coordinate the work into a custom report for you as a potentially quicker and more cost effective alternative to doing this work yourself or hiring a boutique consultancy.  Remember, your initial screening call to speak with Expert is free.

Additional Skills and Services:

Behavior-based Marketing: Guest speaker at University of Notre Dame Mendoza Graduate School of Business

Retail Loss Prevention Training Seminar: One day session on controlling merchandise loss in convenience stores

Supplier and Vendor Location and Selection

RTE Sandwich Components (sausage, bacon, cheese, bread carriers)

Frozen food component co-packers/assemblers

Conveniences & Gas M&L -- POS software developers, USTs, gasoline dispensers, canopies, bill acceptors, lighting, etc.


Need the right expert?  We can help!

home       find an expert       request an expert       join our network       about us

Intota is now ORC Expert Advisory Services