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 Expert  729755

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


Available for your Consulting and Expert Witness Needs

New York (NY)
USA
Education Work History Career AccomplishmentsPublicationsConsulting Services Expert Witness

Summary of Expertise:

Listed with other top experts in: 

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.
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advertising

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branding

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business management

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business strategy

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consumer marketing

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consumer product marketing

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creative strategic marketing

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market positioning

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marketing

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marketing brand management

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marketing mix

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over-the-counter drug product development

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strategic marketing


Show Secondary and Basic Areas of Expertise
Localities:
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;  and Philadelphia, Pennsylvania.

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

Work History:
Years   Employer   Department   Title   Responsibilities

2009 to 2011

 

Pfizer

 

Consumer Healthcare

 

Group Product DIrector

 

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.

2007 to 2009

 

Wyeth

 

Consumer Healthcare

 

Product Director

 

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.

2007 to 2007

 

J&J

 

Consumer Healthcare

 

Product Director

 

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)

2005 to 2007

 

Pfizer

 

Consumer Healthcare

 

Team Leader - Sr. Product Manager

 

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.

2003 to 2005

 

Pfizer

 

Consumer Healthcare

 

Product Manager

 

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.

2001 to 2003

 

Pfizer

 

Consumer Healthcare

 

Product Manager - Nicotrol

 

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.

1999 to 2011

 

Pfizer

 

Consumer Healthcare

 

Associate Product Manager

 

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:
Publications and Patents Summary

1 patent application


Consulting Services:
Selected Consulting Examples:
  • Demand forecasting
  • Asset Valuation
  • Competitive Analysis
  • Market Potential Analysis
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:
Expert Witness Experience Summary:
Served as an expert witness in a trade secrets litigation case in OTC oral care
Recent Litigation Client Requests:
  • Expert for consulting on breach of contract case
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.

 

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