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Bio

Unique
Expertise

3x turnaround success, 20+ years as a Marketing VP, 1000 hours of Post grad studies in Behavioral Economics

3X                Turnaround Success

961  

Years VP Marketing

Behavioral Economics 

hours

20+ 

Why I Run TOWARD Businesses Most Run FROM

I love to learn. So, my career goal was to maximize my learning, which meant finding and solving the most challenging problems I could. Those problems weren't often in sexy businesses, just challenging ones. As a result, I have a deeper and broader skill set than most business advisors. And it's why I run TOWARD businesses most run FROM. 

 

My Start

  • Research Analyst with a strategic planning consultancy, Kurt Salmon Associates, now owned by Accenture.

  • Wharton for my MBA to study entrepreneurial management so I could learn practical, hands on skills for identifying and capitalizing on opportunities.

  • Consumer package goods (CPG) after Wharton, because you're trained to be a good marketer AND a CEO because they only hire CEOs from the marketing ranks. 

  • Taco Bell because it was the best place to learn SOBO skills -- (S)ales (O)ver night, (B)rand (O)vertime. 

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Next: Identify and Solve the Most Challenging Problems I Could Find 

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  • Grew same-store sales 58% for a 200 unit retail chain, bringing it to profitability for the first time in its 10 year history, resulting in the sale of the business to Hallmark and a successful liquidity event for investors.

  • Grew catalog profitability 118%, growing ecommerce traffic +36%

  • Reversed an 8% decline in cheese snacks and generated a 25% increase in revenue

  • Designed and launched a mobile buying app using augmented reality and digital twin technology, selling it into 60% of the magazine industry, achieving our annual download goal in 3 months, winning an Edison Innovation award. Convinced a highly competitive industry to do the unthinkable: cooperate with its competitors and put our logo on the bottom of every page.

  • In my first job at Kraft, reversed a sales decline at Cheez Whiz by initiating, funding, and launching a promotion that resulted in a 69% increase in 4th quarter sales of our flagship sku. 

  • Stood up a digital marketing department within 2 months and achieved a 340% ROI on digital ad campaigns.

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Still Learning: Formal Training in Behavioral Economics

Why? Because at the heart of all business transformation is behavior change whether it's try this, buy more, or click here. Behavioral Economics makes it easier to change behavior, place better bets, and shortcut your way to success.

 

Have a complex problem? Bring it to me. I run toward businesses most people run from.

Education​

  • MBA, the Wharton School of the University of Pennsylvania

  • BS, the University of Delaware

  • International Study program, semester abroad, University of Copenhagen

  • Post graduate studies in Behavioral Economics

  Positions Held​​

  • EVP of Marketing, Discovery Communications (Discovery Channel)

  • VP of Marketing, Netpage/Silverbrook Research, an innovation lab HQ'd in Sydney, Australia.

  • President, Brandspring Consulting        

  • VP of Marketing, Our Block, an early social network

  • VP of Marketing, The Picture People, div of Hallmark

  • Brand Management, Taco Bell Corp., div of PepsiCo, Kraft USA, div of Kraft General Foods

  • Senior Analyst, KSA, one of the first management consulting firms in the US, now owned by Accenture.

  • Business Analyst, Murjani International, the business that founded and launched Tommy Hilfiger           

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