New Business Executive Profile
New Business Executive Snapshot
• Recognized as an industry expert on youth and families with a special focus on consumer and marketing trends, innovation and research insights.
• Proven business development leader with ability to deliver a wide range of new clients across a variety of industries.
• High energy individual with deep knowledge of qualitative research, quantitative research, new product development, brand strategy and a passion for continued personal development.
The Family Room (formerly Just Kid Inc.) South Norwalk, CT November, 1994 – July 2015 Multi-million dollar strategic consulting agency specializing in research, brand strategy and innovation for youth/families working with a wide range of Fortune 500 clients across numerous industries. Played a significant role in the growth of the company by managing many different aspects of the business during my tenure: new business development, innovation, research, PR, etc.
Senior Vice President • Highly effective new business development professional -- Responsible for building blue chip roster of over 40 leading food and beverage manufacturers, toy and gaming companies, restaurants, retailers and healthcare organizations that contributed project revenue in excess of $25million. Maintained relationships to foster additional new business. Nearly all are repeat clients. Specific projects won (but not limited to) include: o American Heart Association – New program development to engage youth o Baskin Robbins – Development of family positioning o Campbell Soup Co – Comprehensive digital diaries across breakfast, lunch, dinner, snack and beverage occasions to identify new innovation territories o Dannon – New product development for kids led to the introduction of Danimals Crush Cups and Coolision o General Mills – Comprehensive demand moment studies for snacks and beverages that led to the development of youth, family adult portfolio strategy, positioning and innovation opportunities o Hasbro – Family leisure study which led to the identification of acquisition opportunities. o Kroger – Development of brand portfolio strategy for all of their key store brands o Nintendo – Kid fun factor analysis and portfolio optimization o Pepperidge Farm – Innovation exploratory to extend current brands to new categories • Relentless door opener: In addition to maintaining existing relationships, successfully introduced TFR to 32 new company relationships in 2014 which resulted in the development of 18 proposals and 7 new projects (3 are still in discussion). • Recognized industry expert on youth and families -- Frequently invited to speak to companies and conferences about youth/family marketing trends, innovation and research insights which often results in new project assignments. o Hired/invited by 20+ corporations to speak about youth/family and trends: American Heart Assoc., Campbell Soup Company, Coca Cola Company, Frito-Lay, General Mills, Hasbro, Kellogg, Kraft Foods, Nickelodeon, Nintendo, Pizza Hut, Wendy’s, etc. o Frequently invited speaker at numerous industry conferences regarding millennials, innovation, youth and families, moms, food marketing, school nutrition, etc. Consistently ranked among the top scoring presentation at over 40 different conference events. In 2014, shared the keynote speaking slot with the author of Marketing to Millennials at a conference dedicated to understanding and marketing to Millennials. o Frequently quoted by the press relating to kid and family marketing issues: Wall St Journal, USA Today, Businessweek, NY Times, etc. Authored articles for Brandweek and School Nutrition Magazine. o Authored Just Kid Inc. New Product Watch (2003 – 2008) which analyzed trends for over 100 new kid products, packages and promotions. Approximately 4,000 clients received this monthly newsletter. • Deep knowledge of qualitative and quantitative research – Most notable contribution was management of The Global Kids Study (the first ever study to substantiate the power of the global kid consumer in 12 countries around the world). Study was sponsored by Hasbro, Kodak, Mars, McDonald’s and Nickelodeon. Results garnered national press and significantly raised visibility of the company. • Passionate innovator -- Led innovation team developing new product concepts for over a dozen clients including 3M, Campbell Soup Company, Frito-Lay, General Mills, Kraft Foods, Johnson & Johnson and Procter & Gamble . Each assignment included formative research, strategic platform development and new product concept development which resulted in final delivery of concepts that scored above the benchmark. In each case, new product concepts were prioritized for market introduction. In-market examples include but are not limited to: o 3M Tattoo Bandages o Campbell’s Chicken Mega Noodle Soup o Cheeto’s Cracker Trax o Kellogg’s Eggo LEGO and Flip Flops Waffles o Lunchables Chicken Shake Ups o J&J World Wildlife Fund Shampoos and Soaps o Halloween and Fourth of July Pringles
What new business achievements are you most proud of?
Deep food experience and highly effective new business development professional -- I have presented at nearly every major food company in the country and nearly all have become clients of our company. Additionally, I have personally been responsible for opening doors and closing projects from a wide variety of blue chip clients. Nearly all have become repeat clients at our agency: American Heart Assoc., Apple & Eve, Baskin-Robbins, Bimbo Bakeries, Burger King, Campbell Soup Co., Coca Cola, ConAgra, Dannon, Dr. Pepper Snapple Group, Frito-Lay, General Mills, Hasbro, Hershey, Ian’s Natural Foods, J.M. Smucker Co., Juicy Juice, Kellogg, KFC, Kraft Foods, Kroger, McDonald’s, MilkPEP, Minute Maid, National Dairy Council, Nestle, Nestle Waters, Nickelodeon, Nintendo, Pepperidge Farm, PepsiCo, Pizza Hut, Sony Playstation, Stonyfield, Subway, Unilever, Wendy’s
What most excites you about new business?
I love being able to think about what the top challenges of a business might be, how they should address it and what tools my organization might be able to help use to solve their issues.
I've had an amazing track record of reaching out to CMO/VP Marketing level over the past 6 months and getting them to take a meeting. Specific meetings were scheduled as a result with Wendy's, Pizza Hut, KFC, Target, Carnival Cruise, Harvest Hill/Juicy Juice, Converse, etc. In most cases, it has converted to a particular proposal and resulting project for our agency.
Categories of Work Experience
(includes New Business Pitching and Account Management Experience)
- Apparel & Fashion
- Beauty & Personal Care
- Department of Health
- Educational Institutions
- Food / Beverage
- Government & Public Service Announcements
- Health, Wellness & Fitness
- Household Consumables
- Not For Profit
- Restaurants / QSR
- Retail / Ecommerce
- Telecommunications / Wireless
- Travel, Tourism, Culture
- Video Games
Types of New Business Experience
- Managing Pitch Teams: 8
- Writing Questionnaires Responses (RFIs / RFQs / RFPs) & Case Studies: 10
- Writing Final Pitch Presentations: 8
- Participating in Capabilities and/or Final Pitch Presentations: 10
- Proactive Prospecting (Conducting or Supporting the Outreach): 10
- Organic Growth (Working Directly with Clients or Supporting Account Teams): 10
- Training Senior Team Members on Best Practices: 9