Spring Hill College

CMO - Private Equity - Consumer Healthcare, OTC, Personal Care, Tele-Health

Cleveland, Ohio, United States

While engaging in search for permanent role, lead and execute consulting projects. Tele-Health: Formulate market expansion strategy and go-to-market plan for tele-health service for Physicians.Skincare: Develop and execute 2021 Direct-To-Consumer marketing campaign for premium skin care market to include e-commerce, social media, doctor-detailing (sampling), and the creation of DRTV (infomercial) ad. Also, create 5-year Business Plan for company's three brands.

JohnsRoad Brand Development LLC

Consultant - Consumer Healthcare, OTC, Personal Care, Tele-Health

Recruited by PE firm, The Riverside Company, to reinvigorate faltering investment. Sunless, Inc. is the industry leader in premium UV-free sunless tanning and related beauty products, pioneering    “T​he Healthy & Modern Way to Tan​”, marketing the ​MYSTIC TAN, NORVELL, VERSA SPA​ brands. Products distributed worldwide via Amazon, professional salon market and fitness channel. Acquired by Castle-Harlan.Financial: ​Sales $50MM, EBITDA 19% despite significant contraction in core channel and regulatory restrictions, via brand positioning, product innovation, opening ​Amazon​, digital marketing and new channels.Amazon: ​Responsible for everyday account management. Sales scaled $0 to $5MM by eliminating rogue sellers, optimizing content and search. Achieved 40-60% conversion rate, 45% repeat purchase rate, 69% gross profit.M&A: ​Acquired and integrated top competitor ​Norvell​. Updated brand identity and USP. Secured claim as #1 rated professional brand. Achieved 20% sales growth.Business Development: ​Handled sales responsibility and secured distribution at ​Target, Walmart.Digital Learning:​ Redesigned ​Norvell p​rofessional education program increasing enrollment 10,000+.Digital Marketing & DTC Sales:​ Increased DTC sales by 250% by optimizing lean budget via ​Instagram, Facebook, Social Influencers, PR and Search​.Positioning:​ Generated annual sales of 10MM units in 4,300 retail outlets by updating positioning for ​Mystic Tan & ​Versa Spa​. Developed ​“The Healthy & Modern Way to Tan”, a​ novel positioning to expand appeal and trial.R&D, Innovation: ​Lead R&D team. Launched 50+ products. Introduced skin care technology to spray tanning and trending cosmetic bronzers to appeal to diverse skin types. New products comprised 30% of sales.

Sunless, Inc.

Vice President Marketing - Professional Beauty, Skincare

Marketing agency commercializing innovative product, marketing and selling concepts. Recruited clients, personally executed projects. Selected clients, included:SHARECARE: Strategy to enter OTC market for #4 customer acquisition platform. SHIRE REGENERATIVE MEDICINE: Positioning and brand message for Dermagraft, prescription treatment for diabetic foot ulcers.  WALMART DIABETES CARE: Created new line of private label diabetes nutrition products. INTUITY DIABETES: Go-to-Market plan for breakthrough diabetes monitoring device.  PSYCH COVERAGE: Brand communication and direct marketing campaign for tele-health patient triage service for Psychiatrists.MERCK ANIMAL HEALTHCARE: Launch plan to expand veterinary product into consumer retail market.FALLENE COSMECEUTICALS: Reposition and relaunch two brands. TiZO launched into 2,000 Dermatology practices. CoTZ, secured national retail distribution at ULTA Beauty  PRE SUN – Developed brand strategy and investor presentation to facilitate exit

Consultant - Healthcare, OTC, Tele-Health, Personal Care

Senior marketing executive for COPPERTONE, BAIN De SOLEIL, SOLARCAINE brands. Executed successful turnaround of market-leading, stagnant and marginally profitable Coppertone brand. Posted best sales and profit in Coppertone’s 63-year history.Financial: Increased sales to $225MM (+$91MM, +68%) and EBITDA $38MM (from 1% to 17%).New Product Development: Commercialized first aerosol sunscreen, generating $300MM in sales in 3 years. Strategic alliance with Walmart earned “Vendor of Year”. Business Week magazine named “Product of Year”. Go-To-Market Process: Reduced product returns 50%, adding $75MM to brand profit 2005-2008. Re-engineered inefficient assortment, merchandising and supply chain model of sku-intensive Coppertone. Sold national retailers a new operating model which reduced retailer’s cost by $1.30 per unit. Retail Execution: Redesigned store service program in top 3,200 stores, which generated 51% of sales. Customer Development: Doubled sales growth rate in top retail outlets via cost effective co-marketing programs with top retailers, encompassing efficient assortment practices, in-store marketing, customized programs. Media: Managed $17MM media budget, encompassing TV, digital, radio, print and Physician sampling.Alternate Media: Introduced short-form TV infomercial to company to drive Bain de Soleil sales.

Merck Consumer Products

Vice President Marketing - Personal Care, Skincare, OTC

Led consumer and physician marketing for 2 BREATHE and lead product RESPERATE, a venture-funded Israeli medical device startup, pioneering drug-free treatment for high blood pressure.  Investors: Medica VP, Paladin Partners, Nippon VC Fund Raising: Raised $6MM in challenging post-September 11, 2001 capital market environment. FDA Clearance: Secured approval for first drug-free OTC breathing exercise proven to lower blood pressure. Financial: Met investor $2MM sales viability threshold by overcoming challenging claim restrictions by FDA. Medical Endorsements: American Heart Association graded RESPERATE clinical evidence second only to physical exercise and superior to acupuncture and yoga. Named Best Health Innovation by PARADE Magazine.

2breathe Technologies Ltd.

Vice President Marketing & Business Development - Medical Device

As senior merchandising executive and employee #15, launched and built the #1 ranked online retailer in OTC, beauty, and prescription market. Acquired by Walgreens.Investors: Kleiner Perkins, Maveron, Amazon, Vulcan Ventures. Speed to Market: In four months after hire, launched the site including on-site marketing, merchandising, 15,000 sku assortment, pricing, margin, promotion and web site features.  Financial: Responsible for 100% of revenue, scaling $0 to $140MM in 3 years. Launched high margin stores for dermatologist-exclusive skin care, pet, professional hair care and sexual wellbeing which drove margin increase.   Business Development: Raised $7MM, which contributed 50% of company’s gross profit.Strategic Partnerships: Generated 30% of new customers and 39% of company revenue through improved alignment and collaboration with critical business partners Amazon, Rite Aid, GNC, Cigna and Wellpoint. M&A: Integrated and relaunched <a href="http://Beauty.com">Beauty.com</a>. Secured breakthrough endorsement on OPRAH WINFREY television show generating $5M in sales. Site redesign increased revenue per transaction to $71.

Drugstore.com & Beauty.com

Vice President Merchandising - E-Commerce, Beauty, OTC, Rx

Responsible for $300MM in sales. Led six salespeople managing Walmart, Target, Walgreens, CVS, Sam’s Club, Costco, Rite Aid, McKesson. Exceeded sales goals each year. Details furnished upon request.

Johnson & Johnson

Director, National Retail Accounts

Senior sales executive for $650MM division, with MONISTAT, ORTHO-GYNOL, K*Y LUBRICANT, CAREFREE, J&J ORAL CARE brands. Role included 100-person sales organization, $70MM retail marketing budget, $32MM operations budget, category management, retailer relationships, sales training and sales technology. Financial: Division achieved its first profit in 10 years (1998) due to vastly improved product innovation, equity advertising and precise sales execution, namely new product launches and category management. Retailer Development: Created industry-leading category management and cross-functional customer business teams supported by marketing, finance, supply chain, operations planning and merchandising resources to improve financial performance at top 10 retailers (52% of sales). Improved account profitability by 11%.Speed to Market: Led Monistat Rx-to-OTC switch, exceeding launch sales goal by 42%.  New Products reached the market 30% faster and grew to 35% of total sales. Market Share Growth: Drove CAREFREE to #1 national share fueled by Walmart merchandising initiatives. Cost Management: Sales budget reduced to best-in-class 2% by leveraging headcount and curtailing redundancy.

Vice President Sales, Consumer - Women's Health, Personal Care, OTC

Exceeded annual sales goals and led 30-person sales team responsible for Kroger, Publix, Albertsons, H.E. Butt, Food Lion, Family Dollar and other retailers in the Southeast and Southwest markets. Details furnished upon request

Director, Region Sales

Brands: ADVIL, ROBITUSSIN, CHAPSTICK, PREPARATION H. Promoted rapidly to positions of escalating sales responsibility, including: Director Region Sales, Director Sales Training, District Sales Manager, Territory Sales Manager. Launched Advil Rx-to-OTC switch.

Mike Concannon