University of San Diego

People's University of China

Chinese University of Hong Kong

UCLA

Marketing and Innovation Executive helping brands develop consumer value for topline and bottom line growth

HP Inc., San Diego, CA – a $58B manufacturer of technology hardware and software products for both office and home use
•	Developed the world's first usage-based smart paper subscription as an add-on service to HP Instant Ink to better fulfill all the printing needs of consumers.  Program has grown to over 800K subscribers in the US, UK, France, and Germany, exceeding enrollment targets, NPS scores, and has outperformed HP Instant Ink in consumer adoption.
•	Collaborated with others to compile insights from market and user research, competitive analysis and industry trends to identify opportunities and create unique, ownable and differentiated consumer value proposition for incremental growth, larger share of wallet and increased service retention.
•	Led team to partner closely with engineering, finance, marketing to build messaging, programs and assets, and execute go-to-market plans that drive adoption.

Worldwide Product Marketing Manager

Advisory and consulting services in consumer brands across the Pacific Rim. Our team of experienced consultants in France, Greater China, South East Asia and California will expand your business overseas.

LJ1D Consulting

Partner

Consumer Catalyst helps brands scale up (and stay relevant) by developing consumer value to drive growth. From crafting a brand that your consumers will love to helping you be intentional how you go to market and develop new products that build your brand and create consumer loyalty, we are here to help you drive growth and scale.

Projects:

Greenmira Bio Sciences Inc., San Diego, CA – a CBD distillate and isolate manufacturer
•	Developed brand positioning and initial product portfolio:
o	Led consumer insight research and competitive landscape analysis to appropriately differentiate brand in the marketplace
o	Crafted brand imagery and voice, striking a balanced between scientific focus and consumer wellness
o	Developing website infrastructure and email drip campaign strategy, navigating ever-shifting government regulations

Consumer Catalyst Consulting

Founder/CEO

A $1B manufacturer of shelf-stable protein foods; #1 manufacturer of packaged tuna, seafood, and chicken/meat.

•	Leading product strategy, innovation roadmap, assessing market potential, go-to-market strategy and commercialization pathway to identify strategic portfolio opportunities and value proposition to successfully commercialize scalable product ideas
•	Managing all consumer research and market tests to identify, qualify and validate ideas with scale that reinforce brand and meet consumer needs
•	Collaborating with cross-functional teams and co-manufacturing partners to bring scalable and profitable ideas to launch
•       Successfully built the innovation pipeline for new products beyond the traditional areas of expertise and into relevant opportunistic adjacencies
•      Developing next generation packaging platform and capabilities to address consumer need for more user-friendly products across large portion of our portfolio
•      Helped develop an incubation strategy to take vetted high-risk concepts to market and manage their growth within  the portfolio of new products.
•	Developed Spoon Pouch line, driving 2x growth in revenue since 2014 and competitive advantage over competitor
•      Manage the P&L of all new products developed within portfolio, including trade marketing, consumer marketing, pricing, sourcing, manufacturing and sales development.•	Leading the online Bumble Bee brand presence through all social media channels, SEO, influencer marketing, eCommerce
•      Managing the Wild Selections brand in highly profitable eco-tuna category, accelerating growth by 94% in 3 years, through fully integrated marketing plan, consumer-centric brand strategy, new product roadmap, exclusive brand partnership with WWF, social media engagement, influencer marketing and in-store activation

Bumble Bee Foods

Director of Marketing & Emerging Categories

A $22M manufacturer of shelf-stable protein products; creator of whey protein category in 1993.

•	Strategically repositioned brand with major consumer print advertising campaign and Kerri Walsh endorsement to relaunch brand, increase brand penetration and build momentum with trade.
•	Lead the online strategy for the creation of a more approachable, interactive brand among consumers with value-add website and social media platform management, resulting in a fan increase of 20% Facebook, 100% Instagram, 30% Twitter, and 100% Pinterest.
•	Orchestrated the development and execution an Ecommerce platform to generate a national reach to meet consumer needs and reach corporate margin goals. Created an affiliate marketing program to further extend brand reach, exposure, revenue stream.
•	Drove bottom-line growth by successfully launching two new products with high GM, and building future delivery platforms for continued growth.
•	Managed consumer marketing research initiatives to drive new product development and marketing strategy.
•	Reviewed and recommended pricing strategy with CEO to positively impact P&L.
•	Executed brand packaging overhaul to stand out on shelf, creating significant consumer acceptance versus old packaging.
•	Directed, coached and mentored a team of marketers

Designer Protein, LLC

Sr. Director of Marketing - reporting to CEO

A $1B manufacturer of shelf-stable protein foods; #1 manufacturer of packaged tuna, seafood, and chicken/meat.

•	Driving and optimizing sales through the execution of an integrated $10M activation marketing plan to support key product portfolio around critical selling periods
•	Spearheaded a $600K comprehensive consumer online engagement program to build lifetime consumer affinity with Bumble Bee brand across product segments with endorsement from Mardy Fish, the #1 U.S. tennis player, Chef Leibfried, and C&J nutritionists.
•	Led restructuring of online brand presence; revamping coupon strategy, creating a community for sharing recipes and cooking tips, developing comprehensive social media outreach via Facebook, food blogs, and Twitter.
•	Managed long-term new product innovation pipeline using research & analysis of consumer insights and BASES.
•	Developed and launched new premium tuna products in 9,500 Wal-Mart stores.
•	Expanded consumer base and increased profit margins with innovative meal kits for hotels and school lunches.
•	Negotiated all partnerships, including current Unilever’s Hellmann’s/Best Foods in-store/shopper marketing program tie-in.
•	Managed cross-functional team in dealing with worst-ever recall in Bumble Bee’s canned meat business.
•	Directed, coached and mentored a team of marketers.

Director of Marketing - reporting to SVP Marketing

•	Created Bumble Bee Food’s most far reaching and aggressive consumer promotion and community: $1.5M “BeeWell For Life®” to re-position Bumble Bee as socially responsible health & wellness brand.
   o Identified and contracted experts for custom content
   o Negotiated with health-oriented partner companies (Health magazine, Lady FootLocker, United Airlines, ASICS, Breast Cancer Network of Strength, American Diabetes Association, Women Heart, etc.) for member benefits
   o Managed on-site event marketing in 14 markets for maximum new member recruit/engagement
   o Segmented members for optimal partner offers and engagement.
• Identified and saved $100K through SKU optimization and packaging consolidation across all product lines.
• Managed packaging updates, new packaging configuration and creative development, in-store elements (such as FSIs, Coupon Machines, etc.)
• Developed fully integrated coupon redemption report with pivot tables, graphs, and prediction model for final redemption liability.

Sr. Brand Manager

•	Created marketing plan to double sales of flagship product. 
•	Designed and managed new product development to generate $500K of new revenue with introduction of three new products.
•	Surpassed distribution expansion goals by 10% by developing new packaging and shelf presentation strategy.

IMAK PRODUCTS

Marketing Consultant

• Drove $500K in incremental revenues by architecting and leading cross-functional team to develop and sell proprietary virtual CMM service.
• Managed marketing communications programs for Pepsi consumer beverage brands including Aquafina, Mountain Dew, Starbucks, Sierra Mist, Tropicana Juice Drinks, Tropicana Twister Soda, Lipton BRISK, and Pepsi Multicultural.
• Led integrated marketing programs for grocery, drug, and mass merchandiser retail and foodservice accounts, through cross-agency teams that created event marketing, online/viral presence, PR, and paid media advertising. 
• Generated revenues and increased profitability by managing projects to be highly productive and by tightly controlling staffing needs.

TracyLocke

Account Supervisor - reporting to Chief Marketing Officer

• Increased Nestle Stouffer’s sell-through and display placement by 10% in major grocery chains.
• Launched new packaging for Kraft Polly-O String Cheese in low BDI /high CDI markets.
• Generated increased sell-through and enhanced store placement for Pfizer Rogaine in top 17 grocery/drug retailers.

J. Brown

Sr. Account Executive - reporting to Group Account Director

• Generated the best-ever monthly promotion share increase of 19%, and best-ever 	retailer acceptance with 71% increase in feature / display activity in stores, for Unilever Dove.
• Developed and launched GlaxoSmithKline’s (GSK) Lymerix vaccine and Pfizers's Prevnar 13 vaccine most successful launch, with a record first-year sales.
• Identified and recommended new revenue and market opportunity in OTC category to agency senior management.

Einson Freeman

Account Executive - reporting to CEO

Managed strategy analysis and advertising positioning for McDonald's chicken sandwich line relaunch

DDB Needham - Chicago, IL

Account Executive - reporting to Group Account Director

• Managed a successful 3-year product initiative to drive Budweiser Beer to #1 position in foreign beer brand recognition in China by developing advertising and marketing initiatives for the brand.
• Created and implemented $500K pan-China media campaign to leverage Budweiser’s World Cup team sponsorships, including TV, print, and event marketing. 
• Launched new Hasbro Play-Doh product extensions, to gain market share and pre-empt competitors and counterfeiting.
• Developed Akzo Nobel’s communication plan and advertising campaign to create demand for the new category of hormone therapy in China.

Stephane Bardin, MBA, NPDP