Jose (Eddie) Lindley Accomplishments

1. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
My Mission Statement
To increase the value of brands by leading organizations to develop
long term objectives and sound, actionable, profit-driven strategies as
well as to develop and manage high performance teams and work
cross-functionally in order to meet and exceed the stated objective
1
J. Eddie Lindley

2. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
I believe on improving people’s everyday lives by
providing them rightly priced, higher quality, better
design choices to fulfill their declared and undeclared
needs & wants, now and into the future, and educating
them on the existence of those choices
2
What do I believe in?

3. J. Eddie Lindley at the Core
3
 Seasoned marketing leader
 Passionate self-motivating, forward thinking, goal oriented,
business builder and creative problem solver
 Energetic, resourceful, adaptable and work well across the
organization
 Analytical and creative executive who develops successful
strategies from conception to execution
 Management Style
 Motivating, inclusive and constructive
 Comfortable making the final decision
 Team player who gets a lot done through influencing others

4. What do I expect from my teams?
4
 To be professional
 To “own” the brand they work on
 To understand the goal and strive to over achieve it
 To work as a team and as part of the bigger organizational team
 To share their knowledge with others
 To know more than I do in certain areas
 To know what they don’t know and to be willing to ask
questions
 To learn from their mistakes because they will make them
 To make decisions

5. Areas of Experience
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 Sales and business development
 CustomerValue Proposition
 Customer presentations
 Finance
 Annual Budget Development
 5 year strategic business planning and
P&L Management
 Financial analysis
 Cost Accounting and plant efficiency
audits
 Account Receivable & Payables
 Management
 Personnel management and team
improvement
 Organizational process improvement
 Change management
 International supply chain management
 Marketing
 Vision Development
 Business storytelling
 Brand positioning & strategy
 Brand portfolio management
 Research development
 Innovation strategy
 Advertising
 Traditional and social media
 Youtuber talent partnership
 Movie partnership
 Branded integration
 PR & Cause Marketing
 Strategic partnerships development
 Brand activation
 CategoryVision
 Pricing strategy
 Merchandising vehicles

6. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
6
Key Success stories
•Knorr
•Franklin Electronic Publishers
•Subway
•AlEn

7. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
7
Knorr

8. Knorr Hispanic: More than double sales in 5 years
8
 Prior to 2000 brand was managed as trading business
 Annual sales at December 1999 - $31M
 Took over as Brand Manager inApril 2000
 Developed Hispanic articulation of brand positioning
 Engaged Sales force,Trade marketing team,Trade partners,Agencies, Internal
teams (Marketing, Research, Finance, Supply Chain, Legal)
 Developed
 Pricing & distribution strategies
 Communication and creative strategies
 Grass roots, activation, consumer promotions & shopper marketing programs
 PR and Cause Marketing programs
 Innovation funnel
 Annual sales at December 2004 - $71M
 Transformed Brand from low priority / cash cow to strategic priority /
high growth
 Represented Knorr US as part of KnorrWorld Positioning task force

9. Engaged internal teams, sales, trade marketing &
trade partners
9
Unilever brand, sales & trade marketing team

10. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
•Logo and Packaging Migration
•Product Innovation
•Channel Innovation
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Innovation & Migration

11. Core Products: logos and packaging migration as
part of Knorr World Positioning task force
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12. Innovation: Ready to Use Sauces
12

13. Channel Innovation: Club Packs
13

14. Channel Innovation: Walmart Sidekick
14

15. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
•Shopper Marketing
•Consumer Promotions &Activation
•Grass Roots events
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Promotions, Activations & Events

16. Cocina en un Minuto (Cook in a minute): Integrated
program
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17. Cocina en un Minuto: Shopper Marketing
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18. Cocina en un Minuto: Print, OOH and radio
18

19. Cocina en un Minuto: Havana Nights partnership
(bilingual / bicultural target consumer)
19

20. Grass Roots: La Plaza del Sabor (The plaza of
Flavor)
(Scalable: large events and parking lot events)
20

21. Activation: Vamonos de Compras con una Estrella
(Shopping spree with a Star)
21

22. Holiday Promotions
22

23. Walmart Shopper Marketing program
23

24. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
•Committee of Hispanic Children and Families
•Holiday events for the elderly and the poor
•LaAntorcha Guadalupana
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Cause Marketing & PR

25. Cause Marketing & PR
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Chef Douglas Rodriguez & Knorr team. CHCF Slice of
Latin America Gala
Elba
Montalvo,
CHCF
Founder &
Executive
Director,
between
Miss USA
and Miss
Universe
with Knorr
Team.
Slice of
Latin
America
Former Unilever CMO
Matt Shattock carrying
the torch. “La
Antorcha Guadalupana”
event
Chef Pepin, Former
Knorr spokesperson
carrying the torch.
“La Antorcha
Guadalupana” event

26. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
26
Franklin Electronic Publishers

27. Franklin Electronic Publishers
27
 Developed brand strategy
 Developed product strategy
 Repositioned product from handheld electronic
dictionary to portable language learning device
 Developed communication strategy and creative
 Developed activation and grass roots events
 Developed non-traditional distribution channels
 Rent to Own
 Web based book club
 Web based books & music distributor

28. Context of Language Usage revealed three
potential market segments for Franklin
young learners/
students
u Learn English at school /
college
u Need it for current and future jobs,
and for everyday social interaction
withinAnglo and / or higher
acculturation Hispanics circles
u Estimated size ofTarget: 1,475MM
self-
improvers
Limited Language
User
u Learn English via Adult
Education programs in
classroom environment or at
home via video and / or
audio courses. Some
improve their language
skills through reference
solutions.
u Need language for jobs
u Use it for communicating within Anglo
circles
u Estimated size ofTarget: 5,931MM
u Learn English on the
street
u Very limited need for English on the
job
u Socialize within Hispanic circles
u Estimated size ofTarget: 4,682MM
28

29. Product concepts: Different levels of
language skills and motivation
Higher Acculturation
Lower Acculturation
Young
learner /
student
Self
Improver
Limited
Language
User
“Language Success in
the broader market”
“The better jobs
require it”
“Uncomplicated,
transactional, value”
English Language
mastery
English Language
incompetence
29

30. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
•Repositioning Innovation
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Innovation

31. Product Innovation: Repositioned from Bilingual
Dictionary to Language Learning Device
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Good Design and
HighValue
Good
graphics
Quality
Relevant content (true to
the market segment)
Independent
study
capability
Ability to
personalize
content
High Speech Quality
Learning Solutions
and Reference
devices
Content expansion
aligned to needs

32. Activation: “Franklin Dice…” (Franklin Says…)
32
Andres Cantor promoted “Franklin Dice…”
in his radio show. Mr. Cantor read a word
on air and callers had to translate the word
in order to win prizes.
Fiesta Broadway in Los Angeles (Grass roots event)
Host had the Franklin device pronounce a word in English and
contestants had to translate into Spanish in order to win prizes.

33. Summary of Product And Distribution Strategy
Major Independent Language Web
Channel Retailers Grocers Schools Stores DTC Distributors
Currently carry Could not carry Serious language Broader reach Critically Critically
our range of products over lerners. Could from geography important for important from
Distribution Strategy products and $20 year round pay for higher stand point as development ROI stand
commitment to but potentially price devices well as from of curriculum point. Cover
FY06 innovation on in and out if help them market segment based product smaller markets
bases learn English and outlets
(seasonal) faster
Current range Value all year Mid-Price Full Range Mid-Price Full Range of
Pricing Strategy Immediate Seasonal High-Price High-Price Reference
Innovation Mid-Price Curriculum Devices
TLS series (W) TLS series TLS series TLS series
TES-118 TES-118 TES-118 TES-118
BES-1240 BES-1240 BES-1240 BES-1240
Product Strategy XXX-470 XXX-470 XXX-470 XXX-470
DBE-1470 DBE-1470 DBE-1470 DBE-1470 DBE-1470 DBE-1470
BES-1850 BES-1850 BES-1850 BES-1850 BES-1850
BSI-1900 BSI-1900 BSI-1900 BSI-1900 BSI-1900
FSE-9300 FSE-9300
Limited Limited Self Improvers Limited Limited Limited
Language Language Language Language Language
Users Users Users Users Users
Market Segment
Self Improvers Self Improvers Self Improvers Self Improvers Self Improvers
Young Lerners Young Lerners
Our target consumer can be potentially intercepted and can have a Franklin brand experience in different channels.There are some channels
where we already participate but many Hispanic specific channels have yet to be exploited by FEP33

34. New Non-Traditional Distribution Channels
34

35. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
35
Subway

36. Subway USA
36
 Influenced evolution of brand’s positioning from “Health / weight loss only”
to “Flavorful & Healthy” increasing same store sales to Hispanics from
$800M to $1B
 New focus on consumer-relevant innovation funnel led to improved
Hispanic Awareness Index (to 10 from 5) and persuasion scores (to 43 from
31). Drove increases in past month frequency (to 3.54 from 2.18) and past
month visitation (to 84% from 65%)
 New focus on consumer-relevant innovation funnel led to double digits
traffic growth among AA in both 08 – 09
 AA unaided brand awareness increased from 29% to 40%
 Developed communication and media strategies to target US Hispanics based
on acculturation levels. (both traditional and new media) as well as AA
 Developed Branding Ecosystem around the concept of “Fresh”
 Established strategic partnerships with major Hispanic and bilingual
networks, leading to brainstorming, conceptualizing, writing, and executing
Best-in-Class-branded integration campaigns involving event marketing and
traditional and social media
 Developed PR & Cause Marketing Programs
 Supported regional field marketing managers

37. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
•TV Spots
•Branding Ecosystem
•Branded Integration
•Activation
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Creative Strategy

38. Evolution from “Health/Weight loss only” to
“Flavorful and Healthy”: Hispanic
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Belly patting as proxy for flavor

39. Evolution from “Health / Weight loss only” to
“Flavorful and Healthy”:
African American & Bilingual / Bicultural Hispanics
39
From the Spoken
Word genre:
Subway,The
EatenWord

40. Evolution from “Health/Weight loss only” to
“Flavorful and Healthy”:
Product Innovation for All Markets (Bold Flavors)
40

41. “Value” Creative - Leveraged GM creative by changing
Jingle and Supers from English to Spanish
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42. Breakfast Creative – Mirrored GM creative
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43. Confidentialand Proprietary
J. Eddie Lindley US Multicultural & International Strategy and Execution Executive. Tel (201) 960-6842 Email lindleyrye@aol.com
43
Developed Branding Ecosystem around “Fresh”

44. Subway Artistas Frescos: Youtuber Jessica Sanchez
Univision Radio partnership
44
SubwayArtistas Frescos Karaoke:
Consumers Singing the Subway reggaeton song
Youtuber Jessica Sanchez performing as
SubwayArtistas Frescos talent
During a Juan Luis Guerra concert

45. Confidentialand Proprietary
Subway Artistas Frescos Leveraged Across Multiple
UNIVISION Radio Platforms
Digital
Experiential
In-Market
Radio
Mobile
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45

46. Confidentialand Proprietary
J. Eddie Lindley US Multicultural & International Strategy and Execution Executive. Tel (201) 960-6842 Email lindleyrye@aol.com
46
Subway Artistas Frescos: Results

47. Subway Belleza Fresca
Univision Branded Integration: Nuestra Belleza
Latina
47
Three NBL finalists of the Subway Challenge:
Subway Belleza Fresca

48. La Jugada más Fresca
MTV3’s Rock N’ Gol Branded Integration
48
Akon was the winner of the freshest play. He scored the first goal
of the competition and celebrated the feat with a series of flips and
other gymnastics.

49. Telemundo Branded Integration:
Niños Ricos, Pobres Padres
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This branded integration included TV, digital and mobile
media. Even Jarred appeared in the Novela!

50. Branded Integration for Bilingual / Biculturals:
Jarred in Mun2 (Now NBCUniverso)
50

51. Activation Programs:
Zumba partnership During the launch of Subway, Fresh
Fit program
51
Zumba’s attempt to achieve the world record for largest
aerobics class during Festival Calle 8 in Miami

52. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
•Hispanic Heritage FoundationYouth SportsAward
•NIH “We Can” program
•BET Summer Camp for Girls andTravis SmileyYoung
Scholars Forum
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Cause Marketing & PR

53. Hispanic Heritage Foundation:
Youth Sports Awards
53

54. NIH “We Can” Program:
Subway Spokesperson Tab Ramos launched the Subway /
“We Can” partnership & program
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Subway SpokespersonTab Ramos
addressing the rise of child obesity
among Hispanic kids during the
official launch of the Subway /We
Can partnership and program

55. BET Summer Camp for Girls and Travis Smiley
Young Scholars Forum
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Program addresses childhood obesity and teaches girls about
nutrition, fitness, positive thinking and self-responsibility

56. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
56
Subway Latin America

57. Strategy Development
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 Developed brand strategy
 Introduced the brand pillars (health, value, flavor) concept
 Standardized brand’s positioning:The way to eat fresh
 Developed pricing strategy and communication strategy in the region
 Overhauled organizational alignment in LatinAmerica
 Led Mexico to reverse 3 years of 5% annual sales declines into increases of 5%
 Developed region’s innovation funnel
 Set LatinAmerica on growth path
 Developed marketing processes, trained and developed agencies and
Subway marketing personnel to ensureWorld Class consumer
communication in the region
 Reversed Latin American Subway franchisees' opinion of the Subway
FAFT organization, from highly negative to highly positive, through
collaboration.

58. Positioning statement and brand pillars
FRESCO
“Subway…La Manera de Comer Fresco”
Salud AntojoValor
Plataformas
Estratégicas
Las cualidades principales de Subway y el posicionamiento
serán los mismos en todos los mercados.
Los mercados deberán interpretar y comunicar las cualidades y el
posicionamiento de la marca descritos y adecuarlos a las necesidades
de los mercados locales, respetando los lineamientos globales.
58

59. Brazilian Creative – Value
59

60. Brazilian Creative – Health
60

61. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
61
AlEn

62. AlEn USA
62
 Led company’s long term vision development that will transform it from a
small to a medium size company in 10 years
 Transformed company from distributor business model to branded CPG
organization
 Directed annual business plans and 5 year strategy development leading to
doubling the size of the company from 2010 to 2015
 Led positioning and strategy development for 8 brands in 4 categories
 Led product innovation strategy
 Re-launched Ensueño fabric softener brand attaining net sales increase of
56% in one year
 Led Pricing strategy
 Set direction for social media and established company’s e-commerce
program
 Set direction for brands’ activation, PR, and advertising campaigns
 Supported sales team’s presentations to top customers
 Improved departmental processes in the areas of planning, marketing
financial controls, activation programs and new product launches
 Improved team performance by developing marketing personnel

63. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
•Product Innovation
•Channel Innovation
•Product Re-launch
•Flash Brand Migration
63
Innovation, Re-launch & Migration

64. Product Innovation: Pinol® Powder Detergent
In 3 years 12.8% market share
64
Clean & Fresh
+
+ Ensueño®
Floral
WithTouch
of Cloralex®

65. Product Innovation: Pinol® Liquid Detergent
Launched Jan 2014, gaining distribution in LA,Texas, Chicago and Arizona
65
Fresh Floral

66. Product Innovation: Pinalen® Max aromasAll Purpose Cleaner
In 3 years 3.9% market share
66
LAVENDER OCEAN BREEZE FLORAL

67. Channel Innovation: Pinalen® All Purpose Cleaner
9 L Club Pack
67

68. Product Innovation: Ensueño® Fabric Softener Re-launch
Brand Net Sales increased 56% inYear 1
68

69. 69
•Capture a greater share of the Hispanic consumer due to Mexican
Americans affinity to the Flash® brand.
•#1 Value brand in all purpose cleaners in Mexico.
•Avoid losing non-Mexican American consumers by migrating brand as
follows:
•1st step: Festival® by Flash® - February 1, 2012
•2nd step: Flash® Festival® Aromas - April, 1, 2012
•3rd step: Flash® All Purpose Cleaner - June 1, 2012

70. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
•Youtube
•Email
•Facebook
70
Digital: Results

71. 71

 254% above objective
 Email
 Open Rate 24.54%*
 CTR 2.14%

 Fans (March 2015) at 36% of year-end objective
* Industry standard 10%
Selected Digital Results

72. 72
OWNED PLATFORMS PAID MEDIA
Engage Drive TrafficMobile SearchContent Video OLV
Drive Traffic
OWNED PLATFORMS PAID MEDIA
Engage
Drive TrafficDrive Traffic
Digital Components

73. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail:
lindleyrye@aol.com
73
In Summary

74. 74
 I’m both a creative executive and a business builder
 I’m a strategist, and I also roll up my sleeves and delve into the
tactics as needed
 I develop both long term visions, and annual plans
 I developTV and Radio commercials (Developed over 40TV spots
and about the same number of Radio spots in both English,
Spanish, and Portuguese) and I also develop the best consumer
communication plan possible utilizing all relevant mediums: POP,
activations, traditional and social media, direct to consumer, PR,
Youtuber talent and Movie partnerships among others
 I develop innovation funnels, and I also ensure product launches
are flawlessly executed
 I am an executive, a trainer and mentor