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Jarvis, Dennis J. Resume (Doc Format September 2012)
 

Jarvis, Dennis J. Resume (Doc Format September 2012)

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    Jarvis, Dennis J. Resume (Doc Format September 2012) Jarvis, Dennis J. Resume (Doc Format September 2012) Document Transcript

    • Dennis J. Jarvis___________________________________________________________________________________________ 4165 Executive Drive, F 301  La Jolla, CA 92037 (858) 455-9062 (Home)  (904) 233-6752 (Cell)  dennisjarvis@yahoo.com___________________________________________________________________________________________Over 25 years of leadership excellence in delivering winning global marketing strategies in regulated and non-regulated industries. Lead superior teams through a culture of vision alignment, collaboration and urgency.Consistently produce profitable double and triple digit revenue growth with entrepreneurial and blue chip companiesin Medical Devices, Consumer Packaged Goods (CPG), Athletic Footwear and Retail. Acknowledged forsuccessfully building brands and generating target audience uptake with breakthrough campaigns. Highlyaccomplished in introducing and driving game changing market-based strategies into inner-focused organizations.Extensive record of taking new products from concept to commercialization across multiple categories. Executive Leadership Expertise Marketing Management Expertise • Strategic planning and execution • Branding and market positioning • Change management • B2B, medical practitioner and B2C strategies • Organizational development • Advertising strategy • P&L management • Digital and traditional media • Cross-functional team leadership • Social media • Tactical implementation • New product development • Crisis management • Pricing strategy • Relationship builder • Public relations • Motivational speaker • Marketing research and insights PROFESSIONAL EXPERIENCEZELTIQ AESTHETICS, INC. Pleasanton, CA Jan. 2011 – May 2012Public company (October 2011 IPO) in aesthetic medicine. Manufactures patented, non-surgical fat eliminationtechnology (CoolSculpting) used by dermatologists and plastic surgeons.Chief Marketing OfficerMember of the Executive Board, reporting to CEO. Directed global medical practitioner and consumer marketingstrategies. Led marketing organization comprised of product, brand communications, international and point-of-care enhancement teams. Recruited and managed advertising agencies. Directed strategic planning process.Accomplishments Crafted strategies that increased revenue contribution for procedure treatment fees from 17% to 31%, which were central to the company’s year-over-year topline growth from $25 million to $68 million (+172%). Created and implemented single-minded global re-branding strategy in 53 countries. Orchestrated direct-to-consumer (DTC) strategy across full spectrum of media types – digital (including mobile ads, online banner ads and search engine), social, television, radio, out-of-home and print – plus guerilla marketing tactics. Designed strategic map for DTC implementation from simulated test market, to live test market, to domestic and global rollout, ensuring a disciplined investment plan. Key DTC metrics included: digital media click-thru-rate 5x higher than industry norm, web and locator traffic up 60x, sales projected to yield better than 60% ROI. Captured publicity in major media venues including GMA, Nightline, Dr. Oz, Live With Kelly, Yahoo! News, Self. Directed market launch plans for FDA approved indications and new products, achieving full optimization of plans through close collaboration with R&D, Clinical, Sales, Legal and Regulatory. Drove a fully integrated social media strategy in major venues, as well with bloggers targeted to prime lifestyle segments. Results included a 35x increase in Facebook traffic in eight months. Introduced the CoolSculpting Center of Excellence showcase concept, sparking a dramatic increase in initial and repeat treatments.
    •  Created co-operative advertising program, including a full range of promotional assets for customer use that produced 55% account participation in first six months.
    • Page Two Dennis J. JarvisOPHTHONIX, INC. Vista, CA Aug. 2003 – Dec. 2010Venture backed company in vision care that manufactures technologies (Z-View Wavefront Aberrometer and iZonLenses) used by ODs and MDs to diagnose and correct microscopic optical aberrations, providing high-definitionvision.Vice President MarketingMember of Executive Management team, reporting to CEO. Set marketing strategies and planning for dual targetaudiences – eye care practitioners and consumers. Established new ophthalmic lens product strategies andcollaborated with functional areas on development. Partnered with KOLs on continuing education and podiumprograms. Managed European distributors on regional marketing strategies.Accomplishments Led market positioning and brand strategies, resulting in a measured 3:1 edge over the category gold standard. Directed targeted distribution strategy, leveraging practitioner networking groups. Successfully launched seven new products. Crafted pricing strategy, including quantitative market simulation models to determine practitioner purchase behavior, and forecast volume and profitability at various price points. Defined pre-emptive functional vision claims, gaining alignment with R&D, Clinical and external scientists. Steered medical journal advertising strategy and editorial pitch plan leading to frequent publication reviews. Captured significant consumer publicity, including features on local network TV affiliates. Directed DTC campaign implemented in traditional and digital media. Campaign produced distribution growth and desired consumer behavior – including a 40x increase in traffic to web based practice locator. Drove digital strategy, with izonlens.com receiving Webby Award (2006) from the International Academy of Digital Arts and Sciences and Standard of Excellence Web Award (2005) from the Web Marketing Association.JOHNSON & JOHNSON VISION CARE/VISTAKON Jacksonville, FL Jun. 1998 – Dec. 2001$1B (worldwide) J&J Company that manufactures the ACUVUE brand of contact lenses. Global Franchise: 1999 – 2001Group Director Marketing – Business InnovationCharged with global business innovation for ACUVUE contact lenses. Headed an intrepreneurial, cross-functionalteam from R&D, IT, Operations, Sales and Distribution charged with the creation of a contact lens and packagingmass customization business model. Directed business cases to secure organizational investment for keyinitiatives.Accomplishments Created new contact lens product, packaging and service concepts for both consumers and eye doctors. Launched mass customization test market, resulting in a 24% revenue increase. Designed and implemented launch and continuity strategies for mass customization section of acuvue.com. Led global mass customization strategy covering U.S., Europe, Canada, Latin America and Asia Pacific. Americas Region: 1998 – 1999Group Director Marketing – Existing Brands and Marketing ResearchDirected U.S. strategy for ACUVUE, including annual business plans and new products. Accountable for marketshare and P&L.Accomplishments Launched ACUVUE Bifocal and ACUVUE 2, including all marketing strategies and tactics. Each achieved #1 market share in their respective segments. Drove evolution of the Freedom, Comfort & Clarity of Natural Vision national consumer ad campaign. Developed co-op programs for major retail customers, including Lens Crafters, Cole, Wal-Mart, and Costco.
    • Page Three Dennis J. JarvisSPENCER GIFTS, INC. / UNIVERSAL STUDIOS Atlantic City, NJ Mar. 1991 – Jun. 1998$550M retail division of Universal Studios, with 600 sites in the U.S. and Canada.Vice President Marketing(Promoted from Divisional VP to Universal Studios Corporate VP.)Member of the company’s Management Board, reporting to CEO. Directed all marketing strategies for retail chain.Directed annual strategic planning process. Member of Universal Studios Marketing Council.Accomplishments Engineered a major strategic and cultural shift from merchandise push to consumer pull focus, guided by segmentation of target audiences. Strategy spurred 20% same store revenue growth over five years. Spearheaded a customer relationship strategy, leveraging the company’s distinctive brand image. Program won the Promotion Marketers Association’s Reggie award for its business impact, strategic soundness and ingenuity. Instituted micro marketing forecasting system with geo-demographics (G.I.S.), yielding a 40% increase in new store success rate. Drafted strategic template for evolution of Universal Studios’ animated characters.REEBOK INTERNATIONAL, LTD. Stoughton, MA Jun. 1990 – Mar. 1991A leading brand in the athletic footwear industry, with revenue of $3B.Director MarketingManaged long range global strategic planning and directed marketing research.Accomplishments Developed profitable growth strategies in important niche businesses. Identified major trends in youth market for application in new product development.THE GILLETTE COMPANY Boston, MA Sep. 1978 – Jan. 1990Leading global CPG company in shaving and health & beauty aids (HBAs).Marketing, Sales and Marketing Research (Promoted six times within 12 years) Director of Marketing Research Associate Brand Manager Senior Brand Manager Assistant Brand Manager Brand Manager Marketing Research Project Manager Territory Sales Rep Marketing Research Senior AnalystManaged major national HBA brands, including P&L and share accountability in a classic CPG brand managementstructure. Drove brand strategies and all tactics: product, packaging, pricing, advertising and promotion. Directednew products – from concept, through R&D to commercialization. Headed Marketing Research Department.Accomplishments Successfully launched 15 new health & beauty aid products. Led development and evolution of major advertising campaigns on multiple businesses. Among them, the Dry Idea Anti-Perspirant campaign, Never Let Them See You Sweat, won an Effie Award. Directed major re-launch of the company’s male hair grooming portfolio. Collaborated with GQ magazine and the Ford Modeling Agency to drive male interest in grooming as part of re-launch. Developed acquisition proposal for major ethnic hair care company (Lustrasilk), leading to M&A. Directed wide range of marketing research programs, including the introduction of new techniques for evaluating advertising from storyboard to full campaign.
    • Page Four Dennis J. JarvisMARSTELLER, INC. / BURSON-MARSTELLER New York, NY Sep. 1977 – Sep. 1978International advertising and public relations agency.Project Director Marketing ResearchManaged marketing research for key agency clients.Accomplishments Identified key advertising strategies based on market insights for Dannon Yogurt, Renault USA, FMC, United Technologies and Rockwell Industries. EDUCATIONPhD Communications (Major concentration: communications, marketing and consumer behavior) Southern Illinois UniversityMA Communications (Major concentration: psychology of mass communications) Southern Illinois UniversityBS Liberal Arts S.U.N.Y. Brockport