Global Marketing, Branding, Innovation executive who excels at creating insight-based marketing strategies targeting consumers, health care professionals (HCPs), retail trade. Experienced in developing and commercializing products, from insights to concepts to launch. Multi-lingual. US Patent Holder # 9,567,138.
1. M AR CY EI SENST AD T FREEM AN
Highland Park, IL 60035
marcyfreeman@gmail.com
847-826-6956
linkedin.com/in/marcyefreeman
GLOBAL MARKETING AND INNOVATION LEADER
CAREER SUMMARY
Global Marketing, Branding, Innovation executive who excels at creating insight-based marketing strategies
targeting consumers, health care professionals (HCPs), retail trade. Experienced in developing and
commercializing products, from insights to concepts to launch. Multi-lingual. US Patent Holder # 9,567,138.
• Global Strategy Development
• Branding & Brand Management
• Cross-Functional Team Leadership
• Market Research & Insights
• New Product and Business Development
• P & L Management
• Licensing & Commercialization
• Strategic & Long-Range Planning
PROFESSIONAL EXPERIENCE
SUNSTAR AMERICAS, INC., Schaumburg, Illinois 2010 – 2018
Director, New Product Development Marketing
Reported to the Vice President & Chief Marketing Officer. Developed and implemented new product
strategies and plans for GUM and Butler Brands from insight-inspired concepts through
commercialization for consumer and health care products including OTC drugs and medical devices.
Oversaw up to 4 direct reports.
• Directed team of Senior Managers to find insight-driven white spaces, develop and validate
concepts, write product briefs and partner with R & D to develop products based on concepts,
develop and execute plans to launch products successfully into marketplace for the Americas.
• Contributed well over $100MM in revenue to company via new product launches in first 3 years.
• Drove sales from new products from 15% to over 30% in 3 years by launching numerous new
products via cross-functional team leadership and partnership.
• Directed Licensing Strategy, working with Senior Manager direct report and consultant, managed
Children's Licensed product portfolio: identified new potential licensors, concurrently negotiating
contracts with 3 new licensors.
- Drove $4 MM incremental sales; developing and launching 5 new licensed products in 13 months
• US Patent holder, # 9,567,138 for Delivery System based on Consumer and HCP insights.
- Patented product drove over $7MM in incremental sales in first 3 years, most successful new
product launched by company in that category to date.
INGREDION (formerly National Starch, LLC.), Bridgewater, NJ 2009 – 2010
Business Development Manager, Clinical and Infant Nutrition
Reported to Senior Director. Drove Strategy and Innovation for Clinical and Infant Nutrition customers.
• Delivered profitable volume of over $25MM for specialty starch products targeted toward Clinical and
Infant Nutrition segments by solving customer strategic challenges through starch innovations.
• Translated consumer insights into R & D briefs for specialty starches such as rice based products for
anti-reflux infant formula and corn based thickeners for dysphagia patients.
ABBOTT LABORATORIES, Abbott Park, Illinois 2005 – 2008
Senior Global Marketing Manager, Abbott Nutrition International Division:
2. MARCY EISENSTADT FREEMAN PAGE 2
Reported to the Global Marketing Director. Directed global branding strategies and tactics for brand
names such as Similac, Gain and Isomil.
• Achieved double digit growth in Pediatric Nutrition Franchise over 3 years.
• Created communication and marketing strategies for sales force in over 37 countries to target health
care professionals (HCPs), which increased market share for revenue of $800 MM annually.
• Directed global team of 36 Senior Leaders across 12 countries to develop 360° marketing launch
bundle for new product across four brands of infant formula with projected sales growth of 9%.
• Drove market research plan across nine countries to gain consumer and physician insights to
develop final benefits and claims for new product launch.
• Developed brief and managed packaging design agency for roll-out of first universal template of label
graphics, gaining Senior Management approval for 37 countries.
• Drove cross-functional development team for new product pipeline, resulting in 5-year plan of
continuous innovation covering product attributes, claims and clinical outcome expectations.
OCEAN SPRAY CRANBERRIES, INC., Lakeville-Middleboro, MA 2004 – 2005
Marketing Manager
Reported to the Group Marketing Manager. Responsible for growth and profit of two product lines
(Juice/Juice-Drinks) and management of direct report and department budget.
• Increased profits by over $1MM by implementing new formula across over 20 items,
• Drove development of new health claims through research to evaluate and refine concept, reversing
a 10-year decline in base business to show double-digit growth over previous two years.
• Managed strategic alliances with National Kidney Foundation (NKF) and American Diabetes
Association to leverage health benefits of cranberry juice for increased sales and brand loyalty.
COLGATE-PALMOLIVE COMPANY, Canton, MA 1997 – 2004
Group Product Manager, Colgate Oral Pharmaceuticals Division: 1999 – 2004
Promoted to supervise two Product Managers and managed complete P&L across 6 brands for 30% of
the division’s volume and profits.
• Achieved 2+ point margin improvement, increasing net profits by 12%.
• Launched Orabase product within 14 weeks of signed agreement; 24% brand growth in 1st year.
• Spearheaded re-launch of Phos-Flur Rinse, achieving on-time distribution in all key accounts.
• Developed comprehensive marketing plan, resulting in 25% brand growth in 18 months.
• Slashed division’s costs for Nielsen Point of Sales data by $100K per year by renegotiating contract.
Senior Product Manager, Colgate Oral Pharmaceuticals Division: 1997 – 1999
Successfully re-launched Viadent brand toothpaste and rinse by defining niche market opportunity and
reversing decline of strategically important brand.
ADDITIONAL WORK EXPERIENCE
BAUSCH & LOMB, INC., Rochester, NY Assoc. Product Manager / Trade Marketing Manager
RECKITT-BENCKISER (formerly Lehn & Fink Products), Montvale, NJ District Manager
KRAFT-HEINZ (formerly General Foods Corp.), White Plains, NY Sales Representative
EDUCATION
M.B.A., Marketing, Simon School of Business Administration, University of Rochester, NY
B.A., Economics, University of Rochester, NY
LANGUAGES
