ChupaChups USA<br /><ul><li>As US Marketing Director for ChupaChups USA, I had the opportunity to work on many brands, ranging from the parent brand, the ChupaChupa lollipop, with a logo developed by Salavator Dali, to a premuim adult extreme strength breath freshener, Smint, as well as other novelty candies.
The ChupaChups lollipop was a late comer to the American market, and at a price disadvantage to the well entrenched Tootsie and Charms. It was our strategy to develop an upscale brand position, and make it the candy of the rich and famous. We concentrated on NYC, Miami, and Los Angeles. We made headlines in Cosmopolitan and People magazine.
During my tenure, we launched Smint, an adult extreme strength breath freshener, at a time when competition was tough from players like Altoids, and Frisk, and other. Our campaign, which concentrated on Chicago and Miami, due to strong retail partners, like Walgreens, was “No Smint, No Kiss!” We launched a strong TV, radio, and billboard campaign, as well as a restaurant, bar, and event sampling effort, as well as a “hot spots” postcard campaign.
We brought back the 70’s star, Pop Rocks, and built on the urban legend of Life Cereal’s Mickey, who actually did not die from eating Pop Rocks. We launched a PR and event campaign with Radio Disney, focusing on key markets, such as Los Angeles, Dallas, and Atlanta. </li></li></ul><li>President Baking<br />
President Baking<br /><ul><li>President Baking Company emerged from the acquisition and consolidation of 5 regional bakeries. It was acquired by Keebler in 1998.
President Baking is best know for its production of Girl Scout Cookies and Famous Amos, but also has a stable of regional brands, such Murray.
At President Baking, I was responsible for the non-DSD/broker driven channels. This part of the business was plagued with too many SKUs and no synergy.
I reduced the active SKU count from 3000 to around 750, by developing a transition brand, Chadwick Farms, to consolidate and standardize the product line.
I gained synergies by standardizing the product line, with items such as the crème sandwich cookies, which can now be produced at any of the bakeries. </li></li></ul><li>Con Agra Frozen Foods<br />
Con Agra Frozen Foods<br />Country Pride/County Skillet was a strategic initiative to garner an additional frozen case in grocery stores, the frozen meat case, and was developed as head on competition to Tyson. <br />
Con Agra Frozen Foods<br />Country Pride transitioned into County Skillet and diversified into other food categories.<br />I was awarded Product Manager of the Year for the introduction of Diced Chicken Meat. <br />
Con Agra Frozen Foods<br />At ConAgra, I had the opportunity to work on a large number of top competing brands:<br />Banquet, Healthy Choice, Country Price, Country Skillet, Patio, Chun King, La Choy, Armour <br />I was responsible for specialty channels, which sought growth in non-traditional channels of distribution: <br />Club Store, Convenience, Mass Merchandiser, Home Delivery, Military<br />I worked on the “meat case project” which sought to garner additional grocery retail space in the frozen meat case, next to Tyson chicken, by introducing Country Pride/Country Skillet boneless chicken and other products. <br />