Why Hire Guy


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Why Hire Guy

  1. 1. Guy PetersBuilding a business is similar to climbing a mountain – plan well and execute flawlessly
  2. 2. Guy Peters Growing brands with over 1,100 years of history1783 1904 1919 19791865 1937 1957 19721877 1888 1922 1979
  3. 3. Guy Peters Digital – SEO, SEM, SocialQuality social engagement across the brand portfolio Coming Soon
  4. 4. Guy Peters Digital – SEO, SEM, SocialLaunched three redesigned websites in 2012, along with new SEO implementationto increase UMV traffic 34% YoYDeveloped an E-commerce website for a brand, RadarGolf, that I created for Radar Corporation BusinessWeek awarded RadarGolf “Best Consumer Product” along with the iPod Nano.
  5. 5. Guy Peters Making a DifferenceAfter taking responsibility for Digital and PR at Solta Medical, our global earnedmedia impressions increased from 309M in Q1 2011 to 1.5B in Q1 2012 A 475% increase YoY
  6. 6. Guy Peters Making a DifferenceHired to help increase sales of a flagging new business unit. I helpedgrow company revenue from $131M to $165M and doubled thebusiness unit revenue from $15M to $30M in one year. Patient Volume Growth at Pacific Pulmonary Services Guy joins PPS 100% growth in 24 months 200% growth in 18 months
  7. 7. Guy Peters Team leadershipI was put in charge of a high-performance, new product development teamtasked to solve a critical Go/ No go decision. I led this team to resolution: Communications Finance Packaging Consumer Food Center Graphic design Purchasing Customer Marketing Logistics R&D Engineering Microbial Technology Research Easy Omelets - a breakfast product made of microwaved Egg Beaters External Manufacturing Operations Sales and cheese in a cup.Challenge: Prior to joining the group, the brand team had launched Easy Omelets in testmarkets to poor performance. Uncertainty surrounded the message, pricing, flavor mix,design, manufacturing, human factors, and appropriate support dollars.Action: We took Easy omelets out of test market and conducted quantitative andqualitative research to determine viability and likely outcome of a national launch. Incase of a “go” decision, the team also focused on partner negotiations, ingredients,package design, distribution, manufacturing, pricing, and marketing mix.Result: Through research, we determined that consumers were not likely to buy this “Although it has been taken off theproduct based on specific criteria. Post-trial research was favorable but pre-trial results market for revamping, Nabisco Easywere not acceptable. I discontinued the project and saved the company $8.5M in Omelets may be ushering in a new era of microwaveable foods.launch expenses. - New Product News
  8. 8. Guy Peters Creative marketing with little moneyChallenge:The company was struggling financially due to a leveraged MBO prior to my arrival.We needed a new product that would generate far more revenue than past newproduct introductions. We needed cash.Action:I developed a unique new product concept and determined that, with only $100,000in launch support, we could sell more new product than we usually did with $2M in newproduct launch support. I conducted test market research to prove the concept anddeployed a grass roots launch plan to increase demand at retail.Result:Grew revenue from $0 to $20M in the first year. Noodle is the biggest selling golfproduct in Dunlop’s 120 year history and garnered several industry awards while Winner: Pro Golf’s 2002spending $100,000 (5% of normal new product launch support). It was the #1 selling Product of the Year Awardtwo-piece golf ball worldwide by volume in 2005. “The Noodle might never haveThe success of this product induced another company to buy the brand immediately after been seen by consumers if ittest markets showed undeniable success and a new, unexpected revenue stream. weren’t for Guy Peters, who championed the idea at Maxfli. Peters, now Director of Marketing for both TaylorMade and Maxfli, never wavered in his crusade to introduce the Noodle.” -Golfweek Magazine
  9. 9. Guy Peters Bringing the necessities to build any businessHard Work Energy (sustainable!)
  10. 10. Guy PetersGrowth:The act or process, or a manner of growing; development; gradual increase. Dictionary.com Bamboo Saguaro Up to 24 inches in 1 day 1 inch in the first 15 years How does bamboo grow so fast? 1. Rhizome (a strong root system) 2. Tropical climate (water)
  11. 11. Guy Peters Growing world-class brands A strong root systemStrategic Planning& Brand IdentityTactical Planning Plenty of water& ExecutionGuy Peters A little sunshine
  12. 12. Guy Peters ReferencesEdward Hughes (previous boss)CEO, Aculon“Guy is one of the most creative and energetic marketers I have met. He is not afraid to explore the path less troddenin search of new insights. This creativity when combined with an "always on” mentality make him a powerfulmarketer.”Jon Dupuis (supplier)Group Account Director, Cossette Communications“Guy is one of those rare individuals who can dissect a business issue from all angles and then build a strategically-sound, customer-centric, plan to achieve the set business goals. All while making you laugh.”Roger Beasley (supplier)VP, Director of Strategic Planning, Erwin-Penland Advertising“Guy was my Client at Maxfli Golf and Radar Corp. And Ill have to say, one of the best Clients Ive worked with overmy 20 years in the Ad business. Not only is Guy one of the smartest strategic thinkers Ive been around, he alsounderstands how to bring people together, making staff, Agency partners and other resource providers feel like one bigteam working toward a common goal. Also, while effective as a strategist and a leader, Guy never loses site of thedetails that go into making great ideas a reality, and ensures that no stone is left unturned in translating strategic visioninto reality. I truly look forward to the day that we may work together again.”
  13. 13. Guy Peters ReferencesJim Doty (previous boss)VP of Marketing, Pacific Pulmonary Services“Guy joined our organization in March, 2008, and immediately raised the level of our marketing department. He quicklygrasped our business model, conducted market research, developed messaging, created sales collateral, and personallyspent time in the field training our sales team. This effort helped more than double the revenue in his Business Unitduring his tenure.Shannon Sullivan (direct report)Sr. Marketing Manager, Sony“Guy was great to work for – extremely creative, driven, results-oriented and high energy. He taught me a lot about howto always push for more, approach hurdles with solutions and maintain a positive attitude.”Craig Gunckel (supplier)EVP and General Manager, RockTenn Company“Guy is one of the most creative and innovative people I have ever met. He has a passion for both life and the productshe represents. It is a passion that is rarely exhibited and is very refreshing.”Chris Savarese (previous boss)Founder and CEO, Radar Corporation“Guy is an excellent marketing professional! His experience working for large organizations as well as smallertechnology start-ups gives him a broad range of marketing and sales skills. Guy is a natural leader. He is very creativeand not afraid to take risks with his strategic and tactical approaches. It is a pleasure working with Guy.”