Laguna Beach, California, United States
I am an explorer scout for companies large and small. Part detective, part navigator, I love identifying and scoping out the best new growth opportunities for businesses to maximize their revenue and profitability, and then mapping out the most efficient route to get there. I operate at the nexus where strategy, market research and product marketing all converge. Having worked extensively in all three areas, I know the most effective ways to thoroughly evaluate and size new market opportunities, identify underlying customer motivations and product requirements, develop and execute high impact Go-To-Market strategies and benchmark the competitors. Early in my career, I led Proctor & Gamble to successfully launch Comet into the warehouse club channel and actively market the brand for the first time to Latina consumers, leading to a jump in sales volume by 200,000 cases in the first year. And I guided a Fortune 50 entertainment company to successfully enter the publishing sector, via the acquisition of two magazines that fit well with their growth strategy. My work then expanded into the technology sector, where I developed new branding, product and channel strategies to help Epson America nearly double its core inkjet printer and projector businesses, and enter several industrial printing markets, where it now holds the # 1 share position. The marketing campaign I developed for RiverOne, (a supply chain software provider for contract electronic manufacturers), catapulted their brand awareness from 6% to 48% in just 6 months and received the Golden Tower Award from the Business Marketing Association of Cleveland. More recently, I’ve consulted with a range of technology companies in the IOT, augmented reality, robotics and web app sectors on the top vertical markets to pursue and critical product features to develop. And my in-depth research identified several relevant applications that quadrupled the available market for a new medical device, enabling my client to attract venture capital funding. With experience spanning nearly 30 sectors, I see common patterns across industries and how to adapt winning strategies and business models used in one arena to others. Looking to pursue your company’s best new growth opportunity? Let's Connect! EXPERTISE Strategic Planning | Market Research | Go-To-Market Strategy and Implementation | Product Launch | Market Forecasting | Voice of Customer Research | Brand Strategy | Marketing Communications | Customer Segmentation | Vertical Markets | Competitive Intelligence
For over 20 years, I have helped clients to successfully bring new technologies to market, launch new product lines, reach new customers, expand into new verticals and significantly grow their sales within existing markets, yielding sizable increases in revenue, profitability and market share. Sample engagements include: - Identified the prime customers to target and developed a Go-To-Market strategy for a new home entertainment device that drove Latin America sales well above the client’s expectations - Conducted a thorough market assessment of a new vertical that enabled a Private-Equity funded technology company to broaden its customer base and greatly increase its valuation - Led Voice of Customer research that identified the best medical applications for a new stem-cell therapy and a new medical device, as well as the most effective way to communicate them - Served as Interim Chief Marketing Officer for an energy management company and an early-stage web-application developer, directing the brand positioning, website development, SEO, direct marketing and PR that grew awareness of these companies among their target verticals - Applied detailed analytics and end-user research, developing a targeted sales strategy to double the sales within existing customer segments for medical device and software clients Key industries: technology | medical devices |consumer products | application software | energy management | professional services | private equity firms and marketing agencies.
As an affiliate of this global management consulting network, I captained multiple projects for a leading provider of medical devices and repair services including: - Comprehensive opportunity and risk assessment across each of the company’s modalities - Served as Interim Product Manager, developing comprehensive product line strategies and customer segmentation sales plans to double the growth of the Ultrasound and Patient Monitoring divisions over the next five years
Facing hundreds of applications for its core IoT device networking business but limited resources to pursue them, Lantronix hired me to help them identify and prioritize the areas with the greatest near and mid-term revenue potential. I conducted deep dive market assessments of 10 verticals, prioritized the three most promising ones to focus the company’s resources, then delivered product requirements, customer targets and marketing plans for each. In a Business Development capacity, I successfully cultivated a partnership with a leading OEM to address a key gap in Lantronix’s offering for the Building Automation sector, and negotiated with two municipalities to arrange pilot tests for commercial IoT metering applications
I was initially brought in to rapidly create a distinctive brand for the Need2Buy electronic parts marketplace and establish the marketing and PR functions for the company. I hired and led a lean but effective team and developed a visionary new corporate identity, messaging, website, marketing and trade show materials that grew brand awareness from 6% to 48% within 6 months. The branding and advertising campaign earned the Business Marketing Association of Cleveland’s Golden Tower Award. When the company merged with Efinity and pivoted the business strategy to focus on supply chain software and services for the largest global contract electronics manufacturers, I led my team to successfully rebrand the company to RiverOne. The company was ultimately acquired by i2Technologies.
Initially hired as Manager of Corporate Strategy, I led Epson America’s first-ever 5-year strategic planning process, delivering market assessments, strategies and detailed action plans for each product category. I also captained a 6-month, company-wide rebranding effort that successfully repositioned Epson’s image and marketing in line with its new inkjet and projector product offerings. Next, I spearheaded Epson’s initial vertical marketing efforts for the Graphic Arts and Corporate markets, developing the marketing plans and messaging, and implemented engaging direct mail campaigns that generated response rates 4x above the industry average and significantly grew Epson’s brand awareness. After being promoted to Director, I was responsible for all of Epson America’s strategic planning and market research efforts for the U.S., Canada and Latin America, as well as several marketing initiatives that helped the business nearly double in revenues in 5 years. Reporting directly to the COO, I grew the department from 4 to 12, greatly strengthening the company’s in-house capabilities for these functions. - Strategy projects covered existing product lines and new technologies, channel development plans that enabled Epson to grow its presence among VARs and Retailers, vertical market assessments, strategic partnership efforts and a cross-industry benchmarking study that helped Epson improve and shorten the new product development process for the U.S. market. - Headed 60+ market research projects annually to drive strategic business and product development, including new product concept testing, purchase process research, customer segmentation, product owner surveys, brand tracking, advertising testing and website usability.