KENNETH
T. SIMMONS
5794
Chestnut Street
·
Los Angeles, CA 92009
619-555-3877 (Cell)
·
619-555- 7477 (Off.)
·
619-555-3784 (Res.)
·
ktsimmons@internet.com
PRODUCT /
BRAND MANAGEMENT AND MARKETING
Strategic positioning and management of a multi-line, international
brand
name with an emphasis on new product development, marketing and
sales.
Talented
product/brand management professional with broad consumer product
experience in the U.S., Latin America and Japan. Strong record
of developing and implementing innovative brand positioning
strategies across multiple product categories that result in
long-term brand equity maximization. Proven ability to manage
product development/production processes from concept through
finished product, with close attention to budgets, time frames,
quality and product specifications. Well-honed presentation
and negotiation skills within a multi-national environment.
Fluent in Spanish with basic conversational ability in Japanese.
Core strengths include:
|
·
Strategic & Tactical Market Planning |
·
Market Opportunity Identification & Positioning |
|
·
New Product Introduction & Launches |
·
Portfolio Management & Customer Retention |
|
·
New Product Architecture & Specification |
·
Brand Development & Market Expansion |
|
·
Market-Based Pricing Strategies & ROI |
·
Product Refinement & Life Cycle Management |
|
· Print
& Electronic Media Promotion Campaigns |
·
Multi-Tiered Sales & Marketing Strategies |
|
·
Strategic Alliances, Joint Ventures & Partnerships |
·
Creative Branding & Marketing Communications |
Master
of Business Administration
·
Marketing
·
The Wharton School of the University of Pennsylvania
Bachelor
of Science
·
Industrial Engineering
·
School of Engineering, Drexel University
PROFESSIONAL EXPERIENCE
|
PERSONAL
CARE PRODUCTS CORPORATION, Los Angeles, CA |
2005 to
Present |
|
Vice
President of Product Management
Spearhead all product development initiatives for this $2.6 billion
global manufacturer in the beauty and health care industry with
responsibility for 250+ products. Accountable for new product
development, brand strategy and positioning, marketing, mass media,
market research, point of purchase promotion, pricing strategies,
package design, sourcing, import/export and quality management.
Work with outside design/advertising agencies and manage a $38
million operating budget. Report to the Executive Vice
President of Manufacturing.
|
|
· |
Developed and launched 3 new age-retarding
beauty products, generating $85 million annually and
making the company one of the world’s top 3 suppliers of
such products. |
| |
|
· |
Devised a customized Brand Management System that
radically altered how marketing programs are conceived,
managed and executed. Effort led to a $23 million
improvement in EBIT in the first year. |
| |
|
· |
Initiated a broad-based promotional strategy involving
18 new product items that is projected to boost the
company’s cosmetic market share by 300% and generate
$480 million in total revenue by the end of CY2010. |
| |
|
· |
Coordinated a brand management campaign with the a major
Japanese beauty products manufacturer (Nipon
BeautyProducts) which is expected to increase brand
market share by 75% within the first full year. |
| |
|
· |
Established a strategic, reciprocal sourcing alliance
with a leading vendor, increasing the viability of a new
hair care product and resulting in an 80% larger
addressable market. |
| |
|
· |
Piloted a market-based pricing program that eliminates
the complexities of product pricing and provides
individual Product Managers with accurate, real-time,
market-level, global pricing information. |
| |
|
|
|
|
KENNETH T. SIMMONS |
Page 2 |
|
GLOBAL
MARKETING, INC. San Diego, CA |
1999 to 2005 |
President and CEO
Envisioned concept and founded this snack food and
beverage manufacturing and distribution company
operating throughout the United States and Latin
America. Accountable for managing account P&L and
all aspects of the brand management process, including
business and financial planning, sourcing, product
development, package design, strategy, positioning,
pricing, sales and marketing, cost management,
logistics, import/export, quality control and general
administration. Managed successful long-term
relationships with 37 retail brand suppliers. |
|
· |
Structured and implemented a sales/marketing plan that
successfully built brand name recognition and grew the
company from start-up to more than $24 million in annual
sales over 5 years. |
| |
|
· |
Sourced,
developed and launched 29 new food and beverage products over an 18
month period. Relaunched an established retail snack product
that garnered 67% of total market share within 24 months. |
| |
|
· |
Negotiated
the acquisition and launched a relatively unknown cola product in
Latin America that captured 15% of Coca-Cola’s market share and
currently generates more than $47 million in annual revenue. |
| |
|
· |
Founded a
corporate subsidiary in Brazil and introduced an established retail
brand sugar product, seizing 50% of total market share while
competing against a state-controlled monopoly. |
| |
|
· |
Secured a
$375,000 line of credit with only 6 months of operating history that
allowed the company to retain 16 key suppliers on an exclusive basis
throughout Latin America in order to support future growth. |
| |
|
|
ADVANCED
INDUSTRIES CORP., Phoenix, AR |
1994 to 1999 |
Marketing Manager - Strategic Alliances and Channel
Managed all strategic alliance marketing activities with
such firms as Microsoft, Sun Microsystems, Tandem,
Digital, SAP Intel, NCR and HP. Collaborated on
various joint marketing activities, maintained
relationships with industry analysts and press regarding
brand and product awareness, and tracked/analyzed sales
performance. |
|
· |
Generated $11 million through 9 Senior Executive
Briefings that included the CEO and other top executives
from such companies as Microsoft and Digital. |
| |
|
· |
Developed an Internet/Intranet site for more than 22
strategic alliance partners that generated $8 million in
annual revenues. Guided alliance partners in the
development of their collateral events and training
efforts. |
| |
|
· |
Produced more
than 600 viable leads by developing 9 joint webcasts with strategic
alliance partners. |
|
|
WEBSTER CONSULTING, Philadelphia, PA |
1991 to 1994 |
Consultant
Consulted with 8 local manufacturers focusing on the
implementation of Total Quality Management Systems.
Additionally responsible for re-engineering business
processes, sales compensation and inventory/sales
reporting. |
|
· |
Orchestrated the introduction of a Just-in-Time (JIT)
purchasing and logistics system for primary materials
that eliminated a client’s inventory turn problem and
reduced required warehouse floor space by 25%. |
| |
|
· |
Restructured
a client’s sales compensation program and devised a multi-tiered
incentive plan that was a major factor in increasing the company’s
sales by $450,000 within the first year. |
|
| WONDER BRANDS, INC.,
Philadelphia, PA |
1990 to
1991 |
Engineer
Recruited
from college to implement a statistical process control
system designed to monitor quality defects and to create
an integrated reporting system capable of tracking
information from multiple vendors. |
|
· |
Established
a statistical control process program to
coordinate manufacturing data with 5 vendors
that identified a serious potential problem
with the manufacturing process of a major
product line. |
| |
|
· |
Captured
$365,000 in annual savings by initiating
state-of-the-art processing and packaging
changes. |
|
|
|