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Bob E.

 Brussels | Belgium

 Description

Senior business and organizational leader with strong skills sets in competitive strategy and creating powerful brand marketing experiences - online, offline, and live - that change hearts and move minds. 

Possesses President-level advertising agency experience with with Saatchi & Saatchi in London and NYC (nine years) and CMO-level client-side experience, including five years with The Procter & Gamble Company.

Category experience includes packaged goods, healthcare/pharmaceuticals, quick-service restaurants, food & beverage, financial services, telecommunications, commercial real estate, and travel/hospitality.


 Skills

Expert

B2B
B2C
Business Development
People management
Public speaking
Strategy
Advertising
Branding & Identity
Creative strategy
Digital strategy
Launch new product
Product Development
Visual identity
Web 2.0
Internal communication
Strategy communication
Corporate communication
Change Management
Coaching
Start -Up
Reorganisation of Department
Set Up Department

 Languages

English

Mother tongue

Dutch

Spanish


 Industries

Industry

Chemistry / Parachemistry

Construction & Real Estate

Retail

Media

Transport / Logistics

Healthcare / Bodycare

Tourism & Leisure

Banking & Insurance

Horeca


 Experiences

Self-employed Owner

I am an independent, senior business leader with strong skills sets in marketing strategy, branding, and creating powerful brand experiences online, offline, and live.

I work with brands, organizations, and teams to advance their reputations and marketplace effectiveness. My client roster includes Extensa, Umicore, Revor, Neovia, CAT Logistics, Amicimi.com, Beelite, Conac and Europal, among others.

President / Managing Director

Strategic consultancy with expertise in marketing to the healthcare professional as well as patients. Agency earned $17+ million in revenue, had 55 employees, and enjoyed growth and robust profitability. Clients include AstraZeneca Oncology, Merck Consumer Products, Pfizer Global Oncology, Covidien Healthcare, sanofi-aventis, and sanofi pasteur.

Chief Marketing Officer / Managing Director

Property Marketing
Property portfolio included over 200 individual properties around the world, each having its own brand identity.  Examples in the US included globally-recognized icons Rockefeller Center and The Chrysler Building.

Corporate Marketing
Mission was to raise the stature and profile of the brand around the world.

Equity Capital Marketing
2007 goal was to raise $7 billion in Funds to invest in commercial and residential real estate in targeted countries and top business districts around the world (Europe, Australasia, The Americas).

Executive Vice President / Global Account Director

NYC         (2005-2006)

Ameriprise Financial (formerly American Express Financial Advisors)

Leader of integrated team for the 6th largest spin-off in US history.  Responsibility areas include brand advertising, strategic positioning, relationship marketing to internal and external constituencies, and new product development.

International Olympic Committee

Promoted viewership of The Olympic Games around the world.  Worked with Media and Broadcasters on five continents to air campaign to instigate excitement about the upcoming Games.

London     (2002-2004)

 Cereal Partners Worldwide

Leader of centralized advertising and promotion development for this joint venture with the Nestle Corporation, featuring 33 brands sold in 45 countries outside North America. Brands included Cheerios, Lucky Charms, Trix, Cocoa Puffs …

General Mills International

Leader of decentralized advertising development operation for the brands acquired from the Pillsbury Corporation – local Clients work with local agencies for implementation. Brands include Pillsbury, Betty Crocker, Green Giant, Old El Paso …

NYC      (1999-2002)

Procter & Gamble’s Old Spice

Global leader and Brand Navigator for entire men's grooming line, including AP/DO, personal cleansing, and fragrance businesses.  Brand became #1 in the AP/DO category during my tenure, surpassing Right Guard among M18-24.  Heavy involvement in NASCAR with Tony Stewart sponsorship.

Procter & Gamble’s Corporate Branding Initiative

Under then new CEO AG Lafley, worked with Senior P&G Corporate leaders to develop an internal-only communications program to inspire the Company’s core employee base, following a period of waning leadership and internal disillusionment.

Reynolds Wrap

Global leader of all positioning and advertising initiatives for the entire line of Reynolds products, including Reynolds Wrap, Release Non-Stick Foil, Plastic Wrap, Oven Bags, Hot Bags, Grill Buddies, Wax Paper, Bake Cups, Parchment Paper, and all new products.

T-Mobile

Global leader of strategic positioning issues for this Division of Deutsche Telekom.

General Mills

Led all positioning, advertising, and new product introductions for the Total cereals franchise (Total, Total Raisin Bran, Total Corn Flakes) and the Fruit & Nut cereals (Fiber One, Oatmeal Crisp franchise, Basic 4, Clusters, and Raisin Nut Bran).

Kodak Professional

Directed the strategic planning and for Professional Digital Cameras and Professional Portraiture businesses. Cameras cost $35K and up.

Celebrity Cruises

Led an inter-disciplinary new business pitch team to win this $50MM account. Repositioned the brand with new advertising, retail promotion, and relationship marketing programs.

 

VP Marketing / Product Development

Popeyes Chicken & Biscuits

• Directed the strategic development and implementation of national marketing programs for franchise and company operated restaurants through a staff of four regional marketing managers and six regional advertising agencies.
• Key accomplishments included: drafted strategic plan for 1997 Marketing Calendar, replaced two advertising agencies, and published first ever Media Guidelines.

Chesapeake Bagel Bakery

• Achieved +16 point comparable sales-trend gain during first year of ownership.
• Volume and profit responsibility for the largest “made from scratch” bagel bakery in the world with 120 units ($60 million in sales). Supervised a marketing staff of four and an advertising agency.
• Led the brand’s strategic re-positioning from bagel shop into the bakery café segment. Key accomplishments included the development of a new brand identity, advertising, new product introductions, retail promotions, packaging, in-store materials, and bakery merchandising.

Senior Director - Product Marketing

• Volume and profit responsibility ($3.4 billion in sales) for products and services within the Electronic Commerce, Imaging, Conferencing, and Teleworking categories. Strategic accomplishments included a re-grouping of product offerings into meaningful category lines, making sales to business customers an easier-to-understand proposition.

Director of Advertising

• Developed advertising and communications programs to business targets of BellSouth.
• Articulated marketing strategy and positioning for BellSouth Business Systems.

Director of Marketing

• Grew Mrs. Winner’s business +9%, +6% in consecutive years through a strategic re-positioning of the brand including new product development, comparative advertising versus KFC, and a revolutionary series of trial-inducing promotions designed to switch African-American females to the brand
• Devised the strategic partnership of multiple brands within one building to increase unit profitability
(e.g. Arby’s / Mrs. Winner’s; Mrs. Winner’s / Del Taco).
• Authored strategic plan to grow female traffic to Arby’s via the new product introduction of the Arby’s Light Menu – achieved a record of 15% sales.
• Supervised 10 Arby’s co-ops nationwide; $21MM billings.

Assistant Brand Manager

Assistant Brand Manager - Puritan Oil

• Developed the strategic plan for the brand’s foodservice introduction, leveraging its retail heritage of health, nutrition, and wellness.

Assistant Brand Manager - Shortening & Oils

• Introduced improved Frymax with longer frylife.
• Developed “Frequent Fryer” customer retention program.
• Secured product endorsement from the American Culinary Federation.

Brand Assistant - P&G Cleaning Program

• Wrote and produced multi-media training program using illustration-based instructions to overcome language barriers, illiteracy, and cultural verbiage among crew-members.
• Introduced New Easy Rinse Tide into national distribution.

Logistics Supervisor

• Authored SWIFT (Special Wrap In Fast Timing); saved $1MM/year.
• Authored warehouse closing plan to consolidate inventories; saved $17MM/year.


 Education

 Academic bachelor (3y) + Master (1 or 2y) (old: Higher Education Long Type)


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