Summary of Qualifications
A seasoned strategic marketing executive with experience
across a wide variety of product and industry categories brings enthusiasm and energy to new product/new initiative/re-purpose
development & launch, including creation of aggressive, tactical media & marketing plans.
Knowledge is transferred to staff
who become empowered to execute flawlessly.
Strategy & Product Development
§ For Clairol, recommended that a serious commitment be made to the skin care market with emphasis on
UV screen, which was leading edge at the time. [Never done.]
§ Also with Clairol, conducted extensive new product development work on new “special
effects” hair coloring products with an unusual degree of involvement for an agency A/E. [Executed later.]
§ For Clairol's
skin care market investigation, devised and conducted brainstorming sessions, resulting in new initiatives, including
innovative formulations, usage regimens & packaging.
§ Introduced Final Net
Hair Fixative with a commodity positioning, a totally new & unusual positioning for Clairol. Results:
became the market leader in less than 5 years.
Recommended line extensions to Final Net the day after it
was launched, to increase SKUs stocked and shelf facings. [Approved and implemented
much later, with great success.]
§ With a limited
budget, redirected the target audience for True-to-Light Mirrors toward the gift-giver (men), running ads
in Playboy for the first time in Clairol’s history.
§ For Cheseborough-Ponds,
recommended that the Q-tips cotton swabs brand be line-extended as a complete line of baby care products, replacing their
unsuccessful Vaseline Intensive Care Baby Products line. [Not accepted but acknowledged
as “out of the box” thinking. Been done since.]
§ Also for Cheseborough, recommended
they create a “store brand” to compete with J&J and others, using excess capacity of the fasbind machines.
Also, sold a breakthrough commercial for Pond’s cold cream showing a witch in make-up, removing it to reveal beautiful
Developed and executed affinity Visa credit cards
for USAmateur Sports and the New York Giants NFL Team, firsts in sports marketing.
§ Conducted development
for innovative credit card for Chevrolet Division of General Motors, which later became the GM MasterCard.
§ At MasterCard, conceived and executed a breakthrough strategic initiative (co-branded credit cards) with multi-pronged, integrated
sales and marketing effort. The result was a dramatic increase in cards and volume, stopping and reversing a 17-year share
loss trend versus Visa.
§ Managed introduction
of the Prince Tennis Racket with an integrated program beyond consumer advertising including trade &
consumer press, Public Relations press briefings with product demonstrations & interviews with Howard Head (the inventor).
Product was initially ridiculed, called a gimmick, not legal, etc. However, The Prince racket was dramatically monumental,
starting a trend for larger-headed rackets. Leadership demonstrated was being a consistent product advocate across all venues
with a high-quality image. [Fortunately, later keepers of the brand maintained its
§ Upon my return to DDB and the
Clairol account, resumed my very active new product development role, managing 12 different new products
under development (in three different product categories) and four established brands with only a three FTEs.
§ Relocated to San Diego, California
to manage direct mail company with 38 employees. Tripled the printing operation, among other sales and marketing improvements.
Assisted in sale of the compnay to primary competitor. Hired as administrator to smooth transition, combining the two.
§ At MasterCard, the real strategic innovation here was recognizing that the banks
(the traditionally acknowledged clients of MasterCard) were only the distribution channel to the real end-user (i.e., potential cardholders) who are the customers of the co-branders’ products or services. I targeted co-branders instead.
Championing the co-branding initiative, in the face of constant pressure to back off, required holding an undiminished conviction
to the vision at every point during the initiative.
Colleagues and staff remark at my energy, and my ability
to inspire others (be they direct staff, matrixed structures across other areas/disciplines
§ Developed and executed a comprehensive corporate identity program for Ogden-Allied, impacting
all its diverse divisions.
Initiated management and implementation of all aspects of
new corporate identity for MasterCard, worldwide, significantly upgrading the brand's image.
§ For MATCHBOX toys, recommended and executed focus group research with kids and
their parents (a first in the industry)
with prototypes of new toys, surfacing play-value issues, initial reactions to pricing, parents’ purchase intent and
attitudes toward the new products, significantly reducing failure rates and allocation of scarce resources.
§ Negotiated exclusive MasterCard corporate sponsorship agreements with Major League
Baseball (MLB) and National Hockey League (NHL), preempting Visa.
Bank of Canada: Conducted a management review for Royal Bank's US on-line Internet
bank, Security First Network Bank. After reviewing its loyalty program and doing a full-spectrum competitive
analysis, the recommendations presented transcended the limited scope and perspective of the original assignment, resulting
in SFNB taking a new look at their strategic direction.
For Jockey Fashion underwear, instrumental
in introducing the product using live, male models instead of mannequins. Also recommended & executed introduction of
Jockey Sportswear with advertising that showed the product in use and not perfectly pressed, presented realistically,
as it would look on anyone playing tennis or golf, creating a distinctive, functional image for Jockey.
§ For Breacol
Cough Medicine, developed unique "morning after" results positioning.
§ Created and Produced
Corporate Special Events, A/V multi-media presentations, displays, showrooms for Viacom International, IBM, Telstar
Corp., Milliken Fabrics, Schaper Toys
§ For MasterCard, conceived,
created, authored & presented 2-day course for banks and co-branders, entitled: “Market Segmentation for Card
Growth in the 1990’s.” 750 attendees in 2 years, worldwide.
§ Provided strategic
planning, targeting of prospects, training of management and staff and on-going education and insights for the creation and
marketing of affinity card programs in Canada for Royal Bank of Canada (a new product/service area). Year One results were substantial, firmly establishing
Royal Bank as a significant factor in this rapidly expanding, highly competitive sub-market within Canada. In fact, Affinity
Card Marketing was featured as one of only five “key accomplishments” of the Bank in the 1998 Annual Report.
§ Sought-after spokesperson, confident and compelling presenter, trainer and seminar leader.
Inc. New York
President 8/2008 to present
Founder and President 5/96 to 2008
WORLDWIDE, INC., New York
SVP Sales Promotion 4/95 to 5/96
MASTERCARD INTERNATIONAL, INC., New York
Vice President - Group
Business Manager 1/88 to 4/95
COMMUNICATIONS DIVERSIFIED, New York
President, Marketing & Sales Promotion 8/85 to 1/88
SJB CONSULTANCY, New York
Founder and President 8/80 to 8/85
JASPER & SMITH MAILING SERVICE, INC., San Diego, CA
Owner & VP
CUBIC DATA SYSTEMS,
INC., San Diego, CA
Vice President, Marketing/Administration 8/78 to 8/80
6/69 to 8/78
DOYLE DANE BERNBACH ADVERTISING, INC.
LEVINE HUNTLEY SCHMIDT PLAPLER
& BEAVER, INC.
WILLIAM ESTY CO., INC.,
DANE BERNBACH, INC.
University, BS-Business Administration/Marketing, 1969
§ American Bankers
Association Bankcard School, 1989
§ Rotary Club of Larchmont – Secretary 2011-2012; President 2012-2014
§ Larchmont•Mamaroneck Hunger Task Force – Steering Committee & Active Volunteer
§ Westchester Chordsmen Chorus – VP- PR & Marketing: generated press coverage, published 4
magazines, won award as producer of hour-long a cappella festival TV program.
• Better Business
Bureau: Accredited Business
Received President’s Award from MasterCard International
two consecutive years.
§ Selected as one of “The 100 Superstars of U.S. Marketing” by Advertising Age
- July 1994
Received a Mercury Award: “Outstanding Achievement
in Professional Communications” for sales and informational materials developed to promote MasterCard Affinity &
Co-Branded Card Marketing Programs.
Other accomplishments -- Speeches Given / Presentations Made/ Conferences
Sought-after spokesperson, confident and compelling presenter, trainer and motivating seminar leader.
Building Credit Card Portfolios Washington,
National Retail Merchants Associations Orlando,
Card Issuers Tokyo,
International General Managers Brussels,
East/Africa Card Issuers Regional Meeting Nice, France
Latin/South American Card Issuers Regional Meeting Miami,
Card Issuers Regional Meeting Bali, Indonesia & Bangkok, Thailand
United Kingdom Card Issuers Forum
Faulkner & Gray Co-Branding Conference
Executive Enterprises Co-Branding (Co-Chair) New York City
AIC Co-Branding Conference New
Enterprises Co-Branding (Co-Chair) San Francisco, CA
Strategic Research Institute New
Enterprises Co-Branding (Chair) New
Conceived, created, authored and presented 2-day instructional course for banks and co-branders,
Segmentation for Card Growth in the 1990’s” More than 750 attendees in 2 years.
New York Atlanta, GA Sydney,
Chicago Dallas, TX Bangkok,
Denver Washington, DC
In addition to
being the company spokesperson, sought out by the press as an industry expert for
points-of-view on overall industry activities and trends.
American Banker Cards
International Reuters Information Service
Age Credit Card Management Stores Magazine
Week Credit Card News USA Today
Associated Press DM
Bankers Monthly Fund-Raising Institute
Japan Card News Magazine
New York Times Wall Street Journal
Widely Syndicated Articles
Cell & Text: 914-830-2852 Email:
3 Washington Square
Apt. 6E Larchmont, New York 10538