Brand Development

National/International Consumer Products Manufacturer; Casbah brand.

Take a national/international company with an ineffective marketing and sales structure to a competitive level and build the brand.

Created, implemented and managed a major advancement of the company. Action taken included: creating, executing and managing marketing, sales, promotional, advertising and display programs; market research and analysis; restructuring product pricing; generated greatly improved product packaging; created the total sales and marketing strategy for the company including company policies. Created a complete, professional, highly organized sales department; sales representative negotiation; generated sales; hired, trained and managed a national broker sales team and direct company sales representatives enabling competitiveness at much higher and more effective levels. Wrote marketing and sales plans and a sales handbook. Created, developed and launched new products. Saved significant yearly costs by eliminating ineffective distribution program. Designed and implemented a new efficient office information system. Experience embraced multiple national trade channels and international sales.

The product line had far more effective marketing and sales programs, professional trade presence and new product lines. It was much easier to sell the brand. Sales doubled. I was acknowledged as the key person responsible for the company receiving the Small Business Administration 1995 Exporter of the Year Award for the San Francisco District.