Situation:

• Gannett was losing share of local media dollars to Facebook and Google.

• Market research revealed that local advertisers were overwhelmed with the expanding range of media choices. They viewed Gannett as a credible option for local media expertise that extended beyond print.

Action:

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• Introduced a new ad sales value proposition highlighting Gannett's unique portfolio of integrated media solutions

• Trained the 2,000 member salesforce to articulate the new value prop

• Upskilled the Field Marketing team to develop sophisticated integrated media plans

• Implemented a new account planning process to ensure alignment with client goals

Results:

• Reduced advertiser churn by 5 ppts

• Stemmed losses in revenue per account

• Improved field satisfaction scores (from 38% positive to 52%)

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Situation:

• The world's #1 vodka was under severe pressure from Absolut and Kettle One. The customer base was aging, distribution was lagging, and volume was declining. Also, the advertising and promotional strategy wasn't connecting with younger customers.

Action:

• Quantified the revenue opportunity Built business case quantifying opportunity from capturing new/younger segments and new consumption occasions. 

• Crafted a plan to revitalize the brand, including new positioning, new packaging, higher pricing, and a shift in focus to on-premise distribution

Results:

• Reversed negative sales trend (-3% to flat)

• Improved profitability through pricing, high-margin line extensions, and a more favorable on/off premise sales mix. 

• Won an Effie Award for the "All Vodka, No Pretense" ad campaign, poking fun at trendy / superficial vodkas (Absolut) while reinforcing Smirnoff's heritage and authenticity

Situation:

• Battling UPS in highly profitable Small Business segment

• Market research revealed specific pain points affecting customer satisfaction

• Research also indicated an opportunity to differentiate through superior experience

Actions:

• Quantified impact of closing experience gaps

• Executed targeted pilots for proof of concept

• Rallied organization around "Managing Customer Relationships as Precisely as We Manage Packages"

• Developed new data architecture enabling 360° customer view

Results:

• Captured 2 points of small business market share

• Generated $100M+ in incremental revenue

• Improved customer retention 

• Transformed company culture

Situation:

• Company C, a unit of MDC Partners, was a sleepy, unprofitable direct mail creative and production boutique. The work was project-based and tactical in nature. 

Action:

• As President, I led a successful turnaround, transforming the company into a dynamic, integrated, performance marketing agency.  We added top-notch digital, analytical and strategic capabilities and changed the culture to encourage strategic insights and thought leadership

Results:

• Won retainer-based relationships with prominent brands, including Capital One, Cablevision, MetLife, Virgin Atlantic and Weight Watchers

• Quadrupled revenues while achieving healthy margin

• Orchestrated successful merger with Kirshenbaum Bond