Top performing executive successful in global corporate environments, start-ups and turnarounds. Sales and marketing expertise complemented by broad functional experience encompassing operations, business development, general management and new product innovations. Expert at crafting new product launches and product line extensions with extensive experience in CPG Food/Foodservice, Health & Beauty Aid product categories and Sporting Goods.
Blue chip background with global brand leaders Alberto Culver, Beatrice (now Smithfield Foods), Bongrain, Gillette, Johnson & Johnson, Land O’Lakes, Marietta Corporation, Maybelline Cosmetics and Shulton Toiletries (now Procter & Gamble). Skilled at repositioning and branding products, creating effective marketing campaigns, generating double-digit growth through innovative solutions to complex problems. Proven track record in cost control, sales growth, revenue generation and profit improvement.
SELECTED CAREER ACCOMPLISHMENTS
Customer-centric Marketing & Merchandising
Created and launched BAE Systems’ first national consumer sweepstakes, employing internet viral marketing, account-specific direct mail, promotional packaging and in-store product displays to drive market share and build customer loyalty and bottom line profits.
C-Level Negotiations/ Licensing/ Product Branding
Negotiated license agreements and launched global marketing programs for 60 luxury hair care / skin care & cosmetic brands representing best of class industry standards.
Brand portfolio included: Davies Gate, Estee Lauder (AVEDA, Origins), Face Stockholm, FRESH, Salvatore Ferragamo, Garden Botanika, Herbal Essences, Hawaiian Tropic, Jergens, John Paul Mitchell, Judith Jackson Spa, Pantene, red earth cosmetics, Revlon (Almay, Modern Organic Products M.O.P.), Roger & Gallet, Temple Spa.
Championed successful cause-related promotion and public relations programs with the USO, Children’s Miracle Network, and WorldVision to generate trade and consumer awareness, interest and trial.
Cost Control / P&L Implications of Marketing Decisions
Beatrice Meats Division sales of $308 million ($30 million marketing budget) were achieved via a Stage-Gate new products business model.
Created innovative packaging system (patent pending) to extend fresh product shelf life.
Negotiated co-pack agreements. Improved EBITA and Free Cash Flow with ROI growing from 10% to 30%.
CAREER SUMMARY
Director, Marketing
BAE (British Aerospace Engineering) Systems, Jacksonville, FL 2007 to 2008
$30 billion global contractor/manufacturer/distributor. Repackaged and repositioned MIL-spec quality product line of lubricants, cleaners and personal security products (15000 SKU’s) to penetrate consumer sporting goods retailers. Fielded new marketing offensive, replacing stagnant print media with a more targeted direct-to-consumer campaign; harnessing customer insights, website content, new product innovations and integrated customer programs.
RICHARD A. BARSKY Page 2
Vice President Marketing
Marietta Corporation, Cortland, NY 2004 to 2006
$260 million global leader of branded and private-label toiletries. Manufacturer / licensee of blue chip brand leaders (over 3500 SKU’s) marketing hair care, spa, aromatherapy, skin care and oral hygiene products to hospitality markets (Hotels, Resorts, On-Premise Spas, Airlines, Cruise Lines).
Spearheaded global brand licensing initiative to acquire / co-market HBA products from Estee Lauder, Revlon, Procter & Gamble, Disney, Vera Bradley and other top tier organizations. Elevated Marietta’s production-centric bid and quote proposals to include negotiations with the customer’s C-Level brand management. Stretched Marietta’s leadership to 40% USA market share by leveraging research insights for more effective sales promotion, package design, public relations and customer service.
Directed staff of 30 professionals comprising Internal Design/PR, Marketing Staff and Customer Service.
President / Founder
First Coast Hospitality Group, Inc., Jacksonville, FL 1999 to 2004
Assumed control of a struggling restaurant corporation which supported 80 employees. Launched an innovative market segmentation strategy, creating an interactive comedy dinner theatre to differentiate the enterprise and capture new tourism revenues. Negotiated for and acquired exclusive production rights to the nationally celebrated NYC Broadway comedy Tony n’ Tina’s Wedding.
Vice President Marketing
Bongrain North America (Field, Fischer, Kentuckian Gold, Lloyds) Owensboro, KY 1990 to 1999
Achieved 15.8% annual gains over a nine-year period through new product lines and sales agreements. Managed marketing, market research, consumer relations, and new product development (over 300 SKU’s) for $105 million retail, deli, and foodservice division of $6 billion global French food manufacturer.
Director of Marketing
Land O'Lakes, Inc., Arden Hills, MN 1986 to 1989
Shattered sales records for retail and deli processed turkey lines. New products, packaging and fresh promotion efforts doubled the year’s previous shipments. Joint sales calls spurred a four-fold increase in the whole muscle breast business for the $6 billion national, farmer-owned food and agricultural cooperative.
Early Career:
Entry level Marketing Staff Assistant with Gillette (Personal Care Division). Promoted to Product Director at Johnson & Johnson (Personal Products Company). Recruited to Shulton Toiletries to manage Old Spice deodorant brand and Breck hair care products.
Directed national VO5 toiletries line as Group Product Manager for Alberto-Culver.
Moved to Marketing Manager at Maybelline Cosmetics followed by advancement to Group Marketing Manager for Beatrice Companies (now Smithfield Foods – Armour-Eckrich Meats).
EDUCATION / HONORS
MBA, Marketing, Kellogg Graduate School of Management, Northwestern University, Evanston, IL
BA, Political Science, Colgate University, Hamilton, NY
2002 Businessman of the Year, Southside Business Men’s Club (Jacksonville, FL)
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