MICHAEL FERRARA

Dobbs Ferry, NY 10522

Res: 914-674-9895 / Cell: 917-224-0502 michaelferrara@optonline.net

SENIOR EXECUTIVE PROFILE

Strategic Planning & Execution / Sales & Marketing Management / Operational Excellence & Growth Dynamic, results-oriented senior executive with more than 20 years of consistent success in directing management, marketing, sales, and operations within growth organizations. Extensive experience within brand strategy development, media assessment / planning, trade promotion management, public relations, talent management, and business reengineering / transformation. Change agent with demonstrated ability to rapidly assess organizations, elevate capabilities, and ensure growth and development. Visionary, strategic, and analytical thinker with ability to translate multiple data points into insights and solutions. Articulate communicator and exceptional public speaker frequently presenting at major conferences and mobilizing cross-functional teams to accomplish objectives and meet critical deadlines in diverse environments. CORE QUALIFICATIONS Leadership & Team Building Organizational Growth & Expansion Sales & Marketing Strategies Brand Strategy Development Customer Relationship Building Consumer Market Rollouts Performance Measurement Presentation & Communication Profitable Sales Growth

PROFESSIONAL EXPERIENCE
MJF CONSULTING & ADVISORY SERVICES, New York, NY
Private consulting firm advising a broad cross section of CPG companies.

2009 Present

CONSULTANT Manage multiple engagements simultaneously advising clients on products, services, and business strategies. Selected Engagements: Nice-Pak Products, Inc., Orangeburg, NY, (2011 Present) Consultant Lead company start-up of consumer brand division developing and implementing short and long-term business plans and sales strategies. o Developed a positioning, strategic business plan, marketing and sales plan in order to establish the product categories, geographies and distribution partners for the Sani brand. o Created and implementing a marketing communication plan to build awareness and purchase interest to bring new users into wet wipe categories. o Refreshing graphics to increase product visibility and purchaser interest as a bridge to major re-launch. Fusion Brands, Inc., New York, NY, (2010 2011) Vice President, Sales & Customer Marketing Directed commercial initiatives for new mass division. Managed daily sales and customer management activities. o Created business plan and sales strategy for innovative product Veripur, companys first entry in mass market. o Negotiated and sold Veripur to Walgreens as an exclusive for six months. Launched Feb. 2011 with front page circular ad and 12K displays. Expanded distribution in Fall11. o Established broker sales network. Etoile Nation Beauty, New York, NY, (2010 2011) President Led company start-up developing and implementing short and long-term business plans and sales strategies. Directed commercial operations including marketing, creative, sales, and customer service / logistics. Managed artists, advertising / public relations agencies, and supplier relationships. o Presented to potential investors and created product concepts and designs gaining artist and management approval. o Created new beauty platform combining business assets of Universal Music Group and Etoile Nation. o Negotiated and sold holiday exclusive Justin Bieber Collection to Wal-Mart. Expanded distribution in Spring11. o Launched via innovative social media and PR campaign that generated over 1000 media stories.
Continued

MICHAEL FERRARA

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Mphasize, Westport, CT, (2009 2011) Advisory Board Member & Marketing Consultant Provided guidance regarding products and services. Developed and implemented innovative marketing spending strategies linking spending, consumer behavior, and sales to maximize productivity and ROI. Strategic Marketing Sciences, Newport Beach, CA, (2009 2010) Consultant & Senior Marketing & Sales Strategist, CPG Vertical Practice Advised clients through business transformation providing analytically-driven consumer strategies and architecture. Developed strategies to influence consumer behavior despite economic environment. 1998 2009

COTY, INC., New York, NY

Worlds largest fragrance company also providing cosmetics and personal care products globally with $4B in sales.

SENIOR VICE PRESIDENT, M ARKETING & SALES STRATEGY (2004 2009) Directed daily operations for brand management and sales / customer strategy with full P&L accountability for more than 40 brands. Developed three year strategic and annual operating plans. Managed Media, Trade Marketing, and Category Management departments. Built and managed agency, PR, and media supplier relationships involving creative and placement of media including shopper marketing initiatives. Key player in joint business planning communicating extensively with high profile customers. Identified and incorporated consumer insights into brand strategy / customer plans. Participated on Americas leadership team with 8 direct reports and 43 staff members. Selected Achievements: Transformed organization from a $1B largely fragrance company to a $4B global beauty leader. o Diversified portfolio, accelerated new product pipeline, and developed new launch and advertising strategy. Increased joint business planning with customers and improved processes / skill sets within organization. Increased consumer awareness 12% and sales 18% on priority brands by reallocating spending into additional media for pillar brands. Utilized non-traditional advertising including Internet, blogging, and social media. Built Beckham into biggest male brand in 25 years with $40MM+ in the U.S. and $125MM globally. First brand launched in mass then successfully sold in department stores. Fragrance Foundation Launch of the Year Award. Expanded Stetson franchise by developing plan aimed at updating brands position. Integrated new brand positioning across all marketing communication resulting in a reduced average user age of 41 from 46. Achieved 53% growth within adidas turnaround securing 4X profitability improvement. Reestablished brand equity and premium positioning in AP / Deodorant and Body Wash categories. Developed strategic plan for Nautica securing $20MM in new sales in year one. Created advertising campaign for Nautica Voyage. Reestablished Nautica as prestigious department store brand leading to expansion. Restructured organization to improve global development and operations alignment. Participated on Leadership Team developing Objectives Goals Strategy Measures (OGSM) roadmap implemented throughout company. VICE PRESIDENT, CUSTOMER M ARKETING (1998 2000) / SENIOR VICE PRESIDENT, CUSTOMER MARKETING (2000 2004) Built and developed companys inside Sales and Marketing organization from inception. Led and managed Marketing Services and Sales Support operations including Strategic Planning, Category Management, Trade Marketing, Promotions Management, Market Research, and Sales Administration. Designed, developed, and managed customer marketing strategy and programs with 22 team members and 7 direct reports. Managed customer management process and designed tools to improve customer engagement and sales capabilities. Developed new process, educated sales force, and collaborated with VP of Information Technology to develop systems to support organization. Selected Achievements: Created Rimmel business plan securing first successful new major national cosmetics brand in 20 years. Segmented new portfolio aligning Healing Garden Bath and Body line with consumer preferences. Generated $10MM in incremental sales via new product launch and advertising campaign to fill portfolio gap. Designed and enhanced account planning process resulting in division growth for first time in three years. Improved category management capabilities ensuring collaborative relationships with key retail partners. Developed new marketing and sales information management system and education programs. Created, tested, and implemented new design concepts with leading retailers utilizing consumer and shopper insights to reinvent fragrance shopping in store. Executed various concepts with all five of Cotys top customers.

MICHAEL FERRARA
UNILEVER BESTFOODS, Englewood Cliffs, NJ
$10B global organization with a broad portfolio of food and personal care products.

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1993 1998

DIRECTOR, TRADE M ARKETING & CATEGORY M ANAGEMENT (1996 1998) Collaboratively led operations with head of Sales for division with $1.2B in annual sales. Managed $200MM trade and consumer promotion budget, business analysis, and customer management planning. Led annual business plan process and strategy execution. Directed 20 team members and 7 direct reports. Selected Achievements: Led development of new advertising and consumer marketing strategy post marketing mix study of Hellmanns Mayonnaise. Achieved 9% volume increase via effective A&P spending. Directed strategic development and surpassed year one volume target 20% for Hellmanns salad dressing. Turned around Skippy volume 14% via business plan change incorporating high / low strategy. Co-developed price elasticity model optimizing everyday and promoted prices on Mazola. Initiated new promotion strategy reducing price differential versus regional Private Label brands. Developed and integrated innovative marketing principles and introduced solution selling concepts that led to development of creative merchandising programs and tie-in partner events. Identified $10MM reduction in trade budget and redeployed savings into equity building programs. Increased flexibility of promotional funds at account level and reduced administrative time by simplifying trade structure. Created merchandising effectiveness system that improved promotion evaluation and planning processes. DIRECTOR, CATEGORY M ANAGEMENT (1993 1996) Built and developed divisions category marketing / management program from inception controlling $4MM annual budget. Developed strategic alliances with key customers. Evaluated customers business performance and developed tactics to increase revenue and profitability. Surpassed targeted revenue objectives with customers. Developed collaborative partnerships resulting in sales increases that exceeded all other customers by 7%. THE NIELSEN COMPANY, New York, NY 1980 1993

Worlds leading marketing and media information company. Privately held company, active in more than 100 countries.

VICE PRESIDENT, GROUP ACCOUNT DIRECTOR (1990 1993) Directed one of the largest client consulting groups within organization generating more than $30MM annually. Built and fostered relationships with C-level executives. Identified and responded to issues across client organizations. Developed recommendations and influenced client operating strategies. Selected as member of Dun & Bradstreets Circle of Excellence Group for high achievers. ACCOUNT DIRECTOR / M ANAGER / EXECUTIVE / ASSOCIATE (1980 1990)

EDUCATION
BACHELOR OF SCIENCE, MARKETING, NEW YORK INSTITUTE OF TECHNOLOGY, Old Westbury, NY Bestfoods International Development Program Conducted by Harvard, Yale, and Wharton Graduate Business School Professors. One of thirty-five selected globally completed in 1994 and 1997.

PROFESSIONAL AFFILIATIONS AND ACTIVITIES

Editorial Advisory Board, CONSUMER GOODS M AGAZINE ~ Client & Sales Advisory Board, INFORMATION RESOURCES, INC. Advisory Board, MPHASIZE ~ Member, AMERICAN M ANAGEMENT ASSOCIATION Member, M ARKETING & SALES EXECUTIVE LEADERSHIP COUNCIL ~ Founding Member, THE CMO CLUB Presenter, Next Generation Sales & Marketing Planning Web Seminar, 2010 Featured Speaker, Chief Marketing Officer Summit, Boca Raton Resort & Club, 2009 Presenter, Consumer Goods Sales & Marketing Summit, Roosevelt Hotel, NY, 2009 Keynote or featured speaker at two dozen industry events over the previous 15 years