Consumer Goods CEO


President & CEO

Company – $150 million in annual sales & 350+ employees. Publicly traded on the TSX.

  • Drove major profit turn-around via sales growth coupled with reductions in overheads & COGS.
  • Achieved record net $ sales and EBITDA in 2009, including a $28 million EBITDA improvement over 2008 from a loss of $13 million to a gain of $14+ million.
  • Reduced net bank debt by $20+ million in 2009 from $25 million to under $3 million.
  • Led re-building of relationships with union employees culminating in the ratification of a collective agreement.
  • Led development & implementation of a Strategic Plan, including various M&A initiatives.
  • Managed investor relations, including conference calls with investors & analysts.
  • Led a team of functional VP’s and other senior managers.
  • Renegotiated executive contracts and redesigned executive & management incentive plans.
  • Reported to a Board of Directors.


Sr. VP, Marketing

  • Responsible for Marketing at a $2.8 billion business.
  • Responsible for 15+ employees and an annual budget of over $13 million.
  • Launched a variety of innovative new products under leading brands.
  • Achieved dominant market shares in key high margin categories
  • Pioneered expansion into organic products and achieved a 20-fold increase in sales over 5 years
  • Negotiated licensing & distribution agreements with major food companies.
  • The most lucrative of these licensing deals drove $20 million in annual contribution.
  • Participated in due diligence process for major acquisitions.

VP, Marketing & IT

  • Responsible for Marketing, R&D and IT an $800 million business.
  • Responsible for 32 employees (7 Marketing, 5 R&D, 20 IT) and an annual budget of $10 million.
  • Created & implemented national Marketing Plans focussed on brand building, product innovation, packaging modernization and sku rationalization.
  • Prepared business cases for marketing-oriented capital investments -$8 million ESL plastic line.
  • Created & implemented IT plans focussed on delivering superior service in a cost efficient manner.

VP, E-Commerce & Technology / Director, IS

  • Directly responsible for 30+ IT staff
  • Achieved $5 million savings in IT budget, while significantly improving quality of service.
  • Negotiated purchases & contracts with major IT vendors
  • Implemented numerous improvements to IT security, including policies, procedures & infrastructure.
  • Initiated various E-Commerce projects including web-based customer & employee interfaces.
  • Promoted from Director, Information Services to VP, E-Commerce & Technology.

Manager, Sales Administration & Development

  •  Managed award-winning Business Intelligence Project, including: Contract Negotiations, Dimensional Design, Reports Creation, User Manual, User Training & Media Communication.
  • Analysed sales & profit trends by product category and key account.
  • Designed an Automated Rebate System and managed its construction by an outside firm.
  • Designed and helped implement a new Distributor Commission Structure.

Business Analyst – Corporate Finance

Group Product Manager

  • Managed $30 million product portfolio and $2 million marketing budget.
  • Managed all elements of the marketing mix, including market research, product launches, advertising & promotion, price changes, packaging upgrades and product discontinuations.

Market Research Manager

  • Managed Sales Database user systems, including user training, user manual and data quality.
  • Recommended and implemented changes to pricing and discount systems.

Market Analyst – Western Division

  • Analysed brand shares, competitors’ brand shares and industry sales.
  • Designed and evaluated pricing strategies, sales reports and sales contests.
  • Presented sales and marketing trends to sales group.


M.B.A. (Finance) – U.B.C.

Bachelor of Commerce (Marketing, Honours) – U.B.C.

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