Chris Perry
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Professional Experience
Brand Manager - E-tailing
Reckitt Benckiser - Parsippany, NJ - United States(Full-time - Since December 2011)
- Responsible for e-tailing / e-commerce marketing strategy and plan development and execution for all household, healthcare and personal care brands at all key online retailers; trade marketing; 4P tracking and management; sales and customer interface; account-level promotional plan development, performance / ROI analysis and optimization; new customer account penetration and development; P&L and budget management; market research coordination; cross-functional team leadership and agency and project management.
- Identified incremental revenue stream opportunity of $500M+ via e-tailer affiliate programs and now manage affiliate integration, tracking and optimization across all media and marketing activities.
Associate Brand Manager - RID-X®
Reckitt Benckiser - Parsippany, NJ - United States(Full-time - May 2010 - December 2011)
- Responsible for both base business and NPD / EPD activity on market-leading brand; budgeting; P&L responsibility; consumption tracking and analysis (Nielsen); forecasting; SKU rationalization; supply, trade marketing and sales interface; packaging development; media planning; market research coordination; cross-functional team leadership and agency and project management.
- Led launch of major NPD project, including positioning, product development, pricing, packaging design, media, consumer promotions and account sell-in.
- Proposed and activated professional marketing and partnership program (25% revenue growth opportunity), involving commercial EPD development, sales and marketing strategy, event advertising, supply logistics, pricing and CRM development.
- Led the development of short and long-term strategic planning, including annual business plans, media, promotion and innovation pipeline strategy.
- Championed annual cross-category GM improvement initiative, driving projects netting $1MM+ COGS savings per year.
- Served as cross-category e-tailing champion and led initiatives to improve brand presence across major e-tailers and drive online sales.
- Developed new subscription-based business model leveraging e-tailer logistics and full-year media, digital and CP activity support to overcome consumer usage barriers and increase purchase frequency and brand sales.
- Recommended and gained management approval to execute new, previously untested marketing activities, including full-year print and regional TV media, SEO website development work and social media monitoring.
Personal Branding Expert
Chris Perry - Parsippany, NJ - United States(Consultant - Since April 2009)
- Consult, coach and support organizations and entrepreneurs on branding, marketing and social media.
- Speak professionally and teach career search, personal branding and marketing seminars to MBA program, university and corporate audiences of up to 100+ members.
- Featured in several publications, including Guerrilla Marketing for Job Hunters 3.0 (Wiley, 2011), and in media outlets, including The Wall Street Journal, SmartMoney, ABCNews, CNNMoney, Monster.com and TheLadders.com.
- Co-authored Guerrilla Marketing for Job Hunters 3.0 (Wiley, 2011) and have been featured in other publications.
- Write content for several blogs and websites on a variety of topics.
Founder
Career Rocketeer - Parsippany(Part-time - Since April 2009)
- Develop and execute marketing strategies to build brand awareness and generate sustainable revenues
- Manage associated network communities of 10,000+ professionals across LinkedIn, Facebook, Twitter and more.
- Write content and coordinate content from hundreds of guest experts and writers
- Solicit and manage sponsorships to fund ongoing maintenance and marketing efforts
- Design and maintain the site branding, layout and functionality
- Created, edited and published Launchpad, a career search strategy book series
- Co-host Career Studios, a bi-weekly teleseminar on job search and career management
Founder
MBA Highway - Parsippany, NJ - United States(Part-time - Since October 2008)
- Develop and execute marketing strategies to build brand awareness and generate sustainable revenues
- Manage associated network communities of 30,000+ professionals across LinkedIn, Facebook, Twitter and more.
- Write content and coordinate content from guest experts and writers
- Solicit and manage sponsorships to fund ongoing maintenance and marketing efforts
- Design and maintain the site branding, layout and functionality
Assistant Brand Manager - Lysol®
Reckitt Benckiser - Parsippany, NJ - United States(Full-time - July 2009 - May 2010)
- Responsible for all base business activity on two brand segments (one market leader and one challenger); budgeting; P&L responsibility; consumption tracking and analysis (Nielsen); forecasting; SKU rationalization; supply, trade marketing and sales interface; packaging development; cross-functional team leadership and agency and project management.
- Led relaunch project for $25MM segment, including transition to new packaging, count size and manufacturing location, media copy redevelopment, and creation of new multipack offerings for upcoming trade promotions.
- Identified and executed packaging GM improvement projects netting $2MM+ COGS savings per year.
- Led SKU rationalization project, removing 20 SKUs to achieve brand stretch targets while still meeting consumer needs.
- Gained management approval for self-proposed incremental media opportunity that increased gross sales by $2.5MM.
- Managed two seasonal digital marketing brand campaigns, including creative development, website refreshes and microsite development, newsletter marketing and all agency deliverables.
- Served as team champion in initial digital strategy development for the Lysol® Mission for Health campaign, including rollout of redesigned brand website (creative, layout and content organization), community development and management and social media and email marketing campaigns.
MBA Product Marketing Intern
Eastman Kodak Company - Rochester - United States(Internship - May 2008 - August 2008)
- Served in Assistant Product Marketing Manager capacity on future product marketing team for digital picture frames.
- Analyzed syndicated industry data sources including NPD, GAP and GFK and developed pricing and product strategy tools for upcoming product portfolios and marketing strategy planning.
- Developed the Go-To-Market product innovation plan and launch strategy for new wireless digital picture frame with social media integration.
- Completed full in-store competitive analysis for digital picture frames at 10 different retailers, which entailed salesperson and customer interviews, price comparisons and product, stock-out and share-of-shelf audits.
Marketing Project Coordinator
VAMAC, Inc. - Richmond, VA - United States(Part-time - July 2002 - May 2008)
- Led B2B and B2C brand marketing initiatives, designed marketing strategy and marketing programs for new store locations, created marketing literature, print collateral and sales kits for new business development team, developed consistent communications for internal and external audiences, and conducted market research to support business.
- Spearheaded redevelopment of customer loyalty program, including identifying consumer insights, designing promotional strategy, integrating growth structure and developing ROI analyses.
- Designed and executed local marketing strategy and campaigns for 4 new wholesale storefronts and new retail showroom.
- Identified marketing budget cost savings, totaling $40,000 by integrating synergistic marketing activities.
- Enrolled and participated in company’s leadership and business development program.
