Susan Madlow

brand manager/marketing manager

T: 212-555-5555 / C: 212-121-4545

Areas of Expertise:
  • Product Positioning
/
  • Market Research

  • BrandBuilding
/
  • Strategic Planning

  • Taste Profile Analysis
/
  • Budget Management

  • Integrated Marketing
/
  • Product Development

  • Brand Governance
/
  • Sales/ROI Forecasting

  • Copywriting & POS
/
  • P&L Management

  • Team Leadership
/
  • Identity Creation

Professional Experience

supermarkets inc.2005–2009

Senior Brand Manager (2006–2009)

Led 12-member cross-functional team managing product development, packaging, advertising and brand management for $1 billion business unit. Held full P&L responsibility for consumer brands business – analyzed market, cultivated innovation, optimized product mix and pricing, and designed promotional strategies.

Results:

  • Drove $27 million increase in total revenues (7.1%) in 2007.
  • Reversed declining sales on coffee, boosting revenues 6% in just one year.
  • Grew cold meats category by 33.2% in 2007 and 24.5% (projected) in 2008.
  • Pioneered new pasta product category that increased overall pasta sales 5%.

Strategy included:

  • Revitalized under-performing team, and exceeded revenue goals, by creating structured processes and improving cross-functional relationships and communication.
  • Developed strategic plan including pricing changes and new promotional approaches.
  • Improved branding and messaging and devised product knowledge training for store employees.
  • Played key role in launch of frozen food line that will beat revenue targets by 140%.
  • Developed new ‘smart eating’ line of healthy spreads after recognizing opportunity to differentiate the line from other brands. Projected year-on-year sales growth is 25%.

Marketing Analyst (2005–2006)

Hired into newly created position to help transition organization from a traditional ‘private label’ department to an internal consumer packaged goods function. Provided senior brand managers with market and trend analysis for bakery, deli and food service categoriesand provided project management support on packaging development and plan tracking for all new product launches.

Results:

  • Played key role in reducing packaging development time by 30%.
  • Identified new deli market niche, helping to drive a 27% sales increase.
  • Member of team that reversed negative sales trend, delivering 4% growth.

Susan Madlow

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Professional Experience (continued)

Contributions included:

  • Cut lead time for packaging development 30% (and thus improved time-to-market) by leading transition from manual system to web-based project management tool.
  • Boosted deli sales $1.2 million per year by capitalizing on trend towards ethnic flavor offerings.
  • Drove 10% sales increase on key top-selling deli product by successfully advocating for price changes to enhance competitive positioning.

National leukemiafoundation1999–2002

Communications Manager(1999–2000)

Designed, wrote and led production of marketing collateral for New York region. Work included writing original content for, and designing, award-winning quarterly magazine, monthly calendar and multiple brochures. Managed budgets, schedules and third-party vendors, and worked cross-functionally to ensure brand consistency of all marketing materials and communications.

Results:

  • Created campaign that achieved an unheard-of 8% response rate.
  • Played key role in driving 13% increase in donations.
  • Designed volunteer recruitment campaign that shattered all prior records.

Contributions included:

  • Received 13 prestigious awards for marketing excellence and original newsletter content from the National MS Society.
  • Conducted comprehensive audit of fundraising communications and marketing materials that identified opportunities for stronger branding.
  • Established style guidelines, processes and procedures for fundraising communications and marketing collateral, ensuring a much more consistent and more effective brand message.

A&M Engineering1999

Marketing Assistant

Managed direct mail, marketing collateral, lead generation and proposal-writing for privately held architectural and engineering firm.

  • Identified market opportunity and positioned the company to specialize in the hospitality industry.
  • Generated leads, made sales calls and created proposals that resulted in sales pitches on millions of dollars of new business, including an $8 million hotel in New York and the renovation of an historic hotel in Little Rock, Arkansas.

Education

MBA, Marketing – ColumbiaUniversity, New York, NY (1999)

BA, English - University of California at San Diego, La Jolla, CA (1994)