Vice President Marketing in San Francisco Bay CA Resume Guy Peters by GuyPeters


Guy Peters is a passionate, award-winning marketing executive with more than 15 years of diverse industry B2B and B2C experience from Fortune 100 to start-up.

More Info
									GUY D. PETERS
San Francisco, CA

Strategic Marketing Leader
Combining analytics and creativity to expand market share and grow revenue
Passionate, award-winning marketing executive with more than 15 years of diverse industry B2B and B2C
experience from Fortune 100 to start-up. Turning insights into winning strategies and flawless execution through
internal collaboration and unique, creative programs and partnerships to deliver results

Product appearances in hundreds of media outlets, including Wall Street Journal, BusinessWeek, Wired, Popular
Science, Elle, Vogue, Allure, Marie Claire, and on The Today Show, Good Morning America, Nightline, ESPN, CNN,
Dr. Oz, The Doctors, The View, and 20/20 with Barbara Walters

   ● Product Development & Launches         ● Market Segmentation            ● Traditional Media
   ● Brand Strategy and Positioning         ● Trade marketing                ● SEO, SEM & Social Media
   ● Market Insights/Research               ● Mktg/Op/Strat Plans            ● Public Relations

                                      PROFESSIONAL EXPERIENCE

SOLTA MEDICAL, Hayward, California (medical device specializing in aesthetics) ● 2011–2012
Sr. Director, Global Marketing
Responsible for department of 20 people, 4 direct reports, and advertising, social media, SEO/SEM, PR,
tradeshows, channel development, collateral, inside sales, and creative services for portfolio of 6 brands
        Managed 18 social media properties, organically growing and delivering social engagement
        Integrated and launched acquired new technology with new branding only 9 weeks after acquisition
        Managed 7 PR agencies with 1.5B global media impressions in Q1 2012, a 475% increase YoY
        Drove lead generation/ nurturing activities through marketing automation systems
        Redesigned 3 websites and implemented new SEO, increasing UMV traffic by 34% YoY
        Reduced marketing budget variance from 14% in Q2 2011 to 0.7% in Q1 2012
        Built strategic and operating plans to align with and drive company goals
        Voice of the Customer - Gain insights to create fully integrated plans, combining digital and traditional
        marketing to surround the customer and consumer with consistent messaging

PACIFIC PULMONARY SERVICES, Novato, California (respiratory therapy) ● 2008–2010
Director of Marketing
Brought in to jump-start a new business unit that had been launched to poor results
       Helped grow revenue to $165M from $131M, and grew revenue in new business unit to $30M from $15M
       Tripled customer acquisition from 400 to 1,200 per month
       Managed CRM ( implementation testing with sales and IT
       Created new positioning and messaging and trained 250 person sales team
       Designed and automated new workflow processes to enhance communication between marketing,
       customer service, sales, customers and patients
       Created and built an operations team of 12 people focused on revenue enhancement

RADAR CORPORATION, San Ramon, California (radio frequency consumer products) ● 2004–2008
Vice President, Sales & Marketing
Responsible for all marketing and sales operations for a start-up’s new disruptive technology
       Created a new premium brand, including strategy, logo, packaging, positioning, creative, PR, and
       E-commerce website
       Took revenue from $0 to $1M in first year with almost no marketing dollars
       Received BusinessWeek Magazine’s “Top 25 Consumer Products of the Year” award
Guy Peters                                                                                            Page 2

METABOLIFE INTERNATIONAL, San Diego, California ● 2003–2004
Director of Marketing
Hired by a private equity firm to help turnaround the business for sale
        Reversed sales declines with new print, television and Internet campaigns around new brand positioning,
        messaging, and product launches, based on market research insights
        Developed new product pipeline and achieved distribution in mass, drugstore, and grocery retail

Director of Marketing, TaylorMade & Maxfli Brands (2001–2003)
Planned and implemented strategic marketing initiatives for a $500M organization
       Increased revenue to $500M from $370M
       Managed a team of ten, a $21M budget, and all outside agencies

Global Director of Marketing, Maxfli, Slazenger and Dunlop Brands (1999–2001)
Responsible for all marketing for a $100M business, including strategic planning, new product
development/launches, promotion, market research, creative, PR and all media
       Grew revenue from $0 to $20M in one year for a new product with a creative launch plan and almost no
       marketing dollars and earned Pro Golf’s “New Product of the Year” award
       Managed a team of nine, a $6M budget, and all outside agencies

Senior Marketing Manager, Maxfli Golf (1998–1999)
Led all marketing initiatives, inclusive of life-cycle planning, product development, packaging, messaging, website
development and management, research, and sales collateral
        Produced print and TV campaign using Jack Nicklaus as a spokesman
        Launched the industry’s first consumer rewards program, reversing sales decline on the Greg Norman
        branded business

NABISCO FOODS GROUP, Parsippany, New Jersey ● 1996–1998
Product Manager, Egg Beaters
Responsible for marketing and new product development for a $90M business unit
       Led a high-performance, cross-functional new product development team to determine critical Go/No Go
       decision while managing supply chain and commercialization for a national launch
       Conducted new product market research, including concept screens, focus groups, human factors, and
       conjoint and volumetric analyses

Associate Trade Marketing Manager, Margarine
Liaison between brand and sales teams for Blue Bonnet, Parkay, and Fleischmann’s brands
        Launched new products and promotions to the sales team
        Customized national programs for individual key accounts

CADBURY BEVERAGES, Stamford, Connecticut ● 1994–1996
Associate Field Marketing Manager, Coca-Cola Bottling System
Managed local marketing initiatives for a portfolio of brands, including Canada Dry, Schweppes, Sunkist, and A&W
       Managed local programs for five Coca-Cola bottlers, resulting in growth rates averaging 13%
       Planned and implemented $5M in spot media, tied to local retailers, in three markets

Assistant Field Marketing Manager, Coca-Cola Bottling System
Performed competitive analyses based on syndicated research data
       Created and delivered presentations for top Coca-Cola bottlers (NY, LA, New England and Mid Atlantic) and
       key retailers to determine distribution, advertising, pricing and promotion initiatives


MBA, Marketing - Cornell University, Johnson Graduate School of Management, Ithaca, New York - 1993
BS, Finance - California State University, Sacramento, California - 1987

To top