KRISHNAMURTHY GANESAN (Ganesh)
Irving, Texas 75039 (972) 803-1334 email@example.com
Conceptual ability to see the big picture and come up with strategic plan that meets the long-term goals of the company.
Experience in long-term product strategy that includes competitive intelligence, opportunity identification setting
objectives, technology mapping, portfolio planning, new product process and putting together investment proposals with
marketing, technical & financial justification and presenting to senior management. Led tactical areas such as customer
(VOC) & market research, market & sales strategy (value proposition, positioning, segmentation, pricing, customer
qualification, promotion etc.), new product development, project management & commercialization. Responsible for
meeting sales & profit objectives for product lines. Certified NPDP (New Product Development Professional) by PDMA.
INNOVATION & STRATEGIC MARKETING
Designed & managed the innovation strategy & process - from innovation strategy, technology mapping, portfolio management &
“go to market” process – the process was being adopted to turn ideas to products with input from across the world. Came up with
innovation strategy - objectives, target arenas, investment priorities & justification and strategic product road maps.
Worked with strategic growth group to establish a Portfolio Management for new projects & Metrics to evaluate Innovation.
Trained in Clarity, a portfolio & project management (PPM) and led the training of associates for the Nutrinova division.
Submitted an idea during strategic planning that was selected by the senior management of the enterprise. Developed &
presented the business case for this 40,000,000 dollar new business initiative to the senior management team.
Designed simple & easy to use templates for associates across the globe for the new product development process & project
management using internal company website. Trained associates & led monthly gate meetings.
Worked closely with external innovation partners – Your Encore (Strategos methodology of Insights & Innovation), Inovo Group
for filling the innovation pipeline & strategy and database providers (Euromonitor, GNPD, Innova) for insight generation.
Held ideation sessions with customers & internal resources based on customer insights, industry trends and technology to fill
innovation pipeline with breakthrough, platform and line extension categories. Trained in Synectics ideation methodology.
Created the “Strategic Intelligence Group” with cross-functional members. Designed the intelligence gathering process to help
with strategy formulation. Wrote the first Intelligence report on the “Future of food service industry & how it will impact Griffith
Labs businesses” & presented to Sr. Mgmt. Member of Society of Competitive Intelligence Professionals (SCIP).
Collaborated with strategic growth group to initiate Open Innovation (OI) initiatives for company. Presented OI benefits to senior
management (CMO & CTO) & how the OI process should be implemented as a part of technology sourcing strategy.
PRODUCT & BRAND MANAGEMENT
Led Nutrinova marketing for a new value added ingredient ($6 million sales in 3 year) in the US Market – worked with industry
leading laboratories & technical consultant to test technical viability & value proposition for this novel ingredient.
Led Griffith's marketing plan for two customized product platforms with the objective of engaging a minimum of 3 customers for
co-development in the first year for an additional 500,000 dollars. Worked with customers to understand needs and led cross-
functional teams to develop customized products to bring additional value.
Led Sara Lee's B to B new product marketing from idea to launch to achieve a target of 12% of sales from new products for
$650,000,000 business. Managed the product portfolio & new product pipeline for the segment.
Crafted the market strategy and launch materials: value proposition, segmentation, positioning, sub-branding, promotional
materials, qualification of sales leads, pricing and leading product development to launch 6 SKUs for Jimmy Dean and Hillshire
Farm brands. Executed partnership agreement with an equipment manufacturer of a breakthrough technology.
Worked closely with ad agencies and public relations companies to communicate new corporate identity to customers through
technical food magazines, symposium at national forums, and IFT show.
Designed value pricing model. Used value propositions to analyze various market offerings from customer point of view and
create pricing for segments based on value delivered to customer compared to next best alternative.
Led customer projects for multiple clients. Worked directly with senior associates in customer companies to sell a new
customized product platforms and led the project that included internal & customer associates to take projects to store testing.
Identified new categories & customers using databases, distributors and sales input and designed strategy and sales materials.
Made presentations to new customers, came up with value propositions & value pricing, and helped sales achieve targets.
Conducted VOC (voice of customer) with R&D & marketing of current & potential customers to understand the needs & come up
with value propositions. Worked with customers to move the opportunity from idea to testing stage and helped close the sales.
Worked directly with customers and internal technical teams to customize new product platforms based on customer needs.
Presented the value created by company’s new offering to move the project from a new idea to a co-development project.
MARKET & CONSUMER RESEARCH
Used many databases & scanner data including Nielsen Spectra, IRI GNPD, Innova, Euromonitor, Datassentials, CREST to glean
consumer insights. Used these insights to lead internal ideation sessions.
Krishnamurthy Ganesan, Page 2
Conducted qualitative sessions with target customers to understand insights. Worked closely with ad agency to create sub-brand
for first time for Jimmy Dean and Hillshire Farm brands to create differentiation for new product lines.
Conversant in all types of specialized consumer testing - BASES, Conjoint Testing, Perceptual Mapping, TURF, QDA, and can
recommend the right type of consumer testing to help with decision making in the new product process.
Used Design of Experiments (DOE) to optimize product development efforts, conversant in all types of Discrimination and
Preference testing to help product development decisions.
Designed and wrote best practice for "Turbo Factory” - a dynamic concept evaluation technique to speed up the front-end of the
innovation process that helped move projects from ideation to development faster and cut product development time.
NEW PRODUCT DEVELOPMENT & PROJECT MANAGEMENT
Led new product development projects using project management tools and launched two new major product lines for the
Classico brand (over $30MM in sales). New product line was awarded Gold Medal by the American Tasting Institute.
Developed more than 75 different products from concept to commercialization for multiple channels working closely
with customer teams using formal project management.
Led development & cross-functional teams to launch line of products for a major supermarket brand. Developed seven SKUs in
nine months from idea. Worked closely with customer in all phases of store testing.
Led projects to develop new platforms, line extensions, cost reductions & process changes. Trained in formal project
management process. Presented project updates and justification to gate approvers.
Trained in Intellectual Property issues – FTO, Patent, Taint & Confidentiality. Understand their importance & made sure that the
team members are cognizant of potential issues when dealing with outside suppliers & innovation partners.
Led product development teams, including principal scientists, engineers & chefs. Completed performance evaluation of team
members using 360 degree feedback and used “Situation Leadership Model” to identify coaching needs.
Led both internal & customer projects using formal stage gate process and project management tools . Managed cross-functional
teams to take projects from idea to launch. Presented project updates and justification to gate approvers.
Planned and executed the establishment of an application department including getting human and material resources.
Managed budget (>$1MM), created investment proposal & P&L for innovation projects with input from finance group and
presented business cases to senior management for projects and long term planning.
PRODUCT DEVELOPMENT MANAGEMENT ASSOCIATION (PDMA), Dallas Chapter Founding Member (volunteer effort) 2012-Current
CELANESE INC. (NUTRINOVA), Dallas, Texas Manager, Strategic Marketing & Business Development 2010-2011
GRIFFITH LABORATORIES, Alsip, Illinois Director, Marketing & Strategic Innovation 2009-2010
SARA LEE CORPORATION, Downers Grove, Illinois Senior Marketing Manager 2006-2008
CARGILL, INC., Wayzata, Minnesota Group Leader, Product Development and Commercialization 2001-2006
Borden Foods, Corporation, Columbus, OH Project Leader Innovation 1996-2001
CAINS FOODS INC., South Deerfield, Massachusetts Technologist, New Product Development 1993-1996
UNIVERSITY OF MASSACHUSETTS, Amherst, Massachusetts, M.S., Food Science, 1993
BHARATHIDASAN INSTITUTE OF MANAGEMENT, Trichy, India, M.B.A., 1989
BOMBAY UNIVERSITY, Bombay, India, B.Sc.(Tech)., Chemical Technology(Food), 1986
MADRAS UNIVERSITY, Madras, India, B.Sc., Chemistry, 1983
New Product Development Professional (NPDP), Product Development Management Association, 2010
Strategic Growth Training
Synectics “Facilitating Group Creativity”
RIVA – Moderating Focus Groups
Stage Gate Process & Portfolio Management