VP Health Wellness Marketing in New York City Resume Louise Butler

							                               LOUISE HEWLETT BUTLER

                                                                                           302.463.1681 cell
Hockessin, DE 19707                                                                  louiseghbutler@aol.com
                                                 SUMMARY

Senior Health & Wellness Marketing Executive with a strong record of building brands and categories,
domestically and internationally, with a commitment to excellence and high results orientation. Key
competencies in the areas of:

              Strategic Planning           Brand Management              New Product Development
              Customer Insight             Competitive Analysis          Tactical Plan Optimization
              Multi-Channel Distribution   Sales Force Allocation        Team Leadership

                                         PROFESSIONAL EXPERIENCE
LHB Partners, LLC, Wilmington, DE                                                         2012-Present
President
Provide marketing consulting services via Saatchi & Saatchi Health & Wellness/NYC and Oxford SM/NJ. Client
work has been across a variety of organizations in the pharmaceutical and healthcare industries to address
business needs specific to: integration of Affordable Healthcare Act into brand strategy and category expansion
plans, optimization of marketing tactics within the State Exchange Network, new business development,
advertising and communication planning and marketing capability training.

ASTRAZENECA, Wilmington, DE                                                            2006-2012
Senior Director, Cardiovascular Portfolio Marketing Division
Led marketing strategy development for the existing and emerging $4B portfolio, which included CRESTOR,
ONGLYZA, KOMBIGLYZE-XR, BRILINTA, Certriad and Dapagliflozin. Managed a $550MM promotional
budget.
 Completed six integrated campaigns across television, digital, print and radio. All six achieved recall and
    purchase intent scores above norms by as much as 30% and had 20% impact on net.
 Supported positioning and branding activities, brand and portfolio strategic planning, creative development,
    operational planning and customer execution plans across physicians and patients, including co-promotion
    planning with Bristol Myers-Squibb and Abbott Laboratories
 Managed 9 direct reports and a full team of 30 marketing professionals. Provided marketing training,
    performance planning, career development and talent management activities.
 Pioneered establishment of marketing capabilities, assessment plan and a training program that was
    adapted by the enterprise for marketing organization performance planning and talent management.

Executive Director, Respiratory
   Served as Commercial Brand Leader for three respiratory brands, including PULMICORT RESPULES,
    FLEXHALER AND RHINOCORT AQUA, with full P&L responsibility, aggregate sales of $1.7B
   Managed all initiatives related to managed markets & pricing, customer trends & demand management,
    operations, manufacturing, sales force incentives/resource allocation, and promotional development.
   Represented portfolio on the Global Product Team to align plans and challenges across major markets
   Managed 10 direct reports on the leadership team, and a commercial and clinical team of 40
   Led brand through competitive at-risk generic launch, related legal action, settlement and eventual team
    downsizing. Resulted in minimal team attrition and significant brand sales performance, despite generic
    activity.

     .
AVON PRODUCTS, New York, NY                                                          1995-2006
Vice President, Global Marketing (2004-2006)
Color, Haircare and Personal Care
Led Category Management, Strategic Planning, New Product Development and Budget Management for $3.8
Billion in sales. Managed a team of 13 marketing professionals.
 Managed global growth plans for key megabrands: Avon Color restage that yielded $250MM incremental
     sales
 Led Skin-So-Soft restage that established the brand in all regions and grew sales +$80MM
 Restaged Naturals brand, which established bath, body, haircare and skincare under one brand umbrella
     and contributed $75MM. Launched Planet Spa, a home-spa & wellness line comprised of facial skin and
     body products.
Executive Director, Global Marketing (2000-2004)
Fragrance, Specialty Bath, and Personal Care
Led Category Management, Strategic Planning, New Product Development and Budget Management for $2.5
Billion in sales. Managed a team of 8 marketing professionals
 Launched 4Q Fine Fragrance that yielded $56MM, was highest sales to-date at that time
 Established new merchandising format for fragrance store that increased unit sales by 23%
 Restaged Advance Techniques haircare line across formula, packaging, and creative development. Sales
     were +15% above plan.

Director, US Marketing (2000)
Skincare
Led all marketing efforts for $190MM category and managed team of six marketing professionals.
 Implemented Anew Brand Restage and Segmentation Plan for brochure and representative training. Brand
    sales grew by +$35MM
 Developed launch plan for Avon Botanisource Comforting Moisture Cream; launch yielded +200% sales Vs
    plan and was #2 skincare launch for year 2000.
 Completed five-year strategic framework, evaluating skincare portfolio, support levels and R&D investment
    for new product launch pacing.

Director, US Marketing (1997-1999)
Personal Care
Directed category strategy and led all marketing efforts for $250MM category. Managed team of seven
marketing professionals and eight diverse categories under a one-store approach. Achieved category growth
during leadership tenure, +$65MM; +32%.
 Directed launches of several critical Skin-So-Soft new products, brochure and representative programs,
    television, print and radio advertising. SSS Sales grew $25MM in that timeframe
 Established Avon Candle Centre as an incremental business opportunity. Year one sales achieved
    $20MM, +100% Vs plan.
 Directed Specialty Bath new product development (as lead market), sku rationalization (thresholding) and
    new brochure approach. Plans turned-around category declines and improved representative participation
    by +10 points.
 Managed Avon Kids licensing efforts across three separate brands; two licensors. Peak sales achieved
    $30MM.

Senior Manager/Manager, US Marketing (1995-1997)

CLAIROL INCORPORATED, New York, NY                                                  1989-1995
Product Manager, Consumer Division, Miss Clairol Haircolor (1994-1995)
Assistant/Associate Manager, Consumer Division, Nice ‘n Easy Haircolor/Infusium Haircare (1990-1994)
Summer Intern, Professional Division, LOGICS Haircolor (1989-1990)

CHEMICAL BANKING CORPORATION, New York, NY                                          1985-1988
Assistant Manager, Retail Operations Division


                                               EDUCATION
MBA, Columbia University Graduate School of Business, New York, NY
BS, Wharton School, University of Pennsylvania, Philadelphia, PA

                                                 AWARDS

Professional                                            Personal
2005 Excellence in Marketing Transformation             2005 Hathaway Brown School Distinguished Alumna
2004 Chairman’s Award                                   1998 Harlem YMCA Black Achiever
2001 FiFi Award, Best New Fragrance in Specialty Retail
1997 Chairman’s Award
1997 Perfumers Choice Award Best Personal Care Product

                                           ASSOCIATIONS
Healthcare Businesswomens’ Association, American Marketing Association, Cosmetic Executive Women,
Board Member, YWCA of DE 2009-2012, Christina Cultural Arts Center, Hockessin Woods Corporation, Life
Member Alpha Kappa Alpha Sorority, Inc, Member: New Castle County Chapter of Jack & Jill, Cornerstone
Fellowship Baptist Church