Lance Watkins by kmagel


									                             LANCE GARRETT WATKINS, M.B.A.
                           4262 Arcola Avenue; North Hollywood, CA 91602
          (818) 760-9657,,

Proven and transferable ability to boost brand awareness and improve sales and profits within various
corporate environments and industries by applying a unique management platform that features:
    1. Large-company training applied hands-on at the smaller, more entrepreneurial subsidiary level;
    2. CPG marketing foundation amplified by early career finance and consulting background;
    3. Balanced depth of marketing campaigns targeting business/trade customers (B2B) as well as those
       created for consumer audiences (B2C).
   Brand/Product Management  Direct Mail  Advertising  Team Building  PR  Strategic Planning
    Targeting  Segmentation  Pricing  New Products  Market Research  Promotions  Training
 Positioning  Forecasting & Budgeting  Financial Analysis (Cost/Benefit, Pro-Forma, ROI)  Packaging
Competitive Analysis  Email & Website Marketing  Brand Differentiation & Globalization  P&L Ownership
  Project Management  Market Analysis  Agency/Vendor Management  Retail/Channel Penetration

                                    PROFESSIONAL EXPERIENCE

Princess Cruises, Inc.; Santa Clarita, CA                                                           2007 – 2008
Marketing Director, head of Market Planning department, Princess and Cunard brands
Developed deployments, itineraries and launch pricing for both cruise lines across global markets for this
multi-billion dollar Carnival subsidiary. Drove product design, consumer & trade promotions, collateral,
direct mail, video, forecasts, budgets, advertising, and PR. Programs generated $2.5B in annual revenues.
 Integrated brand differentiation messaging across media including ads, brochures, press releases & an
    online training program for 30K travel agents - “graduates” exceeded average sales growth rate by 37%.
 Managed 15-person team, hired 3 analysts, and directed entire staff on complex competitive analyses.
 Initiated primary market research studies to maximize consumer appeal of refined cruise itineraries.
 Developed, set pricing, & launched over 750 new cruises, driving annual profit growth of $137 million.

Nutro Products (Mars, Inc.); City of Industry, CA.                                                     1998 – 2006
Product Manager, Max Cat Gourmet Classics brand                                                         {2003–2006}
Promoted to manage most profitable global product line for this premium nutrition focused pet food company
with annual sales over $500M in over 50 countries – now owned by Mars, a $25B global food & beverage
organization. Reported to the Senior Vice President of Marketing. Utilized all aspects of the marketing mix
(including online) and collaborated with sales, demo, operations, R&D/lab, accounting, finance and customer
service departments on programs to drive brand awareness, trial, sales, market share and profitability.
 Restaged brand in Canada with bi-lingual packaging to improve sales trend by over 33%.
 Led category by designing new formulations and launching several new gourmet flavors in hairball
    control, improving market share by 73% and generating incremental revenues of $2.6 million.
 Trained and developed 10 associates and junior managers. Directed over 40 internal associates,
    managers and directors plus 30 colleagues at external agencies and suppliers on projects.
 Co-authored cat nutrition training manual for 2,400 in-store demonstrators. Trained over 2,600 sales
    and demonstrator personnel on product knowledge and positioning strategies at off-site workshops.
 Marketed nutritional features and health benefits [taurine, antioxidants, probiotics, DHA, low magnesium,
    selenium, fiber, choline, linoleic acid, & lutein] in numerous direct mail and print advertising campaigns.
Product Manager, Strategic Alliance and Partnership Programs                                    {2001–2003}
Role expanded to also manage all strategic business partner programs used to grow consumer base via
product endorsements from influential breeders, trainers, groomers, humane societies, and animal shelters.
 Utilized cost/benefit analysis to develop stronger breeder program. Launched with new artwork and
   materials, and direct mail campaign -- increased breeder participation and recommendation by 42%.
 Designed and directed development of new strategy template used by the company for all 50 of its
   national consumer and trade promotions offered each year.
            LANCE GARRETT WATKINS, M.B.A. (page 2);

Product Manager, Puppy, Kitten, Treats and Biscuits (Nutro / Mars, cont‟d)                       {1998–2003}
Managed all marketing activities targeted at new puppy and kitten owners; i.e., new consumer acquisition
and retention strategies and tactics. Efforts generated 89% revenue growth during tenure. Also grew
snacks and training food products 85% in first year and achieved 23% annual growth over 5-year term.
 Developed and launched Large Breed Puppy line, which grew 72% per year and added $22 million in
   revenues. Created and obtained registration for its “Controlled Growth Formula” trademark which
   utilizes Glucosamine, L-Carnitine, optimum Calcium/Phosphorus levels, and Lecithin.
 Revamped trial-building program for new puppy and kitten owners, which achieved 136% of participation
   goal and contributed to 17% and 7% market share gains, respectively.
 Reversed declines on dog treats through in-pack sampling, promotional special packs and unique
   incentive program for third party sales force – generating over $10 million in extra profit.
 Launched 3 new biscuits that drove 22% sales growth for the entire line. Managed R&D through product
   design process. Developed packaging, oversaw first-run packaging press checks, directed agencies on
   launch collateral materials and PR, supported with aggressive special pack promotions.
Nestle Food Company; Glendale, CA.                                                                1995 – 1998
Associate Marketing Manager, Friskies and ALPO cat food brands                                       {1996–1998}
Promoted to manage largest dry cat food brand for the largest food company in the world. Controlled a $25
million dollar marketing budget to optimize strategies and tactics that drove annual revenues over $250M.
 Directed advertising, promotions and P.R. agencies on major consumer and trade promotion that grew
     Friskies sales by $2.5 million. Elements included consumer contest, Fuji camera tie-in, in-pack coupons,
     instantly redeemable coupons (IRCs), full-page national FSI, as well as print, radio and TV advertising.
 Led cross-functional team (Finance, Sales, R&D, Plants/Operations, Nielsen, Promotions) on analysis
     for new pricing and trade deal strategies for all dry cat brands that drove volume growth in 1997.
Assistant Marketing Manager, Come „N Get It dog food brand                                          {1995–1996}
 Prevented further declines in product distribution at retail through brand repositioning, a stronger sales
   and category story plus new packaging, print creative and sales materials.
Kraft General Foods (All-American Gourmet division); Orange, CA.                               1993 – 1995
Assistant Brand Manager – for the $350 million Budget Gourmet frozen meals brand
Promoted from marketing management intern to join team for largest brand of this $500M division of the
largest food company in the USA. Helped develop trade-spending proposal that boosted profits by $5M.
 Managed agency on calling card promotion that doubled redemptions versus prior year.
 Developed strategic recommendations, concepts and forecasts for a new frozen meals product line.
 Recommended promotional pricing strategies for all 50 markets for the 1994 strategic plan.
 Set objectives and gained approval for a redesigned nutritional brochure for all 75 SKUs.
The Kahlua Company; Universal City, CA.                                                        1992 – 1993
Financial / Management Consultant – for this $160 million international, premium beverage division
of Hiram Walker, formerly a direct subsidiary of Allied Lyons, PLC
 Improved financial reporting process: designed new system, gained CFO approval, managed team of
    five to implement – reducing hours needed for monthly reporting by 50%. Fixed-term consulting project.
 Designed and completed market research study used for 1993 advertising strategy.

                               EDUCATION & OTHER CREDENTIALS

    MBA, Marketing, UCLA Anderson School of Management (top-10 business school), 1992 – 1994
       BA, Economics, Claremont McKenna College (top 2% liberal arts college), 1985 – 1989
   VP – Marketing, Spanish Director, Challenge-4-Charity Team Captain; Cum Laude, Phi Beta Kappa.
   Professional training: accounting, business writing, corporate finance, field sales, project management.
   Pre-MBA work at Higgins, Marcus & Lovett (a boutique financial consulting firm) and Donaldson, Lufkin
    & Jenrette (a premier investment bank): analyzed financial statements/data and built complex financial
    models with discounted cash flow (DCF) and investment return analyses (IRR, ROI) for clients including
    Costco, Taco Bell, KFC and Ralphs. Semester abroad at The University of Edinburgh in Scotland.

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