SU LING
1234 College Street
Springfield, NY
48710
Tel: (906) 867-1234
suling@email.com
A highly successful consumer marketing professional who has
contributed to the growth of $850 million in sales and $95
million in operating profit through the development and implementation
of marketing programs and introduction of 23 new products.
A dependable and talented team player with exceptional leadership,
marketing, idea development and product launch skills.
EXPERIENCE
Tasty Food Company, New York, NY, 2002 - present
Senior Director, National Programs (2004 -
present)
Developed and implemented the annual marketing plan for a $4.1
billion quick service restaurant chain including program development
and testing, new product development and testing and sales analysis.
- Coordinated with media, advertising, merchandising, market
research and field marketing to put together a master plan
that supported corporate sales objectives.
- Developed the concept of 'layers of value' that was the
cornerstone of the highly successful '59/79/99' pricing structure.
This
provided a net sales growth of more than $190 million with
an operating profit of over $30 million.
- Directed a staff of
15 professionals and managed a $23 million production budget
that provided radio and television
commercials, point of purchase materials, market testing
and consumer research to support an annual growth of 18% in
2004
and 22% in 2005.
- Directed the staggered launch of 23 new products that produced
up to $30 million in sales each during the first eight weeks.
Director, National Programs (2003 -2004)
Developed the annual marketing plan and implemented selected
programs.
- Directed the launch of The Instant Burger resulting in $32
million incremental sales during the first eight weeks.
- Achieved a 22% increase in average store sales ($365 million)
for 2003 using a combination of pricing, promotions and new
products.
- Developed and implemented a promotion using more than
32 million Superman cups that resulted in a $25 million
sales increase over a eight-week period.
Director, New Products (2002 - 2003)
Managed new product development from concept generation through
launch.
- Managed the reformulation of two existing products, South
of the Border Tacos and The Tastiest Salad Ever, lowering
the cost
to achieve a reduction in sales price and an improvement
in value rating.
The Great Food Corp., Scranton, NY, 2001 - 2002
Senior Manager, Menu Planning and Development
Managed new product development from concept generation through
national launch.
- Launched The 2-Minute Hotdog in ten weeks. The product
became a regular promotional product.
- Took Super Cookie
Treats from concept and product prototype to national launch
within six months of assignment.
Brekkie Company, Springfield, CO, 1998 - 2001
Product Manager, New Product Development
Managed new product development from concept through first year
in market.
- Developed and implemented the marketing plan for Fruity
Flakes cereal, achieving a 2.1 % market share.
- Launched
Zesty cereal, an orange juice flavored breakfast cereal,
within 6 months of assignment.
- Managed Apple Cinnamon Hoops cereal from concept development
through launch.
Yummy Things, Springfield, CO, 1993 - 1998
Brand Manager, Olivey Margarine (1996 - 1998)
Managed advertising, consumer and trade promotions, pricing,
packaging product improvement and cost reduction to achieve
annual and long-term volume and profit goals.
- Managed Yummy Taste of Butter spread from concept development
to test market launch. Product was subsequently launched
and is still available today.
- Reversed share loss trend
within eight months through targeted use of coupons and trade
promotions.
- Redesigned the Olivey line's package graphics to update product
image.
- Changed the pricing and deal structure on the Olivey
margarine line to a lower everyday price on stick margarine
and capitalised
on higher relative brand loyalty.
Associate Brand Manager, Yummy Confections (1994
- 1996)
Managed the Yummy confections line including milkshake
mixes, ice cream toppings and marshmallows.
- Convinced management to redirect consumer spending
from high volume marshmallows to high margin
topping, increasing
volume
and profits by 15%.
Brand Assistant, Yummy Confections (1993 -
1994)
Implemented and analyzed consumer and trade promotions. Developed
a new trade promotion program for ice cream toppings that tested
successfully and was used nationally.
EDUCATION
Statesville University, CO, 1993
Master in Business Administration
Statesville University, CO, 1991
Bachelor of Arts, in History and Politics |
