Download Dynamic and creative multi-lingual marketing

[email protected]
612.578.2349
John Franklin
President
Skills and Experience
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Brand Management
Marketing Strategy
Channel Development
Consumer Promotions
New Product Development
Licensing
Consumer Insights
Business Analytics
Category Management
Brand Communication
Shopper Marketing
Multicultural Marketing
Industry Experience
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CPG (Food and Beverage)
Food Ingredients (B2B)
Sporting Goods/Apparel
Travel and Tourism
Computer Applications
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Nielsen/IRi
Mintel/Euromonitor
MS Office Suite
Accolade (Stage-gate®)
Alteryx/Tableau
SPSS/SAP R3
Education/Qualifications
 MBA, U of Minnesota
(Carlson) – Marketing
 BA, U of Minnesota –
Principal Areas of Practice
Dynamic and creative multi-lingual marketing leader with broad and deep experience in
consumer goods and services. An infectious passion for marketing, with the ability to see the big
picture and strategically anticipate customer and consumer needs. Known for leveraging strong
analytical skills into relevant consumer insights, and for resourcefully building and leading crossfunctional teams to plan and flawlessly execute detailed tactical programs in collaboration with
key retailers.
Major Projects
New Digital Product Launch – International pharma leader
 Assessed launch plan gaps and risks, and recommended critical action plan
 Designed consumer brand story and value proposition
 Developed and implemented new product management process
Brand Management – Top-tier frozen food brand
 Analyzed syndicated data to diagnose origin and cause of unit sales decline
 Assessed portfolio and competitive brands/products to determine optimal product hierarchy
 Recommended strategic pricing and promotional plans to re-gain market share
Product Innovation – Top-tier frozen food manufacturer
 Organized and led cross-functional team ideation and follow-up concept definition
 Conducted market and capability assessment to prioritize new product ideas
 Synthesized data to develop strategic pipeline recommendation and timeline
Channel Development – Top-tier baked snack manufacturer
 Developed customer test plan for Foodservice bakery item in new retail channel
 Monitored market test and analyzed sales results
 Made go-forward recommendation for test customer and channel roll-out strategy
Highlights of Career Positions
Global Marketing Manager, Cargill Food Ingredients
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Directed business strategy for Food Processing segment, leading multi-functional product development
Developed Sales communications to inform customers of ingredient solutions and corporate capabilities
Conceived and activated Trade communications relating to salt and sodium reduction solutions
Led corporate Sodium Reduction Task Force, advising on public policy issues and guiding media relations
Scandinavian Languages
 Graduate Certificate, U of
Marketing Manager, Caribou Coffee Company
Georgia – Marketing
Research
 Graduate Certificate, Stanford
University – Innovation
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Foreign Languages
 Fluent: Spanish, Swedish
 Business: German, French
 Basic: Brazilian Portuguese,
Associate Marketing Manager, Slim Jim® meat snacks – ConAgra Foods
Italian, Japanese
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Successfully launched brand in Grocery, recommending assortment to optimize small shelf presence
Developed and managed customized shopper marketing programs for key retailers
Led scale-changing, flawlessly-executed consumer promotions to drive awareness and trial
Conceived, briefed and directed first-ever national brand awareness (Print) campaign; led major brand
identity and packaging graphics design projects
Led digital marketing and event sponsorship initiatives to re-engage teen target consumer
Guided cross-functional team in development and market launch of very successful “Monster” stick
Collaborated with Sales to create compelling in-store merchandising programs for key retailers
Led on-time/under-budget packaging graphics update touching 85 SKU’s and over 200 material
components
Professional Work History
brandvib ltd
Cargill Food Ingredients
Caribou Coffee Company
ConAgra Foods
Land O Lakes Dairy Foods
FAST Marketing
Northwest Airlines
Brand Strategy Consultant
Marketing Manager, Salt
Marketing Manager, CPG/Foodservice/Licensing
Associate Marketing Manager – Slim Jim®
Assistant Marketing Manager – Butter & Spreads
Field Marketing Consultant
Marketing Manager, WorldVacations®
2012 – present
2011 – 2012
2009 – 2011
2006 – 2008
2004 – 2006
1995 – 2004
1993 – 1995