| SUSAN M. SUNYAK 801 SOUTH OLIVE AVENUE, UNIT 817 WEST PALM BEACH, FL 33401 Phone: 561-832-8840, E-Mail:SUSANSUNYAK@AOL.COM Website:www.SUSANSUNYAK.COM MARKETING PORTFOLIO |
Diversified, consumer-focused marketer who creates, builds or turns around brands
through strategic insight, creativity , and innovation. MBA and 10+ years of consumer
packaged goods brand, product, and advertising experience at both small and large
companies, an advertising agency, and an entrepreneurial venture.
Savvy Marketer * Strategist * Innovator
Brand Building * New Product Development * Growth Initiatives * Change Agent
Creative Solutions * Entrepreneurial * Cross-Functional Team Leadership
Advertising Campaign Development * Communication Strategy
CAREER MILESTONES
Re-energized the SINGER and SIMPLICITY sewing notions brands, doubling sales in
the fabric and craft channel’s top account and redefining the market:
• Developed and launched three new product lines with new, distinctive imagery;
product, packaging and merchandising innovations; and change-the-game marketing
strategies under a revolutionary strategic vision of fashion, fun, innovation, and simplicity.
• Reintroduced the base SINGER line with packaging redesign, new innovative items,
and an improved product mix from a SKU rationalization program.
Repositioned a local fresh food company and tripled its sales to $3MM through new
name, products, packaging, operational systems, retail store design, distributor network, and
supplemental programs. Increased marketing ROI with a new direct response marketing
campaign, enhanced sales training and added programs.
Launched LADY’S CHOICE Antiperspirant, COMBAT Insecticide and ALPO Rawhide test
markets, and the conversion of a competitive dog food to ALPO.
Led consumer brand communication and messaging via traditional and direct response
TV and print, direct mail, promotional programs, and follow-on communication campaigns in
consumer packaged goods companies and a major advertising agency.
CAREER PATH
UNIVERSITY OF SAN FRANCISCO, San Francisco, CA 2010-current
Online student for Masters Certificate in Internet Marketing and E-commerce
Google Adwords Certification, Adobe SiteCatalyst Certification
BACK DOOR VINTAGE, West Palm Beach, FL 2008-2009
Online Vintage Clothing Store
Co-owner
Purchased inventory, managed photo layout, wrote outfit sales copy, fulfilled orders.
DYNO MERCHANDISE, Pompano Beach, FL 2005-2008
Licensee of Singer, Simplicity, Coats & Clark brands; sewing notions, scissors, crafting.
Director of Marketing, Sewing Notions SBU - (Dyno $35M; over 400 SKU’s)
Champion, steward, and manager of Company’s largest portfolio consisting of five brands in
four channels of distribution – mass, food/drug, dollar, specialty. Identified and executed a
new, revolutionary strategic vision that included repositioning of brand strategies. Led growth
initiative of reintroducing the Singer line with packaging redesign, new innovative items, and
an improved product mix from a SKU rationalization.
Responsibilities included strategic and annual plans, budgeting, sales forecasting and
monitoring, product lifecycle management, pricing, gross margin analysis, product
improvements, consumer promotions, and sales presentations to key retailers – WAL-MART,
TARGET, JO-ANN Fabric and Craft, MICHAELS and major food and drug chains. Required
daily management, communication and quarterly visits with three Asian factories.
Led an extensive, customer-specific new product development effort from concept
development, through go-to-market strategies, to launch of three new product lines.
Developed two product concepts in categories new to the Company. Required strategic
planning with SWOT analysis, segmentation, brand strategy development, concept
generation, product and packaging development, all marketing plans, and customer
presentations. Managed cross-functional teams and three Asian factories. Introduced:
1). Simplicity Sewing Notions Line of 55 items with a new, distinctive brand imagery,
innovative product, and differentiating, "easy to use" merchandising,
2). Singer Fusion Thread Line that revitalized the sewing thread market; consisting of 70
colors with both superior thread and unique spool features, merchandised in a cutting edge
display,
3). Singer Orbs Hand Stitching Embellishment Program that energized the needlepoint
market with its innovative system of iron-on designs and coordinated hand stitching thread
assortments, merchandised in unique packaging.
New product development included project management responsibilities of setting objectives
and their milestones, organizing and monitoring timetables, managing details, troubleshooting,
and resolving issues.
FRESHLY YOURS, Ottawa, IL 1990-1996
Largest fresh food manufacturer and distributor of healthy, calorie-controlled, pre-plated meals
Chief Operating Officer
Responsible for the overall operation and P&L management of the $3MM local fresh food
business, which tripled in size. Led the multi-faceted, complex conversion that extended its
brand positioning from weight loss to a healthy eating umbrella strategy. Increased marketing
ROI through a new direct response marketing campaign that increased the quantity and
quality of leads, an intensive sales training program that raised conversion, and improved and
supplemental programs that extended revenue/buyer.
1). Re-branded the product with new name, packaging, and retail store design.
2). Led significant product development, resulting in menu overhaul and new programs.
3). Managed external agencies for direct response TV, print, and mail.
4). Instituted new operating procedures for order processing, customer database
management, sales training, and retail store operations.
5). Supervised 50+ employees, 30 distributors, and 1 corporate retail store.
WEIGHTMAN ADVERTISING, Philadelphia PA 1983-1990
Vice-President, Account Supervisor
Major Accounts: Alpo Dog Food Brand, Hershey Foods Pasta, Nutrisystem Weight Loss
Responsible for overall Agency management of identified Client brands with spending up to
$15MM. Included all brand/advertising strategy, messaging and communication via TV, print,
promotions, and sales brochures. Managed advertising campaign development, production,
media planning, consumer research, competitive market analysis, budget control, and
marketing plan development.
1). Managed the creative process for an Alpo Dry Dog Food TV and print campaign that
improved the brand’s position from #7 to #4.
2). Directed the business plan and creative development for a successful brand conversion
of a competitive dog food to Alpo with TV, print, and consumer promotions.
3). Led the strategic positioning and creative development for Perfection Microwave Pasta.
Brand manger for new Alpo rawhide. Responsibilities included business opportunity analysis,
concept and product development, positioning, market entry plan, advertising, and a six-step
market research plan.
AMERICAN CYANAMID, Wayne, NJ 1979-1983
Associate Product Manger, Shulton Toiletries, Inc, New Business Unit
Position included three key responsibilities:
1). National introduction of Lady’s Choice Anti-perspirant/Deodorant, Shulton’s first non-
fragrance product,
2). Test marketing of Combat Roach Control System, American Cyanamid’s first cross-
divisional project and
3). Strategic assessments of new categories for business development.
Strategic Planner, Shulton Division and Corporate Consumer Products Division
Responsible for new product, divestiture, capital projects, merger and acquisitions and
strategic assessments of three Divisions.
EDUCATION
MBA, Cum Laude
Rutgers Graduate School of Business, Newark, NJ
BA, Cum Laude
Franklin and Marshall College, Lancaster, PA
through strategic insight, creativity , and innovation. MBA and 10+ years of consumer
packaged goods brand, product, and advertising experience at both small and large
companies, an advertising agency, and an entrepreneurial venture.
Savvy Marketer * Strategist * Innovator
Brand Building * New Product Development * Growth Initiatives * Change Agent
Creative Solutions * Entrepreneurial * Cross-Functional Team Leadership
Advertising Campaign Development * Communication Strategy
CAREER MILESTONES
Re-energized the SINGER and SIMPLICITY sewing notions brands, doubling sales in
the fabric and craft channel’s top account and redefining the market:
• Developed and launched three new product lines with new, distinctive imagery;
product, packaging and merchandising innovations; and change-the-game marketing
strategies under a revolutionary strategic vision of fashion, fun, innovation, and simplicity.
• Reintroduced the base SINGER line with packaging redesign, new innovative items,
and an improved product mix from a SKU rationalization program.
Repositioned a local fresh food company and tripled its sales to $3MM through new
name, products, packaging, operational systems, retail store design, distributor network, and
supplemental programs. Increased marketing ROI with a new direct response marketing
campaign, enhanced sales training and added programs.
Launched LADY’S CHOICE Antiperspirant, COMBAT Insecticide and ALPO Rawhide test
markets, and the conversion of a competitive dog food to ALPO.
Led consumer brand communication and messaging via traditional and direct response
TV and print, direct mail, promotional programs, and follow-on communication campaigns in
consumer packaged goods companies and a major advertising agency.
CAREER PATH
UNIVERSITY OF SAN FRANCISCO, San Francisco, CA 2010-current
Online student for Masters Certificate in Internet Marketing and E-commerce
Google Adwords Certification, Adobe SiteCatalyst Certification
BACK DOOR VINTAGE, West Palm Beach, FL 2008-2009
Online Vintage Clothing Store
Co-owner
Purchased inventory, managed photo layout, wrote outfit sales copy, fulfilled orders.
DYNO MERCHANDISE, Pompano Beach, FL 2005-2008
Licensee of Singer, Simplicity, Coats & Clark brands; sewing notions, scissors, crafting.
Director of Marketing, Sewing Notions SBU - (Dyno $35M; over 400 SKU’s)
Champion, steward, and manager of Company’s largest portfolio consisting of five brands in
four channels of distribution – mass, food/drug, dollar, specialty. Identified and executed a
new, revolutionary strategic vision that included repositioning of brand strategies. Led growth
initiative of reintroducing the Singer line with packaging redesign, new innovative items, and
an improved product mix from a SKU rationalization.
Responsibilities included strategic and annual plans, budgeting, sales forecasting and
monitoring, product lifecycle management, pricing, gross margin analysis, product
improvements, consumer promotions, and sales presentations to key retailers – WAL-MART,
TARGET, JO-ANN Fabric and Craft, MICHAELS and major food and drug chains. Required
daily management, communication and quarterly visits with three Asian factories.
Led an extensive, customer-specific new product development effort from concept
development, through go-to-market strategies, to launch of three new product lines.
Developed two product concepts in categories new to the Company. Required strategic
planning with SWOT analysis, segmentation, brand strategy development, concept
generation, product and packaging development, all marketing plans, and customer
presentations. Managed cross-functional teams and three Asian factories. Introduced:
1). Simplicity Sewing Notions Line of 55 items with a new, distinctive brand imagery,
innovative product, and differentiating, "easy to use" merchandising,
2). Singer Fusion Thread Line that revitalized the sewing thread market; consisting of 70
colors with both superior thread and unique spool features, merchandised in a cutting edge
display,
3). Singer Orbs Hand Stitching Embellishment Program that energized the needlepoint
market with its innovative system of iron-on designs and coordinated hand stitching thread
assortments, merchandised in unique packaging.
New product development included project management responsibilities of setting objectives
and their milestones, organizing and monitoring timetables, managing details, troubleshooting,
and resolving issues.
FRESHLY YOURS, Ottawa, IL 1990-1996
Largest fresh food manufacturer and distributor of healthy, calorie-controlled, pre-plated meals
Chief Operating Officer
Responsible for the overall operation and P&L management of the $3MM local fresh food
business, which tripled in size. Led the multi-faceted, complex conversion that extended its
brand positioning from weight loss to a healthy eating umbrella strategy. Increased marketing
ROI through a new direct response marketing campaign that increased the quantity and
quality of leads, an intensive sales training program that raised conversion, and improved and
supplemental programs that extended revenue/buyer.
1). Re-branded the product with new name, packaging, and retail store design.
2). Led significant product development, resulting in menu overhaul and new programs.
3). Managed external agencies for direct response TV, print, and mail.
4). Instituted new operating procedures for order processing, customer database
management, sales training, and retail store operations.
5). Supervised 50+ employees, 30 distributors, and 1 corporate retail store.
WEIGHTMAN ADVERTISING, Philadelphia PA 1983-1990
Vice-President, Account Supervisor
Major Accounts: Alpo Dog Food Brand, Hershey Foods Pasta, Nutrisystem Weight Loss
Responsible for overall Agency management of identified Client brands with spending up to
$15MM. Included all brand/advertising strategy, messaging and communication via TV, print,
promotions, and sales brochures. Managed advertising campaign development, production,
media planning, consumer research, competitive market analysis, budget control, and
marketing plan development.
1). Managed the creative process for an Alpo Dry Dog Food TV and print campaign that
improved the brand’s position from #7 to #4.
2). Directed the business plan and creative development for a successful brand conversion
of a competitive dog food to Alpo with TV, print, and consumer promotions.
3). Led the strategic positioning and creative development for Perfection Microwave Pasta.
Brand manger for new Alpo rawhide. Responsibilities included business opportunity analysis,
concept and product development, positioning, market entry plan, advertising, and a six-step
market research plan.
AMERICAN CYANAMID, Wayne, NJ 1979-1983
Associate Product Manger, Shulton Toiletries, Inc, New Business Unit
Position included three key responsibilities:
1). National introduction of Lady’s Choice Anti-perspirant/Deodorant, Shulton’s first non-
fragrance product,
2). Test marketing of Combat Roach Control System, American Cyanamid’s first cross-
divisional project and
3). Strategic assessments of new categories for business development.
Strategic Planner, Shulton Division and Corporate Consumer Products Division
Responsible for new product, divestiture, capital projects, merger and acquisitions and
strategic assessments of three Divisions.
EDUCATION
MBA, Cum Laude
Rutgers Graduate School of Business, Newark, NJ
BA, Cum Laude
Franklin and Marshall College, Lancaster, PA
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