1. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected] My
Mission Statement To increase the value of brands by leading
organizations to develop long term objectives and sound,
actionable, profit-driven strategies as well as to develop and
manage high performance teams and work cross-functionally in order
to meet and exceed the stated objective 1 J. Eddie Lindley
2. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected] I
believe on improving peoples everyday lives by providing them
rightly priced, higher quality, better design choices to fulfill
their declared and undeclared needs & wants, now and into the
future, and educating them on the existence of those choices 2 What
do I believe in?
3. J. Eddie Lindley at the Core 3 Seasoned marketing leader
Passionate self-motivating, forward thinking, goal oriented,
business builder and creative problem solver Energetic,
resourceful, adaptable and work well across the organization
Analytical and creative executive who develops successful
strategies from conception to execution Management Style
Motivating, inclusive and constructive Comfortable making the final
decision Team player who gets a lot done through influencing
others
4. What do I expect from my teams? 4 To be professional To own
the brand they work on To understand the goal and strive to over
achieve it To work as a team and as part of the bigger
organizational team To share their knowledge with others To know
more than I do in certain areas To know what they dont know and to
be willing to ask questions To learn from their mistakes because
they will make them To make decisions
5. Areas of Experience 5 Sales and business development
CustomerValue Proposition Customer presentations Finance Annual
Budget Development 5 year strategic business planning and P&L
Management Financial analysis Cost Accounting and plant efficiency
audits Account Receivable & Payables Management Personnel
management and team improvement Organizational process improvement
Change management International supply chain management Marketing
Vision Development Business storytelling Brand positioning &
strategy Brand portfolio management Research development Innovation
strategy Advertising Traditional and social media Youtuber talent
partnership Movie partnership Branded integration PR & Cause
Marketing Strategic partnerships development Brand activation
CategoryVision Pricing strategy Merchandising vehicles
6. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected] 6
Key Success stories Knorr Franklin Electronic Publishers Subway
AlEn
7. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected] 7
Knorr
8. Knorr Hispanic: More than double sales in 5 years 8 Prior to
2000 brand was managed as trading business Annual sales at December
1999 - $31M Took over as Brand Manager inApril 2000 Developed
Hispanic articulation of brand positioning Engaged Sales
force,Trade marketing team,Trade partners,Agencies, Internal teams
(Marketing, Research, Finance, Supply Chain, Legal) Developed
Pricing & distribution strategies Communication and creative
strategies Grass roots, activation, consumer promotions &
shopper marketing programs PR and Cause Marketing programs
Innovation funnel Annual sales at December 2004 - $71M Transformed
Brand from low priority / cash cow to strategic priority / high
growth Represented Knorr US as part of KnorrWorld Positioning task
force
10. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected]
Logo and Packaging Migration Product Innovation Channel Innovation
10 Innovation & Migration
11. Core Products: logos and packaging migration as part of
Knorr World Positioning task force 11
12. Innovation: Ready to Use Sauces 12
13. Channel Innovation: Club Packs 13
14. Channel Innovation: Walmart Sidekick 14
15. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected]
Shopper Marketing Consumer Promotions &Activation Grass Roots
events 15 Promotions, Activations & Events
16. Cocina en un Minuto (Cook in a minute): Integrated program
16
17. Cocina en un Minuto: Shopper Marketing 17
18. Cocina en un Minuto: Print, OOH and radio 18
19. Cocina en un Minuto: Havana Nights partnership (bilingual /
bicultural target consumer) 19
20. Grass Roots: La Plaza del Sabor (The plaza of Flavor)
(Scalable: large events and parking lot events) 20
21. Activation: Vamonos de Compras con una Estrella (Shopping
spree with a Star) 21
22. Holiday Promotions 22
23. Walmart Shopper Marketing program 23
24. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected]
Committee of Hispanic Children and Families Holiday events for the
elderly and the poor LaAntorcha Guadalupana 24 Cause Marketing
& PR
25. Cause Marketing & PR 25 Chef Douglas Rodriguez &
Knorr team. CHCF Slice of Latin America Gala Elba Montalvo, CHCF
Founder & Executive Director, between Miss USA and Miss
Universe with Knorr Team. Slice of Latin America Former Unilever
CMO Matt Shattock carrying the torch. La Antorcha Guadalupana event
Chef Pepin, Former Knorr spokesperson carrying the torch. La
Antorcha Guadalupana event
26. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected] 26
Franklin Electronic Publishers
27. Franklin Electronic Publishers 27 Developed brand strategy
Developed product strategy Repositioned product from handheld
electronic dictionary to portable language learning device
Developed communication strategy and creative Developed activation
and grass roots events Developed non-traditional distribution
channels Rent to Own Web based book club Web based books &
music distributor
28. Context of Language Usage revealed three potential market
segments for Franklin young learners/ students u Learn English at
school / college u Need it for current and future jobs, and for
everyday social interaction withinAnglo and / or higher
acculturation Hispanics circles u Estimated size ofTarget: 1,475MM
self- improvers Limited Language User u Learn English via Adult
Education programs in classroom environment or at home via video
and / or audio courses. Some improve their language skills through
reference solutions. u Need language for jobs u Use it for
communicating within Anglo circles u Estimated size ofTarget:
5,931MM u Learn English on the street u Very limited need for
English on the job u Socialize within Hispanic circles u Estimated
size ofTarget: 4,682MM 28
29. Product concepts: Different levels of language skills and
motivation Higher Acculturation Lower Acculturation Young learner /
student Self Improver Limited Language User Language Success in the
broader market The better jobs require it Uncomplicated,
transactional, value English Language mastery English Language
incompetence 29
30. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected]
Repositioning Innovation 30 Innovation
31. Product Innovation: Repositioned from Bilingual Dictionary
to Language Learning Device 31 Good Design and HighValue Good
graphics Quality Relevant content (true to the market segment)
Independent study capability Ability to personalize content High
Speech Quality Learning Solutions and Reference devices Content
expansion aligned to needs
32. Activation: Franklin Dice (Franklin Says) 32 Andres Cantor
promoted Franklin Dice in his radio show. Mr. Cantor read a word on
air and callers had to translate the word in order to win prizes.
Fiesta Broadway in Los Angeles (Grass roots event) Host had the
Franklin device pronounce a word in English and contestants had to
translate into Spanish in order to win prizes.
33. Summary of Product And Distribution Strategy Major
Independent Language Web Channel Retailers Grocers Schools Stores
DTC Distributors Currently carry Could not carry Serious language
Broader reach Critically Critically our range of products over
lerners. Could from geography important for important from
Distribution Strategy products and $20 year round pay for higher
stand point as development ROI stand commitment to but potentially
price devices well as from of curriculum point. Cover FY06
innovation on in and out if help them market segment based product
smaller markets bases learn English and outlets (seasonal) faster
Current range Value all year Mid-Price Full Range Mid-Price Full
Range of Pricing Strategy Immediate Seasonal High-Price High-Price
Reference Innovation Mid-Price Curriculum Devices TLS series (W)
TLS series TLS series TLS series TES-118 TES-118 TES-118 TES-118
BES-1240 BES-1240 BES-1240 BES-1240 Product Strategy XXX-470
XXX-470 XXX-470 XXX-470 DBE-1470 DBE-1470 DBE-1470 DBE-1470
DBE-1470 DBE-1470 BES-1850 BES-1850 BES-1850 BES-1850 BES-1850
BSI-1900 BSI-1900 BSI-1900 BSI-1900 BSI-1900 FSE-9300 FSE-9300
Limited Limited Self Improvers Limited Limited Limited Language
Language Language Language Language Users Users Users Users Users
Market Segment Self Improvers Self Improvers Self Improvers Self
Improvers Self Improvers Young Lerners Young Lerners Our target
consumer can be potentially intercepted and can have a Franklin
brand experience in different channels.There are some channels
where we already participate but many Hispanic specific channels
have yet to be exploited by FEP33
34. New Non-Traditional Distribution Channels 34
35. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected] 35
Subway
36. Subway USA 36 Influenced evolution of brands positioning
from Health / weight loss only to Flavorful & Healthy
increasing same store sales to Hispanics from $800M to $1B New
focus on consumer-relevant innovation funnel led to improved
Hispanic Awareness Index (to 10 from 5) and persuasion scores (to
43 from 31). Drove increases in past month frequency (to 3.54 from
2.18) and past month visitation (to 84% from 65%) New focus on
consumer-relevant innovation funnel led to double digits traffic
growth among AA in both 08 09 AA unaided brand awareness increased
from 29% to 40% Developed communication and media strategies to
target US Hispanics based on acculturation levels. (both
traditional and new media) as well as AA Developed Branding
Ecosystem around the concept of Fresh Established strategic
partnerships with major Hispanic and bilingual networks, leading to
brainstorming, conceptualizing, writing, and executing
Best-in-Class-branded integration campaigns involving event
marketing and traditional and social media Developed PR & Cause
Marketing Programs Supported regional field marketing managers
37. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected] TV
Spots Branding Ecosystem Branded Integration Activation 37 Creative
Strategy
38. Evolution from Health/Weight loss only to Flavorful and
Healthy: Hispanic 38 Belly patting as proxy for flavor
39. Evolution from Health / Weight loss only to Flavorful and
Healthy: African American & Bilingual / Bicultural Hispanics 39
From the Spoken Word genre: Subway,The EatenWord
40. Evolution from Health/Weight loss only to Flavorful and
Healthy: Product Innovation for All Markets (Bold Flavors) 40
41. Value Creative - Leveraged GM creative by changing Jingle
and Supers from English to Spanish 41
42. Breakfast Creative Mirrored GM creative 42
43. Confidentialand Proprietary J. Eddie Lindley US
Multicultural & International Strategy and Execution Executive.
Tel (201) 960-6842 Email [email protected] 43 Developed Branding
Ecosystem around Fresh
44. Subway Artistas Frescos: Youtuber Jessica Sanchez Univision
Radio partnership 44 SubwayArtistas Frescos Karaoke: Consumers
Singing the Subway reggaeton song Youtuber Jessica Sanchez
performing as SubwayArtistas Frescos talent During a Juan Luis
Guerra concert
45. Confidentialand Proprietary Subway Artistas Frescos
Leveraged Across Multiple UNIVISION Radio Platforms Digital
Experiential In-Market Radio Mobile 45 45
46. Confidentialand Proprietary J. Eddie Lindley US
Multicultural & International Strategy and Execution Executive.
Tel (201) 960-6842 Email [email protected] 46 Subway Artistas
Frescos: Results
47. Subway Belleza Fresca Univision Branded Integration:
Nuestra Belleza Latina 47 Three NBL finalists of the Subway
Challenge: Subway Belleza Fresca
48. La Jugada ms Fresca MTV3s Rock N Gol Branded Integration 48
Akon was the winner of the freshest play. He scored the first goal
of the competition and celebrated the feat with a series of flips
and other gymnastics.
49. Telemundo Branded Integration: Nios Ricos, Pobres Padres 49
This branded integration included TV, digital and mobile media.
Even Jarred appeared in the Novela!
50. Branded Integration for Bilingual / Biculturals: Jarred in
Mun2 (Now NBCUniverso) 50
51. Activation Programs: Zumba partnership During the launch of
Subway, Fresh Fit program 51 Zumbas attempt to achieve the world
record for largest aerobics class during Festival Calle 8 in
Miami
52. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected]
Hispanic Heritage FoundationYouth SportsAward NIH We Can program
BET Summer Camp for Girls andTravis SmileyYoung Scholars Forum 52
Cause Marketing & PR
54. NIH We Can Program: Subway Spokesperson Tab Ramos launched
the Subway / We Can partnership & program 54 Subway
SpokespersonTab Ramos addressing the rise of child obesity among
Hispanic kids during the official launch of the Subway /We Can
partnership and program
55. BET Summer Camp for Girls and Travis Smiley Young Scholars
Forum 55 Program addresses childhood obesity and teaches girls
about nutrition, fitness, positive thinking and
self-responsibility
56. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected] 56
Subway Latin America
57. Strategy Development 57 Developed brand strategy Introduced
the brand pillars (health, value, flavor) concept Standardized
brands positioning:The way to eat fresh Developed pricing strategy
and communication strategy in the region Overhauled organizational
alignment in LatinAmerica Led Mexico to reverse 3 years of 5%
annual sales declines into increases of 5% Developed regions
innovation funnel Set LatinAmerica on growth path Developed
marketing processes, trained and developed agencies and Subway
marketing personnel to ensureWorld Class consumer communication in
the region Reversed Latin American Subway franchisees' opinion of
the Subway FAFT organization, from highly negative to highly
positive, through collaboration.
58. Positioning statement and brand pillars FRESCO SubwayLa
Manera de Comer Fresco Salud AntojoValor Plataformas Estratgicas
Las cualidades principales de Subway y el posicionamiento sern los
mismos en todos los mercados. Los mercados debern interpretar y
comunicar las cualidades y el posicionamiento de la marca descritos
y adecuarlos a las necesidades de los mercados locales, respetando
los lineamientos globales. 58
59. Brazilian Creative Value 59
60. Brazilian Creative Health 60
61. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected] 61
AlEn
62. AlEn USA 62 Led companys long term vision development that
will transform it from a small to a medium size company in 10 years
Transformed company from distributor business model to branded CPG
organization Directed annual business plans and 5 year strategy
development leading to doubling the size of the company from 2010
to 2015 Led positioning and strategy development for 8 brands in 4
categories Led product innovation strategy Re-launched Ensueo
fabric softener brand attaining net sales increase of 56% in one
year Led Pricing strategy Set direction for social media and
established companys e-commerce program Set direction for brands
activation, PR, and advertising campaigns Supported sales teams
presentations to top customers Improved departmental processes in
the areas of planning, marketing financial controls, activation
programs and new product launches Improved team performance by
developing marketing personnel
63. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected]
Product Innovation Channel Innovation Product Re-launch Flash Brand
Migration 63 Innovation, Re-launch & Migration
64. Product Innovation: Pinol Powder Detergent In 3 years 12.8%
market share 64 Clean & Fresh + + Ensueo Floral WithTouch of
Cloralex
65. Product Innovation: Pinol Liquid Detergent Launched Jan
2014, gaining distribution in LA,Texas, Chicago and Arizona 65
Fresh Floral
66. Product Innovation: Pinalen Max aromasAll Purpose Cleaner
In 3 years 3.9% market share 66 LAVENDER OCEAN BREEZE FLORAL
67. Channel Innovation: Pinalen All Purpose Cleaner 9 L Club
Pack 67
69. 69 Capture a greater share of the Hispanic consumer due to
Mexican Americans affinity to the Flash brand. #1 Value brand in
all purpose cleaners in Mexico. Avoid losing non-Mexican American
consumers by migrating brand as follows: 1st step: Festival by
Flash - February 1, 2012 2nd step: Flash Festival Aromas - April,
1, 2012 3rd step: Flash All Purpose Cleaner - June 1, 2012
70. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected]
Youtube Email Facebook 70 Digital: Results
71. 71 254% above objective Email Open Rate 24.54%* CTR 2.14%
Fans (March 2015) at 36% of year-end objective * Industry standard
10% Selected Digital Results
72. 72 OWNED PLATFORMS PAID MEDIA Engage Drive TrafficMobile
SearchContent Video OLV Drive Traffic OWNED PLATFORMS PAID MEDIA
Engage Drive TrafficDrive Traffic Digital Components
73. J. Eddie Lindley US Hispanic Strategy & Execution
Executive.Telephone: (201) 960-6842 / E-mail: [email protected] 73
In Summary
74. 74 Im both a creative executive and a business builder Im a
strategist, and I also roll up my sleeves and delve into the
tactics as needed I develop both long term visions, and annual
plans I developTV and Radio commercials (Developed over 40TV spots
and about the same number of Radio spots in both English, Spanish,
and Portuguese) and I also develop the best consumer communication
plan possible utilizing all relevant mediums: POP, activations,
traditional and social media, direct to consumer, PR, Youtuber
talent and Movie partnerships among others I develop innovation
funnels, and I also ensure product launches are flawlessly executed
I am an executive, a trainer and mentor