| SUSAN M. SUNYAK 630 SAPODILLA AVENUE PH-06 WEST PALM BEACH, FL 33401 Phone: 561-832-8840, E-Mail:SUSANSUNYAK@AOL.COM Website:www.SUSANSUNYAK.COM MARKETING PORTFOLIO |
EXECUTIVE PROFILE:
Consumer Focused Marketer / Strategist / Innovator
Fortune 100, small company, entrepreneurial venture, advertising agency
Creative Solutions / Cross-Functional Team Management
New Product Process / Advertising Development
CAREER MILESTONES:
• Re-energized the Singer and Simplicity brands and the sewing notions
market by introducing three product lines with new, distinctive imagery, product and
merchandising innovations and change-the-game marketing strategies under a
revolutionary strategic vision of fashion, fun, innovation, and simplicity that redefined the
market.
• Re-positioned a fresh, healthy food brand with a new name, products,
packaging, operational systems, retail store design, and supplemental programs using
direct response advertising
• Led multiple marketing and advertising teams in the development of national
TV, print, and promotional campaigns, innovative products and marketing efforts in
consumer product companies and a major advertising agency.
CAREER PATH:
DYNO MERCHANDISE, Pompano Beach, FL – 2005-2008
Licensee of Singer, Simplicity, Coats & Clark brands; sewing notions, scissors, crafting
categories
Director of Marketing, Sewing Notions Strategic Business Unit
Responsible for overall management of Dyno’s largest SBU. Identified and executed a
new, revolutionary strategic vision. Responsibilities included annual budgeting/planning,
sales forecasting and monitoring, SKU lifecycle management, product improvements,
packaging redesign, sales 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 market launch and retail attainment of three new product lines.
Required strategic plan development with SWOT analysis, concept generation, product
and packaging development, all marketing planning, and sales presentations to key
accounts. Managed cross-functional teams and three Asian factories. Introduced:
- Simplicity Sewing Notions Line that more than doubled sales in key account;
consisting of 55 items with a new, distinctive brand imagery, innovative product and a
differentiating, “easy to use” merchandising strategy,
- 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,
- 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 responsibilities included setting objectives and their milestones,
organizing and monitoring timetables, troubleshooting, and resolving issues.
FRESHLY YOURS MEAL PLAN, Ottawa, IL – 1990-1996
Largest fresh food manufacturer and distributor of healthy, calorie-controlled, fully
prepared meals
Chief Operating Officer
Responsible for the overall operation of the $3M business. Supervised 50+ employees,
30 distributors, and 1 corporate retail store. Led a major company conversion that
extended its brand positioning from weight loss to an umbrella healthy eating strategy:
- Re-branded the product with new name, packaging, and retail store design,
- Led significant product development, resulting in menu overhaul and new
program launches,
- Managed freelance agencies for direct response TV, print, and promotional
advertising,
- Instituted new operating procedures for order processing, customer database
management, sales training, and retail store operations.
WEIGHTMAN ADVERTISING, Philadelphia, PA – 1983-1990
Vice-President, Account Supervisor
Major Accounts: Alpo Dog Food Brand, Hershey Foods Pasta, Nutri/System Weight
Loss Centers
Responsible for overall Agency management of identified Client brands with spending
up to $15M. Included creative development and production, media planning, consumer
promotion events, sales brochures, consumer research, market analysis, budget control,
and marketing plan development.
- Managed the creative process for an Alpo Dry Dog Food TV and print campaign
that improved the brand’s position from #7 to #4.
- Directed the business plan and creative development for a successful brand
conversion of competitive dog food to Alpo with TV, print, and sales promotions.
- Led the strategic positioning and creative development for Perfection Microwave
Pasta.
Full brand management of new Alpo rawhide product that included business opportunity
analysis, concept and product development, positioning, market entry planning,
advertising, consumer and in-market research and analysis.
AMERICAN CYANAMID, Wayne, NJ – 1979-1983
Associate Product Manger, Shulton Toiletries, New Business Unit
Position included three key responsibilities:
- National introduction of Lady’s Choice Anti-perspirant, Shulton’s first non-
fragrance product,
- Test marketing of Combat Roach Control System, Company’s first cross-
divisional project,
- Strategic assessments of new categories for business development.
Included sales forecasting and monitoring, consumer research, competitive analysis, TV
creative development, consumer promotion planning, media planning, and technical
research.
Strategic Planner, Shulton Division and Corporate Consumer Products Division
Responsible for new product, divestiture, capital projects, merger and acquisitions and
strategic assessments of new categories.
EDUCATION:
MBA, Cum Laude - Rutgers Graduate School of Business, Newark, NJ
BA, Cum Laude - Franklin and Marshall College, Lancaster, PA
Consumer Focused Marketer / Strategist / Innovator
Fortune 100, small company, entrepreneurial venture, advertising agency
Creative Solutions / Cross-Functional Team Management
New Product Process / Advertising Development
CAREER MILESTONES:
• Re-energized the Singer and Simplicity brands and the sewing notions
market by introducing three product lines with new, distinctive imagery, product and
merchandising innovations and change-the-game marketing strategies under a
revolutionary strategic vision of fashion, fun, innovation, and simplicity that redefined the
market.
• Re-positioned a fresh, healthy food brand with a new name, products,
packaging, operational systems, retail store design, and supplemental programs using
direct response advertising
• Led multiple marketing and advertising teams in the development of national
TV, print, and promotional campaigns, innovative products and marketing efforts in
consumer product companies and a major advertising agency.
CAREER PATH:
DYNO MERCHANDISE, Pompano Beach, FL – 2005-2008
Licensee of Singer, Simplicity, Coats & Clark brands; sewing notions, scissors, crafting
categories
Director of Marketing, Sewing Notions Strategic Business Unit
Responsible for overall management of Dyno’s largest SBU. Identified and executed a
new, revolutionary strategic vision. Responsibilities included annual budgeting/planning,
sales forecasting and monitoring, SKU lifecycle management, product improvements,
packaging redesign, sales 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 market launch and retail attainment of three new product lines.
Required strategic plan development with SWOT analysis, concept generation, product
and packaging development, all marketing planning, and sales presentations to key
accounts. Managed cross-functional teams and three Asian factories. Introduced:
- Simplicity Sewing Notions Line that more than doubled sales in key account;
consisting of 55 items with a new, distinctive brand imagery, innovative product and a
differentiating, “easy to use” merchandising strategy,
- 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,
- 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 responsibilities included setting objectives and their milestones,
organizing and monitoring timetables, troubleshooting, and resolving issues.
FRESHLY YOURS MEAL PLAN, Ottawa, IL – 1990-1996
Largest fresh food manufacturer and distributor of healthy, calorie-controlled, fully
prepared meals
Chief Operating Officer
Responsible for the overall operation of the $3M business. Supervised 50+ employees,
30 distributors, and 1 corporate retail store. Led a major company conversion that
extended its brand positioning from weight loss to an umbrella healthy eating strategy:
- Re-branded the product with new name, packaging, and retail store design,
- Led significant product development, resulting in menu overhaul and new
program launches,
- Managed freelance agencies for direct response TV, print, and promotional
advertising,
- Instituted new operating procedures for order processing, customer database
management, sales training, and retail store operations.
WEIGHTMAN ADVERTISING, Philadelphia, PA – 1983-1990
Vice-President, Account Supervisor
Major Accounts: Alpo Dog Food Brand, Hershey Foods Pasta, Nutri/System Weight
Loss Centers
Responsible for overall Agency management of identified Client brands with spending
up to $15M. Included creative development and production, media planning, consumer
promotion events, sales brochures, consumer research, market analysis, budget control,
and marketing plan development.
- Managed the creative process for an Alpo Dry Dog Food TV and print campaign
that improved the brand’s position from #7 to #4.
- Directed the business plan and creative development for a successful brand
conversion of competitive dog food to Alpo with TV, print, and sales promotions.
- Led the strategic positioning and creative development for Perfection Microwave
Pasta.
Full brand management of new Alpo rawhide product that included business opportunity
analysis, concept and product development, positioning, market entry planning,
advertising, consumer and in-market research and analysis.
AMERICAN CYANAMID, Wayne, NJ – 1979-1983
Associate Product Manger, Shulton Toiletries, New Business Unit
Position included three key responsibilities:
- National introduction of Lady’s Choice Anti-perspirant, Shulton’s first non-
fragrance product,
- Test marketing of Combat Roach Control System, Company’s first cross-
divisional project,
- Strategic assessments of new categories for business development.
Included sales forecasting and monitoring, consumer research, competitive analysis, TV
creative development, consumer promotion planning, media planning, and technical
research.
Strategic Planner, Shulton Division and Corporate Consumer Products Division
Responsible for new product, divestiture, capital projects, merger and acquisitions and
strategic assessments of new categories.
EDUCATION:
MBA, Cum Laude - Rutgers Graduate School of Business, Newark, NJ
BA, Cum Laude - Franklin and Marshall College, Lancaster, PA
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