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Work Background
PICT Classic TheatreBoard of Directors
Jan. 2012 - Jan. 2016
peggyhynesmarketingMarketing Consultant
Jan. 2003Work with large and small companies on marketing initiatives. Develop plans, marketing strategies including branding, marcom, CRM, market research, product launches and more. Experienced in consumer products, medical devices, marketing technology, channel marketing, not for profits,
PPG IndustriesE-Commerce Business Manager, Specialty Chemicals Group
Dec. 2001 - Jan. 2003Migrated business unit systems to corporate e-commerce platform • Deployed e-commerce business processes (MS Suite) through division
• Researched business units’ plans and developed appropriate e-business strategies; facilitated internal communications to minimize churn and accelerate acceptance of MS Suite
Transitions OpticalDirector of Marketing
Jan. 1996 - Dec. 2001Key member of small management team that launched a new venture in the prescription optical lens business; within 7 years, the company became the 4th largest optical company in the world with sales of $350 million. • Increased sales by 43% in third year of venture through an industry first consumer advertising campaign.
• Developed integrated marketing, branding and sales support strategies, with a yearly budget of $30 million, and a staff of 15 professionals. Push/pull strategy aligned distributor, retail/optical offices, consumer efforts. • Initiated clinical studies and publications to provide underpinning for product claims. Product retained 90% market share despite escalating competition.
• Created innovation sales promotion strategy that built and protected market share, with distributors paying 80% of the cost—a savings of $1 million/year.
• Built awareness of brand to 57% among target consumers in three years, at an average spend of $18 million/year (half the average spend for a national consumer campaign).
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