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1. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail: lindleyrye@aol.com My Mission Statement To increase the value of…
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  • 1. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail: lindleyrye@aol.com 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: lindleyrye@aol.com I believe on improving people’s 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 don’t 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: lindleyrye@aol.com 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: lindleyrye@aol.com 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
  • 9. Engaged internal teams, sales, trade marketing & trade partners 9 Unilever brand, sales & trade marketing team
  • 10. J. Eddie Lindley US Hispanic Strategy & Execution Executive.Telephone: (201) 960-6842 / E-mail: lindleyrye@aol.com •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: lindleyrye@aol.com •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: lindleyrye@aol.com •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: lindleyrye@aol.com 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: lindleyrye@aol.com •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: lindleyrye@aol.com 35 Subway
  • 36. Subway USA 36  Influenced evolution of brand’s 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: lindleyrye@aol.com •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 lindleyrye@aol.com 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 lindleyrye@aol.com 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 más Fresca MTV3’s 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: Niños 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 Zumba’s 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: lindleyrye@aol.com •Hispanic Heritage FoundationYouth SportsAward •NIH “We Can” program •BET Summer Camp for Girls andTravis SmileyYoung Scholars Forum 52 Cause Marketing & PR
  • 53. Hispanic Heritage Foundation: Youth Sports Awards 53
  • 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: lindleyrye@aol.com 56 Subway Latin America
  • 57. Strategy Development 57  Developed brand strategy  Introduced the brand pillars (health, value, flavor) concept  Standardized brand’s 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 region’s 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 “Subway…La Manera de Comer Fresco” Salud AntojoValor Plataformas Estratégicas Las cualidades principales de Subway y el posicionamiento serán los mismos en todos los mercados. Los mercados deberán 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: lindleyrye@aol.com 61 AlEn
  • 62. AlEn USA 62  Led company’s 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 Ensueño fabric softener brand attaining net sales increase of 56% in one year  Led Pricing strategy  Set direction for social media and established company’s e-commerce program  Set direction for brands’ activation, PR, and advertising campaigns  Supported sales team’s 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: lindleyrye@aol.com •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 + + Ensueño® 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
  • 68. Product Innovation: Ensueño® Fabric Softener Re-launch Brand Net Sales increased 56% inYear 1 68
  • 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: lindleyrye@aol.com •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: lindleyrye@aol.com 73 In Summary
  • 74. 74  I’m both a creative executive and a business builder  I’m 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 comm
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    Oct 14, 2017
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