Tim Campsall

 Marketing Strategy, Innovation and Change Management Professional Disciplined strategic thinker consistently delivers on business needs by leading teams that leverage consumer research to uncover opportunities for meaningful and differentiated solutions. Over 20 year seasoned professional with expertise in new product innovation, marketing, sales, operations, training and team leadership with regional and corporate experience in both Canada and the US within food service and CPG. Passionate about making a difference: Eagerly steps up to take on big, strategic, complicated projects. Through thought leadership, attention to detail, process development and a drive for results - becomes a change agent to rally the organization and lead teams to deliver solutions by doing the right thing guided by a healthy balance of data and instinct. A respected business leader counted on for growth with a demonstrated ability to take on more with track record of performance. Enjoys and has consistently developed and promoted future leaders. Business Philosophy “Leave a legacy by taking on challenges others avoid. Get projects unstuck by finding innovative ways to resolve the elephants in the room that cause dysfunctional behavior (typically lack of a clear strategy, scope creep or a poor process)” Professional Experience RED GOLD – Elwood IN Aug 15 – Present Director of Marketing Recruited to replace retiring director and bring classical CPG brand planning best practices to turn business around Oversee a team of 9 including brand management, digital/social media, new products, category insights (7 direct reports) Redeveloped brand positioning with clear and meaningful points of difference Reversed multiple years of declines with +6% and +5% growth on Tuttorosso and Red Gold in FY17. F18 pacing positive Growing consumption in a category that is in decline & outpacing many competitors Improved profit by over $2.5MM in 2 years SARGENTO – Plymouth WI Nov 11 – Aug 15 Director New Platform Development – Identified $143MM in New Product Opportunities Accelerate company growth by incorporating meaningful consumer benefits into new products that enable entry into new adjacent categories. Lead most strategic and challenging projects through stage-gate process on time and budget through strong leadership of project teams, challenging internal status quo and driving for alignment. Led project team to launch a $30MM product opportunity that reversed declining category segment growth Led project team to uncover a $44MM opportunity in a space company was unable to figure out for 2 years 1 of 15 members of President’s Council – set up to advise the CEO staff on questions they have about the company Created a new innovation approach to generate product ideas with a scrappy budget and faster timelines S.C. JOHNSON USA – Racine WI Feb 05 – Nov 11 Senior Brand Manager - Home Storage Strategic Plan & Licensing (June 11 – Nov 11) Led development and approval of home storage division strategic plan and licensing strategy with business VP Enabling Innovation Manager - Coached 5 project teams to ideate $50-$100MM ideas (Sept 09 – May 11) Transformed the company culture to develop more expansive break-through new products. Co-developed and trained a global innovation process that inspired teams to create experiences that surprise and delight users by changing from product plus innovation to consumer centric experience plus. Created training modules, conducted training, taught team dynamics and helped teams get unstuck to be successful with the new process. Coached 5 project teams (1 from Europe) of 5-8 people through the new process to create break-through new product ideas Managed outside innovation consulting firms to develop content on 2 supplemental training modules Trained 175 cross-functional individuals both internally and externally (including global team members) Led creation and managed stage gate of subsequent global innovation process for closer in new products vs. break-through Senior Brand Manager - $150MM New Products & Base Business Portfolio (Oct 07 – Aug 09) Coached a team of 5 to deliver new product development objectives and was recognized with role expansion of base business which made it the largest marketing portfolio. Implemented a transformation from individual product line marketing to a more efficient and effective Mega Brand strategy. Acted as interim Category Manager on $400MM business for 3 months when CM moved (had team of 12). A competitive response $30MM new product launch reversed negative bath segment share trend New to world $50MM new product toilet category launch grew segment sales by 66% and product grew +8.3% in year 2 New to world $75MM new product opportunity identified Developed and aligned CEO on mega brand strategy (equity repositioning, new advertising standards and graphics) Developed basis of interest for expanding brand into a new usage occasion with line of sight to doubling business Managed 2 poor performing employees out of the organization and promoted 3 others Brand Manager - Scrubbing Bubbles New Products (Feb 05 – Sept 07) Was successful in overcoming a New Product concept hurdle after multiple failed attempts by others. Successfully scored concept on first round, passed the concept/product fit hurdle and gained approval to launch. While overcoming these significant key milestones, also took on a ‘pet project’ that challenged the status quo by proposing turning business into a Mega Brand and gained management approval to implement. Executed a test to prove mega brand hypothesis with results indicating a more efficient allocation of funds while also significantly increasing purchase intent and overall Brand equity perceptions. Passed consumer concept hurdles on 2nd generation ideas for two other new products Developed 1st multi-year platform business case with multiple year launches and became company best-practice S.C. JOHNSON Canada – Branford, ON Canada Aug 98 – Jan 05 Senior Brand Manager - Largest Marketing Portfolio (Nov 03 – Jan 05) Brought back from sales early when Costco threatened to de-list the business. Quickly implemented turnaround plans and saved the $15MM business by using consumer research to fix the product offering. Developed Shave Preps turn around plan – Edge and Skintimate Shipments: +19.6%) Developed Home Storage Integrated Plan (Ziploc and Saran Shipments +3.8%) Managed 2 direct reports, 2 Cross functional business Teams of 10 people and 2 Integrated Agency Partner Teams National Account Manager - #2 Mass Retailer in Canada (April 02 – Nov 03) Surpassed expectations on a cross-functional sales assignment I requested to expand my skill set. Called on 4 buyers and improved relationships with #2 Mass retail chain through bi-annual Top to Tops, quarterly Business Reviews and bi-annual Business Planning Sessions. Business results recognized with a coveted sales award. Re-negotiated Vendor Agreement and reduced deal spend by 6% Delivered 1st year shipments +14.9% and 2nd year +15.2% Turned consumption from -5.2 in beginning of first year to +19.6% in the 2nd year Brand Manager - 2nd Largest Marketing Portfolio (Aug 98 – April 02) Portfolio management of Insect Control (Raid and Off!) and Shave Preps (Edge and Skintimate). Took bold strategic move of canceling all coupons in insect control and reinvested funds into an integrated marketing campaign “Bug-Free Living” and successfully managed a 7 agency partner team to execute it. Presented campaign to CEO as Best Practice and was asked to share with US Team and US Ad Agency. Shave + 8%, Raid Share +1.5 in declining market, Off! Shipments +8% in 00/01 Delivered Raid share +5.3 and Off! +3.0 in 01/02 Started as Assistant BM managing shave preps – shipments increased 16% and profit up 61% - was promoted to BM TRICON GLOBAL RESTAURANTS CANADA (KFC, PIZZA HUT AND TACO BELL) Jan 91 – July 98 Systems Support / Ontario Field Marketing Manager - KFC, Pizza Hut and Taco Bell (Jan 97 – July 98): Provided register and computer systems support for 250+ restaurants. Promoted into marketing role in Dec 97 - Identified and executed store specific marketing opportunities that leveraged national programs. Restaurant General Manager - KFC (Jan 91 – Jan 97): Started as a cook and was quickly promoted to shift supervisor throughout high school. Was an Assistant Manager while in college and worked 24-30 hours a week with a full-time course load. After college became Restaurant Manager and effectively managed team moral of 30+ employees to deliver sales and profit goals. Recognition Dec 2010 - SCJ Officer’s Award for contribution to making new Innovation Process a success Sept 2009 - SCJ Marketing Award of Excellence for Scrubbing Bubbles packaging as part of re-positioning Dec 2008 - Recognized by Business VPs for successfully overhauling Marketing Intern program Aug 2007 - SCJ Officer’s Award for Scrubbing Bubbles Mega Brand proposal Aug 2003 - SCJ Sales Director’s Award – very prestigious award recognizing leadership and performance Nov 2001 - Shared Insect Control campaign with US Team and US Ad Agency as best practice April 2000 - SCJ Gold Standard Award for gaining preferred vendor on Shave and Repellents at Costco Sept 1999 - SCJ recognition for United Way Campaign Chair contributions +23% and 91% participation June 1999 - SCJ Gold Standard Award for Improved process and profit per SKU on Special Pack Team Education Part-Time MBA, Lakeland College: Sheboygan, WI (4.0 GPA) - May 2017 New Product Development Professional Certification - Sept 2014 Bachelor of Commerce (Honors) 1996, Queen’s University: Kingston, Ontario (this is like a BA in the US except 4 years of business courses with MBAs also in the 3rd and 4th year classes).