The Marketing Mechanic (SM); Senior Marketing Executive; Private Label Authority
Greater Philadelphia Area
- Current
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- Vice President of Marketing at DeVilbiss Healthcare
- Past
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- Vice President of Marketing at Covidien
- Director of Marketing, Adult Care Products and Marketing Services at Tyco Healthcare
- Director of Marketing, Adult Incontinence Products and Marketing Services at Tyco Healthcare Retail Group
- Education
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- University of Pittsburgh - Joseph M. Katz Graduate School of Business
- University of Pittsburgh
- Recommended
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10 people have recommended Joe - Connections
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220
connections
- Industry
- Consumer Goods
Joe Howard’s Summary
A Senior Marketing Executive, who emphasizes efficiency and effectiveness, with extensive experience and success in growing businesses in private label and trade brand packaged goods, branded consumer medical devices, and inductrial products. Excellence in championing marketing and corporate strategic changes..
Joe Howard’s Specialties:
*Consumer Goods: Food & non Food Packaged Goods / Medical Devices
*B2B: Industrial & Manufacturer to Retail
*Turnaround, High Growth, and New Businesses
*Private Label Authority
*Cross Functional Leadership
Joe Howard’s Experience
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Vice President of Marketing
DeVilbiss Healthcare
(Consumer Goods industry)
2009 — Present (less than a year)
Part of a new, hard charging, and experienced management team that must forge a turnaround at this long respected medical device company. Primary responsibility is to identify a new market positioning and then establish the strategies to move the company in that direction.
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Vice President of Marketing
Covidien
(Public Company; 10,001 or more employees; TYC; Medical Devices industry)
2006 — 2008 (2 years)
COVIDIEN RETAIL (FORMERLY TYCO HEALTHCARE), King of Prussia, PA
Covidien Retail was a manufacturer of private label absorbent products: baby diapers, training pants, adult incontinence, feminine hygiene, and household cleaning products with sales over $800 million selling through various retail channels including drug, grocery, mass merchant, club, and dollar stores.
Led a marketing team of seventeen with responsibility for the marketing mix of all product lines, trade marketing / sales support, market research, syndicated data analyses, and packaging design. Reported to the president.
*Reinvigorated infant care by modifying the primary objective to improve the profitability of this low margin business.
*Selected and entered the household cleaning category to utilize core competencies and grow the top and bottom lines. -
Director of Marketing, Adult Care Products and Marketing Services
Tyco Healthcare
(Public Company; 10,001 or more employees; TYC; Medical Devices industry)
2002 — 2006 (4 years)
Managed a nine member team responsible for all marketing for the private label incontinence and feminine hygiene businesses with sales of $280 million and profits representing 80% of company total. Also responsible for trade marketing / sales support, market research, syndicated data analysis, and product development team leadership for all businesses. Reported to the president.
*Led product development in protective underwear by focusing on unmet consumer needs; introduced extra large size which became 10% of the category and dominated by Tyco Healthcare; also introduced twin pack units which are now 50% of sales where in distribution. Overall private label protective underwear share grew to be 50% of the segment.
*Created an improved business review / marketing planning process that ensured a thoughtful review of the past year as well as a detailed plan for the future, including account level planning with sales. -
Director of Marketing, Adult Incontinence Products and Marketing Services
Tyco Healthcare Retail Group
(Consumer Goods industry)
1998 — 2002 (4 years)
Managed eight associates that were responsible for all marketing related to private label incontinence products with sales of $150 million. Also responsible for trade marketing / sales support, market research, and syndicated data analysis for all businesses. Reported to the vice president of marketing.
*Grew the incontinence business from a total private label share of 25% to 38% over seven years via aggressive product development, new accounts, and new distribution at existing accounts.
*Led an ongoing task force with another Tyco division to coordinate product development, capacity, and cost savings.
*Established pro-forma financial reviews to ensure all new opportunities were financially sound and defensive situations remained profitable. -
Director of Marketing, Adult Incontinence Products
Confab
(Consumer Goods industry)
1994 — 1998 (4 years)
Managed all marketing elements and one associate product manager for the private label adult incontinence business, which was $60 million in sales. Reported to the vice president of marketing.
*Introduced the first protective underwear in the United Sates and completely changed the category; within five years it became the number one segment and by 2008 represents over one half of all retail category sales.
*Created and introduced business teams for each category that managed multifunctional projects. Projects became manageable, which accelerated progress. -
Marketing Manager, Alternate Channels
HJ Heinz
(Public Company; 10,001 or more employees; Food Production industry)
1993 — 1994 (1 year)
Led a four member team to manage all marketing elements for all branded product lines in non-grocery channels, such as club stores, convenience stores, and mass merchandisers. Reported to the vice president of business development.
*Modified strategies and tactics to address the changing club store environment that represented 90% of sales. Sales grew 11% versus 4% the previous year. -
Product Manager, Private Label Products
HJ Heinz
(Public Company; 10,001 or more employees; Food Production industry)
1989 — 1993 (4 years)
Led all marketing for the private label soup business of $125 million - the second largest and second most profitable business at Heinz USA - with two associate product managers. Reported to the general manager of marketing.
*Doubled profits during tenure despite flat category growth.
*Conceived and introduced new canned gravy product line to utilize Heinz core competencies and not cannibalize jarred branded business. Achieved $5 million in first year sales. -
Product Manager, Baby Food
HJ Heinz
(Public Company; 10,001 or more employees; Food Production industry)
1987 — 1989 (2 years)
Led all marketing for the Heinz jarred baby food business, the third largest business at Heinz USA at $110 million, with one associate product manager. Reported to the general manager of marketing.
*Improved profitability by 25% by stopping the trade war, adding more profitable product lines, eliminating low margin items, and utilizing spending more effectively. -
Associate Product Manager
HJ Heinz
(Public Company; 10,001 or more employees; Food Production industry)
1983 — 1987 (4 years)
Assist the product manager in all marketing elements: baby food, private label soup, and weight watcher dairy products.
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Sales Representative
Teledyne Columbia Summerill
(Mining & Metals industry)
1978 — 1982 (4 years)
Developed the mid-south territory based in Nashville, TN. Products included cold finished steel bars, seamless carbon steel tubing, and seamless stainless steel tubing.
Joe Howard’s Education
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University of Pittsburgh - Joseph M. Katz Graduate School of Business
1982 — 1983
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University of Pittsburgh
BA , Economics , 1973 — 1978
Additional Information
Joe Howard’s Contact Settings
Interested In:
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- consulting offers
- new ventures
- job inquiries
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- business deals
- reference requests
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