Randall Beard

Current

EVP & GM -- Global CPG at Nielsen

Past

Head of Global Marketing -- Wealth Management at UBS
Senior Vice President -- Head of Global Marketing & Product Management at American Express
Vice President -- Head of Global Marketing at American Express

General Manager at Procter & Gamble Asia
Marketing Director at Procter & Gamble China
Marketing Director at Procter & Gamble

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Education

University of Virginia - Darden Graduate School of Business Administration
University of Tennessee-Knoxville

Recommended

32 people have recommended Randall

Connections

500+ connections

Industry

Marketing and Advertising

Websites

Randall Beard’s Summary

CHIEF MARKETING & PRODUCT MANAGEMENT OFFICER

Leading and award winning consumer focused Marketing executive. Deep global experience across consumer packaged goods, financial services and high-touch service brands. Expert in turning around ailing brands, building stronger organizations, and improving profitability during times of crisis and growth. Delivers results thru disciplined strategic and consumer focus, product and marketing innovation, and people enablement.

Global and highly adaptable executive who has worked and built business and teams in USA, Canada, China, India, Hong Kong, Singapore, Australia, Japan, Taiwan, Korea, Indonesia, Thailand, UK, Switzerland, Germany, France, Spain, Italy, Russia, Mexico, Argentina, and Brazil

Currently serve on Advisory Boards of University of Virginia Darden Graduate School of Business, and CityExplorer TV (http://www.explorer-tv.com/), a privately held company whose networks provide an insider's guide to the greatest cities of the world.

Randall Beard’s Specialties:

-- Marketing strategy
-- Branding & Corporate Reputation Management
-- Advertising Development & Media Planning
-- Web, Digital, Word of Mouth, Publications
-- Product Design, Experience, Management & Marketing
-- Consumer and Customer Research
-- Sponsorship & Events
-- Retail customer sales and marketing
-- Marketing Operations & Services
-- P&L General Management experience
-- B2C, B2B, Consumer, Retail, High Touch, Service
-- China

Randall Beard’s Experience

EVP & GM -- Global CPG

Nielsen

(Public Company; VNU; Market Research industry)

September 2009 — Present (3 months)
Head of Global Marketing -- Wealth Management

UBS

(Public Company; UBS; Financial Services industry)

March 2007 — June 2009 (2 years 4 months)

Head of Global Marketing

Leading global wealth management business with $2T+ assets. Responsible for all elements of global marketing organization, including advertising, digital, product marketing, publications, sponsorship & events, client experience, market research, and marketing operations.

-- Led transformation of Marketing in UBS
-- Totally revamped Marketing strategies and plans across top mkts
-- Plans contributed to double digit net new money and profit growth
-- Implemented new-to-UBS integrated marketing planning process
-- Drove standardized metrics and ROMI meaurement
-- Led UBS reputation rebuilding initiatives following sub-prime crisis
-- Improved client experience via measurement and design
-- Drove major cost savings via Marketing Services operations
-- Led significant increase in Marketing organization capability
-- Benchmarked skills, recruited talent, improved skills via Mktg Univ
Senior Vice President -- Head of Global Marketing & Product Management

American Express

(Public Company; AXP; Financial Services industry)

December 2003 — February 2007 (3 years 3 months)

Head of Global Marketing and Product Management for Travelers Cheques & Prepaid Services. Led global organization of 100+ people across 50+ markets worldwide. Driving force behind transformation of 115 year-old Travelers Cheque business to consumer packaged goods pre-paid card model.

-- Created new marketing strategies and focus on transformation
-- Launched Amex Gift Card – $1.4B retail sales, 15MM cards
-- Introduced new-to-Amex Gift Card retail distribution (70k locations)
-- Developed $3B+ sales Cash @ Home business
-- Stemmed Travelers Cheque sales decline (-1% vs. -8% 10 yr avg)
-- Re-energized organization post 9/11
-- Improved employee satis. from 1/14 to 13/14 measures > target
Vice President -- Head of Global Marketing

American Express

(Public Company; AXP; Financial Services industry)

November 2001 — November 2003 (2 years 1 month)

Head of Global Marketing for Travelers Cheques & Prepaid Services
General Manager

Procter & Gamble Asia

(Public Company; PG; Consumer Goods industry)

January 1998 — October 2001 (3 years 10 months)

General Manager in Global Family Care Business Unit for Northeast Asia (Japan & Korea) and Head of Asia Strategic Planning for FemCare Category.

-- Spearheaded P&G Tissue entry into Asia
-- Built sales +30% and maintained profit during global brand launch
-- Successfully launched Bounty in Japan (22% share, #1) test
-- Grew Charmin/Codi in Korea to 20% share, #1 brand
-- Led P&G Tissue entry into China via Longchen acquisition
-- Built new, high performing Tissue / Towel organization
Marketing Director

Procter & Gamble China

(Public Company; PG; Consumer Goods industry)

1994 — 1997 (3 years )

1st Marketing Director for P&G China. Led Laundry business across 3 Joint Ventures and functional leader for China Marketing Department.

-- Achieved 15% category leadership share in 1st year
-- Drove Ariel to #1 share in super-premium segment
-- Launched Tide to #2 share brand
-- Rebuilt Mktg from disgruntled group into high performing team
-- Started up Media & Production Dept
-- Reduced media and commercial production cost -20%
Marketing Director

Procter & Gamble

(Public Company; PG; Consumer Goods industry)

September 1983 — August 1992 (9 years )

Marketing Director -- Bounty
Marketing Director -- Facelle Paper Products

Responsible for success of first Tissue acquisition outside U.S.

-- Transformed Cdn. financials from -$5MM loss to +$10MM profit
-- Built Cdn. volume +40% and fully utilized manufacturing capacity
-- Pioneered 1st global expansion of Bounty in Canada
-- Achieved #1 share position (15%) within 2 years
-- Built US Bounty from 22% to 27% share
-- Drove Charmin +10% share increase and record profits
-- Retired "Mr. Whipple"

Randall Beard’s Education

University of Virginia - Darden Graduate School of Business Administration

MBA , Business , 1981 — 1983
University of Tennessee-Knoxville

BS , Marketing , 1977 — 1981

Activities and Societies:

Beta Gamma Sigma,
Phi Kappa Phi,
Business Intern Program

Additional Information

Randall Beard’s Websites:

Randall Beard’s Interests:

Kids & Family -- most important Cycling -- Road & Mountain, including trips up Haleakala in Maui, across France, though Canadian Rockies, etc. Trekking with my friends -- 20+ year of annual excusions through Nepal, Peru, Rockies, Utah Canyons, etc. Music -- John Coltrane, Miles Davis, Pat Metheny, Bruce Cockburn & beyond Rock Band -- before my business career; currently on hold Motocross Racing -- even longer before my business career Reading -- Business & marketing to Zen and the Art of Motorcycle Maintenance to Chinese and Japanese history

Randall Beard’s Groups:

Univ. of Virginia Darden School Board of Advisors,
Amex World Monuments Advisory Board,
UBS Art Collection Advisory Board,
CItyExplorer TV Board of Advisors,
M50 -- Organization of senior mktg executives,
CMO Club -- Chief Marketing Officer organization,
Marketing Exec Networking Group (MENG),
Accenture CMO Circle - Select group of CMO's,
Executive Forum -- Senior executive organization,
CMO Council Advisory Board