Case Studies - Overview
Success Snapshots
Weider Nutrition International
Global Nutrition brand founded by the founder of fitness, Joe Weider. Based in SLC and LA, global brands distributed in over 200 countries included Weider, Schiff, Tigers Milk, ABB and multiple international private label brands. Products sold in every channel of trade including DTC, E-Commerce, E-Retail, Costco, WalMart, speciality, drug and grocery. Weider Publications sister firm (with whom cross promoted) included Muscle & Fitness, Flex, Men’s Fitness and Shape. Event Division included Joe Weider Mr. Olympia.
- Over a 12-year period, worked directly for iconic fitness pioneer Joe Weider, serving in numerous marketing functions that grew the business from $40M to over $400M during my tenure, effectively positioning the company for the subsequent $1.4B sale of the Weider/Schiff brands to Reckitt Benckiser.
- Launched over 100 new SKUs, including 50 in sports nutrition, 25 in diet, and 25 in longevity categories, sold through DTC ecommerce, electronic retailers (QVC/HSN), mass market/club (Walmart/Costco), specialty (GNC, gyms, health food stores), drug (CVS, Walgreens, Rite Aid), and grocery channels.
- Developed numerous flagship brands, including Barry Sears/The Zone bars, shakes, and supplements ($40M), Tony Little ThermoBurn ($35M), Robert Urich Primetime ($25M), A4M Longevity ($20M), and Bally: B-Fit/B-Lean/B-Strong ($30M).
- Played a key role in the profitable sale of Weider-owned brands in pre-IPO divestiture from equipment and ephedra-based brands, including Weider Exercise Equipment ($70M) and American Body Building (ABB) ($8M).
- Managed a successful NYSE IPO, including all marketing roadshow presentations, institutional investor liaison, and support for legal and financial stakeholders.
Weider Global
Post Weider sale for $1.4B, Eric Weider retained the core sports division line sku set primarily sold through domestic specialty, DTC, and Costco as well as various international distributors. Given it family nostalgia brand relevance, while small in sales (appx $18M), its importance to the family was significant.
- Years after working for Weider Nutrition International, I was contracted by the sole core brand not included in the sale, the Weider Global Nutrition Division, to serve as Interim CMO, revitalizing underperforming domestic and international niche brands and creating new brands targeting CrossFit and general health/wellness markets.
- Generated $10M+ in incremental sales from the newly created CrossFit brand within one year.
- Reduced cost per acquisition by 15% and increased ROI by 18% for the collective brands.
- Achieved these successes by leading the recruitment and management of agency partners, developing an e-commerce website, CRM system, media analytic tools, and multimedia advertising campaigns.
Sono Bello
At the time, appx 28 centers across the US. Then and now, America’s leading surgical centers specializing solely in laser liposuction for fat reduction and body contouring.
- Over four years, increased annual revenue by 144%, from $64M to over $200M, while reducing advertising costs as a percentage of sales by 3 percentage points and increasing overall MER by 15%.
- Enhanced national brand awareness, lead generation, and ROI through digital/video and DRTV creative production, agency partnerships, multimedia planning, analytics, financial roadmaps, and team management.
- Developed and implemented cross-platform marketing programs, accelerating organic leads by 35%, reducing cost per acquisition by 20%, and improving conversion metrics by 5%.
- Managed a $36M marketing budget, including media planning and placement, media analytics, and cross-medium allocation for DRTV, radio, and digital SEO/SEM, coordinating with external media agency teams.
- Directed creative production across digital (corporate and landing pages), DRTV (long and short form), radio, and print.
ThermaClear
Acne clearing medical device using Lawrence Livermore designed technology to reduce acne breakouts through simply easy to use, and affordable in-home treatments. Sold DTC and later I was able to secure Sephora nationwide planogram presence and sales.
- Hired as CMO by Bessemer Venture Capital to increase profitability for an underperforming DTC acne-clearing in-home medical device investment, targeting a short-term profitable exit.
- Transitioned from a negative EBITDA of ($11M) to +$6M in under two years, positioning the company for a profitable $28M sale to competitor brand Philips.
- Achieved turnaround by increasing quality leads through new long-form infomercials, short-form DRTV, revised call center scripting, outbound email and drip campaigns, and targeted SEO/SEM and grassroots direct mail initiatives.
Fig Body Contouring
National chain of body contouring centers with appx 70 locations. Eliminated fat through a proprietary injectable administered on site by a license practitioner. Science and concept is somewhat like a CoolSculpt but through injectables versus temperature ie disrupts fat cells which then seperate and are passed through the body
Brought on as CMO by Bessemer Venture Partners for a national body contouring company with 70+ medical centers, offering non-invasive and minimally invasive body contouring solutions.
- Improved organic sales by over $40M in two years through new DRTV (long and short form), new media agency management, enhanced SEO/SEM initiatives, and analytics, as well as call center scripting, increasing appointment conversion by 300%, MER by 240%, and overall ROI by 25%.
- Increased customer LTV and sales by transitioning the business model from a one-time medical procedure to a multi-product, multi-service continuous purchase model.
GoodTimes Entertainment – Billy Blanks Tae Bo
Leading direct to consumer infomercial company producing huge successful DTC products and fitness routines including Billy Blanks Tae Bo, The FIRM Fitness, Lesley Sansone, Richard Simmons, Denise Austin, George Foreman, GT Express 101 cooker and many more. Also owned multiple video license assets including Frosty the Snowman and many other seasonal videos and me too type HalMark like assets.
- Engaged as CMO by VC investor Quadrangle Partners to enhance product development and sales efficiency, product lifecycle, ALV, and total ROI for GoodTimes Entertainment's health & wellness brands, focusing on Billy Blanks TaeBo.
- Expanded the TaeBo brand from $6M to over $20M in two years, improving ROI and multiples by over 6x, contributing to a $40M sale to Gaiam.
- Led the development of all creative content, including infomercials, fitness videos, products, nutritional supplements, and collateral support materials, ensuring compliance with legal and regulatory standards.
TrimSpa
Leading diet supplement product that surged in brand recognition and sales with spokesperson Anna Nicole Smith. I was hired as CMO to work with Ana to continue to scale the business while also diversifying her to be aligned with other type of products (jewelry line with WalMart), and grow parts of the supplement business without her branding to mitigate the company’s potential risk. Then with her passing, many things changed.
- Served as CMO for the national dietary supplement brand endorsed by Anna Nicole Smith, distributed nationwide through food, drug, mass, and club retail stores, as well as DTC channels.
- Led all marketing efforts, including budgeting/forecasting, creative development, media management, e-commerce, and retail sales and support, both pre- and post-Anna Nicole Smith.
- Increased sales by $20M through innovative creative campaigns and managed $75M in national retail accounts (Wal-Mart, Costco, Walgreens, CVS, Rite Aid, GNC).
- Oversaw national sales force and collaborated directly with buyers on new product development, plan-o-gram presence, pricing, promotions, retail and consumer marketing, and P&L functions.
Youthful Beauty Anti-Aging Skin Care
HBA skincare line produced by and for serial entrepreneur Per Pettersen (Commission Junction, Impact Radius, LeadPoint, Savings.com) who wished to create an incubator type product development firm that utilized his extensive tech support teams working in conjunction with a marketing lead (me) to create product proof of concept for then turn key sale to those seeking a finished and proven product for then subsequent scale. Ie company in a box sold, including: formula, finished product, packaging, patent, trademark, logo, website(s), copy, substantiation, science, ad campaign etc. )
- Developed the "Youthful Beauty" skincare line for a newly established DTC product development incubator, creating a 15 SKU anti-aging product line, complete with packaging, website, CRM system, full multimedia ad campaign, and legal claim substantiation.
- Enabled a profitable sale of the brand to a major skincare company for $15M while retaining certain revenue-generating licenses.
- Authored comprehensive business plans, forecasts, product formulations, packaging, FDA/FTC compliance, marketing support, and operational logistics.
- Crafted and presented investor pitch for brand sale, including detailed financial projections, ALV, and customer return metrics.
Marketing Architects – HurryCane, Stuffies, LifeBack
Media Agency Marketing Architects hired me to create a product division to develop products that would then be sold through their advertising and media business, thereby saving in margin (creative production and media buying – they owned the media) to have a streamlined DTC product division with multiple and varied products.
Hired as Fractional CMO to spearhead a new joint venture product division for a leading DTC media firm, developing and marketing consumer products like The HurryCane, LifeBack, and Stuffies.
- Generated $8M in revenue with a 4.5 MER within two years, proving the viability of the incubator model and integrating it into the parent company's core strategy.
- Optimized product development, creative branding, legal substantiation, product configuration, pricing strategy, P&L management, and all media channels, including DRTV, digital, radio, and direct mail.
- Credited with producing impactful DRTV videos, web design, collateral, and multiple targeted email drip campaigns.
Case Studies - Detailed
Sono Bello
1. Introduction & Overview
Sono Bello, recognized as America’s leading surgical center specializing in laser liposuction for fat reduction and body contouring, operated approximately 28 centers across the U.S. when I joined the team. The company sought to elevate its market presence and achieve substantial growth, moving from a localized, small-team operation to a more sophisticated and scalable business model.
2. Initial Challenges and Strategic Vision
At the time, Sono Bello had reached a revenue plateau of around $60 million. The company's marketing efforts were fragmented and limited by a lack of advanced CRM systems and strategic media buying. The primary challenge was to transition from a stage 1 growth phase, which had been successful but limited in scope, to a more expansive stage 2, characterized by significant scaling in media spend and marketing sophistication.
3. Building a High-Performance Marketing Team
The first step was to overhaul the existing marketing framework by partnering with top-tier media and creative agencies. With a focus on quality and expertise, I secured partnerships with leading agencies, including Havas, which previously had not engaged with Sono Bello due to perceived limitations in the company's marketing leadership. My presence and experience assured these partners of a clear vision and commitment to growth.
4. Comprehensive Marketing Overhaul
A multifaceted approach was adopted to overhaul Sono Bello’s marketing strategies:
- Website and Digital Presence: The website underwent a complete redesign to improve user experience (UI/UX), with a focus on crafting a customer journey that was engaging, informative, and conversion-driven. The messaging emphasized the emotional benefits of the procedures, steering clear of technical jargon and focusing on relatable stories and testimonials.
- Creative Production: Directed the development of a comprehensive suite of marketing materials, including long-form infomercials, short-form ads, and social media content. The creative work highlighted real patient testimonials, making the brand more accessible and trustworthy.
- Video Links:
- Media Buying and CRM Implementation: Expanded media buying to over $3M per month, incorporating a mix of local and national, broadcast and cable channels. Implemented a robust CRM system to track KPIs at every customer touchpoint, enabling granular A/B testing and optimization of marketing efforts.
- Cross-Departmental Integration: Ensured alignment between the marketing department and the call center, which was crucial for converting leads generated from various campaigns. This integration facilitated a seamless customer experience from initial contact to consultation.
5. Results and Impact
The strategic initiatives led to transformative results:
- Revenue Growth: Increased annual revenue by 144%, from $64 million to over $200 million within four years.
- Cost Efficiency: Reduced advertising costs as a percentage of sales by 3 percentage points, despite the significant increase in media spend.
- Enhanced Metrics: Improved marketing efficiency ratio (MER) by 15%, increased organic leads by 35%, reduced cost per acquisition by 20%, and improved conversion metrics by 5%.
6. Long-Term Success and Legacy
The groundwork laid during this period not only propelled Sono Bello to immediate success but also set the foundation for continued growth. The company is now positioned to potentially reach close to a billion dollars in sales, demonstrating the lasting impact of a well-executed stage 2 growth strategy.
7. Conclusion and Key Takeaways
The Sono Bello case study exemplifies the challenges and rewards of transitioning a company from a successful but limited early phase to a more complex and expansive stage of growth.
Key factors in this success included the strategic overhaul of marketing, substantial media investment, and the integration of advanced CRM systems. This comprehensive approach ensured that Sono Bello could effectively manage increased complexity and scale, setting the stage for ongoing success.
Case Studies - Detailed
Weider Nutrition
1. Introduction
Weider Nutrition, founded by fitness icon Joe Weider, started as a niche brand focused on sports nutrition, primarily serving specialty stores like GNC and vitamin shops. During my tenure, the company transformed into a global powerhouse, achieving sales growth from $70 million to over $400 million and culminating in a $1.4 billion sale to Reckitt Benckiser.
2. Early Challenges and Opportunities
Initially, Weider Nutrition catered to a narrow demographic within the sports nutrition market. The challenge was to expand beyond this niche and penetrate the broader mass market. The company faced high margin demands from specialty retailers, limiting profitability and growth potential.
3. Strategic Expansion and Rebranding
Recognizing the need for diversification, we strategically repositioned the brand to appeal to a wider audience. This included entering newly arisen submarkets, capitalizing on the fitness boom, and targeting big-box retailers like Costco and Walmart. A pivotal decision was to reduce dependency on specialty stores and focus on mass-market channels, enhancing brand visibility and reach.
4. Major Initiatives and Innovations
Under my leadership, Weider Nutrition launched over 100 new SKUs across sports nutrition, diet, and longevity categories. Key brand introductions included collaborations with celebrities like Tony Little (ThermoBurn ™) and Robert Urich (PrimeTime ™), and partnerships with renowned entities like A4M – The American Academy of Anti Again Medicine™ , and Barry Sears’ The Zone™. These initiatives along with the acquisition and growth of Schiff Move Free™ helped reshape public perception, positioning Weider as more than just a bodybuilding company.
Our commitment to scientific credibility was demonstrated through partnerships with top-tier research institutions and adherence to DSHEA regulations. We also worked closely with legal teams, regulatory bodies, and influential figures like Senator Orrin Hatch, ensuring compliance and bolstering our reputation.
5. Achieving Market Leadership – Successful NYSE IPO
The company’s growth trajectory was further solidified through a successful NYSE IPO, where I played a key role in managing roadshow presentations and liaising with institutional investors. We expanded our distribution channels to include DTC, e-commerce, and mass-market outlets, significantly increasing our market footprint.
6. Strategic Divestitures and Sale – Global Leadership & $1.4 billion Sale
In preparation for the IPO, we divested non-core assets such as Weider Exercise Equipment and American Body Building (ABB), streamlining our portfolio and focusing on high-growth areas. This strategic refinement positioned Weider Nutrition for its eventual acquisition by Reckitt Benckiser for $1.4 billion, a testament to the brand’s transformation and value creation.
7. Conclusion and Key Takeaways
The journey from a $70 million niche brand to a $400 million global leader exemplifies the power of strategic market positioning, innovative branding, and comprehensive stakeholder engagement. My role spanned across marketing, finance, sales, formulation, regulatory compliance, and more, working with a diverse range of stakeholders from scientists and bodybuilders to retail giants and the investment community. The Weider Nutrition success story is a blueprint for achieving market leadership and delivering exceptional shareholder value.
Case Studies - Detailed
ThermaClear Acne Clearing Device
Company: ThermaClear (Bessemer Venture Capital investment)
Industry: Medical Devices
Product: Acne-Clearing In-Home Medical Device
Goal: Increase profitability for an underperforming product and achieve a short-term profitable exit.
The Challenge
ThermaClear, primarily a direct-to-consumer (DTC) product, was struggling despite significant investments. With $11 million spent over two years, the product failed to generate expected returns, resulting in a negative EBITDA of ($11M). The initial marketing strategy positioned the product as a high-fashion beauty accessory, which did not resonate with the target audience. The challenge was to redefine the product’s market positioning and improve its DTC sales through TV and web promotions, with retail placement initially not being a focus.
Objective
The objective was to reframe the product's messaging to emphasize its scientific efficacy and practical benefits, driving profitable DTC sales and exploring potential retail opportunities.
Strategy & Actions
- Market Repositioning:
The first step involved a deep dive into the product's positioning. ThermaClear was rebranded from a beauty accessory to a practical, scientifically-backed medical device. The focus shifted from aesthetics to its functional benefits, leveraging the groundbreaking technology behind it.
Creative Overhaul
A new, simplified messaging strategy was developed to resonate with consumers. The narrative was crafted around the product's core functionality: "Feel a pimple coming on? Pull out your ThermaClear and zap zap zap, the pimple's gone in no time, or even before it surfaces." This straightforward messaging emphasized the product's practical benefits and ease of use.
- Long-Form Infomercial: A comprehensive infomercial was created, featuring clear explanations and testimonials, with input from scientists at Lawrence Livermore to highlight the product's unique technology.
- Web and Digital Presence: The website was redesigned to focus on simple, direct messaging, making the technology accessible and relatable to consumers.
Team Restructuring:
Changes were made to align the team with the new strategic direction, emphasizing the importance of clear, simple communication over the previous high-fashion approach.
Multi-Channel DTC Marketing Campaign:
A robust DTC strategy was implemented, focusing on TV and web channels:
- TV and Web Promotions: Enhanced advertising through targeted infomercials and online campaigns.
- SEO/SEM and Digital Marketing: Improved online visibility and direct consumer engagement through optimized SEO/SEM strategies and digital campaigns.
Supplemental Retail Success:
The successful repositioning and DTC marketing efforts enabled us to garner enormous interest from major retailers. This resulted in our ability to produce a slightly modified packaging configuration for retail and securing nationwide placement in Sephora and Ulta, significantly boosting the product’s market presence and credibility.
Results
- Financial Turnaround: The strategic shift led to a remarkable turnaround, achieving a positive EBITDA of +$6M within two years.
- DTC Sales Success: Profitable sales were driven primarily through TV and web-promoted DTC efforts, with retail placement providing an additional revenue boost.
- Market Expansion: The product’s repositioning made it attractive to major retailers, securing placements in Sephora and Ulta stores nationwide—an outcome not initially anticipated.
- Profitable Exit: The successful turnaround and expanded market presence facilitated a $28M sale to Philips, marking a profitable exit for Bessemer Venture Capital.
Insights & Learning
The key to this success was the ability to simplify complex technology and present it in an accessible, relatable manner. By shifting the focus from a high-fashion narrative to clear, benefit-driven messaging, the product's core value was effectively communicated to the target audience. This approach underscores the importance of understanding the consumer's perspective and aligning the messaging to meet their needs. This case exemplifies how a deep understanding of both the product and market dynamics can transform an underperforming asset into a market leader.
Skills & Expertise Utilized
- Health & Wellness Marketing
- Interactive Advertising
- Customer Experience Enhancement
- SEO/SEM Optimization
- E-commerce Optimization
- Creative Campaign Development
- Social Media Strategy
- Private Equity & P&L Management
Visuals & Media
