Please Note: Page under reconstruction. Dead links abound. Sorry 'bout that. KD(09/2001)

Ken Danieli

kdanieli@usa.net
106 Puritan Drive
Port Chester - Rye, NY 10573-2506
(914) 937-6599


Experience

DANIELI CONSULTING

Strategy and Branding

October, 1998 - Present

PORT CHESTER - RYE, NY

Consumer Marketing Consulting Services focused on Building Consumer and Internet Brands.

Clients Include:

Pepsi-Cola North America Brand Strategy Development Projects on: Pepsi One, Wild Cherry Pepsi, Mountain Dew Code Red, Sierra Mist.

Vans Internet Strategic Planning: Business Plan, Marketing Plan and Financial Modeling

Pictage.com Business Plan Development. Strategic Marketing. Site Architecture and Design.

Freeride.com Consumer-Focused Site Functionality Audit

Pepsi-Cola International Three International Product Rollouts. Strategic and Creative Development. Internet-Based E-Infiltration Marketing. Television and Point-Of-Sale Copywriting.

Motorola Iridium Global Satellite Personal Hand-Held Telecommunications System. Consumer-Focused Loyalty Rewards Program Development.

TLP Program Development for Frito-Lay and Pepsi-Cola. Strategic Development for New Business Proposals.

WebFire Design New Business Development Website Copywriting.

Projects include:

Consumer Product Positioning Concept Development, Internet Business Development, Internet Branding, Internet Consumer Portal Strategic Business Plan Development, International Consumer Product Launch Planning, Loyalty Rewards Program Development in High-Technology Consumer Electronics and Telecommunications Businesses, Consumer Product Copywriting, and Consumer Financial Website and Software Strategic Planning.

PEPSI-COLA COMPANY, SOMERS & PURCHASE, NY

1986-October, 1998

SENIOR GROUP BRAND MANAGER, Pepsi-Cola North America (PCNA), FLAVOR BRANDS AND NEW PRODUCT MARKETING, 1995-1998

JOSTA. BETTER DO THE GOOD STUFF NOW. Launched innovative new carbonated beverage brand with bold, powerful positioning that resonates with young consumers using guarana ingredient news, and infiltration marketing strategy (see below). Edgy TV campaign and innovative PR strategy have drawn national media attention. Josta brand has rapidly formed a powerful connection with its teen and 20s target -- as evidenced by the hundreds of Josta pages and mentions on the Web -- and is focused on company's most profitable channels: Convenience, Gas, and Vending, where margins are high and brands are born. $20-30 Million NAR Launch Level.

INFILTRATION MARKETING. Pioneered bold, new, grass roots approach to forging powerful consumer relationships with trademarks. Created for Josta, spanning from the street to the internet, the strategy has been expanded to drive emotional connections with consumers for the Flagship Pepsi and Mountain Dew Brands and new Storm Lemon-Lime.

NEW SLICE. ORANGE, ONLY TWISTED. Initiated relaunch of struggling Slice trademark as a leading Orange TM with a broadened product profile and a positioning that transcends the category's perennial limits of being "syrupy-sweet kid's stuff." Expanded objectives of project beyond management's original concept. $10+ Million Launch.

Report to VP, Marketing. 1-4 direct reports plus multiple agencies. Hired and supervised national staff of 100+ brand representatives and field managers. Lead Mug Root Beer Brand Positioning and Flavors Merchandising.


SENIOR BRAND MARKETING MANAGER, PCNA, BRAND PEPSI, 1993-1995

DRINK PEPSI GET STUFF. Re-conceptualized Pepsi trademark marketing strategy and created the most effective recent brand-building assault of the Cola Wars. Persuaded management to support loyalty rewards strategy with several hundred million dollars through tireless marketing passion and strong business case. Event featured a dedicated interactive Web site, celebrities like Cindy Crawford, Shaquille OíNeal, Deion Sanders, Andre Agassi, John Lee Hooker, & Jeff Gordon, over 200 million catalogs each year, billions of Pepsi points, and Pepsiís line of top-quality free merchandise. Tens of millions of consumers participated. Pepsi Stuff significantly outperformed Coke's much-anticipated Atlanta Olympic Summer with growth 3 times larger than theirs and 2 points of share gained by Pepsi. Captured the imagination of bottlers and customers that have "seen it all" in marketing programs, rallying their enthusiastic support. Pepsi Stuff was the company's largest-ever marketing initiative, ran for 2 years in North America due to consumer and bottler demand, was expanded to include Mountain Dew and Fountain, and was adapted for several international divisions.

INTERNET MARKETING. Initiated Pepsi's first internet project in early 1994, before consumer products companies used the Web. Created Cyberbuzz on-line rapid cultural research model early in the 1990s. Since 1986, have led Pepsi Marketing Department's use of PCs, On-Line Services, and the Web as tools to help understand and communicate with consumers. Visit Pepsi World.

PEPSI GLOBE ICON. Championed use of the now-ubiquitous Pepsi Globe Icon as the clean, contemporary, stand-alone symbol of one of the world's best-known brands. As originated in my projects, including Woodstock 94, Pepsi Stuff, and Seasonal Packaging, the Globe became a text-free icon that represents a powerful imagery gain over the more complex and corporate logos of the recent past. As consumers and management became familiar and comfortable with the idea of Globe-As-Icon, Pepsi trademark packaging, signage, trucks, and vendors have been converted to the new Globe standard, domestically and internationally.

WOODSTOCK 94. LIVE IT. LOVE, PEPSI. Directed national marketing event and championed Pepsi's lead sponsorship. Amid media and consumer concerns of co-opting the Woodstock legacy, successfully linked Pepsi with Woodstock in a consumer- and event-appropriate way -- without being overly commercial, corporate, and uncool. Created and distributed 10 million free consumer guides nationwide. Event exceeded all expectations.

ADVERTISING DEVELOPMENT. Initiated over thirty Pepsi television spots and scores of radio, outdoor, print, & point of sale executions. Managed several highly productive and creative agency relationships. Conceived and implemented two $10 Million Media Merchandising events, leveraging Pepsi advertising strength with customers.

PEPSI MEDIA CRISIS. PEPSI REBOUNDS. Initiated and led marketing crisis team. Directed system's rapid response to international media crisis regarding false reports of syringes in Diet Pepsi. Company-wide efforts, featuring Shaquille O'Neal, resulted in Pepsi rebounding and surpassing pre-crisis share and volume goals.

PACKAGING INNOVATION. Initiated & developed POP ART GRAPHICS for Pepsi and Mountain Dew trademarks. Style was adopted by all other major brands. WINTER COOL CANS event received solid consumer response and drove unprecedented growth for Pepsi & Dew despite significant price disadvantage to Coke & Sprite.

Reported to VP, Marketing. 1-5 direct reports plus multiple agencies. $150-$300 Million Budget.

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STRATEGIC MARKETING MANAGER, PCNA, CHANNEL STRATEGY, 1991-1993

ASSOCIATE STRATEGIC/CUSTOMER MARKETING MANAGER, PCNA, CHANNEL STRATEGY, 1990-1991

MANAGED MARKETING RELATIONSHIP WITH PEPSI'S LARGEST CUSTOMERS. Pepsi and Customer expert on beverage marketing in the profitable Convenience and Gas Channel.

DIET PEPSI RAY CHARLES "YOU GOT THE RIGHT ONE BABY. UH-HUH!" CAMPAIGN. Developed national promotion campaigns. Distributed over 25 million free "Uh-Huh" glasses at Mobil and millions of collector cups at 7-Eleven.

Reported to Director, Marketing. 1-2 direct reports. Variable, Account-Based Budgets.

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ASSOCIATE BRAND MARKETING MANAGER, Pepsi USA, MUG ROOT BEER BRAND, 1988-1990

MUG ROOT BEER. Relaunched and repositioned Mug Root Beer after Pepsi acquired the brand. Involved in all aspects of brand management.

GO PSYCHO WITH ELVIRA. Developed brand's largest-ever promotion featuring Elvira, Mistress of the Dark and partnering with Universal Studios.

MUG CREAM SODA. Headed development, testing, and launch of new product.

Reported to Brand Marketing Director and Senior Brand Manager. 1-2 direct reports. $5-8 Million Budget.

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ASSISTANT STRATEGIC MARKETING MANAGER, FOUNTAIN CHANNEL STRATEGY, 1987-1988

CHANNEL STRATEGY MANAGER. Developed strategic and tactical plan to drive Pepsi's business in the Full-Service Restaurant Channel. Implemented powerful direct marketing campaign, leveraging the strength of the local Pepsi Bottler.

Reported to Strategic Marketing Manager.

ASSISTANT FOUNTAIN MARKETING MANAGER, FOUNTAIN BRAND MARKETING, 1986-1987

DIET PEPSI. Relaunched reformulated Diet Pepsi in fountain channels.

SLICE. Launched Slice line of flavors in fountain channel with innovative selling materials and point-of-sale tools.

Reported to Brand Marketing Manager.

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JOSEPH A. WETZEL ASSOCIATES, BOSTON, MA

1983-1985

MANAGER OF TECHNOLOGY AND FINANCE

Designed, programmed, and implemented automated Project Tracking & Billing Systems using Relational Database and Spreadsheet Software (on a first-edition, dual-floppy IBM PC) for Professional Consulting Firm that designs major museums. Procured and maintained all office technology systems.

Reported to Managing Partner and President.


Education

J.L. KELLOGG GRADUATE SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITY, Evanston, IL, 1986

Master of Management (MBA), Marketing. One-year Four-Quarter Program. Deanís list. Production Designer, Special K Revue. Beta Gamma Sigma

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SCHOOL OF MANAGEMENT, BOSTON UNIVERSITY, Boston , MA, 1983

Bachelor of Science, Business Administration, summa cum laude, Management. Graduated in Top 1% of Class. Deanís List. President, Lock Honorary Service Society. Beta Gamma Sigma-National Management Honor Society. Scholarship.


Interests and Activities

New Media, Music, Media Analysis, Investing, Film, Skiing, Pop & Youth Culture, Trendspotting

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