Elizabeth Houlihan MBA

STEM ADVISORY BOARD MEMBER - Science and Technology Girl Scouts builds girls of courage, confidence and character who make the world a better place. Girl Scouts prepares today’s girls to be tomorrow’s leaders; providing girls with the skills and experiences to prepare them to lead in whatever capacity brings them greatest fulfillment.

Innovation & growth development leader specializing in new business and new product commercialization, marketing, social & digital, market research, general management & strategic consulting to dramatically improve client revenue, profits, and processes. STRENGTHS: Able to quickly assess complex situations and develop creative action plans that meet the organization's needs & deliver business results. Global new product development/commercialization, digital advertising, insurance, household and personal care products, nutritionals, floor care, cleaning products, over-the-counter pharmacy products, skin care, weight management programs, personal home security, & driver safety programs PARTIAL CLIENT ROSTER: Amgen, Wyeth, PepsiCo, Heinz, Chattem, Quickie, LifeVantage, Nevallco’s Pickett Digital Ads , JK Media, BOLT Online Insurance, MicroVascular Health Solutions, Hennepin Life Sciences, FunniBonz, Fleet Safety Network, Clairvoyant Beauty & others SELECT TRADE CHANNELS: Food, Drug, Mass, Club, Convenience, Hardware, Big Box, Specialty, Direct to Consumer, Digital, Online, Agricultural, Veterinary Healthcare, & Medical Device CORE SPECIALTIES / ACCOMPLISHMENTS: ► Uncover insights to build major national brands, products, revenue, profits, & improve processes ► Enhanced profits by $11M for a global pharmaceutical company by developing a communications and training program affecting all levels of the organization ► Led global launch of skin care line with multi-country claim substantiation and multi-lingual packaging for US, Canada, Mexico, Japan, Hong Kong, and Australia that generated significant organic revenue growth & customer retention boost ► Research trends and competitors' marketing materials, products, events, & other channels ► Consolidate findings into sales messaging/training materials ► Collaborate with sales/product marketing & advise go-to-market strategies ► Design & execute market research studies to inform brand strategies/decision making

A $25M private equity funded, online veterinary pharmacy. ► Created a digital platform for B2B and B2C users leading multi-functional team: Customer Service, Sales & IT to improve customer experience and decrease operational costs. ► Directed 8 direct reports and a team of 58 professionals. ► Increased patient compliance through enhanced messaging and call center operations improving profit margins. ► Increased cash flow & profitability through an alternative payment model. ► Oversaw the planning, development and execution of marketing and advertising initiatives. ► Reported directly to the chief executive officer. ► Generated revenue by increasing sales through successful marketing for the entire organization, using market research, pricing, product marketing, marketing communications, advertising and public relations. ► Ensured organizational messaging was disseminated cost effectively across channels to targeted audiences to meet sales objectives, delivering messaging through mobile platforms, video, social media, and other channels. ► Directed and grew the business through effective leadership and management of customer service and marketing and responsible financial management. ► Practiced cost containment strategies, developed and deployed process/workflow improvements, developed and maintained staff productivity monitored programs, and maintained profitability and growth, while ensuring compliance with applicable company and regulatory requirements. ► Led processes for the continuous improvement of the customer experience as well as tactical emphasis on customer care, quality management, and workforce planning, recruiting, coaching and training. ► Directed a multi-channel (telephone, email, chat) environment, handling thousands of interactions per week.

Ascendia was a $100M consumer package goods company with brands including Mr. Bubble, Calgon, The Healing Garden, Baby Magic, Binaca, Ogilvie, Tussy, Dentax, TEK, Chubs, Lander, and Lander Essentials. ► Had functional responsibility for Marketing Brand Management, Market Research, Consumer Relations, Product Development, Creative Services, Quality Assurance, and Key Account Business Development North America. ► Directed 7 direct reports & 22 professionals in the US and Canada. ► Raised $200M+ capital to acquire/integrate additional brands, doubling revenue. ► Achieved 12% top-line new products growth and increased gross margins on new SKUs by +20 points. ► Led product development direction and processes, including strategic collaboration with leadership, project, personnel, budget management and implementation in alignment with business goals, desired customer experience, customer feedback and overall market opportunity. ► Directed team to devise product concepts that satisfied marketing requirements as well as engineering, manufacturing and quality targets. ► Oversaw processes, best practices, and test programs that ensured products met appropriate safety, reliability and performance standards. ► Led and facilitated the product ideation process to identify product updates and potential new products. ► Evaluated and reviewed consumer insights and reviewed online product reviews, developing a customer-centric approach to product development ► Developed and maintained internal collaboration with all cross-functional areas to create remarkable products, and to keep the pipeline funnel robust and full with potential product listings. ► Oversaw teams to develop product specifications, features, designs, mechanics and packaging presentation. ► Established/oversaw product development schedule ensuring on-time delivery of products. ► Gathered intelligence on product performance vs plan, adding value to future product selection based upon sales and margin results.

Privately-held $1.2B global direct-marketing company concentrating in nutritional supplements, laundry and household, cosmetics and personal care product categories. ► Increased revenue and profit +24% for the existing household, pet and personal care products lines through the use of consumer segmentation and statistical data mining of customer transaction data to drive incremental sales. ► Developed the clinical protocol to support advertising claims for RENEW skin lotion that demonstrated performance 95% better than category. ► Managed 2 direct reports and a team of 5 professionals. ► Introduced Sol-U-Guard Botanical, a 100% natural botanical disinfectant approved for home and business use under the umbrella positioning of “Safer for Your Home” which became the strategic platform that fueled portfolio growth. ► Identified, evaluated and prioritized opportunities via business case evaluation, development of consumer go-to-market strategies, commercialization, development of external pitches, and ongoing evaluation of competitive landscape. ► Conducted market research to drive development of consumer, shopper and expert insights, validate opportunities, and understand patient, consumer and shopper behavior. ► Interacted with potential external business partners, helped to prepare and deliver compelling pitch presentations ► Developed comprehensive preliminary marketing plans, including volumetric testing, pitch preparation and early launch preparation, including key claims, advertising, promotion, pricing, product and packaging development. ► Created cross-functional synergy with field sales, and global category teams.

Church & Dwight, Co., Inc. is a $2.5B personal care and household consumer package goods company whose brands include ARM & HAMMER, Trojan, Mentadent, Arrid, Nair, First Response, Brillo, Scrub Free, PARSONS, XTRA, OxiClean, Orange Glo, and Oragel. ► Delivered record shares or profit for more than 30 brands in over three dozen categories in the personal and skin care, household products, over-the-counter medicines, industrial chemicals, agricultural products and e-business segments. ► Launched $400M Edison award winning best new product, ARM & HAMMER Super Scoop cat liter, nationally within 135 days of initial project conception (including BASES II, packaging design, and ASI copy testing) achieving 16% market share within 18 months, cash positive in 16 months. ► Launched ARM & HAMMER Clear Balance to transform a specialty commodity into a consumer-branded product increasing profit per sku by more than 20 points. ► Increased share by +1.0 point in the $1B antiperspirant category by understanding consumer purchase decision hierarchy and leading R&D to articulate a unique, consumer meaningful and proprietary point-of-difference for the brand. ► Developed corporate digital web-based efforts across all divisions including interactive marketing, automated supply chain on-line order entry/order tracking through out-sourced network of efficient support groups. ► Helped quantified consumer behavior that led to the launch of a $500M+ pet product portfolio. ► Set overall marketing strategy for branding, packaging, pricing, & messaging. ADDITIONAL POSITIONS HELD AT THE COMPANY: Director of Marketing (reporting to President), 2002 to 2003 Director of New Business Development (reporting to CEO), 2000 to 2002 Director of Household Cleaners & Personal Care, 1999 to 2000 Category Manager Pet Products, 1996 to 1999 Senior Brand Manager-Household Deodorizers, 1994 to 1996 Brand Manager Laundry Additives, 1992 to 1994 Assistant Brand Manager, 1989 to 1991

Peachtree Creek Business Group is a consumer goods company. ► Served as Brand Management | Marketing Intern while completing Master of Brand Management (MBM) degree at the University of Georgia, Athens.

A privately-held genetically-engineered veterinary pharmaceuticals company. ► Developed company's largest dollar volume account.

A multi-billion dollar chemical company providing the agricultural industry with crop solutions. It was acquired by Imperial Chemical Industries from Chesebrough-Pond's Inc. in 1987. ► Directed agricultural seed sales and service through 90 farmer dealers in east-central Iowa. ► Awarded National "Highest Volume Sales" ► Awarded National "Excellence in Dealer Recruiting" ► Awarded National "Outstanding Territory Management"

A multi-billion dollar chemical and genetics company providing the agricultural industry with seed and breeding stock solutions. ► Sold hybrid swine breeding stock in southeast Iowa. ► Achieved position as company's highest volume and delivery territory within six months of joining company and maintained that distinction throughout employment.