Charles F. Lawrence General Management, Strategy & Marketing Leadership

Strategy Passion and reputation for quickly spotting market gaps and aligning ALL elements for growth & profit Identification of product gaps Brand revitalization & positioning Customer & distribution planning Operational execution Organization culture & alignment

Marketing Brand Positioning vs. Target Market & Competitors Product The foundation of a company & brand Establishing and highlighting points of differentiation & value Value Add Developing services & solutions to build on product differentiation Sales & Trade Support Tools & methods to “sell” the differentiation

Brand Integration & consistency of message Communication targets Customers Influencers Consumers Internal Organization (often overlooked target) Methods Advertising, PR, Social, Digital In-store, Event Marketing & Sales Tools Product Services Distribution & Customers

Product What makes it unique? Style, quality, performance, etc What problem does it solve? What is it's value proposition? Why is it better than alternatives/competitors? How will consumers learn about it? Will our customers embrace it? How will it be merchandised/displayed?

Customers Why do they buy/sell our product? Why do they support us or not? What frustrates them? Do they represent our brand appropriately? Are they loyal? Do they have a good reputation with consumers? What are our competitors doing to attack? Who are our targets that we do sell today?

Culture & Leadership Clear strategy Communicating Effectively Keeping on Point Acting with Honor and Character Making Complex Decisions Getting Organized

ORGANIZATION ALIGNMENT MODEL Organizational alignment using the hub & spoke philosophy & model A Team/matrix culture Leadership and market/customer awareness skills at the “hub” of the organization – Product Management PRODUCT MANAGEMENT MARKETINGFINANCEOPERATIONSR&DSALES SUPPLY CHAIN SUPPORT FUNCTIONS

Operational Excellence Customer first! Service is a competitive advantage Efficiency, cost and service go hand in hand Details matter Culture and leadership Teamwork, Loyalty & Integrity

Results Achieved Sales Growth: +8% , YTD % Improved EBIT 464% vs. 2009, +45% to budget Achieved ROA 16.4% vs. budget of 8.5% Introduced > 200 new products in first 24 months Generated $11.2 million in sales from new products Achieved Gross Margins 8 points higher than company average.