JEFF BUCHOFF

(530) 400-6697 buchoff@yahoo.com San Francisco, CA Idaho Falls, ID

DIRECTOR OF MARKETING
Product & Brand Management / Product Innovation / Multi-Functional Team Leadership Brand Architecture / Go-to-Market Strategy Development / People Management
Hands-on marketing and brand management executive with full P&L responsibility, specializing in aggressive strategies involving product innovation, targeted consumer marketing, collaborative management and alternative channels to substantially increase revenue and profit for Fortune 500 Hershey and Glaxo-SmithKline and smaller growth companies in both US and Asia. MBA from Kellogg School of Management, Northwestern University.

EXPERIENCE
IDAHOAN FOODS LLC, Lewisville, ID 2011 Present With $500MM in sales, Idahoan is the potato expert, leading the instant mashed potato market, having recently overtaken previous market share leader, General Mills Director of Marketing Responsible for P&L and brand equity, managing three brand and two marketing services managers; specifically responsible for brand strategy, product innovation, advertising (TV, print and digital copy and media), consumer promotion, marketing research and packaging Overhauled Marketing Department, transitioning from a tactical to strategic orientation based upon classical marketing principles and implementing new processes to position Company for growth: o Defined cohesive brand architecture as a basis for all marketing activity o Installed Stage Gate product innovation management Introduced Au-gratin and Scalloped potatoes, developing new platform for 50% sales increase; results: $20MM incremental sales Developed and introduced single-serve instant mashed potato cups, serving as platform for entry into convenience stores; results: $15MM incremental sales Introducing product into new-to-company $10B category, involving extensive marketing research, social and traditional media and DSD network development; Forecasted results: $100+MM Introduced two major new breakfast products, extending brands presence beyond dinner side dishes and outside the instant mashed potato aisle; Results: $20MM incremental sales Implementing comprehensive digital strategy, including new website and social media aligned with new brand architecture Led two major capital projects, increasing manufacturing capacity by 20% to accommodate accelerating growth. ARCHWAY & MOTHERS COOKIE CO., INC., Oakland, CA 2003 2010 Sr. Marketing Director (2007 2010) (Company Sold to Kelloggs) Responsible for Mothers Cookies P&L and brand equity, managing two brand managers; specifically responsible for brand strategy, product innovation, advertising (TV, print and digital copy and media), consumer and trade promotion, marketing research, packaging Increased annual sales 5% during decade-long category decline by implementing aggressive product innovation strategy i.e., introduced new products on bi-monthly basis Developed new product platform to establish franchise in convenience stores; introduced 10 new products and packaging variations to effectively merchandise and appeal specifically to consumers in this new-to-the-company class of trade; increased sales 10% in 1-1/2 years

ARCHWAY & MOTHERS COOKIE CO., INC. (contd) Marketing Director (2003 2006) Implemented Stage Gate new product program Developed 5-year new product pipeline for the Company Test marketed ice cream novelty items through licensing agreement, managing in-store merchandising through DSD network Developed integrated media and creative strategy, leveraging digital and traditional media Increased sales by 15% and decreased trade promotion expenses by restructuring trade deals and implementing trade management software system CREATIVE MARKETING SOLUTIONS, San Ramon, CA 2000 2002 Marketing Consultant Reestablished CPG clients profitability and source of growth: led company-wide cost and product justification, developed marketing and financial strategies and new product development process (Stage Gate); resulted in 18 margin point increase and 100% five-year sales growth HERSHEY CORPORATION, Hershey, PA 1989 1999 International Marketing Manager & Account Manager (1993 1999) Responsible for global & regional (Far East) P&L and brand equity Created global new product strategy that increased division revenues 25% ($50MM); developed line of products with regional and global appeal; produced global advertising Increased Hersheys Kisses sales in S. Korea by 200% by developing joint venture with national dairy company; new venture built product finishing plant and a dedicated sales force Achieved 10% market share in the first year of Hersheys operations in Taiwan through partnership with national dairy and leading convenience store chain Introduced Hersheys chocolate beverage, snacking cereal, pudding and ice cream Brand Manager (1989 1992) Responsible for brand group P&L and brand equity Initiated, developed and executed first-ever plan to sell Hersheys candy through video rental outlets and hardware stores, producing an incremental $100MM in annual sales

GLAXO-SMITHKLINE, Pittsburgh, PA 1986 - 1989 Associate Brand Manager Responsible for advertising copy & media, custom marketing research projects Increased Aqua-fresh sales 15% (to $120MM) by introducing Aqua-fresh for Kids line extension

EDUCATION
KELLOGG SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITY, Evanston, IL Master of Business Administration, Marketing / Finance RUTGERS UNIVERSITY, New Brunswick, NJ Bachelor of Science, Marketing / Food Science

INTERESTS
Camping, hiking, cross country skiing, cooking, American history, ornithology, photography, antiques, Toastmasters Club