BRIAN MENDEL
Yorktown
Summary
Skilled and accomplished business development executive with a proven track record in directing sales, customer strategies, and e-commerce within the consumer products industry. Successfully marketed and sold over 40 brands nationally, driving significant revenue growth. Demonstrated ability to consistently exceed sales goals, resulting in annual revenues of $1.1B. Adept at identifying and capitalizing on market opportunities, leading to continuous sales increases and establishing a strong market presence.
Overview
24
24
years of professional experience
Work History
Vice President of Sales
Prestige Consumer Health
04.2024 - Current
- Developed short and long-term sales strategies to gain market share, uncover new sales opportunities and increase revenue.
- Performed monthly sales forecasting and competitive analysis to determine product performance levels and need for new product developments.
- Fostered performance development of staff through ongoing coaching and mentoring on best practices.
- Contributed to team and customer success by creating and delivering engaging client-facing presentations to communicate our brands benefits.
Vice President of Customer Development & E-commerce Sales
PRESTIGE BRANDS
06.2015 - 03.2024
- Company Overview: The largest independent provider of OTC health products
- Grew Amazon from $7M to $100M in 4 years, work with Packable & other pure play ecommerce
- Develop sales and market penetration strategies including item sell-in for all channels, C-store, e-commerce, mass, drug, food and club, and Omni Channel Strategy for e-commerce including SalesAmazon.com, WM.com and Retailer.com
- Create and Negotiate on Private Label Bids across various categories for multiple accounts
- Oral Care, Foot Care, Smoking Cessation, Women’s Health & Eye Care
- Sell over 40 brands with over 700 UPCs in brick and mortar and 1,000+SKUs via e-commerce
- Conduct detailed market, industry, consumer and competitor analysis to mitigate risks and identify and capitalize on opportunities
- Manage all e-commerce sales and drive business development strategies working in collaboration with sales and marketing
- Review Key Performance Indicators (KPIs) using data collection and analysis (sales by product, by market segment, by channel, etc.), and use analytics to take a proactive versus reactive response to risks and opportunities
- Effectively leverage internal talent and resources, facilitate cross-functional teams and serve as a catalyst for positive change and transformation management
- Partner with all business development stakeholders, resulting in a consistent record of exceeding goals
- The largest independent provider of OTC health products
CUSTOMER STRATEGY DIRECTOR, OTC Pain & Cough Cold
NOVARTIS CONSUMER HEALTH
01.2014 - 06.2015
- Directed a multi-level OTC team and developed strategic plans, including channel management and forecasting of trade funding for all classes of trade covering C-store, e-commerce, mass drug, food, and club
- Created a new business model including market penetration, product branding, KPIs, data collection, and analysis
- Used analytics to allocate budget dollars more maximum results and return-on-investment
- Developed a new sales model for customer segmentation on Excedrin, leading to $4 million in top-line growth, brand prioritization in cough cold, leading to upsize and ten points of incremental distribution
- Accomplished annual business plan target of $600 million with double-digit distribution gains
DIRECTOR OF SALES, Rite Aid
NOVARTIS CONSUMER HEALTH
01.2011 - 01.2014
- Managed all brands for a geographical region
- Partnered with sales teams, distribution teams and Retail Managers
- Used real-time market research and consumer insights to drive market penetration brand allocation
- Aligned product branding and product mix with targeted demographics, consumer trends and emerging trends
- Drove sales of $100 million and exceeded annual targets by 3% to 5% each year
- Appointed to Rite Aid Supplier Advisory Board and Category Owner on Excedrin Migraine
ASSOCIATE DIRECTOR, Customer Strategy/DH & Pain
NOVARTIS CONSUMER HEALTH
01.2007 - 12.2010
- Directed all aspects of managing day-to-day sales planning activities for over $250 million in sales and trade budget of $38 million
- Directly supervised customer strategy analytic team and Field Sales Business Development Managers
- Served as primary liaison between field sales and Headquarter functions for all classes of trade including C-store, dollar, e-commerce, mass, drug, food, and club
- Developed new item sales presentations utilizing primary research to achieve 60% incremental distribution
- Led the development of channel-specific strategies including promotion, assortment and pricing
- Developed new go-to market strategy by class of trade (dollar, C-store, mass, drug, food and club) across the category portfolio
- Effectively designed multiple tools and data analysis templates to plan initiatives and measure promotional events, as well as competitive brand performance
EAST REGION CUSTOMER TEAM LEADER
NOVARTIS CONSUMER HEALTH
01.2005 - 12.2006
- Responsible for $98 million worth of sales and $12 million of budget for the East region
- Managed major accounts including all C-store accounts, Duane Reade, Wakefern, Pathmark, Ahold, A&P, Winn Dixie, Food Lion, Giant Eagle, Wegmans, Publix, as well as many other high profile Eastern region clients
- Established client-focused partnerships
- Functioned as a solutions and consultative seller
- Increased annual sales by 11% for two consecutive years, 2005 and 2006
- Posted an 8.9% increase over target in 2007 and 5% in 2006
- Reduced annual company spending by 5% in 2006 and by 4.5% in 2006
- Successfully opened up a new class of trade for the company with Toys R Us and Bed Bath & Beyond
- Sold 25,000 more displays in 2007 than previous year
SENIOR REGIONAL BUSINESS MANAGER, OTC
NOVARTIS CONSUMER HEALTH
01.2003 - 12.2004
- Directed all aspects of managing sales responsibility of $150 million in the Northeast for all OTC brands and Gerber Baby Food products
- Responsible for implementing and executing corporate and brand strategies in a regional and multi-market environment
- Outperformed all food and drug companies in terms of market share on 10/15 brands and Gerber Care & Wellness from 2003 to 2005
REGIONAL BUSINESS MANAGER
NOVARTIS CONSUMER HEALTH
01.2001 - 12.2003
- Responsible for OTC brands and Gerber Baby Food with combined annual sales of $55 million
Education
Bachelor of Science - MARKETING
CITY UNIVERSITY OF NEW YORK
New York, NYSkills
- Strategic Planning
- Branded & PL
- Demographics/Consumer Insights
- Creating Strategy and Building Ecommerce businesses
- Product Branding & Messaging
- Goal Setting/KPIs
- D2C
- B2B
- B2C
- Channel Development
- Market Penetration
- Market Analysis
- Industry Analysis
- Competitor Analysis
- Team Coaching & Development
- Opportunity Development
Timeline
Vice President of Sales
Prestige Consumer Health
04.2024 - Current
Vice President of Customer Development & E-commerce Sales
PRESTIGE BRANDS
06.2015 - 03.2024
CUSTOMER STRATEGY DIRECTOR, OTC Pain & Cough Cold
NOVARTIS CONSUMER HEALTH
01.2014 - 06.2015
DIRECTOR OF SALES, Rite Aid
NOVARTIS CONSUMER HEALTH
01.2011 - 01.2014
ASSOCIATE DIRECTOR, Customer Strategy/DH & Pain
NOVARTIS CONSUMER HEALTH
01.2007 - 12.2010
EAST REGION CUSTOMER TEAM LEADER
NOVARTIS CONSUMER HEALTH
01.2005 - 12.2006
SENIOR REGIONAL BUSINESS MANAGER, OTC
NOVARTIS CONSUMER HEALTH
01.2003 - 12.2004
REGIONAL BUSINESS MANAGER
NOVARTIS CONSUMER HEALTH
01.2001 - 12.2003
Bachelor of Science - MARKETING
CITY UNIVERSITY OF NEW YORK
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