Jenny Bates

Oversee $1.2 billion private label primary care product portfolio consisting of over 25 categories for healthcare professionals (alternate site market and health systems), government, and consumer channels. Own P&L and product pipeline development. Manage new product launches and go to market strategies, product lifecycle, forecasting, customer research, Field Sales resources and communications (sell sheets, competitive positioning guides, training modules), and demand generation to increase revenue and share. Have grown revenue double digits each year while in role.

• On track to launch over 10 new products within the next 12 months including Fentanyl Test, Elastomeric Pump, Safety IV Catheters, and Isolation Gowns, providing $50 million in incremental revenue in year 1.
• During COVID, led MMS' commercialization and online merchandising strategy for masks and gloves. Built and launched multi-faceted marketing campaigns to win back customers and sell excess inventory.

Promoted to build and lead best-in-class marketing team for MPCS (HME/medical sales and billing business). Reported directly to MPCS President and served on Leadership Team. Responsible for MPCS positioning and brand strategy, and marketing for patients, healthcare professionals, and payers. Led patient engagement and retention strategy, category plans, product introductions, go-to-market strategies, competitive analysis, patient education, webinars, digital marketing (social media, SEO, email/text campaigns, ads, and landing pages), Sales training and enablement, and all internal and external communication and events.

• Partnered with Sales to identify large payers to target and then pitched 3 part diabetic educational program to help increase compliance of their diabetic members, ultimately allowing them to lower their costs to serve.
• Conceptualized and created cards explaining benefits of MPCS' breast pump program. Pitched to numerous large OBGYN practices to place in their congrats on your pregnancy bags for moms-to-be. Data showed approximately 20% of breast pump sales were attributed to these cards.
• Organized and conducted focus groups with moms-to-be to understand ideal breast pump features, benefits, order experience and purchase criteria. Feedback led to roadmap of improvements including revamped email communication, launching new online order process, breast pump accessories, and more effective marketing of our Breast Pump Program with retail giant Target, leading to over 25% increase in online sales and exceptional NPS of 87%.
• Supported development of diabetic category plan and determined need to launch CGM to our customers. Partnered with Dexcom, Sales, Compliance, Legal and Operations. Built educational materials and sell sheet to help Sales sell-in product to its accounts. Constructed comprehensive marketing campaign: direct to customer email, direct to patient email, website banners, box stuffer, and brochure.
• Compiled and analyzed monthly data to understand ostomate retention trends and purchase patterns. Helped construct loyalty programs, ostomate educational email series, accessories advertising and sample campaign resulting in increased retention rates with this patient population.

Promoted to build and lead new department that created and sold in tailored, strategic marketing programs for Preferred Suppliers. Researched competitive programs and interviewed suppliers to understand what service offerings would be most valuable. Set vision for programs and structured team to exceed all goals. Managed supplier matrix strategy, sell-in, contract negotiation, execution and ROI analysis of marketing programs for Preferred Suppliers' $1.8 billion business. Programs included: new product launch packages, direct to customer emails, online merchandising, co-branded print advertising, data and analytics packages, events, and product education videos through app. Supervised all supplier events, including National Sales Conference tradeshow featuring 150 suppliers. Developed quarterly supplier communication highlighting best practices, innovative new service offerings and program performance.

Managed P&L, product assortment, costs, new product launch strategies and tactics, product marketing, contract negotiations, buyside forecasts, and vendor relationships for categories that yielded over $300 million in sales annually. Developed annual category plans which once executed continued to grow category sales substantially faster than overall market and increased profitability year over year. Consistently exceeded all financial goals each year.

• Proactively adopted Negative Pressure Wound Therapy category. Researched category and determined market entry strategy, supplier partners, marketing plan, and projected revenue over five-year period.
• Identified need, conducted research, collaborated with McKesson Brands team and outside agency to design products and packaging, helped determine pricing and sales projections, and co-led RFP for new skin care line which allowed McKesson to win and maintain business in this highly competitive category.
• Built and executed AQUACEL Ag marketing plan to increase awareness of new product, communicate benefits, and convert comparable products. Resulted in over $2.5 million in sales in 6 months, exceeding ConvaTec's goal.

Generated annual marketing and sales strategies based on strong understanding of customer needs, assortment gaps, SWOT, competitive analysis, and market dynamics

• Increased assortment size at Target by 48% and enabled Hamilton Beach Brands to become market share leader in small kitchen appliances at Target
• Sold in slow cooker and cookbook promo to Kmart which yielded a 32% increase in units over previous year.

Promoted to head up marketing department for licensed Polo Ralph Lauren Men's Underwear and Sleepwear business. Worked with Polo, Sales, and external agency to develop and execute seasonal Marketing Plans to include POS, packaging, direct mail, web advertising, print advertising, and PR, yielding double digit sales growth over previous year.

• Conceptualized, worked with various vendors to develop, and sold in woven boxer tray to Polo Sportswear Shops to increase awareness of Polo Men's Underwear business with the Polo Sportswear consumer. Awareness increased among target audience by almost 20% after first 6 months of program.
• Oversaw Polo Men's Underwear and Sleepwear Concept Shop project development and execution at Belk in Charlotte. Once completed, store jumped to one of top locations in Southeast.

Managed all aspects of the Hanes Intimates business including launching new products each year, developing promotions to lift sales, overseeing $3.7 million marketing budget, reducing skus and slow-moving inventory, and successful sell-in to Wal*Mart, Target, Kmart, Shopko and Walgreens.

• Updated packaging and POS for two collections to maintain consistent look across Hanes, further differentiate the collections from the competition, and improve consumer shoppability.
• Initiated digital marketing plan to include email mailers, monthly website banners, online sweepstakes, and successful sell-in to Wal*Mart, Target, Kmart, Shopko and Walgreens.

Managed the Fleet Pharmaceuticals and Summer's Eve businesses including product launches, tv and print advertising, selling to physicians at medical conferences, direct mail campaigns, and quarterly promotions for Wal*Mart

• Led cross functional team to successfully develop and launch Phosphosoda ACCU-PREP colonoscopy prep kit. Partnered with R&D, Operations, Sourcing, Finance and Sales to deliver on-time launch. Created awareness campaign. Pitched, trained and on-boarded largest gastroenterology group. Visited all Target, Snyders and Walgreens pharmacies in Minneapolis area to ensure they had product in stock and were trained on benefits.
• Partnered with agency to completely rebuild Fleet Phosphosoda website and successfully carried out newly constructed SEO strategies. Website traffic increased by 64%.

Sold products for twenty top office supply manufacturers, including 3M, Quartet and Pentel, to dealers and retailers across central Virginia. Examined sales trends and advised clients on how to increase their business. Introduced new products into marketplace and designed promotions. Met with end-users to help determine new product ideas.

• Grew sales by approximately 25% in first year and opened over thirty new accounts.

Promoted to initiate and implement marketing strategy for new West Coast sales office. Generated new business from companies across California.

• Expanded California-based business by 46%.

Developed sales leads, initiated contact and proposed communication solutions to companies. Forecasted monthly sales figures. Edited all written communication.

• Named #1 Sales Associate in 1997 by generating most revenue
• Revamped Encore customer loyalty program. Participation increased 200% and resulted in over 50 qualified leads during 12-month period.

Sold radio advertising to businesses throughout Upstate South Carolina.

• Won sales promotion by gaining most new ad sales for Q1 in 1996.