Louis R. Masses
West Caldwell,NJ
Summary
High-performing communications thought leader with solid experience in networking, marketing and crisis management. Adept in creating and implementing effective communication strategies. Collaborative and committed to nurturing relationships with all internal stakeholders, media and retailers.
Overview
26
26
years of professional experience
Work History
Head of Public Relations, Home Entertainment
Samsung Electronics America
04.2021 - 02.2023
- Led all PR and Media Relations for Home Entertainment (HE) and Memory categories in close collaboration with global headquarters and all internal organizations
- Collaborated with Market Intelligence and Demand Generation teams to develop annual strategies
- Maintained and expanded relationships with key media in order to drive consistently positive coverage of Samsung Home Entertainment
- Directed all internal and external Executive and Thought Leadership communications
- Led risk/crisis/customer service communications for the category in close collaboration with the Corporate Risk Management team
- Oversaw team of Managers and a budget of $2M with 2 external PR agencies
- Responsible for annual earned / paid media as well as earned social media strategies for Home Entertainment division
- Consistently exceeded annual KPI goals for placement, sentiment and message pull through year on year
- Consistently drove product review placement growth (+219% in 2022) and positive sentiment (+3% YOY)
- Consistently achieve #1 Share of Voice across media verticals for HE categories-surpassing closest competitor by avg 15%
- Expanded collaboration with global HQ counterparts in order to drive global initiatives in the US
- Managed internal comms for business shareholders to ensure consistent messaging and create excitement.
Director, Head of Consumer Communications
Samsung Electronics America
01.2017 - 04.2021
- Led the Product PR team for all CE products (HE, HA, Monitor, Memory, SmartHome)
- Drove strategy and planning for all product related launch/press events and media awards
- Prepared top level executives/spokespeople for press conferences, all media interaction and internal comms
- Developed and managed reputational/risk management plans and long-term communication strategies
- Managed a budget of $4M and a team of PR Managers and 5 external agencies
- Consistently achieved and exceeded YOY KPIS for placements, Impressions, Sentiment and SOV across all categories
- Achieved placement growth of 350% from 2017 through 1H 2021 for all CE categories
- Closely collaborated with all relevant product marketing and HQ teams to develop messaging, launch strategies and events
- Leveraged long standing relationships with top media and social influencers to drive home positive sentiment and mitigate negative coverage
- Successfully pivoted strategies and executions during the COVID pandemic by establishing “media sensing” to ensure that team delivered the right message, at the right time – resulted in greater placements, impressions and sentiment than previous year despite circumstances
- Quickly pivoted in the first months of the pandemic to develop Samsung’s playbook for a “virtual product launch” (The Terrace) resulting in one of the most successful media product launches on record
- Consistently delivered strong ROI results within budget YOY
Director of Communications
Samsung Electronics America
07.2014 - 01.2017
- Led Product Public Relations for the Home Entertainment category for Samsung Electronics in order to drive positive reviews in media
- Strengthened relationships with key media
- Developed strategies that led to high profile positive reviews coverage across all media segments in close collaboration with the Home Entertainment marketing and global HQ business management teams
- Successfully shifted media perception for Samsung TV products across media channels resulting in an improvement of +5% positive sentiment
- Developed reviews processes that lead to greater media placements (+20%) and leveraged media relationships to mitigate negative coverage
- Successfully managed annual awards programs that led to increasing number of awards +10 YOY for the HE category
- Developed strategy, execution plan and launch for all launches
- Developed all messaging documents for the HE product category
- Established strong relationships with key media outlets
Director of Communications, QA Lab America
Samsung Electronics America
04.2011 - 05.2014
- Led external communications for Samsung’s QA (Quality Assurance) Lab America
- Managed all technical communications with major publications such as Consumer Reports, specialty reviewer publications such as CNET, Digital Trends, Reviewed.com in order to drive positive results for Samsung products across multiple categories – TV, Audio, PC, Printers and appliances
- Achieved 5 out of 7 possible “#1” ratings for TV products in 2013
- Winner of 2012 “CEO Award for Excellence” for establishing communications processes that maximized product awards
- Developed and executed new awards strategy that increased annual product awards by 10% while reducing labor time and costs
- Managed the establishment of new QA Lab satellite facility including lease negotiation, construction project and relocation of department staff increasing department efficiency
- Project completed in 3 months and exactly at budget.
Head of Marketing and Product Planning
Toshiba America Consumer Products
01.2007 - 12.2010
- Oversaw product development for all brands and categories within US
- Accountable for market research, opportunity identification, product development, design, package design, factory negotiation, product positioning, retail channel strategy and product launches
- Managed marketing planning, web presence, events, advertising and public relations agencies
- Collaborated with PR team on all external communications
- Managed P&L, sales forecasts, budgeting, marketing budgets, expenses, promotions, advertising and PR
- Liaison to external indsutry organizations
- Restructured LCD/TV Combo product plan and took brand share from 19% to 39% in only 1 year - received 2009 Toshiba Management Innovation Award
- Developed product lines which consistently achieved #3 to #1 unit share performance in the industry
- Reduced costs, while improving environmental footprint of products by recreating product packaging generating over $1.4M in savings over 2007-08
- Developed company’s network product strategy for all product lines –LCD/LED TV, BluRay, DVD, Digital Photo Frames
- Negotiated and managed all revenue share and marketing agreements with content service providers, generating significant incremental income
- Secured and maintained key placement and format support from national and regional accounts
- Successfully formed partnerships that increased sales of new formats and exceeded sales goals for 4th quarter, 2007
- Captured 70% market share of next generation formats in 2007
- Created and executed the company’s most successful mail in fulfillment program; “Star Trek” Phaser Promotion
- Leveraged media relationships to drive positive awareness and coverage of Toshiba products in the US
Director, New Business Development
Toshiba America Consumer Products
01.2005 - 01.2007
- Researched new business opportunities for TACP
- Established long term business partnerships with new streaming services such as Netflix, Yahoo, Tivo to integrate their services into TACP hardware
- Developed Product, Marketing and P&L plans for new categories and managed all related budgets
- Established sales goals, marketing funds, sales forecasts, mid-term planning and created marketing materials
- Developed and launched the “gigabeat” branded line of portable audio devices in 2005 and within one year captured #3 position in market share
- Planned and executed the single most successful product launch in company history with the "gigabeat music in color" campaign launched in Times Square
- Minimized start up costs in order to reach profitability target of 2 years.
Senior Manager, Business Development
Toshiba America Consumer Products
03.2003 - 01.2005
- Researched new business categories for TACP
- Developed long term business plans for Home Entertainment Products
- Established relationships with third party OEM providers to manufacture Toshiba branded devices
- Developed Bills of Material and P&L simulations
- Successfully developed new product lines including the first DVD player with Tivo Digital Recorder, The first DVD Recorder with Tivo, Digital Picture Frames and Portable media device (pre iPod)
Marketing Manager
Action Data Services
01.2002 - 03.2003
- Coordinated with design and media teams to develop high-quality creative assets.
- Conducted market research to identify new opportunities and target markets.
- Managed workflow between staff, coordinating documents and creative material distribution.
Marketing / Brand Manager, Home Audio Video
Sony Electronics America
09.1996 - 01.2001
- Promoted to newly created position and charged with “ES” (Elevated Standard) brand of home audio video components
- Accountable for forecasting, marketing, sales results, advertising, promotions and public relations.
- Established ES from a “step up” product line to a self standing brand -grew business from $16M in1998 to $40M by 2001.
- Drove profitability of ES brand through aggressive product development, inventory management programs.
- Developed new product categories through aggressive 5 year plan.
- ES was named “most reputable brand” in a 2000 survey.
- Achieved the placement of Sony branded speakers in Best Buy and Circuit City establishing new revenue streams .
Education
Bachelor of Arts - History
Caldwell University
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Buckley School of Public Speaking
Skills
- Press Releases
- Copywriting
- Press Relations
- Public Presentations
- Industry Best Practices
- Social Media Platforms
- Communication Strategy Development
- Corporate Events Planning
- Internal Communications
- Prepare Speeches
- Crisis Communications
Languages
Spanish
Native or Bilingual
Portuguese
Full Professional
Italian
Elementary
French
Elementary
Timeline
Head of Public Relations, Home Entertainment
Samsung Electronics America
04.2021 - 02.2023
Director, Head of Consumer Communications
Samsung Electronics America
01.2017 - 04.2021
Director of Communications
Samsung Electronics America
07.2014 - 01.2017
Director of Communications, QA Lab America
Samsung Electronics America
04.2011 - 05.2014
Head of Marketing and Product Planning
Toshiba America Consumer Products
01.2007 - 12.2010
Director, New Business Development
Toshiba America Consumer Products
01.2005 - 01.2007
Senior Manager, Business Development
Toshiba America Consumer Products
03.2003 - 01.2005
Marketing Manager
Action Data Services
01.2002 - 03.2003
Marketing / Brand Manager, Home Audio Video
Sony Electronics America
09.1996 - 01.2001
Bachelor of Arts - History
Caldwell University
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Buckley School of Public Speaking