MICHAEL VAN HORNE128 Santa Maria Trail Maple ON L6A 3G9 905-832-7614 vanhornemagmailcom

SENIOR MARKETING EXECUTIVE

15+ years of repeated success driving record sales and market share growth across various business categories exceeding $600 Million annual sales including quick service restaurant

consumer packaged goods and pharmaceuticals Documented record of strong executive leadership of marketing and multifunctional teams

Reputation for strong boardroom presence consistently delivering results and resolving issues Dynamic change agent skilled growing leading brands to unprecedented market share and repositioning

challenger brands for turn around Creative thinker with experience inspiring creative and media agency partners to develop breakthrough

creative for TV digital print and social mediaAREAS OF EXPERTISE

Category brand strategic planning Consumer and retailer program development Communication planning optimization Initiative management Budget management

Volume and market share forecasting Pricing strategy development Leadership of cross functional teams PampL management Process improvement

BUSINESS EXPERIENCEYum Restaurants Vaughan ON 2011 - PresentTop tier quick service restaurant franchisor for KFC Pizza Hut and Taco Bell brandsMARKETING DIRECTOR 2013 - PresentSENIOR MARKETING MANAGER 2011 - 2012Responsible for strategic vision annual planning and execution of marketing calendars delivering annual sales over $600 Million Successfully influenced decisions of franchisee National Advertising Committee and Operational Excellence Committee Led development of customer targets product benefits and insights for permanent menu and over 50 LTO promotions Primary ChallengeLead 7 direct reports and multifunctional team to reposition KFC and Taco Bell brands to deliver consistent sales and transaction growth after years of declineSelected Accomplishments Delivered +4 same store sales growth for KFC in two consecutive years for the first time in seven years Delivered +3 same store sales growth for Taco Bell for the first time in five years Developed and launched new KFC Fresh restaurant concept including full menu pricing strategy public

relations communication plan and local store marketing support Delivered +9 sales growth for KFC delivery via development of new online ordering platform and delivery

drive time criteria for trade zone mapping Raised over $800K for World Hunger Relief corporate social responsibility program

_______________________________________________________________________________________________________________Procter amp Gamble Toronto ON 1997 - 2010Worldrsquos largest consumer product goods company selling leading brands including Bounty Charmin Puff and CrestCATEGORY MARKETING MANAGER 2009 - 2010Responsible for marketing and PampL for Canadarsquos second largest household paper business including Bounty paper towel Charmin bathroom tissue and Puffs facial tissue brands with annual sales exceeding $230 Million Created multi-year business development plans including volume and market share forecasts pricing trade promotion consumer marketing new product launches and consumer research Administered $145 Million budget

Primary Challenge

Lead 3 direct reports and multifunctional team to deliver annual profit targets and grow total paper market share against entrenched competition and new competitive entryKey Accomplishments Delivered all time record volume and sales for fiscal year 200910 (+9 vs year ago) Profitable share growth on all 3 brands including driving Bounty to leadership share position and restoring

Charmin to share growth for the first time in 3 yearsMichael Van Horne Page 2 Increased digital media spending from 2 to 19 of total media budget to leverage higher ROI media

organic paid search and sites driving both efficient reach and contextual relevance Introduced category scale program for the first time including communication of new common consumer

benefit and pricing strategy to enable co-promotion at key price points to increase retailer merchandizing support

Record United Way canvassing campaign (+90 vs year ago) Revitalized category marketing manager peer development network to promote open dialogue among

marketing leaders and develop best in class managerial skills

BRAND MARKETING MANAGER 2003 ndash 2009Responsible for consistent volume sales and market share growth across a variety of consumer and pharmaceutical brand portfolios ranging from $20 Million to $200 Million annual sales Created and executed innovative marketing plans to drive brand equity trial and repeat via direct consumer marketing and influencer marketing programs Conducted consumer research to identify unique Canadian insights and then developed communication ideas and optimized communication plans Completed in-depth analysis and annual business reviews Launched over 15 new initiatives and managed annual marketing budgets in excess of $72 MillionPrimary ChallengeDeliver annual volume and profit targets while growing market share for leading brands including Crest toothpaste Crest Whitestrips and Metamucil CPG brands and Actonel prescription osteoporosis brandKey Accomplishments Developed launch plan for new osteoporosis therapy including pricing and government insurance re-

imbursement scenarios identification of high potential physicians physician call frequency strategy sales marketing and competitive response planning that drove Actonel to global best in class market share

Launched Crest Whitening Expressions toothpaste behind unprecedented consumer and professional sampling program public relations outreach and retailer marketing plan Year one volume forecast by +243 consumer impressions exceeded 32 million target and best in class global share results propelled the Crest brand to Canadian market share leadership for the first time in eight years

Launched Crest Vivid White toothpaste to establish new premium price segment in the Canadian toothpaste market delivering increased manufacturer and retailer margins Year one volume exceeded forecast by +33

Launched Metamucil capsules behind strong consumer and professional marketing program that drove market share and doctor recommendations to three year highs

Led cross functional team to simplify display and special pack processes reducing costs by over 20

INFORMATION TECHNOLOGY SYSTEMS MANAGER 1997 - 2003Responsible for development implementation and support of technical applications processing over $1 Billion in orders annually across 21 different countries Primary ChallengeCoordinate across multiple stakeholders to deliver technical solutions that delivered senior management business strategy could be developed by the technical design organization could be supported by the technical support organization and would ultimately be used by the end user communityKey Accomplishments Successfully negotiated a service level agreement including expectations for system reliability change

management issue resolution escalation and operational reporting across stakeholders in 21 different countries

Leadership of six direct reports in three different time zones to support global online ordering system Development of first ever global financial SAP application for Procter amp Gamble Led recruiting efforts to double the size of the IT department Evaluated and selected new recruiting

agencies and performed initial screening and final interviews for 60 new IT professionals

Education ndash Wilfrid Laurier UniversityBACHELOR OF SCIENCE 1993 ndash 1997Honours Mathematics ndash Graduated with Distinction

References Available Upon Request

Education ndash Wilfrid Laurier UniversityBACHELOR OF SCIENCE 1993 ndash 1997Honours Mathematics ndash Graduated with Distinction

References Available Upon Request