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PROFESSIONAL EXPERIENCE
RIEDEL MARKETING GROUP - Phoenix, Arizona
Founder and Sr. Partner
1991-Present
Founded Riedel Marketing Group (RMG) in 1991. RMG is trusted provider of authoritative market and consumer intelligence on the U.S. home goods and housewares industries.
RMG conducts custom research studies - from product concept tests to home-use tests to ethnographic research studies -- for housewares and home goods manufacturers and for industrial design firms that serve the housewares industry.
RMG publishes four different types of syndicated research reports: Housewares TrendTracker, HomeTrend Briefs, Snapshot Reports, and Consumer Habits and Practices Reports. RMG is the leading publisher of syndicated research reports on the housewares industry. Since 1994, the company has published more than forty off-the-shelf syndicated research reports.
CLIENTS (PAST AND PRESENT)
- A2
- Anchor Hocking Glass
- Atom Design
- Calphalon (division of Newell Rubbermaid)
- Creative Culinary Solutions
- Cuisinart
- Culligan
- DeLonghi America, Inc.
- DineWise
- Dyno Merchandise
- Eagle
- Emplast
- Fairchild Publications
- HealthMor
- Innovative Cookware
- International Housewares Association
- Jarden Consumer Solutions
- Kane Industries Corp.
- Le Creuset of America, Inc.
- Marie Callender
- MCX Group
- Pactiv Corporation
- Pende, Inc.
- Point South Mountain
- Procter and Gamble
- Progressive International Corp.
- Remington
- Rowoco
- Salter Housewares
- SCJohnson
- ShowerBow, LLC
- SilverAmerica
- Smith-Berry and Associates
- Thermos Nissan
- Toastmaster (now a division of Salton)
- TxF (formerly Texas Feathers)
- Unger Industrial, LLC
- Vornado Air Circulation Systems, Inc.
- World Kitchen
PUBLICATIONS (2000 - PRESENT)
2008
- HomeTrend Brief: Men and Meal Preparation
- Housewares Trend Tracker 2008
2007
- HomeTrend Brief: The Environmental Movement Past, Present, and Future
- Housewares Trend Tracker 2007
- Inside the Heads and Homes of HomeTrend Influentials
- The Cooking and Home Show Viewership Report
2005
- Consumer Home-related Habits and Practices Report 2005
- Housewares Trend Tracker 2005
2004
- HomeTrend Forecast: Inside the Heads and Homes of HomeTrend Influentials
- Housewares Trend Tracker 2004
2003
- Housewares Trend Tracker 2003
- Inside the Heads and Homes of Generation X
- The Housewares Consumer
- The U.S. Cutlery Market Snapshot 2003
- The U.S. Home Storage Market Snapshot 2003
- The U.S. Tabletop Market Snapshot 2003
2002
- Housewares Trend Tracker 2002
- The Ten Things Every Housewares Marketer Must Know to Grow Their Business
- The U.S. Air Cleaner Market 2002
- The U.S. Bakeware Market 2002
- The U.S. Bread Machine Market 2002
- The U.S. Food Prep Product Market 2002
- The U.S. Personal Care Appliance Market 2002
- The U.S. Small Kitchen Electric Appliance Market 2002
- The U.S. Toaster and Toaster Oven Market 2002
- The U.S. Water Filtration System Market 2002
2001
- Housewares Trend Tracker 2001
- The U.S. Humidifier Market 2001
- The U.S. Portable Electric Heater Market 2001
2000
- The U.S. Air Cleaner Market 2000
- The U.S. Bread Machine Market 2000
- The U.S. Coffee Grinder Market 2000
- The U.S. Cutlery Market 2000
- The U.S. Deep Fat Fryer Market 2000
- The U.S. Electric Roaster Oven Market 2000
- The U.S. Electric Skillet/Griddle Market 2000
- The U.S. Glass and Metal Bakeware Market 2000
- The U.S. Kitchen Tool and Gadget Market 2000
- The U.S. Stovetop Cookware Market 2000
- The U.S. Toaster Market 2000
- The U.S. Water Filtration System Market 2000
SPEECHES/PRESENTATIONS (2001 - PRESENT)
"Your Key Consumer: Her Take on the International Home & Housewares Show",
International Housewares Show, Chicago, Illinois, March 2008.
"What's Hot, What's Not: The Consumer Speaks",
International Housewares Show, Chicago, Illinois, March 2006.
"HIPsters SPEAK: What We Love to Buy and Why",
Cookware Manufacturers Association Annual Meeting, Sedona, AZ, April 2005.
"Influentials: Who They Are and Why You Should Care",
2004 Foodservice Symposium, Anaheim CA, June 2004.
"The Seven Secrets to Selling More Housewares",
International Housewares Show, McCormick Place, Chicago IL, January 2003.
"Housewares MarketWatch Looks at the Consumer",
International Housewares Show, Chicago, Illinois, January 2002.
"Cookware Trend Tracker 2001",
Cookware Manufacturers Association Annual Meeting, Palm Springs CA, April 2001.
"Housewares Trend Tracker 2001",
International Housewares Show, Chicago, IL, January 2001
EMPLOYMENT HISTORY
NORELCO CONSUMER PRODUCTS COMPANY- Stamford, CT
Marketing Manager, Specialty Appliance Division
February 1988 to December 1990
P and L responsibility for air cleaners and new business development. Responsible for development and implementation of strategic and annual operating plans; development and introduction of a new air cleaner line; identification and development of new specialty products; training and management of Associate Product Manager, Marketing Assistant, and two Marketing Interns.
- Achieved first half 1989 sales growth of +27% versus previous year and 16% versus plan.
- Developed new line of air cleaners for introduction in 1990.
- Developed effective print advertising and media plans for air cleaner line.
- Developed effective sales materials highlighting competitive advantages of Norelco air cleaners.
- Built air cleaner distribution base among key retailers.
- Conducted comprehensive analysis of small electrics industry and identified four categories as opportunities for new business development.
AVIA ATHLETIC FOOTWEAR (now a division of Reebok International) - Portland, Oregon
Director of Marketing, Aerobics, Tennis and Fitness
July 1986 to November 1987
P and L responsibility for three footwear categories which comprised over 50% of total company volume of $145 million. Responsible for direction of overall marketing efforts; development and implementation of strategic and annual operating plans; introduction of sophisticated package goods marketing tools and techniques to rapidly growing athletic footwear company; training and management of a team of five product marketing and promotion managers.
- Achieved dramatic volume growth of 40% in aerobics and 11% in fitness categories.
- Repositioned fitness category to achieve 300% increase in sales in 1988.
- Introduced innovative segmentation concept in aerobics that successfully established AVIA as the technical market leader.
- Developed preemptive positioning of tennis category for introduction in fall of 1988.
- Developed first ever television campaign which successfully increased brand awareness in 1987.
DEL MONTE CORPORATION - San Francisco, California
Senior Brand Manager, Grey Poupon Dijon Mustard
May 1985 to July 1986
P and L responsibility for Dijon mustard category leader. Responsible for development and implementation of strategic and annual operating plans, including achievement of volume and profit objectives; and training and management of Assistant Brand Manager.
- Regained brand volume growth short-term.
- Developed plans to significantly grow volume long-term.
- Developed innovative new print campaign which successfully met objective of increasing consumption.
- Developed long-term new product strategy.
- Developed and tested line extension including plans for national introduction.
Associate Product Manager, Del Monte New Products Group
May 1984 to April 1985
Assisted in development and implementation of plans for new frozen main meal line in test market.
- Managed major microwave conversion project.
- Managed Agency development of copy and media.
- Managed development of expansion plans.
GENERAL MILLS, INC. B Minneapolis, Minnesota
Assistant Product Manager, New Breakfast Food Groups, Big G Division
November 1983 to May 1984
Marketing Assistant , Wheaties Cereal Brand Group, Big G Division
August 1982 to October 1983
OTHER RELEVANT EXPERIENCE
Editor of International Housewares Association (IHA) quarterly newsletter, Housewares MarketWatch B a newsletter providing retailers and manufacturers with valuable consumer data B from 2000 to 2003.
Founded industry professional association, Executive Women in Housewares, in 1999.
EDUCATION
M.B.A., University of California at Los Angeles, Los Angeles, CA, June 1982
Concentration: Marketing
B.A. Home Economics, University of Washington, Seattle, WA, June 1976
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