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1783 197919191904
1865 197219571937
1877 197919221888
Growing brands with over 1,100 years of history
Guy Peters
Digital – SEO, SEM, Social
Quality social engagement across the brand portfolio
Guy Peters
Coming Soon
Guy Peters
Digital – SEO, SEM, Social
Launched three redesigned websites in 2012, along with new SEO implementation
to increase UMV traffic 34% YoY
Developed an E-commerce website for a brand, RadarGolf, that I created for Radar Corporation
BusinessWeek awarded
RadarGolf “Best Consumer
Product” along with the
iPod Nano.
Making a Difference
A 475% increase YoY
After taking responsibility for Digital and PR at Solta Medical, our global earned
media impressions increased from 309M in Q1 2011 to 1.5B in Q1 2012
Guy Peters
Making a Difference
Patient Volume Growth at Pacific Pulmonary Services
100% growth in 24 months 200% growth in 18 months
Guy joins PPS
Hired to help increase sales of a flagging new business unit. I helped
grow company revenue from $131M to $165M and doubled the
business unit revenue from $15M to $30M in one year.
Guy Peters
“Although it has been taken off the
market for revamping, Nabisco Easy
Omelets may be ushering in a new era
of microwaveable foods.
- New Product News
Team leadership
I was put in charge of a high-performance, new product development team
tasked to solve a critical Go/ No go decision. I led this team to resolution:
Easy Omelets - a breakfast product
made of microwaved Egg Beaters
and cheese in a cup.
Communications
Consumer Food Center
Customer Marketing
Engineering
External Manufacturing
Packaging
Purchasing
R & D
Research
Sales
Finance
Graphic design
Logistics
Microbial Technology
Operations
Challenge: Prior to joining the group, the brand team had launched Easy Omelets in test
markets to poor performance. Uncertainty surrounded the message, pricing, flavor mix,
design, manufacturing, human factors, and appropriate support dollars.
Action: We took Easy omelets out of test market and conducted quantitative and
qualitative research to determine viability and likely outcome of a national launch. In
case of a “go” decision, the team also focused on partner negotiations, ingredients,
package design, distribution, manufacturing, pricing, and marketing mix.
Result: Through research, we determined that consumers were not likely to buy this
product based on specific criteria. Post-trial research was favorable but pre-trial results
were not acceptable. I discontinued the project and saved the company $8.5M in
launch expenses.
Guy Peters
Challenge:
The company was struggling financially due to a leveraged MBO prior to my arrival.
We needed a new product that would generate far more revenue than past new
product introductions. We needed cash.
Action:
I developed a unique new product concept and determined that, with only $100,000
in launch support, we could sell more new product than we usually did with $2M in new
product launch support. I conducted test market research to prove the concept and
deployed a grass roots launch plan to increase demand at retail.
Winner: Pro Golf’s 2002
Product of the Year Award
“The Noodle might never have
been seen by consumers if it
weren’t for Guy Peters, who
championed the idea at Maxfli.
Peters, now Director of Marketing
for both TaylorMade and Maxfli,
never wavered in his crusade to
introduce the Noodle.”
-Golfweek Magazine
Creative marketing with little money
Result:
Grew revenue from $0 to $20M in the first year. Noodle is the biggest selling golf
product in Dunlop’s 120 year history and garnered several industry awards while
spending $100,000 (5% of normal new product launch support). It was the #1 selling
two-piece golf ball worldwide by volume in 2005.
The success of this product induced another company to buy the brand immediately after
test markets showed undeniable success and a new, unexpected revenue stream.
Guy Peters
Growth:
The act or process, or a manner of growing; development; gradual increase.Dictionary.com
Bamboo
Up to 24 inches in 1 day
Saguaro
1 inch in the first 15 years
How does bamboo grow so fast?
1. Rhizome (a strong root system)
2. Tropical climate (water)
Guy Peters
Strategic Planning
& Brand Identity
Tactical Planning
& Execution
Guy Peters
A strong root system
A little sunshine
Plenty of water
Growing world-class brands
Guy Peters
References
Edward Hughes (previous boss)
CEO, Aculon
“Guy is one of the most creative and energetic marketers I have met. He is not afraid to explore the path less trodden
in search of new insights. This creativity when combined with an "always on” mentality make him a powerful
marketer.”
Jon Dupuis (supplier)
Group Account Director, Cossette Communications
“Guy is one of those rare individuals who can dissect a business issue from all angles and then build a strategically-
sound, customer-centric, plan to achieve the set business goals. All while making you laugh.”
Roger Beasley (supplier)
VP, Director of Strategic Planning, Erwin-Penland Advertising
“Guy was my Client at Maxfli Golf and Radar Corp. And I'll have to say, one of the best Clients I've worked with over
my 20 years in the Ad business. Not only is Guy one of the smartest strategic thinkers I've been around, he also
understands how to bring people together, making staff, Agency partners and other resource providers feel like one big
team working toward a common goal. Also, while effective as a strategist and a leader, Guy never loses site of the
details that go into making great ideas a reality, and ensures that no stone is left unturned in translating strategic vision
into reality. I truly look forward to the day that we may work together again.”
Guy Peters
Jim Doty (previous boss)
VP of Marketing, Pacific Pulmonary Services
“Guy joined our organization in March, 2008, and immediately raised the level of our marketing department. He quickly
grasped our business model, conducted market research, developed messaging, created sales collateral, and personally
spent time in the field training our sales team. This effort helped more than double the revenue in his Business Unit
during his tenure.
Shannon Sullivan (direct report)
Sr. Marketing Manager, Sony
“Guy was great to work for – extremely creative, driven, results-oriented and high energy. He taught me a lot about how
to always push for more, approach hurdles with solutions and maintain a positive attitude.”
Craig Gunckel (supplier)
EVP and General Manager, RockTenn Company
“Guy is one of the most creative and innovative people I have ever met. He has a passion for both life and the products
he represents. It is a passion that is rarely exhibited and is very refreshing.”
Chris Savarese (previous boss)
Founder and CEO, Radar Corporation
“Guy is an excellent marketing professional! His experience working for large organizations as well as smaller
technology start-ups gives him a broad range of marketing and sales skills. Guy is a natural leader. He is very creative
and not afraid to take risks with his strategic and tactical approaches. It is a pleasure working with Guy.”
Guy Peters
References