Guy Peters

Building a business is similar to climbing a mountain –

plan well and execute flawlessly

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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

Bringing the necessities to build any business

Guy Peters

Hard Work Energy

(sustainable!)

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