Susan List Career Portfolio

November 4, 2009

Director of Corporate Marketing, Creative Converting

Touch of Color Brand Relaunch

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When Converting, Inc. and CEG

merged, each company had its own

disposable solid color tableware

program. The challenge was to bring

the best of each of these programs

together to create:

• one, new offering that would be the best in the industry

• provide real advantages compared to competitors’ programs

• offer retailers the tools to invigorate their solid color sales

• reassure customers and sales team the new Creative Converting was committed to service and helping them succeed

Every facet of the program met that challenge:

• Fashion-focused brand identity and packaging resonates with female consumer and creates best value perception

• Largest, best color offering in the industry

• Greater depth and breadth of product line

• Exclusive solid color and complementary print coordinate offerings

• Return to quality in color match, napkin embossing and plate printing and forming

• Tablecovers Made in the U.S.A.

• Dynamic merchandising support program reinforces brand identity and allows for organized, attractive presentation at retail

• Comprehensive, upscale marketing communications and sales training tools

Touch of Color Brochure

Touch of Color Brochure Cover

The Touch of Color brand

relaunch required a complete

new set of marketing

communication tools as the

first introduction from the

recently merged Creative

Converting.

It was crucial that each

element of the program

reinforced the new fashion,

quality brand position and

clearly depicted the scope and

endless mix and match

possibilities the new Touch of

Color program offered.

Touch of Color Brochure

Touch of Color Brochure Inside Cover

A full color, photographic brochure separate from other product catalogs showcased the Touch of Color brand in a unique and compelling combination of dynamic images and personal, benefit- oriented messages.

Designed as a dual-purpose sales tool and customer communication piece, the brochure provided a comprehensive and effective single source for information.

Design: Convergent Marketing, Inc./A2Z Design

Photography: 44, Inc.

Merchandising Support

A complete merchandising

program of large point-of-sale

signs, color-coordinated

channel strips for retail fixtures

and plastic plate and napkin

merchandising trays further

reinforced the Touch of Color

fashion, quality brand position.

Design: Convergent Marketing, Inc./A2Z Design

Photography: 44, Inc.

Product Presentation Box

In the past, napkin samples

were stored and presented in a

clear plastic bag; hardly the

appropriate vehicle for the new

Touch of Color brand relaunch!

A stunning napkin presentation

box was developed as a direct

mail piece to sample product

with key customers.

The box also provided the

perfect vehicle to transport,

display and show the complete

38 color program.

Design: Convergent Marketing, Inc./A2Z Design

Photography: 44, Inc.

PowerPoint Presentation

Sales training and key account

presentations were conducted

using tailored PowerPoint

presentations for each

audience.

I developed and used this

series of presentations for on

site one-on-one and group

meetings, as well as an online

webinar with independent

sales representatives.

Director of Marketing, Converting, Inc.

Special Occasion Brand Management

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The Special Occasion brand was created to

offer the independent party retailer a high-

quality, premium alternative to disposable

tableware sold in the mass channels. A

reputation for success with superior solid colors,

unique designs and innovative new products led to

a major expansion of the brand over the last decade.

Consumer research was a cornerstone of all

product and design development. A category

champion process I introduced placed a

continuous focus on trend and lifestyle. The

following slides illustrate the Special Occasion

brand position and recent program introductions.

• Developed three-year enhanced product plan to

increase SKU count by 30% to support major

growth initiative in the party channel

• Incorporated voice-of-the-customer into decision

making through extensive consumer research

and frequent communication with retailer advisory

and regional sales team panels. This unique

combination ensured sell-in to the retailer and

sell-through to the consumer

• Led Refiner New Product Development team.

FY ‘06 launches represented 7.5% of total sales;

FY ‘07 10.2%

Special Occasion

Seasonal Introductions

Three times each year new product lines were developed and then introduced to the market through the Special Occasion catalog.

Each catalog portrayed high-quality, fashionable disposable tableware as the convenient and affordable alternative to permanent products.

Gorgeous lifestyle photography and feature-oriented copy reinforced the premium brand position and served as a powerful sales tool.

Photography: 44, Inc.

Special Occasion Holiday 2008 Catalog

Spring 2008

Solid Color Introductions

New solid color introductions in

disposable tableware follow

apparel, home décor and

housewares trends. A

successful solid color program

continually evolves to meet

consumers’ needs and wants.

Feature/benefit selling points

help retailers and salespeople

understand and explain why

each season’s “must have”

colors belong on their shelves

and in their customers’

shopping carts.

Everyday 2008 Napkin and

Small Plate Introduction

A new upscale program of

fashion-forward napkins and

small plates was introduced

with a differentiated catalog

presentation.

Key findings from trend

research led to the

development of this product

line and were incorporated into

consumer-focused copy. Page

design used a warm color

palette, a more sophisticated

font and clean product

photography to showcase the

new program.

Holiday 2008

Kids’ Table Introduction

Bringing the voice-of-the-

customer into new product

development and marketing

communications was

important in lending credibility

to new introductions.

The universal experience of a

separate table for the “little

ones” to sit at during the big

holiday meal was the

foundation for the Kid’s Table

introduction, which included

child-friendly activities,

wearables and décor.

Thank you for viewing my Career Portfolio and learning more about

my marketing experience. Inquiries regarding career opportunities,

consulting offers and expertise requests are welcome and may be

directed to me at:

Susan List

Home: 715-823-5991 ∙ Cell: 715-250-2082

suelist@charter.net ∙ www.linkedin.com/in/suelist

810 Riverview Lane ∙ P.O. Box 102

Embarrass, WI 54933