Bassett
COO/Managing Director - Greece - iCEO #18178

Experience

Specialized in growing or turning around businesses and brands by expanding market presence and profits for firms needing to rapidly raise sales volume, fatten margins and increase cash flow to survive in highly competitive market sectors – North America, Asia (China) and Eastern Europe.

Major Achievements

A global OTC manufacturer was unable to profitably market its leading product in China. Taking a holistic approach, we searched the market for distribution channels where their OTC product would avoid direct competition with established Chinese medications. Finding one, we immediately differentiated this commodity product, taking advantage of years of research and bona fide medical testing in Western medical journals. Once data was validated, the team created a powerful medical reason to use this product – and priced it below its competitive set. For this client, such a model was a radical, yet cost efficient emerging markets strategy, since the management team recognized a classic advertising campaign just wouldn’t work. Instead, we developed a viral strategy dubbing it “Content Marketing.” This approach showcased the product’s benefits in a series of medical documentaries that delivered a message of product legitimacy and efficacy. Media accepted the documentaries as programming. Demand was generated, because the documentaries delivered an extraordinarily positive and very legitimate image. To augment the documentary we also planned a multi-level media platform (TV, DVD, Web casts, cable) to reach the broader target audiences and a vertical promotional or onsite-merchandising program executed locally. The result was immediate – market acceptance and rapid revenue growth that has continued with increased market share and margins.

Industry Sector Competencies

E-Commerce/Internet

IT/Computer Hardware

Systems Integration

Internet marketing

Consumer Goods

Automotive

Professional Objectives

Function: Lead turnaround, Interim divisional COO in China, Eastern Europe, U.S.

Sector: Packaged goods, luxury, RE, leisure, health

Interim Manager: Yes

Permanent Position: No

Operational: Yes

Availability: Full time

Prefered Locations: Asia (China, Hong Kong) ; Europe

Additional Professional Interests

Non executive director assignments

Countries Covered

China

Germany

Greece

Hong Kong

USA

Operational Competencies

Technologies to market (Expert)

Business development (Expert)

New product or service launch (Expert)

Geographical expansion (Expert)

Company rescue or turnaround (Expert)