Bruce King

Wentzville, MO 314.898.5374 bruceaking@gmail.com

MARKETING DIRECTOR - PRODUCT MANAGER ANIMAL HEALTH

Revenue Driving Sales Strategies Revive Lagging Products In crease Sales Team and Customer Engagement
An accomplished leader with 15+ years of experience creating and re-creating brands within the Animal Health Industry. Clients, coworkers and direct reports describe me as insightful and innovative. Using my unique ability to rally teams around a customer need, Ive revived dying products, re-energized frustrated and disparate sales teams, and created customer experiences that result in better relationships throughout the channel, and increased profitability and market share.
I position your products on target veterinarians, pet owners, & producers, increasing market share. I develop great customer relationships that allow teams to understand the real customer needs. I build creative strategies to capture market share with new products as well as mature, declining products.

CORE COMPETENCIES
Servant Leadership Product Branding Sales Leadership and Coaching Product/Brand Repositioning Competitive Analysis Regulatory Awareness Strategic Planning Market Forecasting Marketing Plan Development P&L Responsibility Customer Relationships Business Development International Experience Swine Production Poultry Production Portfolio Management Supply Chain Team Building

MARKETING TEAM LEADERSHIP

I led the Sales and Marketing Team at NOBL (Boehringer) through a transformation from a smaller one or two product company to a more professional customer focused veterinary partner with multiple product lines. I facilitated the transition from a distributor focused company to customer focused company by leading the marketing team through a series of market research and customer segmentation analysis. We increased market share by 20% and increased profitability by 14%. I lead the Animal Health team at NOVUS through a disparate approach of selling individual products to selling a broader portfolio approach. We implemented The Flock Physical, a customized veterinary production system evaluation that gave the client company an assessment of the value we could create for them by working with them to improve gut health and performance. The product line I was responsible for went from losing money to the fourth (of 17) best GP% product line. I worked with Bruce, at another animal health company, and we were marketing managers in the same business division. Bruce is very detail oriented, and has exceptional leadership skills working independently and in a team environment Tyler Brown, Sr. Product Manager, Boehringer Ingelheim Vetmedica

PRODUCT STRATEGY AND POSITIONING

As Swine Biological Product Manager for Boehringer Ingelheim, I worked with Technical Services to reposition Ingelvac PRV. A profitless non differentiable product selling at .25/ds became a market leader at .89/ds by re-launching with new data emphasizing differentiable features important to the customer. Ingelvac M. Hyo was the first single dose mycoplasma vaccine for swine. I worked with R&D at BIV to revitalize the product after browsing through existing R&D data, and working with Regulatory and Sales to transform this nonstarter into an industry changing first ever. ADVENT poultry coccidiosis vaccine was a neglected product that the Novus sales team refused to sell. I worked directly with the sales team to address their concerns as well as customer issues. A product that had not showed up in industry market share measurements showed up for the first time in 8 years, taking 30% dose market share.

Bruce has excellent knowledge of the swine industry. His insights make him effective in developing marketing strategies and implementing effective tactics to exploit opportunities - Bill Maxwell, V.P. Marketing, Boehringer Ingelheim Vetmedica

Bruce King Resume

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P ROFESSIONAL H I S T O R Y
Director- Biological Markets, Novus International St Charles, MO Global P&L responsibility for Pharmaceuticals and Biologicals in all species Managed a product team to drive record sales of the companys coccidiosis vaccine for broilers, resulting in profitability unachieved prior to my leadership. Project Vice President, Doane Market Research St Louis, MO 2009-2011

2005-2009

Worked with Animal Health Company Marketing Teams to design customer insight research and draw implications from consumer insight analyses. Identified and monitored market share, customer requirements and satisfaction. Developed and delivered customer insights including underlying themes and product implications from data. Developed and recommended brand strategy based on customer insights Team Leader Sales and Marketing, Advisys The Woodlands, TX 2001-2004 Managed a Team of six Sales and Marketing and Technical Service professionals the companys goals in Swine and Companion Animal Markets Provided marketing expertise including, marketing concept, sales process, product packaging and offering for a start-up biotech company, that resulted in product ready for market 4-8 years earlier than industry norms. Developed and executed financial models and business contracts with key global swine accounts and consultants resulting in exclusive product usage, with 66% of targeted customers entering into long term agreements with the company. Team Leader Sales and Marketing, Metafarms Eagan, MN 2000-2001 Led the development of a web based software application for content management and newsletter creation for the companys animal health based information management website which allowed the creation of content with 50% less personnel. Product Manager Swine Biologicals, Boehringer Ingelheim Vetmedica St. Joseph, MO 1994-2000 Developed and executed the tactical marketing plans, advertising and communication plans, collateral development and sales force training resources for 20 existing and 15 new product launches, including: pricing, promotional strategy, advertising, trade show exhibitions that increased sales by $14 Million (127%) Successfully managed key swine accounts based in the Southeast. After completion of an analysis of marketing channels, distribution, and customer satisfaction, developed a successful redesign of business structure and distribution strategy that resulted in a 5% increase in profitability of the companys $20M veterinary pharmaceutical product line. Led a team of 8 sales individuals to meet corporate quarterly and annual sales goals while managing expenses within budgets, which resulted in 3 consecutive years with record high profits. Redesigned a sales process to implement account team selling that resulted in more comprehensive and focused deployment of company resources, and increased sales of over 20%. National Swine Accounts Manager, SmithKline Beecham Animal Health Raleigh, NC 1984-1994 Differentiated the companys products by translating complex technical information into clear concise sales messages that increased sales by $1.7 million (141%) over a 6 year period with no new products

EDUCATION & TRAINING

Animal Science University of Illinois Executive Management (Mini MBA) University of Minnesota Carlson School of Business