When man meets machine...and the result drives business.
As a child - I was always in a hurry. "My parents would say over and over to "slow down!" It took me decades to understand and accept I just "got" things a little quicker than most. Moving quickly does not mean skimming over the top and missing details. It is just my normal pace. I also learned to accept my constant (and often irritating) desire to know everything about...well, everything.
It is my driving factor to learn, learn, learn and find ways to apply those learnings in real-life situations. Absorbing as much as I can of the world around me is simply not enough. I thrive on taking knowledge and finding ways to use it with a 360-degree comprehensive plan. Creating and watching it come to life is incredibly satisfying and humbling.
This is my version of "putting the pedal to the metal" of business.
As with every technologically advanced "vehicle" the process of creating it takes a dedication to the craft and art, a deep understanding of the entire process, a clear vision, and precise execution.
Stephen-ism #085 –
"I'm not that smart. I just pay really close attention."
MY PROFESSIONAL SYNOPSIS
"I have 400+ million reasons you should keep reading."
Let's put it succinctly: I am a seasoned domestic and international CPG professional with over 28 years of experience. I have launched products into over 75 countries with total sales exceeding $400 million dollars.
Now that we have that out of the way. How about some details?
In both retail and direct selling structures, I specialize in management of consumer packaged goods, marketing, market strategy, growth management, channels and channel strategy, online and e-commerce, sales, and product development for personal care, hair care, fragrance and nutrition/weight-loss categories.
I thrive on creating, directing and managing talented teams with a gift for defining & refining branding, brand building, and cross functional integrated marketing driving sales. Both my corporate positions and prior consulting agreements have honed marketing strategy and product line ups, streamlined operations, and provided platforms for exponential growth.
For those with the desire to create a new brand - I am your "go to guy" who can, from inception, create a path to success streamlining the process, saving you hundreds of thousands, and pave the way to a multi-million dollar brand.
None of what I do is on par with interstellar travel or brain surgery. But it does take a presence of mind, a deep and meticulous understanding of the entire process, constant awareness during that process, and a certain fortitude to be successful in this industry.
Specialties:
Turnaround & Change Management
Strategic Business Planning
Marketing & Sales Collaboration
Negotiating Partnerships
Profit & Loss Accountability
International Business Leadership
Project Management & Planning
Financing & Capital Acquisition
Business Reengineering
Stephen-ism #9989 –
“Yes...I'm the John Wick and Agent 47 of branding.”
Kayo Body Care
President & Chief Operating Officer
February 2019 - Present
Health, wellness, and beauty executive for an emerging and rapidly expanding total body wellness brand with line extensions of 24+ SKUs into supplements and body tools.
Currently launching into 20+ countries including a staged launch into major domestic retailers. Niche Beauty, Douglas EU, The Hut Group Marketplace, Anthropologie, Sprouts, Costco, Access China, Dermstore, Revolve, Violet Grey, LookFantastic, SkinStore, UAE/KSA, Fenwick's UK, Bobby's UK, SpaceNK, Boots Alliance, Lloyd’s, and many more in process.
Nutritional Delivery Systems
Chief Marketing Officer / Brand Architect
July 2016 - August 2018
Started from a simple conversation, I created the brand - full ideation, research, brand identity, market position, and product development - delivering 20 products to the market in 12 months. The brand received amazing reception and intense interest from the likes of Whole Foods, Sprouts, Vitamin Shoppe, Lucky Vitamin, etc.
The core technology accelerates the absorption and assimilation of essential natural elements using a Nutritional Delivery Platform (NDP).
Robin McGraw Revelation
President & Chief Operating Officer
February 2015-July 2016
Under my direction transformed the brand from DTC skin care to a prestige line with 32 skin care products.
This included:
Full company rebranding and subsequent packaging rework
Projections taking the brand from $4M to $20M in 3 years – skin care alone
Created 32 NEW skin care formulas (of which 90% were owned by company and globally compliant)
Remedied an inherited 7 figure inventory position, which was completely resolved by end of 2Q 2016
Created a mass line of 8 items from concept, which sold over 400,000 units during first 9 months of launch
Lisa Hoffman Beauty
Chief Strategy Officer
March 2013-February 2015
Negotiated launching concept into multiple retail distribution for 2015 increasing sales by a record breaking 2700+%
Complete branding of the company – style guide, voice, messaging, online, creative platform
Restructure of Product Development department, E-commerce, Marketing and Sales to facilitate growth
Channel distribution plan based on channel demographics and growth
3 year product development plan with over 300 new jewelry pieces and 75+ new fragrances, supporting channel strategy and their corresponding margin requirements
Secured private label partnership with international distribution in 26+ countries with a retail value of over $20M yearly at peak
KAO, USA (KMS California-Goldwell)
Global Digital Strategist
February 2012-March 2013
Consultant for strategic international online & social media integration, bridging both Marketing & Education throughout global presence and 8 languages.
Projects included:
Redesign of global SharePoint website and 22+ country sites - launch January 2013
Redesigned site soft launch generated a 74% increase in traffic with no search dollars in first 30 days across 22 international sites
Integrated digital content plan and creation for 12 months, week by week broken down by communication pillar
Social media strategy and branding
Content management system design and management in 8 languages
Education platform development and initiation
ALLOW Beauty
Senior Vice-President
January 2011-February 2012
Post Asset Purchase Turn Around (PAPTA) MLM - I created team and led turn-around effort
Finalized formulation, testing and redesign of primary and secondary packaging for 3 skin care lines (39 SKUs) and a full cosmetic line.
Directed owners and team on strategy, market landscape analysis, branding and re-branding, product development, social media, distribution channels and overall profitability for a turn around MLM founded in 1951
Company consisted of skin care, (3 skin care lines), beauty (cosmetic line), body fashions (bra and support garments) and a health category.
STILA Cosmetics
Executive Director - Marketing
February 2010-January 2011
Post Asset Purchase Turn Around (PAPTA) I provided overall brand direction, marketing strategies, programs, and merchandising to support domestic and international corporate objectives.
Used specific consumer-focused marketing strategies to develop messaging, database marketing, retail-related integrated promotions, advertising, public relations and community outreach and possible Direct Selling / MLM add on business.
Lead team in creating a new and relevant Creative Platform for all Stila Branding, including: brand identity, online, partnerships, primary/secondary packaging, media, Stila “Girl’ psychographs, messaging/voice, etc.
Cultivated relationships with potential key strategic partners and worked with the executive management team to evaluate potential partnership opportunities – Disney, E! Live on the Red Carpet, HSN, various web companies, etc.
Redesigned and launched new website – ground up optimized for e-commerce as well as branding objectives, generating $3M in sales. Optimized analytics to maximize SEO/SEM with limited resources
Launched over 100 new SKUs (already in production w/shades) surpassing minimum revenue goal by 28%.
Managed $4M creative and marketing budget by line item
WellnessPro, INC.
Executive Director, Global Marketing & Operations
February 2009-February 2010
Managed direct selling wellness and nutrition company in 15 countries. Directly responsible for:
Complete rebranding of company - including marketing plan and all executables - website redesign, viral marketing, social networking, SEO, etc., brand design, product development, global expansion, collateral, training materials, electronic branding, all media streams, etc.
Nutrition and personal care product development, strategy, manufacturing, compliance, etc.
All global operations including manufacturing, operations, fulfillment, back office and compensation plan payout
Procter & Gamble
Consultant, Global Strategy
February 2008-February 2009
Consultant for Procter & Gamble Professional Care, Exclusive Lines:
Included Wella, Wella Professional, Graham Webb, Sebastian, Back to Basics, etc.
Complete competitive review of hair care for 2008 holiday season
Creation of theme for HOLIDAY 2008 implementing SCALE process/concept throughout all franchises
Design of program for implementation of SCALE, including theme, tag lines, GWP design, GWP sourcing, financial review, P&L for two previous seasons, forecasting for 2008
Surface Promotions, Inc.
Chief Executive Officer
June 2003-February 2009
Promotions design & manufacturing company specializing in promotional, gift, purchase with purchase, and gift with purchase items for cosmetic, fragrance, hair care, and nutrition companies.
Start-up grown from $1M in sales to $10M by year four. Clients included Herbalife, Disney, Warner Brothers, Wella, Sebastian, John Paul Mitchell, and Procter & Gamble
All marketing functions
All product design and presentation functions including: development, art, sourcing, material constructs, customer and vendor relations, etc.
Outside sales including acquiring new clients, and service and support of existing clients
Manufacturing - directed all ASI and PPAI U.S. vendors, international factories, and brokers
Purchasing and accounts receivable, including product pricing and profitability
Licensing and regulatory, where applicable
Company-wide supply chain, shipping and delivery
Herbalife, International
Director, Global Lifestyle Marketing
July 1998-June 2003
Directed all activities within project portfolio
Managed overall financial performance of the program portfolio
Managed Country Marketing Managers for all 62 countries
Redesigned Nutrition Support Product category in 62 countries consisting of 632 SKU’s (1,800+ w/market versions), generating sales of $14.5 million annually
Reduced SKUs to 120 with Projected Sales of $20 million annually
Redesigned “Global Holiday Gift Programs” ($35 million in Sales) in 25+ countries (Included nutrition, fragrance, hair & body care, and cosmetic development)
Achieved “Average Contribution Margin” worldwide of 55%
Redesign achieved manufacturing cost savings of $250,000.00+ annually
Managed all manufacturing and supply side chain
Directed all marketing avenues including catalogues & print materials, web content, HBN Broadcasting, collateral, etc. in 12 languages
Three (3) direct reports, 18 indirect
Director for Herbalife owned subsidiary company – PROMOTIONS ONE
Designed, manufactured, and purchased over $10 million in promotional items for global distribution annually
HUGO BOSS Fashions, Inc.
VM Director, West Coast
April 1997-July 1998
Responsible for interpretation, application and implementation of Visual Merchandising Guidelines and Strategic Sales goals for: BOSS Hugo Boss Shops (10), Shop-In-Shops (4), Key Department Stores, Specialty Retailers (350 total) and the West Coast Showroom. Included Texas to Hawaii, and Georgia.
Created domestic merchandising schedule for all BOSS stores, 350 retail and specialty shops.
Franchise owner relations, while directing and interfacing with Franchise shop owners for All Boss Hugo Boss Shops - West Coast.
Showroom and Rodeo Drive location management
Procter & Gamble, as Giorgio Beverly Hills
Designer - Product, Promotions & Packaging
May 1995-April 1997
Designer for all company fragrance and cosmetic lines, packaging, promotional item, and visual collateral design, development, and presentation
Promotional product designer – holiday on-counter design, Gift-With-Purchase, Purchase-With-Purchase Programs gift sets, etc.– with over 100 new items for the US/EU markets
Product development for fragrance and ancillary items (shave cream, body cleansers, facial toners, body creams, etc.) for all brands
Product development for 5 major fragrance launches – Hugo, Hugo Woman, Ocean Dream, RED re-stage, RED2
Managed design and sample acquisition, trend spotting, and materials determination
Purchasing Manager for the above categories
Managed $2.3 million creative budget
OK. LET'S SEE WHAT THE PEOPLE SAY...
Recommendations
"Stephen offers a valuable blend of brand leadership, resourcefulness, and financial skill that combines efficiency with imagination to produce highly effective bottom line results. He is adept in developing effective marketing plans creating long-range focus. Stephen is highly motivated and an asset to any team."
- Gretchen Rider
VP Operations, Stila Cosmetics & VP Operations
Guthy-Renker
"Stephen is extremely creative and able to wrap his head around any project that comes his way. He has an eye for design and current market trends that he easily translates to create cutting-edge products and services. Stephen has a knack for building business or turning around a failing endeavor. He is detailed, articulate, and passionate in work and in life. Stephen would be an exceptional asset to any business."
- Chris Rowland
Executive Director Product Development
Josie Maran Cosmetics
"Working with Stephen Parks directly was a very positive and rewarding experience for me. Stephen is one of the most professional people I know and has an iron-clad work ethic, which I strive to emulate. I feel that I learned a great deal from him in regards to Marketing/Brand Building and still have much to learn from him. If you are seeking a very polished and intelligent individual to direct your Marketing team or division - who manages with a strong and yet empowering demeanor - then he would be the first person who comes to mind. As a person, he is very approachable and always takes time out of his busy schedule to happily assist you. This is very refreshing. I am hoping to work with Stephen again in the near future."
- Lisa Martines
Brand & Product Development Director
Stila Cosmetics (J.A.N.E.)
"I had the pleasure of working very closely with Stephen for several years. His passion for the job coupled with his gifted ability to think strategically is something that I have rarely experienced in my professional career. His ever-positive disposition is infectious to cross-functional teams resulting in high productivity and amazing team spirit. But it is possible that his greatest gift is his unique sense of creativity and style. Always able to see trends lingering on the horizon before anyone else. It is a rare professional who is a pure mix of such qualities and Stephen Parks is just that person."
- Jacquie Carter
Vice-President, Worldwide Training
Herbalife International
"Stephen is an experienced and highly motivated professional who works very well with everyone. His good PR and wealth of information has allowed him to grow and contribute to the growth of his department at Herbalife. My working experience with him was professional and fun. He works hard and yet maintains a good & balanced sense of humor. It will be my pleasure to work with Stephen in the near future."
- Bart Calizo
Lead Buyer
Herbalife
"Stephen Parks is one of the most detailed oriented and knowledgeable Marketing professionals I have come to know. He embodies all of the characteristics one should look for when selecting a Marketing professional to work with. His talents exceed more than just marketing though, he has also helped me in retail and manufacturing when I had my retail company. He came up with ideas that I would never have thought about in order to grow my business. I would highly recommend Stephen!"
- Jerrie Butler
Client
Stephen-ism #56 –
“I love you from the bottom of my tiny little shallow heart.”
A FEW OF MY FINEST CLIENTS AND PARTNERS
HERBALIFE
WARNER BROTHERS
GOLDWELL
SEBASTIAN HAIR CARE
DKP DESIGNS
COMMERCE ACCELERATION GROUP
DISNEY
KMS CALIFORNIA
PROCTER & GAMBLE
WELLA PROFESSIONAL
P'ZAZZZ INTERNATIONAL
MITCH - JOHN PAUL MITCHELL
Stephen-ism # 457 –
“I haven’t been here since the last time I was here.”
SOME PROUD PRODUCT MOMENTS...
"With 100's of products created in multiple categories and millions of units sold...how can I possibly choose a favorite?"
PRESTIGE SKIN CARE
FRAGRANCE
WELLNESS / WEIGHT LOSS
GLOBAL WEB / ECOMMERCE
RETAIL SPACES
PACKAGE DESIGN
FRAGRANCE JEWELRY
DIRECT SELLING SKIN CARE
Stephen-ism #863 –
“It’s just like that but different.”
VOLUNTEER WORK
How I Help
DOBIES & LITTLE PAWS RESCUE
May 2011 - Present
THE GENTLE BARN
June 2012 - Present
SEA SHEPHERD SOCIETY
August 2010 - Present
PROJECT ANGEL FOOD
February 2003 - June 2009
APLA
January 2001 - July 2005
Stephen-ism #658 –
“Self-improvement is a never ending process.”
LET'S CONNECT
I love what I do and I’d love to help you.
Send me a message via LinkedIn, and I’ll get back to you ASAP.
Available in Los Angeles, California
Beverly Hills, California
90212
©2022 BY STEPHEN PARKS