Peter D. Dornsife
[email protected]
 RESULTS ORIENTED
LEADER WHO DRIVES CHANGE
THROUGH OTHERS
 GLOBAL COMMERCIAL EXPERIENCE SPANS
MARKETING OPERATIONS, BRAND MANAGEMENT,
CAPABILITY DEVELOPMENT, MARKETING RESEARCH
412 / 298 / /4785
 SEEKING TO LEAD COMPANY’S MARKETING
FUNCTION TO ACCELERATE BUSINESS GROWTH
 DEMONSTRATED SUCCESS ACROSS DIVERSE
BUSINESS MODELS
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AND SALES
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OTC & RX
DOMESTIC & INTERNATIONAL
BRANDS IN VARIOUS LIFE CYCLE STAGES
GLAXOSMITHKLINE CONSUMER HEALTHCARE
DIRECTOR, STRATEGIC PROJECTS AND INTEGRATION – PITTSBURGH, PENNSYLVANIA
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(07/15 - present)
Develop knowledge transfer strategy and lead North American execution following Novartis joint venture. Guide new company
through data discovery and transfer process associated with multiple site closures and significant headcount reductions.
DIRECTOR OF US MARKETING OPERATIONS – PITTSBURGH, PENNSYLVANIA
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Headed operational activities across $1.5 Billion OTC portfolio to ensure delivery against critical business objectives. Ensured
resolution and appropriate escalation of business issues. Led marketing’s implementation of company-wide initiatives.
Developed and implemented processes, tools, metrics, initiatives, and infrastructure to improve the output of marketing
function.
Introduced new commercial planning process to align departments and meet external retail requirements.
Provided leadership for Artwork & Labeling function consisting of nine GSK associates and 17 contractors.
Conducted root cause analysis and over-hauled cross-functional process to dramatically reduce artwork errors.
Drove delivery and financial rigor by representing marketing at monthly financial review (NABR) among senior stakeholders.
DIRECTOR OF INTEGRATION – SKIN HEALTH - PITTSBURGH, PENNSYLVANIA
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(04/05 – 09/11)
Headed US turnaround plan for one of company’s largest global brands. Directed team in development of strategy, new
product launch plans, innovation opportunities, advertising, and promotions.
Instituted Aquafresh national sampling partnership with Hyatt Hotels that drove brand’s highest ROI.
Achieved best in class activation across multiple new product launches. Recognized globally with four GSK Brand Edge
Awards for brand communication and successful launches (2008, 2009, 2010).
DIRECTOR, MARKETING LEADERSHIP PROGRAM - LONDON, ENGLAND
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(01/11 – 12/11)
Led a marketing team of 19 professionals including 6 direct reports to build brand equity and deliver portfolio sales of over
$500 MM including three of top ten toothpaste brand SKUs.
Oversaw annual investment of over $200 MM to achieve business objectives through optimal allocation across growth levers.
Drove corporate strategy and execution through membership on North American Growth Team.
Recognized as top OTC/HBA Marketer within the US by OTC Perspectives (2011).
DIRECTOR OF MARKETING – AQUAFRESH - PITTSBURGH, PENNSYLVANIA
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(09/11 – 05/12)
Led cross-functional corporate integration for newly acquired Stiefel skin health business.
INTERIM HEAD OF MARKETING – ORAL CARE - PITTSBURGH, PENNSYLVANIA
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(05/12 – 07/15)
(05/03 – 04/05)
Built GSK Consumer Healthcare commercial marketing capabilities through development and delivery of global training
programs.
Drove organizational change through the development and introduction of Brand Academy across GSK Consumer Healthcare.
Boosted 2004 “Before-After” Participant Understanding Scores by an average of 33%.
Instructed brand managers and extended teams on Total Communications, a two day global training program that focuses on
Communications Planning, Creative Strategy, and Advertising Development. Achieved average course score of 4.3 out of 5.0.
Established steering team for Driving the Drivers, a cross-functional initiative fostering stronger delivery against GSK business
drivers. Developed and introduced three workshops: Integrated Communications, POP, and Perfect Punch.
PRODUCT CATEGORY MANAGER – TOOTHBRUSHES - BUEHL, GERMANY
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(06/01 – 04/03)
Drove commercial strategy and tactics through team of seven on Dr. BEST franchise in Germany, Austria, and Switzerland.
Reversed GSK’s global toothbrush share decline through meaningful innovation stream.
Chaired international toothbrush team responsible for worldwide development, assessment, and commercialization of new
product opportunities. Served as Project Owner for six new initiatives.
SENIOR BRAND EQUITY MANAGER – SMOKING CONTROL NEW PRODUCTS - PITTSBURGH, PENNSYLVANIA (10/00 – 06/01)
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Orchestrated development of claims, brand positioning, advertising, promotions, packaging, pricing, and forecasting for first
new category product form in five years.
SENIOR BRAND EQUITY MANAGER - TAGAMET HB 200 - PITTSBURGH, PENNSYLVANIA (06/99 – 10/00)
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Eased brand’s dramatic decline through new product launch, largest category initiative for company in previous three years.
Sparked enthusiasm on brand that previously suffered a 30% annual decline.
SENIOR BRAND EQUITY MANAGER – CITRUCEL - PITTSBURGH, PENNSYLVANIA
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(10/97 – 06/99)
Accelerated brand’s growth rate; achieved double-digit sales increases and outpaced category/segment trends.
Surpassed corporate sales and profit expectations for three straight years.
Developed, tested, and introduced expanded brand strategy achieving record high persuasion scores.
Championed medical marketing effort to drive sales through focus on specialty physicians.
Successfully introduced three new product innovations/extensions to drive incremental consumption.
BRAND EQUITY MANAGER - ECOTRIN, CONSUMER & MEDICAL MARKETING - PITTSBURGH, PENNSYLVANIA (06/95 – 10/97)
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Achieved first business growth in four years, reversing declining trends. Consistently surpassed corporate sales and profit
expectations. Achieved all-time brand equity highs.
Fielded consumer research and drove medical strategy that reduced potential for consumer mis-medication.
Selected by internal peers as “Brand that Does More with Less” and “Best Job Integrating Consumer and Medical Marketing”.
Received NHIA Silver Award for “Best Total Health Information Program”.
Directed the strategy, logistics, and evolution of $1.5 MM relationship marketing program to achieve positive payback.
BRAND MANAGER - ECOTRIN, MEDICAL MARKETING - PITTSBURGH, PENNSYLVANIA
(12/93 - 05/95)
• Drove industry’s first effort to quantify the value of medical marketing for OTC products. Effort assisted in company asset
allocation and greater organizational understanding of the importance of medical marketing.
• Narrowed brand’s medical marketing focus to cardiovascular indications and improved ROI.
• Planned, executed, and evaluated medical sales force promotion, professional sampling, medical direct mail, convention
activity, and public relations to drive sales volume. Fostered key thought leader relationships. Directed the management of
physician recommendation data suppliers.
ASSOCIATE BRAND MANAGER - TAGAMET HB, MEDICAL MARKETING - PITTSBURGH, PENNSYLVANIA
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(07/93 - 11/93)
Prepared market analysis for Tagamet HB OTC launch. Introduced first competitive intelligence activity into company.
MARION MERRELL DOW PHARMACEUTICALS - KANSAS CITY, MISSOURI
SENIOR ANALYST, MARKETING RESEARCH
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Conducted primary marketing research for pre and post launch efforts of Nicoderm (Product Positioning research, Longitudinal
analysis, Committed Quitters Program research, Segmentation and User studies).
Promoted to Senior Analyst for outstanding contributions (01/93). Awarded Dow Chemical Community Service Award (1990).
SALES REPRESENTATIVE, LAKESIDE
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(05/90 - 06/93)
(06/87 - 05/90)
Grew sales territory consisting of prescription and OTC drugs. Shaped corporate and hospital smoking cessation policy.
Awarded 10 category achievement medals from product managers; Century Club (1990); Runner-up President’s Pin (1989);
Manager’s Performance Award (1989); Pacesetter (1988).
EDUCATION
INDIANA UNIVERSITY – BLOOMINGTON, INDIANA
GRADUATE OF KELLEY SCHOOL OF BUSINESS
Major: Marketing