Brian Ricci Headshot

Brian Ricci

CMO
Works with consumer goods, packaged goods, and retail companies and is adept at converting market insights into brand building strategies and plans that drive revenue and profit growth.

About Brian

Brian is a Chief Outsiders CMO and strategic marketing executive. He helps companies develop and launch innovative new products that deliver against unmet customer needs. Skilled at managing down costs and optimizing internal operations to maximize business performance and profitability, he reliably turns around underperforming businesses. Brian is consistently recognized for leadership, team building, and an ability to motivate employees to achieve superior results.

Work Examples

  • Generated $25 million in net sales growth overseeing the creation of new brand positioning, creative strategy and national advertising campaign at Del Monte Foods.
  • Contributed over $150 million in incremental annual net sales developing and launching more than 30 new products at Del Monte Foods.
  • Successfully launched a record number of new products (average of over 25 new products per year) while leading product management team at Watkins Wellness.
  • Delivered nearly 20% growth in hot tub sales leads for Watkins Wellness in less than two years by optimizing content marketing, digital media investments and lead form conversion rates.
  • Drove 20% improvement in profit margins while simultaneously growing net sales leading the development of a new pricing and trade promotion strategy and plan at G.L. Mezzetta Foods.
  • Realized 15 days of incremental production capacity and improved net sales and profit margins spearheading a cross-functional effort to optimize or eliminate underperforming products for G.L. Mezzetta Foods.

Published Works

Experience

  • Vice President of Marketing, Watkins Wellness (a Masco company)
  • CMO and Senior Vice President of Marketing and R&D, G.L. Mezzetta Foods
  • Vice President of Marketing and Business Transformation, Del Monte Foods
  • Vice President of Marketing and General Manager, Del Monte Foods

Education

  • University of California, Los Angeles, Anderson School of Management, Master of Business Administration in Marketing and Strategy
  • University of California, Los Angeles, Bachelor of Arts, Economics

Expertise

Industry Experience Specialties
  • Market/Consumer Insight
  • Demand Generation
  • Positioning & Messaging
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