Rich DePencier Headshot

Rich DePencier

CMO
Works with founder-led, small to mid-size businesses and private equity-backed B2C and B2B companies in CPG, Retail, Food & Beverage, Beauty, Home Care, Travel/Leisure industries to create disruptive growth behind omni-channel penetration, new product launches and innovative marketing plans.

About Rich

A passionate brand-builder, Rich excels at leading and motivating teams to create innovative strategies and go-to-market plans for rapid growth.  With a track-record of results across Fortune 200 and smaller entrepreneurial/tech companies, Rich builds brands that win consumers’ choices across multiple channels and platforms in North America, Asia, Europe, Middle East and Latin America. His specialties include building business plans, P&L, leadership, strategy, product innovation, full-stack digital marketing, consumer research, joint ventures, developing people and building high-performing teams.

How Rich has Helped Businesses Grow

  • Increased lead generation +20% in three months by leading company’s digitization behind new UI/UX and CX strategy, e-commerce rollout, CRM and digital marketing at Concordia Beverage Systems.
  • Grew international CPG business from start up to +$500 million in sales, faster than original 5-year plan at Starbucks Coffee Company.
  • Created #1 Facebook brand in one year with innovative “Treat a Friend” digital campaign for Japan.  Re-applied to U.S., Germany and UK markets.
  • Created marketing campaign which won China Ad Age Winner of the Year and nominated for best mobile campaign at Cannes Festival 2006.
  • Led research and retail introduction for four of the most successful beverages in Starbucks history, including Green Tea Frappuccino, Cinnamon Dolce, Ready-To-Drink lattes and Refreshers.
  • Achieved +15% ROI on +$200MM field marketing budget behind re-designed marketing roles, talent and investment priorities to focus on top 10 customers at Procter & Gamble.
  • Helped drive record brand shares and revenue of Tide, Downy, Dawn, Pantene, Cover Girl, Charmin and Iams behind innovative packaging, marketing and retail sales programs in North America.

Experience

  • Board of Directors, HeatGenie
  • SVP - Houseware Consumer Products, Pacific Market International
  • Chief Marketing & Sales Officer, Concordia Beverage Systems
  • VP - Global Consumer Products, Starbucks
  • Director, North America Market - Procter & Gamble

Education

  • MA, International Relations/Latin American Studies - American University School of International Service
  • BA, International Relations and Affairs; Economics - American University School of International Service
  • U.S. Fulbright Scholar - Bogotá , Colombia and Mexico City, Mexico

Expertise

Industry Experience Specialties
  • Digital Marketing
  • Market Penetration & Growth
  • Demand Generation
  • Go-to-Market Strategy
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