Earnestine Benford

Consumer packaged goods marketer coupled with general management experience with Sara Lee Corporation and The Coca Cola Company. Experienced in strategic and tactical marketing tools: new product development, positioning, research, advertising, consumer promotions, package development. Proven track record of achieving financial goals. Solid people development skills. Global licensing experience with Disney Consumer Products.Career Highlights:

Executed numerous projects under ebFocus Inc. working with local TV stations,
educational institutions and corporate clients. Most recently while at Disney led over 60 internal consumer focus groups which help craft market strategies for numerous business/consumer segments .e.g. Tween/Teens, boy and girls, Adults

Brand Management successes include delivering financial targets of an $800
million dollar portfolio of national/regional brands with $50 million
dollar in advertising and promotions budgets.

Brand re-positioning/re-engineering of the Hi-C Brand. Led consumer marketing research that provided guidance in the development
of a new brand positioning; package re-configuration; package graphics;
pricing; trade strategy; on-shelf placement; new advertising and promotion
against both Mom and Kid targets.Reversed brand declines and resulted in a 12% increase in volume in year 1 of the program Current Hi-C
product line is a reflection of her efforts.

Led cross functional team in the creation of a successful Stage Gate innovation
process which included extensive qualitative and quantitative consumer research
for the Ball Park brand which within 3 years led to the introduction of Ball
Park Singles individually wrapped franks and Ball Park Smoked White Turkey
Franks which remain viable products today.

Extensive experience in competitive analysis leading to identifying white space/new
business opportunities. Led the global business analysis, brand segmentation and new product concept research, positioning strategy and new market development recommendation. One of the outcomes of the process was a new consumer base for Winnie the Pooh - prenatal Moms/maternity wear.