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Alex was brought to Reynolds to take the International Division to a new level and to transform it from an “Export Desk” into a more marketing driven business, with a more diversified product portfolio. He built a new team and with his leadership drove sales and EBITDA to new highs doubling revenues during his tenure. This growth was achieved by concentrating on the revitalization of the key North American markets of Canada and Mexico, as well as growing Distributor sales in the Asian & Middle Eastern markets and developing a “Greenfield” company in China. His strategic general management approach and his mentoring of the new team made his tenure highly productive. He was also a key member of the leadership team that launched and developed the company’s first successful Hispanic advertising campaign. To summarize, he always delivered results on time, year after year.
   —Randy Zeno, Interim President, Reynolds Consumer Products.

Alex came to Reynolds to take the International Division to a new level by means of organic growth throughout the world. During his tenure revenue doubled and EBITDA improved in tandem. He built a new and far more cohesive group, which was mentored on an ongoing basis. His style was open, and I first got to work with him in the turnaround of the Canadian subsidiary, and subsequently in Mexico and South America. It was also an interesting learning experience to work on the new “Greenfield” China startup, which was my first experience with a foreign based subsidiary. I feel very fortunate to have worked with him in what I would characterize as a great working and learning experience.
   —Francis Arseneault, General Manager, Reynolds International.

I have known Alex for over 10 years and while consulting for The Novartis Gerber Infant & Baby BU, asked him to join me in global consulting starting with a project in Europe. Alex quickly understood major assignments for Gerber, along with me including major development work in the Asia-Pacific rim. When I left to join Hallmark as President of its flower and gift business unit, Alex remained a key and valued advisor to Novartis. He made a deep impact on their business over multiple countries – Asia, Europe, LATAM. I am always impressed with his keen lens into businesses and ability to translate into positive actions that lead to strong financial and strategic outcomes.”
   —
Harry Falber, President, Trade Area Marketing Group LLC.

Alex led the turnaround of this company with a small and dedicated team in a brief period, achieving a turnaround and a break even position after seven years of losses. In summary it was the result of leadership, strategic focus and execution. In particular I remember the complex financial negotiations with a consortium of banks and the recruitment of a first rate management team. I learned a lot and would do it again!!
   —Ibo Melendez, Chief Financial Officer, Pascual Hermanos Inc./Chiquita Brands.

I knew Alex and worked closely with him during the years that he worked in Italy, both as a fellow General Manager and while I was the Vice President of Hydron Southern Europe. Alex led the SKB owned ophthalmic company in Italy at a time when it experienced a very strong revenue growth cycle, with sales increasing by 50% during that period. He successfully managed the integration of two new start up businesses into the company, and completed a new, flatter organizational structure for the four business segments which comprised pharmaceuticals, contact lens care products, contact lenses, surgical products and diagnostic equipment. He was always a very professional and results oriented executive with whom I enjoyed working.
   —Victor Dias Ferreira, Southern European Vice President/President France, Hydron (SmithKline Beecham).

“Alex held both Staff and Line positions while he worked at Quaker. As Marketing Manager in Chicago he developed a new products reporting system, and was the driver behind the international roll out of the pet food line. He also led the Export Division and in one year increased revenue by 20%. In Venezuela he held a line field position and was a member of the leadership group that performed the turnaround of that subsidiary. He followed the approved marketing/operating plans and always reached his objectives in a reliable manner. It was fun working with Alex.”
   —
Werner von Pein, Director of International Marketing & Sales, Quaker Oats Co.

“Alex was a serious and very focused leader who stood out because he understood large projects and what was needed to carry them all the way to a successful conclusion. While he worked at Quaker Oats Headquarters in Chicago as the Marketing Supervisor and head of the Export Division, he successfully launched the company’s pet food lines into the Latin American markets. Later, as head of marketing working in Venezuela, he was part of the successful, senior turnaround team that was formed to take that subsidiary back to profitability from a $2 million loss position, an achievement driven by reorienting marketing funds toward advertising and consumer promotional activities. In sum he was a very results oriented executive.”
   —Kirk Groome, Director of Marketing, Quaker Brazil


Global Strategy Design LLC®
16 Mount Bethel Road, Suite 378
Warren, NJ 07059
Phone: (908) 903-1333
Fax: (800) 991-3553
E-mail: alex@globalstrategydesign.com

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