JOY HATCH

132 Spring Creek Court (336) 972-9569

Winston-Salem, NC 27106 jh11018e2@westpost.net

INNOVATIVE CONSUMER PACKAGED GOODS MARKETING EXECUTIVE

Marketing leader, with experience in brand marketing, category management and st
rategic planning.
* Category management expertise using consumer research, purchase decision model
s and decision support software: interactive data mining, space management, pric
e elasticity, consumer insights.
* 6 international patents (products, packaging, and marketing software).
* Consumer and B2B brand marketing experience in food, HBC and textiles at Fortu
ne 500 companies.
* Sales/channel management success in mass, grocery, pharmacy, specialty, depart
ment, club, and web.

PROFESSIONAL EXPERIENCE
KAYSER-ROTH CORPORATION, Greensboro, NC 2006 - 2011
SENIOR DIRECTOR OF MARKETING
Manage No nonsense and Burlington national brands, combined $550 million busines
s across food, drug, mass, club, and specialty and web channels of business; ach
ieving record-breaking sales in 2010.
* Created and managed national print and electronic (social and viral) media cam
paign for the No nonsense brand, the first media campaign in 10 years. Generat
ed 46,000 new fans on Facebook in 6 months through innovative marketing campaign
s, growing impressions to over 10 million.
* Initiated brand research to identify target consumer needs and reinvent produc
ts and packaging to better meet the opportunity. New consumer-oriented products
and packaging generated 60% sales increase in their categories.
* Reversed decline in sock business, by developing innovative new products based
on consumer research. No nonsense is now the fastest growing brand in the sock
category, for Food and Drug stores.
* Grew No nonsense awareness to #8 apparel brand on Women's Wear Daily brand ran
king.
* Introduced environmentally friendly products and packaging to all branded and
private label products.
* Expanded No nonsense line, including body shapers, panties, tees, sleepwear, s
hoes, and bags, generating growth for the company, and offsetting declining shee
r hosiery category.
* Achieved vendor of the year for Burlington brand in Sam's Club ($50 million+ b
usiness).
* Promoted and developed 1 director, 2 managers, and 1 assistant to additional r
esponsibilities.

HANES BRANDS, INC., Winston-Salem, NC 2001 - 2006

DIRECTOR OF MARKETING, Image Wear
Identified and developed strategic opportunities for $500 million business, expa
nding distribution, and directing new opportunities to ensure future profitable
sales growth.
* Won consecutive industry Supplier Golden Achievement awards for innovative mar
keting tools.
* Invented software that promotes portfolio sales of products, expanding average
order size and profitability.
* Converted direct business from manual system to electronic, maximizing interna
l resources, improving efficiency, and generating new distribution across differ
ent product lines.
* Initiated and managed consumer and customer research, which guided development
of strategy and generated share growth.
* Achieved single supplier status for SAM's CLUB catalog program, creating a new
distribution channel and generating profitable, incremental business across all
brands.
* Invented and patented combination of stain performance application and product
surface design that provides superior results to current customers, and provide
s entry to new channels of distribution.
* Developed and negotiated relationship with YMCA to become exclusive apparel sp
onsor for 2600 locations.
* Directed design of award-winning catalogs, trade media, web sites and innovati
ve support materials.
* Promoted and developed 3 managers and 2 analysts to additional responsibilitie
s.
JOY HATCH PAGE TWO

RENFRO Corporation, Mt. Airy, NC 1996 - 2001

DIRECTOR/VICE-PRESIDENT OF MARKETING AND CATEGORY MANAGEMENT
Gained Category Captainship at world's largest global retailer, obtaining full a
ccess to all category data (including all competitors) and management of weekly
and strategic category initiatives.
* Identified, acquired and integrated decision support software, including KENOS
IA Data Alchemy (Interactive data mining), INTACTIX Pro Space (space management
software), NPD price selector (price elasticity to find optimal price points) an
d IRI Consumer Knowledge Suite (consumer insights on brand loyalty).
* Initiated and developed Consumer Marketing and Category Management as strategi
c core competencies for manufacturing-oriented global corporation, with annual v
olume of $300 million.
* Developed consumer-based category model adopted by all corporations as the new
industry standard.
* Increased margins by 10 points and sales by 25% by applying consumer research
to specific businesses.

* Developed custom programs to key retailers: Wal-Mart, Target, K-Mart, Sears, J

C Penney, and specialty sports and fashion retailers.
* Streamlined logistics, product, package, and shipper design processes leading
to increased efficiency.
* Invented and patented innovative products, brands and packages that extended c
orporate advantage.
* Promoted and developed 2 Directors, and 3 Managers, who managed 5 Analysts and
3 Designers.

NABISCO FOODS, Planters Division, Winston-Salem, NC 1990 - 1996

SENIOR PRODUCT MANAGER, Category and Business Development
Managed Combined P & L's of $220 Million+ and over half of all Planters division
sku's.
* Increased Planters Warehouse Club business by +$80M, and total consumption by
+20%, through category management, creative program execution, and sales present
ations to key customers.
* Developed category models used for distribution, shelving, pricing, promoting
category in each trade class.
* Reversed declining sales of bag packs by conversion to new sizing and pricing,
increasing sales +40%.
* Generated over $1 Million in savings through initiation, development and manag
ement of logistics.
* Expanded distribution in Warehouse Clubs, Convenience Stores and Alternate Cha
nnels (i.e., Direct Mail and Electronic Shopping) to achieve new products growth
of +30%.
* Developed and managed implementation of Nut Category Management Plan that grew
Planters nut consumption by 8% and nut category consumption by 5% in 1993.
* Designed and developed custom coupon analysis software, market valued at $200,
000.
* Developed and implemented Line Rationalization and New Distribution Allowance
System to trade out low margin items for high profit items; increased distributi
on of profitable items by average of 5 points.
* Managed and developed Product Manager, Associate PMs, Logistics Specialist, an
d Graduate Interns.
* Promoted and developed 3 Managers and 2 Associates.

BRISTOL-MYERS SQUIBB, New York, NY

MARKETING MANAGER
1987 - 1990
Marketing management assignments included analgesics (NUPRIN), cough/cold (COMRE
X, 4-WAY spray), Deodorant (Ban) and Skin care (KERI Lotion, PRE-SUN)

EDUCATION
M.B.A., Duke University, Durham, NC (Accelerated Executive MBA program)
B.B.A., Marketing, James Madison University, Harrisonburg, VA