Richard Wessler

About Richard Wessler

Global sales and marketing executive with a proven track record of building brands and…

Experience

1. Vice President General Manager - Power Stations

   The Duracell Company

   Jan 2021 — Present · New York, NY, US

   Responsible for Duracell’s direct entry into portable power, a strategic initiative to develop a meaningful business outside of traditional disposable batteries. New segment includes rechargeable, lithium-ion powered devices that provide emergency home back during a short-term power outage, or AC/DC power away from wall outlets. Developed and executed product roadmap, integrated marketing plan and channel strategy covering both online and off-line. Full P&L responsibility.• Strategy & Planning - Developed and implemented 5-year plan for direct entry into the Portable Power Station (PPS) market. Analyzed market landscape, competition and technical trends. Developed comprehensive strategic plan with supporting P&L. Presented to senior leadership team.• Product Development – Developed multi-generation product roadmap based on consumer insights. Conducted focus groups and In Home Usage Tests (IHUTS) to understand consumer behavior. Hired engineering and innovation teams in US, China and India to efficiently develop and qualify new products. Established third party OEM supply base in China. Reduced development time from 2+ years to 6 months. Launched 3 families (11 SKU) on-time/on-budget. • Digital Marketing – Created integrated marketing campaigns,to attract, engage and covert new, younger consumers to the brand. Evaluated and appointed new creative agencies and deployment partners. Programs included digital marketing on Meta, Google, Tik Tok and YouTube, paid and organic social media, influencers, affiliates, PR and promotions.• E-Commerce – Launched Duracell Power Stations on Amazon, DTC (powerstations.duracell.com) and Tik Tok. Evaluated, appointed and managed third party distributors and marketing partners. Developed Amazon specific marketing plan to drive visibility on platform.• Brick & Mortar Retail (Big Box) – worked with internal and external sales reps to enter traditional retail. Developed customer presentations and presented to senior buyers.