Current Resume

1. SPENCER C. DEANE
817 Tally Ho Lane C: 610-517-0798
Chester Springs, PA 19425 scd62@comcast.net H: 610-458-7732
PROFILE
High-impact, strategic and respected Marketing, Business Development and Product Management executive with
successful track record of building category-leading international business strategies in the Healthcare industry.
Broad and deep experience with both Business-to-Business and Business-to-Consumer marketing in fast moving
Consumer Product environments. Consistently demonstrates ability to optimize performance and profitability while
incorporating best practice standards. Passionate, purposeful, innovative and creative management style which
naturally generates commitment and enthusiasm. Key strengths and experience include:
Leadership Strengths Key Experience
• Inspirational, Innovative and Collaborative • Brand and Business Building
• Disciplined at Strategy Development and Execution • Achieving Operational Excellence
• Strategic Alliance Relationship Management • Establishing Accountability and Alignment
• Drives for results with considerable enthusiasm • Recognized as Accomplished Marketing Professional
EXPERIENCE
SCA GROUP, Philadelphia, PA, US 2004 – 2010
$15B global hygiene, packaging, personal care and paper tissue Products Company.
Vice President of Marketing (2008 – 2010)
Responsibilities included managing all elements of $500M North American Personal Care Division (PCNA)
marketing mix and strategic plan; driving growth opportunities and establishing long-term winning strategies
with responsibility for building customer and consumer insights, managing TENA® brand strategy, product
innovation and development, communications aimed at both business-to-consumer and business-to-business
audiences and overall return on investment. Key strategic member of PCNA Leadership team which over last
two years, exceeded both Operating Cash Flow and EBIT profitability targets while delivering 4%/year net sales
growth.
• Developed and deployed five year long term multi-channel strategy and supporting financial plan for PCNA,
including clear product vision and positioning strategies for TENA brand assortments.
• Accountability and management of $31M (A&P) marketing budget and annual plan.
• 2008 – launch of radically innovative new gender specific designed (male and female) underwear into US
and Canadian retail business-to-consumer market:
– Identified market need through extensive market research and led product development.
– Built and deployed comprehensive marketing campaign: TV, print, online, public relations, in store
promotions, sampling and direct mail.
• 2010 – major repositioning and significant technical improvements to above product
– Conducted thorough research into health and drivers of TENA underwear business at retail resulting in
complete redesign, repositioning and re-launch of product.
– Increased retail shelf distribution with positive consumer reaction and above forecasted sales
• Led and managed healthcare value proposition taskforce that implemented refined go-to-market
consultative sales approach, positioning TENA total offer as innovative and superior to competition
(“Ripple Effect”) through US and Canadian sales teams. Resulted in 18+% margin improvement.
• 2008 – introduced innovative premium positioned product to healthcare business-to-business market:
– First stretch side panel briefs for improved fit/comfort and caregiver application supported by integrated
campaign utilizing dedicated sales force, sales promotional material, online activities and direct mail
advertising.

2. • Defined digital marketing and home care strategy that developed and implemented SCA’s first direct-to-
consumer online business model (TENA Direct), capturing new “cash” consumer sales and exceeding
$0.5M year one target.
SPENCER C. DEANE
PAGE 2
SCA GROUP (continued)
• Created focus and needed growth in US for TENA brand awareness, moved from 23% awareness to above
47% and successfully won CLIO Healthcare Award for 2009 PR campaign.
• Personally quoted regularly as leading spokesperson for incontinence category in NY Times, Brand Week,
US News and World Report.
• Fostered relationships and business development opportunities with key customers: national distribution,
corporate nursing home chains and multitude of home care operators.
Vice President of Marketing, North America Healthcare (2004 – 2007)
Responsibilities included marketing leadership for $250M Healthcare Division, including development and
implementation of strategies focused on growing profitable US market share and continuing to maintain and
capitalize on leading Canadian position.
• Developed new overall healthcare strategy that grew revenue 6.3% compounded annually (in markets that
generally grow 2%-3% annually) while improving profitability.
– Executed strategy through sales teams that redirected focus on premium product sales resulting shift in
mix from 73% premium products to over 90%, increasing profitability and customer loyalty.
– Resulted in EBITDA growth by over 4%/year through efficient management of volume, price and mix
elements of P&L despite $10M negative impact of petroleum costs on business.
• Established and built new North American marketing team that focused on strategic business opportunities
and developed/implemented winning strategies focused on distribution, key accounts and newly emerging
home care channel.
• Strategic Line Extensions: Built out product category to include new assortments and ancillary products,
contributing over $7M to EBITDA improvement; product expansion grew to represent 10% of portfolio.
• Developed distribution strategy based on future growth aspirations, geographical coverage, technology,
financial viability and alignment with strategy. Reduced distribution network by 15% and more effectively
allocated resources to key distributors.
• Continually fostered relationships with key customers and developed strategic alliance partnerships built
around tailored solutions for improved incontinence care and regulatory compliance.
SCA HYGIENE PRODUCTS AB, Gothenberg, Sweden 1999 – 2004
Global Category – Business and Product Development division within SCA.
Global Marketing Director, Institutions (2002 – 2004)
Responsibilities included leading development and implementation of Global Institutional channel strategy,
representing €490M healthcare business base across Europe, North America and Asia-Pacific.
• Secured profitability growth for Institutional channel by initiating more strategic go-to-market approach
based on defined customer segmentation (project managed in conjunction with McKinsey Consultants).
• Successfully launched innovative brief product that established itself as fastest growing/highest margin
product in Europe and continued premium positioning for TENA branded institutional business base.
• Developed and implemented brand extension strategy for services delivery and incorporation as strategic
business concepts.
• Developed culture for Transfer of Skills and Best Practice sharing between countries and geographical
regions for Institutional channel.
Global Product Manager, Hygiene Products (2001 – 2002)
Responsible for product strategy and global P&L. Relocated to global category head office in Gothenberg,
Sweden. Undertook global product management role for two of division’s major product assortments.

3. • Delivered continued product revenue growth and improved quality outcomes that met higher customer
expectations in new and emerging markets (Japan and Asia).

4. SPENCER C. DEANE
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SCA HYGIENE PRODUCTS AB (continued)
Global Brand and Communications Manager (2000)
Led Incontinence Care division’s global brand and communications strategy. Working with, and through,
individual country and regional marketing and commercial management teams.
• Developed global brand guidelines and communication best practices for recently established TENA brand
and associated business areas.
SCA HYGIENE PRODUCTS UK LIMITED, Dunstable, UK 1988 – 1999
Marketing Manager, Incontinence Care UK (1997 – 1999)
Responsible for continued business development and strategic direction of UK Incontinence Care Division.
Leading member of UK Management Team, with full P&L responsibility and control of £1M marketing budget
and revenues of £57+ million.
• Delivered revenue/profitability growth and maintained No.1 market share position within UK National Health
Service customer base.
• Developed key value adding service business concepts in conjunction with Royal College of Nursing (RCN)
and Help the Aged Association.
• Established lobbying group (Continence Foundation) that successfully overturned taxation levied by UK
government on incontinence sufferers.
• Developed and launched UK’s first manufacturers direct to market supplies business (the STOCKROOM).
Market Manager, Continuing Care (1993 – 1997)
Market Manager – Home Care (1992 – 1993)
Product Manager (1991 – 1992)
Regional Sales Manager (1990 – 1991)
Territory Sales Representative (1988 – 1990)
AUSTIN ROVER CAR GROUP, Longbridge, UK 1987 – 1988
Materials Handling Supervisor (July 1987 - December 1988)
Graduate Management Trainee
AUSTIN BENN RECRUITMENT CONSULTANTS, Watford, UK 1986 – 1987
EDUCATION
BS, Biological Sciences, Honors Degree, University of Birmingham, Birmingham, UK, 1985
DipM, Post Graduate Masters Diploma, Chartered Institute of Marketing
University of Leicester, Leicester, UK, 1995
Variety of Executive Development Courses
BOARD AND PROFESSIONAL MEMBERSHIPS
Board Member, Healthcare Industry Distributors Association (HIDA) Educational Foundation, 2010 – 2011
Company Director, The STOCKROOM Partnership Limited,
joint venture initiative between SCA Hygiene Products and Southern Syringe Services, 1997 – 2000
Member, Chartered Institute of Marketing