Beth Somplatsky-Martori

Fractional CMO Who Helps CEOs Translate Vision into Results | Strategic Marketing Consulting

Beth Somplatsky-Martori's Bio:

Marketing and product management executive, Beth Somplatsky-Martori, comes to Chief Outsiders with the ability to help brands inthe packaged, durable and electronic consumer and industrial goods space deliver profitable growth. During Somplatsky-Martori's more than 25 year career, she has gained broad cross-functional experience and has specialized in differentiating brands, products, and pricing within the same category across multiple and complex distribution networks and has guided numerous successful marketing programs including new product development, product life cycle management, positioning, branding, consumer and customer segmentation, traditional and new media, promotion, market research and analysis, and category management. Prior to joining Chief Outsiders, Beth was the founder and president of SocialBiz Maven, a strategic business and marketing consulting firm focused on developing, integrating, and executing social business strategies to help small to medium sized businesses integrate new media and content marketing with traditional marketing strategies to build customer engagement and significantly increase the ROI on the marketing spend. During her tenure as Vice President of Marketing at the Overhead Door Corporation, the leading manufacturer of garage doors and openers for residential and commercial applications, Somplatsky-Martori helped sales more than double while significantly increasing profitability and cash flow. A key part of this turnaround effort included introducing new products, the successful acquisition and integration of a key competitor, and convincing a reluctant distribution base to adopt digital marketing. As the VP of Marketing, she led the efforts to transition Overhead Door to a market–oriented company that was able to manage a portfolio of brands, Overhead Door, Genie and Wayne Dalton, competing in the same product categories while limiting channel conflict. This was accomplished by introducing fact-based marketing into the Company through the use of market research syndicated data, and category management to develop a unique brand positioning and a rationalized, differentiated product portfolio. Somplatsky-Martori has also held positions such as VP of the Retail Channel for Jacuzzi Whirlpool Bath, Vice President and CMO at Niagara Conservation Corporation, is a privately-held, $125M leading manufacturer of water and energy-conservation products and services; and Vice President of Strategic Marketing at Compass Home, a start-up candle and home accessories manufacturer. While at Jacuzzi, she executed a turnaround strategy that increased sales by 21% while doubling channel’s profitability in less than 12 months. She led the creation and rollout of new products, introduced new merchandising at Lowe’s and Menards, and successfully piloted one of the first Lowe’s direct import programs with a manufacturer. Throughout her career, Somplatsky-Martori has increased share and profitability by building brands, developing and launching new products and programs. At Philips Lighting, she was responsible for defining distinctive brand positioning to develop a new, rationalized, consumer product portfolio. As a result, Philips Lighting won the biggest deal in its 100 plus-year history by gaining brand exclusivity for The Home Depot’s $300 M light bulb category. This deal increased the Philips dollar-share by 5.3 points and improved profit margins by 37 percent while The Home Depot increased ring by 28 percent. She also led the largest promotion in The Home Depot’s history resulting in comparable store growth of 20 percent for the entire quarter and, as a result, Philips Lighting received The Home Depot Suppler of the Year Award. Also during her tenure at Philips, she won a Silver Effie for “Getting Better”. This ad’s ASI scores ranked in the top 1% of all ASI commercials tested, and the campaign increased Philips Lighting dollae share by 1.7 points. Through her participation on the Philips Electronics North American Brand initiative, she helped propel the Philips brand from 65th to 42nd place on the Interbrand list of the world’s most valuable by brands in less than 4 years. Somplatsky-Martori’s early career experience of advancing through a series of increasingly responsible rotations in engineering, finance, operations,, and supply chain management at Philips Lighting provides her a holistic cross-functional perspective unique to many marketing executives. Her major accomplishments during this time include reducing the number of North American manufacturing plants from 15 to 10, saving $25 M annually; decreasing the number of warehouses from 30 to 6, saving $23 M of order handling costs annually andlowering inventory by $30 M while maintaining service levels. A passionate cyclist, cook, and avid reader, Somplatsky-Martori earned B.S. degrees in Industrial Engineering and Mineral Economics from The Pennsylvania State University and holds an M.B.A. in General Management from the Wharton School. She currently serves on the Professional Women and Golf Day Executive Committee for the LPGA North Texas Shootout and is a member of the MENG, where she serves as the DFW Chapter President. Download Full Profile