Mark Nowotarski Overview

Mark NowotarskiMarketing Overview & Accomplishments

Brand Strategy, Product Marketing, Change Leadership

Mark Nowotarski

MARKETING EXECUTIVE

Creative, innovative, results-oriented marketing professional known for developing key

strategies and leading the implementation to drive new business growth.

Marketing Strategy: Develop marketing strategies that better align with corporate

competitive strategy and business objectives to grow market share.

Brand Development: Expertise in using fact based research to define brand strategy,

including brand positioning and brand architecture.

Customer Insights: Subject matter expert in consumer/homeowner segmentation,

customer differentiation, and purchase behaviors.

Innovation Initiatives: Proven success in leading change through both product and

marketing innovation.

Leadership: Ability to develop and coach department and cross-functional

teams to generate a culture of success.

The following pages provide an overview of marketing work led by Mark Nowotarski

MARKETING STRATEGY

Business Case: MasterBrand Cabinets, Inc.

Between 1998 and 2000, MasterBrand Cabinets grew their family of cabinet brands to 14+, creating

confusion in the market channels, sales, weakening equities in the brands, and a real challenge in

marketing budget allocations. The business clearly needed to align the brands based on their

unique selling propositions and reasons-to-buy (believe).

Solution – Using consumer insights, channel alignment, and brand positioning, Aristokraft was positioned

as the leading “value” brand, Diamond as the step-up “semi-custom” brand focused on innovative storage

and organization, and Decora′ as a premium “semi-custom” brand leading style trends. These brands

were supported with increased marketing support while the other brands were allocated to “maintenance”

support.

BRAND DEVELOPMENT

Business Case: Therma-Tru Doors

For years, Therma-Tru remained the leader in exterior entry doors, pioneering the fiberglass door category.

During their growth years, they had very little competition and strong distribution that focused on

new construction. As the business environment changed, channels grew more complex, and competition

increased, Therma-Tru started diluting the brand by branding products, technologies, and style names with

no structure or guidelines. All this resulted in the weakening of the Therma-Tru brand, continued market

erosion, and a growing danger of commoditizing the brand.

Solution – Define and develop a brand strategy that aligns and supports the new corporate competitive

strategy and creates a brand architecture that clearly defines the rules and guidelines in order to start

rebuilding the Therma-Tru brand. Provide the decision criteria for determining when a “sub-brand” is

appropriate or the business case warrants a unique brand not associated with Therma-Tru.

CUSTOMER INSIGHTS

Business Case 1: MasterBrand Cabinets, Inc.

With the added complexity of a growing family of cabinet brands that offered little perceived differentiation,

and a reliance on wholesalers and dealers to connect the brand to the consumer, it was essential that

MasterBrand Cabinets better understand what drives consumer purchasing behaviors in order to best

determine how to position the brands and align with unique homeowner segments.

Solution – Conduct extensive research focused on consumer’s attitudes and behaviors when considering the

purchase of kitchen cabinets. Define the unique homeowner segments, determine which brands aligned

best with one to two key segments and start developing the brand positioning and marketing required to

connect to consumers “in-the-zone”.

CUSTOMER INSIGHTS

Business Case 2: Therma-Tru Doors

Shortly after Fortune Brand purchased Therma-Tru Doors they commissioned Booz Allen Hamilton to

conduct an analysis of the business to determine gaps and opportunities. One key finding was that

Therma-Tru needed to better understand homeowners in greater detail in order to better align product

and marketing. The goal was to take Therma-Tru from a great trade brand and develop an even greater

trade and consumer focused brand.

Solution – Research was conducted to determine consumer segmentation based on buying behaviors

and attitudes. The result defined six distinct segments of which four were determined to be primary

targets. Therma-Tru marketing then developed training for the sales organization, dealers, builders,

and contractors to better connect with the homeowner and result in upgrade sales and increased

satisfaction.

INNOVATION INITIATIVES

Business Opportunity 1: Diamond Logix®

Consumer insights through the homeowner segmentation research discovered that while most homeowners

were satisfied with the end result looks of their kitchen, they did not resolve their need for improved

storage and organization within their kitchen and cabinets. In fact, while they expressed their desire for

improved efficiency, the kitchen designer focused on style and overall looks.

Solution – Develop a unique line of kitchen storage and organization cabinets tested with consumers

that will dramatically improve organization, accessibility, and over double storage capability. Support the

product line positioning through training aimed at kitchen designers, educating them on the importance

of increasing customer satisfaction by solving an unmet need.

INNOVATION INITIATIVES

Business Opportunity 2: Therma-Tru Display/Merchandising

Through consumer insights research, Therma-Tru Doors discovered the shopping process for the

homeowner was confusing and overwhelming. The shopper was looking for simple solutions and help.

Instead they were bombarded with technical messaging that was difficult to understand and inconsistent

information.

Solution – Design new merchandising that assists the consumer in a logical approach to selecting the

right door for their specific need. Simplify the approach and educate them on architecture style, door

type, and decorative options.

BRAND/PRODUCT MARKETING

Therma-Tru Doors

Taking Therma-Tru Doors from a great trade brand to an even greater trade and consumer focused brand.

Custom “mag-a-log” for

consumer lead fulfillment.

Consumer ad insert – “architecture

styles.”

Exclusive Martha Stewart doors for

KB Home / Martha Stewart designs.

BRAND/PRODUCT MARKETING

MasterBrand Cabinets, Inc.

Positioning Aristokraft as a “great value”, Diamond as the “storage & organization” leader, and Decora′

as always being “on-trend and in style” cabinet brands.

Decora′ is all about on-trend

Styles, finish colors and looks.

Connect Aristokraft with the

Good Housekeeping Seal and position

on “Great Looks and Great Value”.

Diamond is all about innovative

storage, organization, accessibility,

and efficiency.

BRAND/PRODUCT MARKETING

Artesian Industries

Expanding the product portfolio with a proprietary line of kitchen and bath faucets. Included innovative

product designs, packaging and merchandising.

PROFESSIONAL AFFILIATIONS & ACCOMPLISHMENTS

Active Board of Director representing Therma-Tru – NARI (National Association of Remodeling Industry)

Lowe’s overall Supplier of the Year – 2006

Lowe’s Millwork Vendor of the Year – 2005

Gold Hammer Awards (Home Channel News) – 2005, 2006, 2007

Member (through Fortune Brand) of the Association of National Advertisers

Instructor for Therma-Tru Leadership Essentials Management Education Program

Advisory Board for Kitchen & Bath Business trade magazine – 2002-2004

Key Note Speaker at Kitchen & Bath Expo West – 2002

Volunteer for Habitat for Humanity – 2002-2007

CONTACT INFORMATION

Mark Nowotarski

419-344-4897 M

419-878-8764 H

[email protected]

4664 Rhone Drive

Maumee, Ohio 43537