Swanson Health - Female Executive of the Year
Company: Swanson Health, Fargo, ND
Company Description: Swanson Health (Swanson) started in 1969 in Fargo, ND with a mission to offer pure and potent health products at a great value. Nearly 50 years later, Swanson continues to innovate vitamins, supplements and wellness products, delivering solutions that help people live simply healthier together. Learn more and shop exclusively online at swanson.com.
Nomination Category: Individual Awards Categories
Nomination Sub Category: Female Executive of the Year – Consumer Products –11 to 2,500 Employees
Nomination Title: Katie Doyle, CEO
Describe for the judges the activities and accomplishments of the nominated executive since the beginning of July last year (up to 525 words):
Since July 2017, Swanson CEO Katie Doyle has spearheaded several successful large- and small-scale initiatives at Swanson to improve the company's internal infrastructure and processes, plus grow the company's profile andcustomer base in new consumer segments worldwide.
2017-18 initiatives under Ms. Doyle’s leadership include:
-Brand Refresh, including new logo, product labels, website (see video)
-Quality & Testing Laboratory Upgrade, micro testing, accelerated chamber, etc.
-Technology Platform Strengthening, focusing on data center, scalability, performance and recovery
-Digital Marketing Channels Long-Range & Short-Range Plans, prioritizing initiatives for near-term revenue impact and continuing refinement of working dollar investments for incremental long-term return
-Innovation & New Product Development, includingReal Food line, Vision Defense & Plant-Based Omegas, Pure ScienceHerbals (Pure Joint)
-Customer Service Center Refresh, including hiring, training & continuing education initiatives
Marketplaces Expansion, offering more products with expanded content for consumers
-Brand Awareness & Reputation, promoting in-house nutrition & science experts in media
-Opening a second office in Chicago, Illinois, growing IT, digital marketing & product innovation teams
As Ms. Doyle has led these initiatives, success metrics have included:
Sales Per Channel: Marketplaces and International Net Sales up more than $5 million year to date 2018 versus 2017 while Direct/SEO and Catalog New Sales up over forecast year to date
+170% Marketplaces (Amazon, jet)
-Stronger new customer sales from new product launches and digital marketing initiatives, unique customers averaging about 33% of customer portfolio (compared to same time last year) and representing about 16% of sales
-Overall customer file is up 17% year over year (2017-2018)
-Stronger customer loyalty, returning best customers now represent 40% of sales and 75% have shopped with us for more than five years
New Product Innovation: Key new product launches, including Real Food, Vision Defense, Mellow Mag and Pure Science Herbals, at more than 25% to 50% above forecast respectively.
New Product Recognitions
-Swanson Pure Joint, Finalist 2018 SupplySide CPG Editor’s Choice Awards Joint Health Supplement (winners announced Nov 9)
-Swanson Plant Based Omega-3, 2018 NutraIngredients-USA Omega-3 Product of the Year
-Swanson Vision Defense
-Finalist 2018 SupplySide CPG Editor’s Choice Awards Specialty Supplement(winners announced Nov 9)
-2018 Delicious Living Supplement Award – Vision Health
Customer Service: Swanson’s Stella score is ~95% while our Net Promoter Score (NPS) is ~87, scoring higher than any other supplement brand including NatureMade and GNC:
-2018 Silver Stevie Award, Front-Line Customer Service Team of the Year
-2018 ICMI Global Contact Center Awards, Best Social Media Customer Care
-2018 Crain’s Best Places to Work Chicago (#23)
-2018 United Way Top 50 Most Generous Workplaces
-Cycle for Survival Top Local Fundraiser, nearly $40,000 for rare cancer research
See attached PDFshowcasing initiatives and successduring Ms. Doyle’sleadership (July 2017-Sept 2018).
Swanson services consumers globally in 51 countries and is a leading online and catalog marketer of Swanson-branded and third-party healthy living products, carrying over 27,000 wellness products.
Learn more about Swanson at swanson.com and onsocial media at @swansonhealth
LinkedIn: https: //www.linkedin.com/company/swanson-health/
Recent Press Releases
Real Food Vitamins https: //www.swansonvitamins.com/offers/2018/real-food.html?icid=hpHeroRealFood
Pure Science Herbals https: //www.prnewswire.com/news-releases/swanson-health-drives-wellness-trends-with-cuttingedge-innovation-at-natural-products-expo-west-300608581.html
Provide a brief biography of the nominated executive (up to 125 words):
Katie Doyle has more than 28 years of experience leading and advising consumer, health and wellness companies. As Chief Executive Officer at Swanson Health, a heritage brand founded in 1969, Katie is driving the company’s innovation rebirth with a renewed focus on leading the industry with innovative, science-backed wellness solutions that help people live simply healthier together.
Before joining Swanson, Katie served as an independent advisor to private equity and venture capital firms in the health and wellness space. As President of Abbott Nutrition Products Division, she led the nutrition business across the U.S., Canada and Puerto Rico and was responsible for $3.2 billion in revenue across a portfolio of brands in the pediatric and adult nutrition space, sports nutrition and healthy snacking.