Peter Davies Marketing

Recruited to lead the digital products marketing team when Kodak was entering the consumer digital camera market. The challenge was that their first products would not appeal to their current core users and channels.

Reformulated product positioning to focus on early adopter web consumers and businesses who valued immediacy over print quality. Developed positioning as computer peripherals not cameras to overcome product weaknesses. Recruited pan-European team, including fighting for the right to hire a product PR specialist for the division. Retrained the sales force and refocused their channel sell in efforts on computer and consumer electronics channels. Built new marketing materials and extensive web and PR activity to reach target audience.

• European team exceeded their goals by 30% and sold $62M in the first year, as well as achieving record contribution to the division’s profits
• Team received record bonuses for achievement
• Promoted to WW expatriate assignment