 Recognized by executives worldwide as an innovative thought leader, Beverly Katz is an authority on marketing multi-channel global brands, customer acquisition and loyalty retention, marketing communications, public relations, and marketing operations management.
Beverly brings 30 years of accomplishments growing a wide range of diverse companies ranging from Fortune 100 to small entrepreneurial businesses. Beverly helps clients create successful multi-channel brand strategies, identify their target audience, understand their customer’s needs, develop customer-desired products, create awareness among media, corporate and consumer targets, compel their prospects to purchase, and create awareness among their target audiences. Beverly builds businesses by finding unique product characteristics, customer needs or positions which add value, differentiate from competitors or create new distribution outlets.
Beverly started her career in product management at Xerox before establishing her consumer packaged goods expertise at General Mills, Pillsbury, Cadbury Schweppes, Unilever and SlimFast. After 15 years in CPG marketing, Beverly next leveraged her entrepreneurial instincts by founding The Victorian Cupboard Catalog, a direct marketing company selling hard-to-find 19th Century specialties, growing it to $10M in sales.
Since selling The Victorian Cupboard Catalog, Beverly has consulted to both B-to-B and B-to-C companies to help them acquire and retain customers, develop emotionally connected brands, write persuasive communications, create awareness for their brands and engender customer loyalty. In addition to her accomplishments in food, beverages and HBA, consulting industries include Broadband, Software, Hardware, Publishing, Information, Online Education, Legal, Grocery Retail, Gardening, Office Systems, Food, HBA, Beverages, Neutraceuticals, Kitchen Accessories, and more.
Over her career, Beverly has conceived, developed, and introduced over 100 new products in 13 diverse categories on short timetables, with minimum staff and meetings, reaffirming her innovative instincts.
Beverly’s clients describe her as a smart, creative, provocative, tenacious change agent, perceptive, pragmatic, passionate, innovative, resourceful, determined professional marketer. She sees the pieces and figures out how they can work together to create a larger sum.
Beverly is credited with creating programs which revolutionized their categories and were widely adopted by competitors and other industries:
• Star Wars Movie Tie-Ins which increased product visibility and demand
• Q-tips’ Floorstands which created impulse purchases
• Green Giant Microwave Food Packaging to capitalize on demographic changes
• Webinars and podcasts to provide students with incremental professional and personal information not available in class
• Word-of-Mouth Marketing to build communities and loyalty
• Nutritional database to help consumers make healthy purchase decisions
• Customer Guarantee program to acquire loyal customers
• Q-tips gained first commercial endorsement by LaMaze
• Converted advertising cost to revenue stream
Beverly has an MBA in multinational marketing from The Wharton School, and a BS in International Relations from The American University. She chairs the Connecticut chapter of the Marketing Executives Networking Group. Beverly is a 2-time guest on PBS’s McNeil News Hour, interviewed by economics correspondent Paul Solman.
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