The Coleman Company Inc. has realigned its product management and marketing under a consumer marketing executive from outside the outdoor industry. The company said it hired Jeff Willard, formerly of Lexmark and Helen of Troy, to the newly created position of SVP, global marketing and new product development. His job is to “achieve a more dynamic connection with consumers through customers, wherever they play outside.”
Willard joins Coleman from Helen of Troy in El Paso, a leading marketer of personal care products, where he was VP of marketing for retail appliances. Throughout his career, he has achieved successful product launches, captured market share and created revenue and profit gains with evolving or underdeveloped brands. He has demonstrated expertise in marketing, sales, contract manufacturing, sourcing, mass-market channels and P&L management skills. Previously, Willard was VP worldwide marketing at Lexmark International, responsible for the $2.2 billion consumer inkjet printer division.
Willard graduated at the top of his class with a B.S. in Marketing from Missouri State University and earned his MBA with a concentration in Finance from Washington University in St. Louis.
