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Prior to that, he was self-employed as an independent consultant. One of my first focuses was to get the margins back in place. From September to December , Mr. Before joining LifeShield, Mr. The food, including fresh fruits and vegetables, is kept cool during shipment in a specially designed temperature-controlled carrier. Herratti has served as a Director since April That's so important to Nutrisystem.

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Q&A with Nutrisystem CEO Dawn M. Zier

In an effort to boost sales, the company had started discounting its products, which is not a good sales strategy, says Zier. Nutrisystem was also talking less about weight loss and more about how inexpensive the food was. Both strategies were misguided and sent the wrong message to customers, she says.

Zier took a different direction by making select Nutrisystem products available at certain retail outlets for the first time. The direct-to-consumer channel has a lot of potential for the company, she notes. Dieters can lose several pounds in just one week, a quick win that lays the groundwork for more success. Nutrisystem also now offers its snacks as a standalone product in addition to being part of the meal packages.

Although Zier is generally very analytical, Krausz says, her reasoning behind making snacks more available was simply: In addition, the company is focusing on developing more options for dieters with specific needs, including vegetarians and people with diabetes.

All meals are shipped to customers via FedEx and can be prepared in less than five minutes. The food, including fresh fruits and vegetables, is kept cool during shipment in a specially designed temperature-controlled carrier. Nutrisystem is well positioned for the future because of its diverse products and services, and its partnerships with retailers, notes LaRosa.

A decade ago, DIY dieters comprised 70 percent of the dieting market; today that figure is 82 percent, points out La Rosa. Among its recent initiatives, Nutrisystem launched NuMi, a digital device that integrates with wearable fitness devices and health platforms. Both she and Krausz have lengthy drives to work, so they sometimes use that time to discuss the business.

Whether someone is trying to transform physically or revitalize a company, change is never easy or simple. Samantha Drake is a freelance writer based in Lansdowne, PA. Contact us at editorial smartceo. Turning an organization around financially and culturally is a tall order, and means the new leader has to hit the ground running.

Zier gives the following advice to CEOs facing big challenges:. Zier brought several former colleagues with her to Nutrisystem to help her assess the situation and reinvigorate the company. But she was careful to create a diverse team. In addition to being a member of Nutrisystem's Board of Directors, Ms. She previously served on the board of the Data Marketing Association DMA , a leading industry trade association, where she was a voting director from to and served as an Officer.

She was a Board Trustee for Marketing Edge from to From to , Ms. Before joining RDA, Ms. A year marketing veteran with extensive experience across a variety of direct marketing channels, Ms. Krausz is a proven marketing leader with a track record of building profitable businesses, executing effective turnaround strategies, and identifying and monetizing new revenue streams in the direct consumer response sector.

Following the sale, she became head of new business development for Animated Storyboards, the largest global independent provider of television test spots to the advertising industry. Prior to her tenure at Time Inc. Monahan joined Nutrisystem in May Prior to his current role, Mr. During his tenure, he was a member of the management team that grew the company organically and completed nine acquisitions that increased value for the shareholders.

Monahan, who served as Vice President of Finance from to Monahan earned an M. From to June , Mr. From September to December , Mr. Prior to attending law school, Mr. He received his undergraduate degree maxima cum laude from La Salle University in Mauro is admitted to the Bars of Pennsylvania and New Jersey.

Board of Directors Michael J. Hagan Chairman of the Board Mr. Hagan has served as non-executive Chairman of the Board since April Hawk Capital Partners, founded in December , is a private equity firm focused on lower middle market businesses. Hagan is a seasoned and successful entrepreneur that has started or turned around three digital-centric businesses over the last twenty-five years.

Before joining LifeShield, Mr. Hagan served as Chairman of the Board of Nutrisystem, Inc. He transformed the business from a struggling weight loss brand into a high performing e-commerce business. Hagan co-founded Verticalnet, Inc. From to , Mr.

When we look at the diet for diet season , it's really about Nutrisystem My Way, a more personalized and customized weight-loss experience. To build on that, we need to do more in the area of database marketing. I think my wake-up moment was seeing a photo of myself.

I decided enough was enough - if this was a business problem, I would solve it. There are [Nutrisystem] ice cream sandwiches, which really help me. Ice cream sandwiches are calories instead of an ice cream sundae, which is about 1, calories.

Zier on the value of her MIT engineering degree. State University of New York, electrical engineering and computer science; Massachusetts Institute of Technology, master's degrees in electrical engineering, computer science, and business administration.

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