|President | VP | Director | CEO
Director, Marketing U.S. & Canada
PPG Industries, Inc
Quite simply, Dave’s firm saved us money. We were concerned about the costs associated with launching and trademarking a new brand. Project Marketing Associates’ solution, do a conjoint study of our customers to gauge receptivity to brand names as well as product features and benefits. What we found, inexpensively, was brand names did not move the needle in our target market so we did not have to spend the money to develop something. If you don’t know what a conjoint study is or have not used one, I encourage you to contact Dave the next time you are at a decision point and are unsure what road to take. Project Marketing Associates can give you statistically significant data to guide your decision. I suspect your decisions are expensive so data to support the decision is wonderful.
PPG Industries, Inc
Dave's assistance with our most recent RFP project was invaluable. We couldn't have gotten to such a satisfactory solution in so short a time without him.
John Schueneman, CEO
Tom Geske, Division Manager
Just a short note from us for the great work you and your staff provided to Coral Seas in the market study this summer. We certainly gained a lot of useful information regarding our product recognition in the swimming pool chemical industry. We think this information will help us in marketing our products going forward and we certainly were amazed by the positive results and efficient manner in which it was presented. Once gain from all of us at Coral Seas, thank you.
Patrick J. Kenny
PPG Industries, Inc
Dave has worked ... on a variety of complex
marketing projects involving product positioning,
market research, and communications. He has proven
to be a valuable team asset with his strong analytical
skills, broad marketing expertise, and extraordinary
project management skills. Additionally, he provides
his services in a problem-focused, team oriented
manner that facilitates progress and learning.
I strongly recommend Dave for those marketing
projects that require substantive marketing expertise
and an extreme focus. Please feel free to call
me as a reference if you are considering Project
Marketing Associates for a project.
Director Infrastructure Products
Black Box Corporation
In preparation for making some significant investment into our business we decided we needed to better understand the needs of our customers ... We reached out to Dave to help us select a model to collect this information. The results using the Ideamap.net approach were enlightening. As a result we discovered some naturally occurring trends within our existing customer base which we didn't know existed, and it's allowed us to target our investment in sales, marketing and support programs - using the data to make key decisions and grow our business.
Michael A. Hoops
PPG Industries, Inc
We have utilized Project Marketing Associates on multiple occasions for specific (B2B) market research activities. Dave is the consummate professional and we are more than comfortable in having him present research findings to our key customers as though he were part of our own team .. we actually consider Dave to be part of our team.
The hallmarks of PMA are thorough preparation, diligence with the process, and the ability to distill the research down to actionable recommendations. Most recently in the Fall of 2012, we completed extensive real-time, in-season research that was presented to executive management of our largest customer. The information was pertinent, extremely well-received, and enhanced an already solid relationship with the customer.
I highly recommend PMA which is why we will continue to utilize them for our market research needs.
currently VP Marketing & Sales, Mrs. T's Pierogies
formally with Heinz North America
I contracted with Dave Oshlag to temporarily
assume complete responsibilities of the T.G.I.
Friday’s Senior Brand Manager until a full-time
replacement could be hired. The more high profile
- Leading a complex new product initiative
- Leading the development of new advertising
- Coordinating the activities of both a multi-discipline
new product development team and our advertising
- Thoroughly analyzing media tactics and making
recommendations on media strategy
- Providing sound judgment and counsel on a
variety of business decisions
- Providing support for various presentation
- Training and development of a new Brand Assistant
Dave’s leadership on these projects was
motivational and thorough, delivering promised
results within time and financial budgets. His
follow-through was particularly strong, keeping
his teams, peers and myself well informed of progress.
I have recommended Dave’s services to other
Heinz North America departments and would not
hesitate to hire him again.
formerly President//Consultant Campos Inc
currently Principal T.L. Tassone Strategic and Targeted Marketing/Communications
Dave presented a top-line review of the AMA M.planet™ conference information to our collective professional staff at our request. His summary and presentation of the information was crisp, well-delivered and effectively supported with PowerPoint. His presentation was so effective it allowed each of us to glean key bits and bites of information and useable data to meet our specific needs for knowledge, planning and selling purposes. Dave also provided us with ample time to make comments and ask questions so that we could be sure to get the most out of the information presented. Overall, we were very pleased with Dave's presentation as his preparation and delivery were excellent.
formally Director Integrated Business Management, Heinz Consumer Products
currently Director of Finance, GlaxoSmithKline
Dave has been a great business partner for Heinz. He has a tremendous amount of consumer goods experience and has easily changed gears as we deploy him on assignments ranging from leading individual New Product Development projects to helping us think more strategically. His work is first class and he is very results oriented.
formally Director New Business Development, Giant Eagle
currently General Manager, BISSELL Rental
We utilized Dave Oshlag and PMA for the newly created Business Development group at Giant Eagle. He provided experienced, strategic thinking, general manager mindset resources to temporarily staff our organization and get things moving quickly. Each New Business Development project included: Competitive Analysis and Industry Reviews, Financial estimations and profitability, Business model option definitions, Concept and consumer value proposition, Strategic fit evaluation, Risk and regulatory considerations. Objectives and deliverables were clearly discussed, defined and delivered. I would not hesitate in utilizing him and his team again.
Mike L. Rupert
Director Technical Services and Product Development
I worked closely with Dave in the design of
a market research study for a new architectural
glass coating. Dave developed the marketing research
plan and the tactical elements necessary for conducting
a nation-wide preference test with building design
professionals. He was also responsible for the
data analysis and final report generation. Dave
presented the findings accurately and in an easy
to understand manner. Our time frame was very
tight and Dave did an excellent job in keeping
the project on schedule. I would highly recommend
Dave to anyone needing professional assistance
in creating and conducting marketing research
studies and data analysis.
Mary Ann McCollough
formally Director of Strategic Marketing Insurance and Services, PPG Industries
currently Director of Constituent Insights & Business Operations - Carnegie Mellon University
Project Marketing Associates has delivered value
on time every time. The beauty of this resource
is the ability to add assets to meet short term
requirements with highly capable, top-quality
marketing professionals. Most importantly, they
have been able to penetrate the cultural environment
successfully and think they way we do.
formally Director Flat Glass, PPG Industries
currently Director Corporate Development, PPG Industries
Dave Oshlag has become a valuable resource to
PPG Flat Glass/market research efforts. He brings
a wealth of directly applicable experience and
he has been involved at all levels of each project
– from designing the methodology, to writing
the concepts, through completing the research
and summarizing the findings. I particularly note,
in working with Dave, that he completes assignments
very quickly, pays attention to the details, and
is extremely insightful in suggesting adjustments
to the research based on interim feedback. I am
very glad to recommend David for marketing project
formally Director Business Development, PPG Industries
currently Chief Marketing Officer, SSD Technology Partners
Dave has been a valuable resource for our residential
glass marketing efforts. His market research experience
coupled with his vast marketing knowledge, strategy
development and facilitation skills have assisted
us in multiple projects. He is a great non-biased
resource for brainstorming new ideas and then
figuring out how to implement them. If your business
requires these skills, I would highly recommend
Dave as a resource for your marketing team.
Want to let you know how well the (Ideamap.net)
segmentation work was received by the sales force
... it was absolutely right on target. The guys
in the field believe they can really use the information
to develop new value packages and programs for
their customers. Got so many positive comments,
it really validated the entire project.
formally Marketing Director, Heinz North America
currently Global Trade Marketing, The Nielsen Company
I have counted on Project Marketing Associates
to assist my business in many areas like trade
promotion and market research. I have been able
to outline the objective of a particular project
and then hand it off knowing that it will be completed
on time and on budget.
formally General Manager - Ore Ida, Heinz North America
currently Head of Marketing, Golden Temple of Oregon LLC
Dave Oshlag was able to hit the ground running.
He picked my business’s most important project
and we didn’t miss a beat. Cross-functional
teams immediately accepted his leadership, loved
his style and delivered for him. Dave’s
attention to detail is outstanding and his communication
ensured that I was informed despite not being
directly involved in most aspects of the project.
Finally, I appreciated Dave’s ability to
provide well reasoned insights and suggestions
about this particular project and other business
issues not directly related to his assignment.
Dave will definitely be back at Heinz North America
as future needs develop.
|Brand and Product
formally Market Development Manager, PPG Industries
currently Program Manager, Raytheon Corporation
We worked with Dave on a new product we were bringing to market. This product represented a huge leap in technology over what was currently being used in the industry. So much so that OEM customers were having a hard time clearly understanding the value this product would bring to their end users, simply because there was nothing of its type currently being used. We had strong data to show our customers how the technology would perform, and we had great demo units that allowed them to visualize what the technology would do. However, that did little to give them insight into how their customers would react to it. Therefore, Dave directed a survey effort of end users focused around getting their input on how favorably they would respond to this technology and how they believed it would improve their customer experience. Dave’s expertise in this area was very evident. His leadership enabled us to devise a professional survey aimed at achieving our strategic goals. The result: we now have hard data representing end user preferences that not only allow our customers to make more informed decisions but also demonstrate to them our depth of knowledge of this overall market. I would highly encourage working with Dave on a project of this type.
Senior Brand Manager
currently: Director of Marketing American Textile Compnay
I have worked with Dave on a number of projects over the last 5 years. Most recently, he prepared a conference recap from the AMA's Annual Meeting which he shared with my team in a Q&A session. It provided the team with a good understanding of the range of topics discussed. Our goal was to stimulate thinking about what's news in integrated marketing, and Dave's preparation started a timely discussion that has real application to our business.
On each project Dave has led, he was always thoroughly prepared, kept me and others appropriately informed of his progress, and delivered on time and within budget. We will continue to leverage Dave's expertise as the need arises.
Dave is a grand slam hitter when it
comes to market research. His approach to obtaining
sound, up-front information from his clients sets
the tone and pace from day one, and the results
and analysis that follow hit the mark time and
time again. Recently, we used Dave to help us
better understand what consumers of swimming pool
products value most from retailers. The project
was to be used to help a key PPG customer better
target promotional offerings and operational needs
for the following year. Before getting started,
we did a mock presentation to show how the research
would work, and because of thoroughness with which
the pre-work was done, we had to convince the
customer that we hadn’t already conducted
the project! When we did the real thing, the customer
was delighted, and now wants to expand the program.
It’s a home run for them because they now
have a better defined path forward…one for
PPG because we drafted Dave to be on our team
and put him in front of our client…one for
him because he now has more work…and one
for consumers of swimming pool products because
their needs will be better met.
formally Brand Manager, Heinz North America
currently MARC Advertising
Dave Oshlag has worked with me on various projects
for the Heinz frozen meals brands as we searched
for an associate brand manager. Dave integrates
very effortlessly into our cross functional project
teams and knows what needs to get done here at
Heinz to get a project from point A to point B.
Dave was an immense help to me in this facet as
he ensured that we didn't skip a beat on any key
initiative due to limited people resources.
Architectural Services Manager
Dave Oshlag was first contacted to do Market
Research on outsourcing options for a project
that I was working on. He very quickly provided
me with a notebook of articles on the various
options that were available. These articles provided
a broad range of opinions for me to consider.
Dave was subsequently asked to provide additional
support for the project. His analytical skills
were very valuable to me. Dave presented the information
in a very organized way and worked extensively
with me to provide a presentation that supported
my proposal. I appreciate the insight he brought
to this project. His experience in project management
was critical to meeting the deadlines laid out.
Dave brought a diverse perspective to the project
and the result reflected his expertise. He was
a very valuable asset to me in completing this
assignment on time.
formally Senior Brand Manager, Heinz North America
currently Director Category Development & Planning, Cadburry Schweppes
Dave Oshlag worked extensively with the brand
team on the launch of Boston Market frozen homestyle
meals. The launch was the fastest brand in the
history of Heinz North America to reach $100MM
in net sales. Dave was instrumental in developing
an extensive forecast and pro-forma P& L that
was integral in the negotiations with Boston Chicken,
Inc. for licensing arrangements. He was also the
key contact with ACNielsen BASES and filled out
all the inputs for the BASES home use test. Dave
also helped in the analysis and ultimate recommendations
for the final marketing mix (pricing, products,
distribution, spending, etc) based on what was
gleamed from the BASES data. After launching the
product, Dave was the key contact with SPECTRA
for setting up control and test stores to place
in-store display units in based on the account,
store and location demographics. I would highly
recommend Project Marketing Associates for any
brand management, research, project management
or analysis work.
formally Senior Brand Manager, Heinz North America
Dave helped us with a market research project
over the Summer. He immediately took ownership
of the project and was extremely through. The
project was implemented on time and within budget.
formally Brand Manager, GlaxoSmithKline
Dave supported the brand team for several months
in the development of an extremely complex discrete-choice
model (market simulator) with BASES. Dave was
a key contact with BASES in the study design and
development of the stimuli. His mastery of the
process, diligence, and attention to detail were
greatly appreciated, and his contributions were
critical to completing the project on time and
Manager, Research & Development
Heinz North America
I worked with Dave for over a year
on our Club and Alternate Channels business. Dave
was fulfilling the role of marketing Brand
Manager on the Ore-Ida, Smart Ones, and Boston
Market brands. The breadth of these product lines,
the number of overall projects, the complexity
and the fast pace of these projects could be overwhelming.
Dave’s project management skills combined
with his team communication skills and tireless
follow-up was highly beneficial to my product
development team. Dave is well versed in technical,
marketing, business and market research principles.
I enjoyed working with Dave and highly recommend
him to any client looking for a very astute high-powered
Director of Research & Development
Heinz North America
Dave Oshlag joined our project teams to take
full responsibility for our Senior Marketing Manager
who was on temporary leave. He took on the full
responsibility of two projects that were at different
stages of development. Both projects were high
exposure with short timelines. Dave came in and
immediately integrated himself into the project
The team accepted Dave and complimented him on
his style. I credit Dave with spending time with
each functional area identifying the project scope,
risks, functional needs and personal work styles.
His team approach was appreciated by all team
Dave made many contributions during his tenure
at Heinz North America. A few of those were:
- Flawlessly leading two cross functional groups
through the development process.
- Leading the development of innovative and
functional packaging instructions.
- Motivating individuals through his actions
- Identifying external resources that provide
needed project competencies.
- Complete and through communication and follow-through.
Personally I enjoyed my time working with Dave.
His open style was refreshing and re energizing.
I hope to have the opportunity to work with Dave
in the future.
Global Innovation Manager
European Marketing Manager
Dave and his team at PMA have provided the PPG Refinish business with the highest level of marketing support - including exceptional project management, clarity on market research technique and correct fit of research firm to our business needs. Our project is global in scope and Dave not only provided attention to detail, focus on results and planning / organizational skills that exceeded our expectations, but his adoption to our global business and reach into market contacts has been outstanding. Dave is one of the Refinish team - worldwide and we will continue to call upon his market strengths now and into the future.
Vice President, Retail Marketing
Dave Oshlag has become a very valuable adjunct member of the Heinz Canada marketing team - working on behalf of Heinz Canada out of our company home office in Pittsburgh. He has done a terrific job for us helping to coordinate major new product initiatives across the two geographies - most notably the full scale launch of the Weight Watcher's Smart Ones brand in Canada. Dave is a very buttoned-down well organized project manager who also has the ability to "improvise" to solve problems when they came up. The Canadian Smart Ones launch was a great success - and Dave played a critical role in making it so.
formally Senior Brand Manager, Heinz Canada
currently Vice President Marketing, Bacardi Canada, Inc.
One of our key initiatives at Heinz Canada has
been the expansion of the Frozen Portfolio through
the launch of Smart Ones Frozen Entrées.
I contacted Dave Oshlag to play a major role in
the project as a result of his strong expertise
in both Frozen Foods and the US Smart Ones business.
During the launch, due to our limited resources,
Dave was asked to take on numerous tasks. His
key role was to be our Canadian liaison in the
US office and ensure that the appropriate airtime
and push for our initiatives were being met. In
response, not only did Dave ensure that the Canadian
needs were met but he exceeded expectations by
delivering upon extremely tight project timelines
and providing sound, strategic council & leadership
Through his exceptional project management, strong
communication skills and results oriented approach,
Dave has been an extremely valuable resource to
myself and the entire Canadian team. I would highly
recommend Dave and Project Marketing Associates
to any marketing organization.
formally Senior Manger Consumer & Customer Insights, Heinz North America
Dave Oshlag and I have worked together on several challenging project teams. Dave always integrated very quickly into our cross functional teams and knew not only what needed to get done when, but he also knew how to go about collecting the right resources. He owned each aggressive timeline and always kept people moving in the right direction.
While I especially appreciate Dave’s talent for consistent and clear follow-up after team meetings, it is his ability to help the team transform rather complex and often ambiguous projects into detailed action items for all that really differentiates him from other managerial consultants.
Andrea Mar Harkins
formally Senior Research Manager, GlaxoSmithKline
I have worked with Dave Oshlag for over 10 years.
His analytical and organizational skills have
contributed to the success of many joint research
projects we have worked on. He is "buttoned
up" and attends to the detail of complex
assignments while bringing to the table the marketing
knowledge that enables that research to be actionable.
His independence and proactivity make my job easier.
I highly recommend Dave as a consultant for both
marketers and researchers alike.
Senior Manager Consumer Research
Dave was brought in to help expedite reporting
results from a series of past market research
project reports. All pertinent files were given
to Dave who then independently reviewed the past
market research and summarized the findings in
a format suitable for brand managers. As part
of the project work, Dave analyzed long term trends
from several years of data across many projects.
He successfully worked with vendors to prepare
a proposal for an interactive market research
database reporting system.
The work was completed in a timely fashion with
a strong emphasis on value added insights. I would
highly recommend Dave as an adjunct member of
your marketing research team.
Dr. John Tiano
I worked with Dave on developing
a nutritious beverage. Dave had the experience
and knowledge necessary to provide guidance and
the focus necessary to “stay the course”.
I found him responsive to my concerns
and questions. With his help I was able
to make informed as well as prudent decisions.
I would highly recommend Dave for your business