Cindy Blackstock

SIVO Insights fuels business with human insights. Whether your business goal is to grow revenue, gain market share, or communicate clearly, SIVO Insights gives emerging and global brands a strategic relationship advantage. By customizing proprietary qualitative, quantitative, and trend research experiences to fearlessly pursue the “whys” behind human thoughts and behaviors, SIVO Insights discovers the business opportunities ripe for transformational innovation and engagement strategies. In 2009, Marilyn Weiss and Cindy Blackstock partnered over a common passion to understand the elusive emotional territory that is neither black nor white and drives human behavior. SIVO, meaning ‘grey,’ is the middle space where life happens and relationships hold strength. Comprised of the nation’s leading talent, our project teams share a common thread. We seek out the rich opportunities that require curiosity and tenacity to reach beyond ourselves. We roll up our sleeves and dig-in with hard-earned confidence, creativity and intelligence to execute with excellence. This is what integrity means to us. Even when no one else is looking, we know that we are and hold ourselves accountable to keep our word. At the end of the day it is our loyalty, commitment, and trust that matters most, because these are the interconnections that lie at the core of our who we are, how we work, and the relationships we build.

Provide marketing support services to a variety of clients, with an emphasis in the healthcare and business-to-business sectors. Services include market and competitive analysis, sales collateral, regulatory compliance training programs, claim substantiation, sales training, and electronic customer newsletters. Specific projects include: Developed a program to facilitate regulatory compliance for healthcare facilities. Developed training video and associated tools for product training in healthcare facilities. Work included managing copywriting, video production and editing, photography and claim substantiation. Completed a variety of market evaluations to increase product penetration, understand product segmentation and business opportunities for healthcare and business-to- business products. Developed numerous technical sales tools and literature pieces for healthcare products.

Responsible for the strategic management of the $120 million global sterilization products business. Managed selling prices, advertising and promotional spending, product mix, supply chain, sales collateral development and customer educational offerings to achieve net sales and operating profit goals. Managed the re-launch of complete product line following the development of a new manufacturing process. Led an extensive effort to better understand customer satisfaction with the new product line for continued product conversions and maintenance of current customer relationships. Delivered global net sales at 99% of budget during this transition. Completed multiple market research studies to understand customer insights and un-met product needs. Efforts included development of research tools, focus groups at customer facilities and trade shows, and analysis and validation of the results. Developed the five-year strategic plan for the Sterilization Business. Developed and executed plan to sell obsolete sterilization wrap product to avoid $250 thousand in material write-offs.

Responsible for the management of growth opportunities for the $200 million global exam glove business including management of existing contracts and acquisition of new sales opportunities. Responsible for the $70 million global synthetic exam glove business including advertising and promotional spending, regulatory approvals, forecasting, and customer communications. Achieved synthetic exam glove sales 14% ahead of budget with a cost reduction of 20%. Negotiated and secured contracts for new business valued at $18 million through both existing and new sales channels. Developed pricing strategies and programs to facilitate contract sales. Led a cross-functional team through a six-month inventory recovery plan. Leadership responsibilities included development of customer and sales communications, detailed inventory control plan for distributors and management of the manufacturing recovery plan. Developed and executed a unique sales incentive program specifically targeted at increased usage of sales tools to facilitate sales growth. Developed and launched a web-based, interactive tool for customer education and product selection guidance. Developed sales training materials and completed global training for the complete exam glove product line. Defended key product trademark against infringements in conjunction with legal counsel.

Led the $120 million global latex exam glove business, including development of product differentiation initiatives and next generation products. Responsibilities included maintenance of existing business and acquisition of new business in a highly competitive and mature market. Completed launch of a line extension acquiring 510k regulatory approval along with the development of new packaging, sales training materials, sales tools, and customer educational offerings. Led the re-branding of the exam glove product line, which included new packing graphics, sales collateral and extensive claims substantiation for over 200 product SKUs. Developed a selling tool which included extensive technical documentation and a CD based program highlighting the product superiority versus competitive products.

Responsible for extensive marketing data analysis including market share evaluation, pricing analysis, proforma analysis of business opportunities and tracking of competitive activity. Completed monthly volume/mix analysis of sales activity for Surgical and Apparel products. Developed competitive product database which included competitor profiles, product comparisons and technical documentation.

Developed and lead project plans for new product development and product design changes. Responsibilities included project and resource planning, specification development, claim substantiation and market forecasting. Worked closely with marketing and sales to implement consumer use studies for evaluation of developmental products. Issued U.S. Patent for unique medical face mask product design. Responsible for Design Control documentation following Quality Systems Regulations for product design changes within the product line.

Member of a cross-functional team responsible for the research and development of long range materials for personal care product applications. Managed development and communications with outside vendors for the development of new polymers specific to Kimberly-Clark applications. Authored numerous technical reports defining developmental technology along with a white paper evaluation of potential polymer opportunities. Issued four U.S. Patents for breathable elastic film technology.

Concentration in Marketing

University Honors Scholar