John Hazlin

John Hazlin
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A Passion for Healthy Solutions

John Hazlin, Manager Partner, Marketing Naturals

John Hazlin is a natural products expert with extensive knowledge of the scientific support for dietary supplements, phytonutrients, super foods, herbs and nutraceuticals. John has a strong passion for healthy, science-based solutions that can make a real difference in peoples’ lives. He has built brands and product lines in almost every category of the natural products marketplace from Ayurveda and Herbs to OTC drugs and Medical Foods.  Hazlin’s in-depth experience is in nutritional formulations for weight loss, heart health, improved nutrition and sports performance.

John began his focus on natural products at Pharmavite where he grew the #1 vitamin brand while creating what would become the largest brand name in mass market herbal remedies.  At Naturade, he developed the #1 brand of soy protein meal replacements for weight loss and cholesterol reduction and expanded his knowledge of dietary supplements with launches across the spectrum of natural foods, cosmetics and nutraceuticals.  As Director of Worldwide Product Marketing at Herbalife, Hazlin managed the $2B retail foods segment where he grew the world’s #1 meal replacement brand to a 30% share of the global market for these weight loss shakes.

As an internet entrepreneur, John Hazlin directed the launch of a sophisticated, multi-tier, e-commerce web engine that uniquely empowered wellness professionals to make money selling dietary supplements on the internet. His leadership encompassed all areas of web development and strategic user interface.  The finished site focused on sales generation through search engine optimization (SEO), paid traffic conversions, affiliate marketing and dedicated social media website links.

Classically trained in marketing at companies like Bristol-Myers Drackett and Block Drug, John Hazlin learned how to make businesses grow in big budget consumer packaged goods environments working with major ad agencies and extensive resources in marketing research, promotion and package design.  Over the last 15 years, Hazlin has served as a C-Level executive in 3 different private equity backed firms where consumer focused businesses had to be turned around, built and grown in entrepreneurial environments with limited cash, tight margins and intense focus on financial results.

John Hazlin received his AB in Economics from Boston College.  He was a 4-year football player who received the senior spirit award, indicative of the passion that he brings to every initiative he undertakes. He received his MBA from the Tuck School of Business at Dartmouth College.

 

EXPERIENCE

Herbalife

Grew the world’s #1 meal replacement brand by $350 million, while increasing gross margin and expanding food category penetration.

Naturade

Launched Naturade Total Soy into 20,000 doors of Mass distribution replacing Slim Fast as the #1 Soy Protein for weight loss, in a cash poor environment, with no major ad support.

O-Cedar Brands

Restructured Sales based on Category Management and won the winner-take-all, $20 million Home Depot account with targeted new products and merchandising

Pharmavite

Created and launched the $50 million Nature’s Resource brand, the #1 line of Mass Market Herbs.

Dep Corporation

Turned a 33% three year decline into a 17% revenue increase for the Dep & Lilt hair care brands by initiating TV advertising, while increasing group profit by 50%.

SPECIALTIES

Consumer Packaged Goods

Private Equity, Raising Capital

Weight Management Expert, Functional Foods Guru

Natural Products Expert, Nutrition Consultant

Managing Partner, Marketing Naturals Consulting

Led World’s #1 Meal Replacement, Beverage Brand

Sales Management, Key Account Sales

Brand Builder

Dietary Supplement FDA Regulations

SEO, PPC, Blogging & Linking

Stage Gate New Product Development

Broad CPG expertise in Package Design, Pricing, Trade Promotion, PR