Q&A with Nutrisystem CEO Dawn M. Zier

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Specifically, Nutrisystem needed a leader who possessed a deep knowledge of direct and ecommerce marketing and who could address myriad problems in the organization, Hagan notes. Contact us at editorial smartceo. Bakes 12 kinds of Christmas cookies. Tierney has served as a Director since February Hagan served as Chairman of the Board of Nutrisystem, Inc.

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She gave every person in the company in a leadership role a laminated handout containing the goals for the year and strategies for achieving them. The acronym FACTS stands for Focused, Accountable, Customer-centric, Team-oriented, and Solution-driven, Zier explains, and is intended to remind employees to focus on the priorities, clearly understand their goals, listen to customers without making assumptions, work as a team, and be driven to find solutions.

The achievement could be anything from a notable number of sales to negotiating a great medical benefit, she adds. Except when it comes to playing sports.

She has to win. For her, everything is full-out. Ineffective sales and marketing strategies also played a significant role. 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. 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. Hagan held various positions at Merrill Lynch Asset Management. He received a BS from St. Bernstock has served as a Director since December Prior to that, he was self-employed as an independent consultant.

From October to April , Mr. Earlier in his career, he was the President of both the U. Bernstock has served as a director of The Pantry, Inc. Guyardo has served on the board since He is a builder and leader of world-class teams that consistently deliver profitable growth for multi-billion dollar direct-to-consumer businesses.

Guyardo transformed digital at Discovery Inc. He was recruited to transform digital and direct-to-consumer. Paul quickly launched streaming apps for nine U.

He quadrupled subscribers of Eurosport Player a European sports OTT service in 12 months and created a comprehensive go-to-market strategy for a new, multi-platform automotive service branded MotorTrend by combining an OTT service with a linear cable network.

Herratti has served as a Director since April Herratti is also the Principal of Jay Herratti Ventures where he is an investor and advisor to early-stage ventures. Herratti is an experienced strategic leader and digital expert with extensive experience in managing consumer, b2b, and nonprofit businesses.

Prior to his current position he was the CEO of CityGrid Media, an online media company that connects web and mobile publishers with local advertisers. CityGrid Media owns and operates CityGrid, a local content and advertising network, as well as leading local consumer brands such as Urbanspoon, Citysearch and InsiderPages.

Herratti also served on the Board of Directors at Constant Contact, which helps more than half a million small organizations connect with their customers through a suite of online engagement marketing tools. I'm very empathetic toward that because as a female, I've also struggled with that. Shares have gone up - with Nutrisystem now trading in the upper teens.

Your weight is down. I've tried Weight Watchers. I've tried Jenny Craig. I've tried them all. Obviously, I recommend Nutrisystem. When I came in November , the company had been suffering revenue declines for the last five years. I'm a big believer that it's easy to drive revenue, but you have to make sure it's profit-generating revenue. One of my first focuses was to get the margins back in place.

Did you immediately try to change the product in time for the all-important New Year's diet resolution first-quarter?

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