Barbara Westfield has created and launched thousands of consumer products that have generated billions of dollars in gross retail revenues. Her dynamic career has launched brands and products, which have become iconic household names. From The George Forman Grill to Kenmore small Kitchen Appliances to creating innovation at HoMedics, the leader in health, wellness and spa related products her creative drive and team leadership has spurred growth and created new retail categories.
Federated Departments Stores was her retail proving ground where she was a member of the Federated Steering Committee for Electrics. During her tenure, she served as Divisional Manager (DM) in stores, a buyer in Home Textiles, Small Appliances, Trend Furniture and assisted in the navigation of strategic liquidations.
After leaving Federated, Barb transitioned from retail to the manufacturing side of the business leaving Los Angeles for the Windy City to join a small company named Salton. When she started, the company had 8 employees and generated $8 million in annual revenues and under her watch; she helped grow the company exponentially to over 1400 employees and nearly $1 billion in annual revenues. She was the driving marketing force in the creation of brands and product lines such as George Foreman, Juiceman, Breadman, Chefmate (Target), Kenmore (Sears) and Grande Cuisine (Williams Sonoma).
After establishing new business models around brand growth, celebrity and entertainment partnerships, she returned to Los Angeles to take a rare opportunity to work with the Emmy Award winning Wolfgang Puck. She was tasked with creating a singular brand entity across Fine Dining, Quick Service and Café’s as well as his publishing, media and consumer products/food businesses. It was a rare chance to help drive the bigger picture for a multi-million dollar entertainment brand of what could be as WPW’s Board of Directors envisioned huge growth and an IPO.
Her work with Wolfgang, George Foreman, Linda Evans, Hulk Hogan as well as chefs Michael Chiarello and Ming Tsai showed her that focused efforts with a high level, multi-channel strategy was the only way to maximize both the brand, product and financial results. Her understanding of the power of product integration was maximized in her development of partnerships with PBS productions of those chefs and others.
In 2004, Barb accepted a role with HoMedics Group as Chief Marketing Officer. Her foresight landed the company one of the first licenses with Apple for iPod® compatible products. The range launched and delivered over $60 million in top line revenues in year one. The rapid ‘creative to launch’ cycle of the company allowed her to collaborate with her fellow C-Suite executives to drive multiple, highly scalable and tactical business units to implementation and successful retail campaigns. Her direct responsibility of a sizable annual Marketing and Advertising budget drove unprecedented retail ROI for the privately held company.
In her next role as the Chief Marketing Officer at Kidsline, she worked with top brands including Disney, Carters, Graco, and FAO Schwarz to build and expand business categories in the infant and juvenile retail spaces.
Barb has managed both cross functional and inter disciplinary teams within Marketing, Visual and Graphic design, Advertising and Product Development. Her P/L responsibilities and deliverables against ROI have brought the companies measured, tangible success, and consumer awareness.
She is a co-inventor on over a dozen utility patents and been fortunate to work on groundbreaking, diverse technologies.
Barb currently sits on the Board of the International Housewares Association Charity Foundation along with industry leaders and CEOs. Westfield combines her business savvy with her degree in broadcast journalism. She uses that reporter background to dive into the sizzle, buzz and facts about products, creating positioning and campaigns with massive results. In addition, she has been on air talent for a number of direct response campaigns in addition to QVC where she is an approved guest host. Her unprecedented background provides a set of interdisciplinary skills unique in the industry.
Today, her endeavors include dedicated CMO consultancy projects with start-ups in technology driven beauty devices, home furnishings/housewares, home décor and other product categories. Her personal philosophy of team building grew out of her direct experience working for Terry Lundgren (former Chairman of Federated Dept Stores) and the need for cross functional collaboration.