Q&A with Nutrisystem CEO Dawn M. Zier

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The direct-to-consumer channel has a lot of potential for the company, she notes. Prior to attending law school, Mr. Non-dieters may recognize Nutrisystem as the company with the long-time celebrity spokespeople Marie Osmond and Dan Marino. When we look at the diet for diet season , it's really about Nutrisystem My Way, a more personalized and customized weight-loss experience. Forbes named him Entrepreneur of the Year in for his achievements at the company. Whether someone is trying to transform physically or revitalize a company, change is never easy or simple. He serves as Chief Executive Officer of Brian Communications, an integrated marketing communications firm.

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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. Whether someone is trying to transform physically or revitalize a company, change is never easy or simple.

Samantha Drake is a freelance writer based in Lansdowne, PA. Contact us at editorial smartceo. Turning an organization around financially and culturally is a tall order, and means the new leader has to hit the ground running. Zier gives the following advice to CEOs facing big challenges:. Zier brought several former colleagues with her to Nutrisystem to help her assess the situation and reinvigorate the company.

But she was careful to create a diverse team. Turning a company around is the time to be bold. Zier says she decided not long after she joined Nutrisystem that the company should start selling selected products at Wal-Mart. Going into retail for the first time was a risk, but Zier says she knew Nutrisystem had to strike out in a promising new direction. A veteran of a number of high profile consumer facing companies, Mr. Earlier in his career, he worked at General Motors and its GMAC subsidiary in various positions involving strategic and business planning, corporate finance and investments and new business activities.

Tierney has served as a Director since February He is a nationally recognized expert in marketing and communications and an accomplished entrepreneur. He serves as Chief Executive Officer of Brian Communications, an integrated marketing communications firm.

His comprehensive strategies incorporate branding, content creation, social media, public relations, advertising and digital marketing initiatives for a diverse list of clients. Prior to this, Mr. FRBK as well as on a variety of civic, educational and charitable boards. Weiss has been a director since March Today, she is considered to be one of the most senior thought leaders, advisors and practitioners working in the digital transformation of the consumer sector.

Prior to establishing her own consulting business, Ms. Weiss is a member of several other public company boards including: She also serves on the Board of The Fischer Company, a private real estate services and technology firm. Weiss served on the boards of Newgistics, the leader in third party logistics sold to Pitney Bowes , GSI Commerce, a leading ecommerce platform, which was sold to eBay in , eDiets, an early pioneer in digital diet services , as well as retailers Pep Boys and Brookstone.

Shipping charges apply to Select program. With Auto-Delivery, you are automatically charged and shipped your Day program once every 4 weeks unless you cancel. You can cancel Auto-Delivery at any time by calling However for this offer you must stay on Auto-Delivery for at least two consecutive Day program deliveries to receive the discounted Auto-Delivery price and free shipping within the Continental US. If you delay the second shipment for more than 30 days or if you cancel prior to paying for your second consecutive Day program delivery, your payment method will be charged for Continental U.

Call or see website for details. Cannot be combined with any prior or current discount or offer. Limit one offer per customer. Stock Quote Historic Prices Dividends. Zier President and Chief Executive Officer. Keira Krausz Chief Marketing Officer. Monahan Chief Financial Officer. Hagan Chairman of the Board. Men's Plans Basic Silver Vegetarian. Diabetic Plans Women Men. I came in November, so I had no ability to impact diet season.

So this is my first diet season, which we are very excited about. You came to Nutrisystem after 20 years at Reader's Digest. Reader's Digest was a great training ground for direct marketers - database marketing. That's so important to Nutrisystem. When we look at the diet for diet season , it's really about Nutrisystem My Way, a more personalized and customized weight-loss experience. To build on that, we need to do more in the area of database marketing.

I think my wake-up moment was seeing a photo of myself. I decided enough was enough - if this was a business problem, I would solve it. There are [Nutrisystem] ice cream sandwiches, which really help me. Ice cream sandwiches are calories instead of an ice cream sundae, which is about 1, calories.

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