Barry Calpino
Barry Thomas Calpino

MARKETING
Adjunct Lecturer of Marketing

Print Overview

From 2009 until April of 2015,  Barry was Vice President of Breakthrough Innovation at Kraft Foods Group, the overall lead for Innovation at the new Kraft Food Group (spun-off in October 2012).  Barry was the leader of the company's turnaround of Innovation from "Worst to First".  

Via a new Innovation Playbook ("Fewer/Bigger/Better") the company's innovation rate more than doubled in the past 3 years (from 6.5% to 14%), with 6 new $100MM platforms (Oscar Mayer Selects, Mio, Velveeta Skillets, Gevalia,  Lunchables Uploaded, K-Cups) and 5 Nielsen Breakthrough Innovation Awards (Oscar Mayer Selects, Mio, Velveeta Skillets, Gevalia, Lunchables Uploaded), awarded to innovations representing less than 1% of all new products launched. Kraft's  innovation has also won the Edison Award (Mio) and Innovator of the Year from Walmart.

Barry has over 20 years of CPG experience,  most of it working on Innovation, New Products, at all phases of development. Prior to joining Kraft, Barry was in Marketing and Innovation leadership roles at several top CPG companies, including S.C. Johnson (where he led launch of Ziploc Containers),  Kellogg's (where he led launch of the Special K Protein line) and Wrigley's (where he led launch of Extra Dessert Delights). At Wrigley, Barry led Global Innovation and all Gum and Candy innovation for North America prior to coming to Kraft.  He has also served in Company New Ventures roles at SC Johnson, Kellogg's and Wrigley's.

Barry has an undergraduate degree in Marketing from Marquette and his MBA from Kellogg-Northwestern. He is originally from Chicago and resides there today, where he is married with 3 kids.



Print Vita
Education
MBA, 1991, Organizational Behavior and Marketing, Northwestern University, Kellogg School of Management
B.S., 1986, Business Administration, Marquette University, Magna Cum Laude

Other Professional Experience
Vice President, Breakthrough Innovation, Kraft Food Group, 2012-2015
Vice President, Breakthrough Innovation, Kraft Foods, 2009-2012
Senior Director, North America New Products, William Wrigley Jr. Company, 2006-2009
Managing Director, Global Breath and Freshening Platform, William Wrigley Jr. Company, 2006-2009
Director, Global New Ventures, William Wrigley Jr. Company, 2006-2009
Director. Health and Wellness, Kellogg's, 2004-2006
Director, Global New Ventures, Kellogg's, 2004-2006
Vice President, Newell-Rubbermaid, 2002-2004
Category Manager, Business Development, S.C. Johnson, 1994-2002
Category Manager, New Products, S.C. Johnson, 1994-2002
Senior Brand Manager, Edge Shave Gel, S.C. Johnson, 1994-2002
Brand Manager, Home Cleaning Products, S.C. Johnson, 1994-2002
Brand Manager and Assistant Brand Manager, Drano, S.C. Johnson, 1994-2002
Associate Brand Manager, Heinz U.S.A., 1993-1994
Manager of Consumer Advertising, Ameritech, 1986-1992

Print Research

 
Print Teaching
Full-Time / Evening & Weekend MBA
Launching New Products and Services (MKTG-465-0)
Innovating new products and services (and new product and service features) is among the most complex challenges faced by managers. How can one generate potentially breakthrough new product and service concepts? Given an infinite world of possibilities, how does one decide which products and feature concepts to pursue? How does one get customer feedback for products and features that do not yet exist? What marketing strategy & tactics should one employ to convince customers to purchase products they might not yet know they want? How does one reconcile the introduction of new products with an existing product portfolio? The goal of this course is to introduce students to marketing principles and concepts that they can use to tackle these questions and to develop their own approach to innovating new products and services.