Dave Goodman - Kerasal

On this episode of #Influencer, Sherry is joined by the dynamic, senior brand marketing leader in the healthcare industry and one of our brand partners, Dave Goodman, who’s known for his work with Bayer Consumer Care managing brands such as Aleve, Alka-Seltzer, Miralax and Bayer Aspirin. Currently, Dave is managing Kerasal’s brand portfolio on behalf of Advantice Health.

Kerasal is an emerging, fast-growing foot care brand that has a variety of solutions to hydrate, repair, and protect your feet and help tackle common foot problems like dry and cracked heels, calluses, and nail fungus.

Through his vast healthcare experience, Dave’s success stems from his ability to develop high-impact strategies and innovations for brands as well as securing transformative mergers and acquisitions.

You have spent your career as a Brand Manager focused on healthcare products. What drew you to this space?

Yeah. You know, that’s it, it’s a great question. About 20 years ago, I was at a little bit of a inflection in my career and I had actually popped out of brand management for a couple of years and I was about to get back in and I actually was down in Atlanta and I had a unique opportunity where I was choosing between two different roles. One was in the healthcare space with Novartis consumer care, and the other one was for a company down in Atlanta that makes some really sweet bubbling drinks.

And I thought to myself, why would I rather work on brands that help people and facilitate healthy lifestyles? Or would I rather not work in perhaps what might seem like a sexier waiting area of carbonated beverages and more recognized brands, but I said, you know what, let me, let me go in the healthcare space because that’s clearly going to be around for a long time and just, you know, not to sound corny or cheesy, but the, the idea of helping people improve their lives was, was it, you know, It’s amazing.

You’ve been with Kerasal for close to 3 years. What did the brand look like when you first joined compared to where it is at today?

Yes. So it’s a really interesting brand. So carousel is in the foot care space and it, at the time it had two primary areas where it offered consumer products. One was for a post-op ring from nail fungus, and the other one was more for dry cracked feet.

And they were nice little businesses, but one of the things that inspired me was the opportunity to try and take them to the next level. And they seemed a little bit under marketed as me. And I felt like if we got more marketing muscle and investment behind them, as well as innovated, I thought we could take it to the next level.

And, and now we close to doubled over the past two and a half years. Through increasing our efforts, both in TV and traditional marketing vehicles like TV, but then also working with, with folks like yourself, the digital and social space. And then on top of that, we’ve also launched a really exciting new products that are extending the carousel brand name into other areas of foot care, such as what washes, what soaps.

But masks. So really catering to consumers, desire for care. And it’s been really exciting because just over the past year or so, as much as the pandemic has been such a tremendous drain on a lot of businesses and vibes from a category perspective. But care has really and self care has really taken off as people have had more time to engage in, in taking care of themselves, but also because a lot of traditional means salons and pedicures and things like that.

Haven’t been quite as, quite as accessible. So it’s been kind of an interesting intersection of. Of opportunity and growth to make the brain into an even higher level.

So you’re saying that a lot of this growth in the past year at least is just because people are at home because they’re not going to the nail salon. So they’re doing all their, as you...