Kevin McCallum, 38, joined the replacement contact-lens retailer in March 2000 as VP-marketing after a career at Procter & Gamble Co. that included the launch of Dryel dry cleaning kits. At 1-800-CONTACTS, he has led a marketing effort that boosted sales 47% to $145 million last year and another 30% to $87 million through the first six months of 2001 .
Mr. McCallum oversees the in-house-created advertising that drive home the 1-800-CONTACTS number.
With customer retention rates of 75%, making that initial sale can add up to hundreds or thousands of dollars in lifetime sales. "It's a solid business model because it's a better way to buy contacts," he says. "And it's a very memorable number. Once that registers, people will call."