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TAB Central New Jersey

New Jersey


Cathy Lawler

President and Certified TAB Facilitator/Coach

TAB Central New Jersey

I am a founding member of Business Growth Resources and President of The Alternative Board of Central New Jersey. I have over 30 years of experience driving growth and profitability across a diverse range of business, everything from multi-billion dollar companies to small start-ups. I use this experience to help entrepreneurs and their leadership teams simplify, clarify and achieve their vision. I help them get what they want from their businesses.

I earned a Bachelor's Degree from the University of Pennsylvania and a Master of Business Administration from Columbia University, where I graduated second in my class, was a member of the Beta Gamma Sigma Honor Society, and received the Marketing Excellence Award.

Over the course of my career, I have helped drive double digit top- and bottom-line growth for a variety of business-to-business and business-to-consumer companies with my expertise in marketing, sales and general management.

My roots are in corporate America with companies like Kraft, Crayola and Trex Decking. At Kraft/General Foods, I managed a billion-dollar coffee business and launched the first Maxwell House brand decaffeinated coffee. At Crayola, I reversed a multi-year unit sales decline on crayons by introducing eight new colors and retiring eight old colors. The move generated publicity that was equivalent to over $100 million in advertising. At Trex Decking, I led a turnaround that drove 30% top- and bottom-line growth by introducing a successful new “good, better, best” product line which leapfrogged competition. I also repositioned the brand back to its core essence and created a new advertising campaign (Create Your Space), which won an advertising effectiveness award.

I’ve developed and introduced over 100 new products, including Trex Railing, Kool-Aid Kool-Fizz, Café Amaretto, Jazzy Jewelry, Crayola Model Magic, Crayola Activity Kits and Crayola Washable Markers. I’ve also started up successful new businesses like Holiday Gallery, which grew from zero to $12M in just two years.

In 2005 I founded my own business, TAB (The Alternative Board) – a business owner advisory company in New Jersey dedicated to helping CEOs and business owners succeed. Since then we’ve worked with over 200 companies between $1 million and $100 million and have had remarkable results. Many of these companies have doubled or tripled. A few have been among the 50 fastest growing companies in NJ, and several TAB companies are on the INC 5000.

I discovered EOS (the Entrepreneurial Operating System) in 2013 and became an immediate fan. I have embraced EOS as an incredible model with the tools to provide even more value to business owners and CEOs. EOS is the embodiment of my passion to help people get what they want from their business. It’s a best-in-class operating system for entrepreneurial companies — a breakthrough and a game changer, I’m currently implementing EOS with 14 companies ranging from $1M to $75M.

Our Partners

Top Business Coach & Advisory Board

Vicky Richards

COO, Certified Facilitator TAB Central New Jersey
New Jersey

Member Success

I find that the sharing of ideas and problem solving in others businesses helps me think creatively about my own business. Stepping outside of my day to day work helps me look at the bigger picture and focus on short and long term goals.
Bob Makofsky
Conformer Products, Inc MEMBER SINCE 2013
Our TAB Board members and facilitator have helped us deal with the on-going business issues we have faced over the years as a laser job shop. They have worked with us to plan strategically and helped ensure we are secure during the economic downturns and to capitalize on our strengths and grow in a controlled and targeted way. Our three partners now work together much more effectively as a team making all our working time more pleasurable. I am glad I found TAB.
Reto Hug
Maloya Laser MEMBER SINCE 2002
My TAB coach has gotten me on track and kept me on track since 2005 toward the goals I’d originally stated," says Perlmeter. "I’m totally confident that we’ll continue to realize the vision that I have for the company in our second decade.
Stu Perlmeter
President – First Resource MEMBER SINCE 2017
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