Created, developed, and led talented team driving innovation, digital marketing, and campaign management. Responsible for product mix, marketing, and revenue across channels and consumer targets.
•Dinner Mixers new product launch over-delivered forecast by 121% and $273K
•Product Mix strategy drove collection category mix from 3% to 19%
•Developed new pricing strategy for subscription service channel, improving margin by one point and revenue by more than $400,000 dollars.
Brand owner of Tastefully Simple brand. Led several functional teams from innovation, multimedia, digital marketing, brand marketing, and culinary development. Led several key enterprise-wide initiatives and cross-functional teams. Managed marketing research projects internally and externally. Responsible for annual marketing plan, seasonal launch strategy, and catalog development.
•Led complete brand refresh from strategy, alignment, creative, and execution.
•Redefined product, package, and brand offerings to align with new business model and channels.
•Managed $3.5M incentive budget
•Built marketing plan and category strategy driving average order value from $35 to $53 in 2 years.
•Created and executed campaigns that improved retention by 6 points.
•Received highest leadership honor of “The Mighty Oak” award in 2015.
Directed all marketing functions, including annual planning, budgeting and price structure, marketing program design through implementation, sales execution, and performance management. Team leader on distributor revenue growth management and forecasting team. Led marketing asset activation plans and negotiations.
•Developed 10 brand 20 oz. UTC (under the cap) program that drove +15% volume increase, $1.4MM in Dead Net Gross Profit, and cost $.49 per case (DNGP per case of $10.76).
•Recognized for PowerAde Option Leadership—#1 division out of 20 divisions in country, double the volume of the #2 Division, and surpassing Propel during launch.
Set executional direction for division using skills in analysis, marketing, and operations. Attained leadership role on division team by building credibility, process, and account management routine. Developed top operational marketing team by hiring, training, coaching, and providing actionable feedback.
•Developed and led new product launches with outstanding results: Diet Coke with Lime #1 in the Country, Minute Maid Lights #2 in the Country, Coke C2 #1 in the Country, and Diet Sprite Zero #1 in the Region. Delivered an incremental 3 million equivalent cases and $7.2 million of dead net gross profit.
Set strategic direction and established leadership position on region and division teams. Led annual brand planning and new product launches from assessment to implementation. Managed local marketing budgets.
•Led team that achieved dramatic 2002 annual growth for Non-Carbonated brands: Dasani 30%, POWERade 29%, Minute Maid Adult 138%, and Nestea 10%, maximizing profit bonus at 102% of target.
•Recognized by Region Vice President for work on 2002 planning assessments: “Outstanding, shaping information into clear direction to address priority opportunities/issues.”
•Received 6th Man Award from Central States Division for “superior dedication and commitment.”
Set strategy and objectives by brand, channel, and package to deliver profitable volume and share growth. Collaborated with distributor senior management to build capacity and capability. Managed company funding agreements, marketing budget, and operating expenses.
•Broncos’ Marketing Activation recognized as “Best in Class” by NFL and Coca-Cola.
•Developed Dasani Launch Plan, resulting in 2 year CAGR of 75% and profit growth of 89%.
•Created division marketing plan that relieved pricing pressure, supporting 16% profit growth over 3 years.
Managed 8 accounts, 2 markets, and over 20 million cases. Provided industry, channel, and customer expertise. Built partner relationships and created win-win solutions through fact-based selling.
•Rebuilt business relationship with Albertson’s, driving 40% volume increase and 85 equipment placements.
•Secured marketing agreement for exclusive ads and incremental displays, resulting in 10% profit increase for Safeway and 12% volume growth for Coca-Cola.
Led category analysis for key customers to maximize sales revenue and profit for retailers and company. Trained key account managers on sales techniques and tools. Built business partnerships.
•Led first statewide category management project that improved category profit by over $400,000.
•Built customer assortment study, creating 3 consumer clusters, 33 SKU deletions, and 6% volume growth.