Executive with proven ability in building and leading a diverse team, developing and promoting talent, constructing strategic vision, facilitating trusted and collaborative relationships, influencing across, up, and down the organization, and achieving corporate goals. |
Professional Experience
Specific Achievements
- Selected to participate in Executive Leadership Next Generation Forum
- Team received 2011 2nd Quarter Executive Award for Excellence
- 2006 Wal-Mart Supplier of the Year
- 2004 Wal-Mart Supplier of the Year
Jan 2011 to Fortune 100 CPG Company AVP Category Management and Shopper Insights
Leading a High Performing Team
Driving engagement with our retailers, I coordinated the efforts of a diverse and geographically dispersed team of 24, including Shopper Insights, Space Strategy, and Category Management personnel, across multiple channels. Throughout my leadership I recruited, retained, and promoted talent throughout the organization.
Commercializing Best in Class Thinking
Led the development and commercialization of an insight to action process focused on defining opportunities and driving to impactful solutions. Focused my team and vendors to build new capabilities to showcase category health across four key impact areas: Category Value, Shopper Dynamics, Store Presence, as well as Pricing and Promotion.
Delivering Results
Led team in over delivering plan across all channels, driving one million incremental facings, and over $100MM in incremental revenue. Drove multiple projects to improve team・s capabilities focused on driving best in class analytics and situation assessments. Led the development of an event optimization model focused on shopper behavior which gained higher share of promotional weeks across multiple retailers.
Building a Vision for the Future
Worked with executive leadership, I influenced the future of category management and our strategy. I drove the thought process and work around the break through model needed to move our category management group to achieve our goal.
Feb 2008 to 2011 Fortune 100 CPG Company Senior Manager, Customer & Shopper Insights
Driving Retailer Performance Goals and Planning
Established a methodology to develop multiyear category plans with our top retailers. This methodology allowed executive leadership to better understand our performance, opportunities, and see potential short falls for our overall goals and objectives.
Aligning Pricing with Portfolio Goals
Developed a pricing architecture to drive volume, profitability, & key brand strategies. The pricing plan was based on knowledge of the shopper・s usage occasion, trip mission, & brand strategy. Utilizing this model, I was able to reveal our price sensitivity to competitive pricing and shopper behavior, there by enabling our brands to focus on greatest opportunity.
Strategically Segmenting Retailers
Built and drove the customer planning process and segmentation strategy for the Category Business Unit. This strategy focused on driving growth and share through a segmented investment approach resulting in multi-year plans.
Aligning Portfolio Strategy with Retail
Collaborating with the national account teams, I developed brand/retail strategy plans for multiple categories. Leading to the development of brand and channel specific insights.
Influencing Retailer Decisions
Developed key insights to drive major drug retailer category volume while winning additional promotional events for my company. These insights led to an estimated incremental $8MM in retail revenue.
Led the work to drive Major Mass retailer category line review process. I utilized key insights to enable our account team・s discussion with buyers which led to additional space and availability for key innovation.
Mar 2006 to Feb 2008 Major Home Entertainment Corporation Director of Category Management
Accelerating Share Growth through Assortment and Pricing Optimization
Facilitated share growth within the catalog DVD category, by developing a streamlined modular process and pricing guidelines. This process and pricing guidelines drove catalog DVDs dollar share growth of 2.04 points valued at $56MM.
Delivering Improved Forecasting and GMROI
Developed a forecasting methodology for Walmart to facilitate accurate volume calls to their executive management. When in place, this forecast methodology achieved less than 0.88% variance to actual volume. Additionally, I crafted a new technique to identify key inventory issues and provided action steps to reduce store inventory. The model allowed Wal-Mart to reduce inventory on hand by over $40MM while maintaining in-stock goal performance.
Driving Shopper Segmented Assortment
Put into place a performance based category segmentation process which led to a volume and share growth within the category. This process took into account the way each individual store was shopped by the DVD consumer. After implementation, category sales showed an increase of 7.6% vs. prior year compared to the prior -1% trend.
Mentoring, Developing, and Engaging Associates
Selected by Executive Director to hire, mentor, and develop the key skill sets of three team members. I created individualized development plans to grow the capabilities of our team, create back fill capabilities, and drive higher engagement with our customer. Two of the three team members were promoted within 6 months of mentoring.
Jun 2004 to Jan 2006 Major Consumer Product Goods Company Category Manager
Enhancing Retailers Shopper Segmentation
Increased company's ability to meet a variety of shopper needs through the development of 800+ store segmentations for sparkling soft drink section. Overall capacity increased by 2.6%, in same stores, through promoting changes to the category process. The effects of the modular design boosted the sales of all core brands.
Revealing Category Opportunities
Designed and managed a study to analyze the value of display capacity, within the sparkling category. I presented the findings of the survey to the buyer and DMM, which led to changes in the assortment process and displays.
Driving Household Penetration with the Retailer・s Strategy
Developed a situational analysis to reveal category opportunities in household penetration for the sparkling category. This analysis exposed a threat to the category from the account・s competitors. A strategy to enhance Walmart・s display activity was implemented to capture the $54MM opportunity and added an incremental 52 weeks of in-store display for Dr Pepper/Snapple.
Mar 2000 to Jun 2004 Regional Consumer Product Goods Company Sales Support Analyst
Sales and Business Plan Development
Achieved a total sales growth of 74% helping lead the Walmart account. This growth was achieved through assortment and space gains of 36% along with an EDLP/EDLC strategy.
Driving Strategic Business Plans
Worked with all national account executives to create strategic pricing plans for our retail customers. These strategies were based on retailer insights, price elasticity models, promotional efficiency, and competitive intelligence. The strategy led to a reduction in promotional spending of 11% while maintaining market share within the category.
Education:
1998 to 2000 University of Alabama at Birmingham Birmingham, AL BS Marketing
References available upon request. |
