Senior marketing and sales executive with successful track record managing consumer packaged goods businesses for profitable growth, driven by a passion to please both consumers and customers better than the competition. A collaborative, versatile leader with broad experience in Brand Management, Channel Development and Customer Logistics who sets strategy with an enterprise-wide perspective to deliver superior results. Proven expertise in leading the business development process for Club, Mass Merchandise, Dollar, Drug and Convenience customers.
CAMPBELL SOUP COMPANY, Camden, New Jersey 1991 - 2004
Business Development Director- Emerging Channels, 2002 - 2004
Developed marketing strategies and implemented sales plans for $100 million Food and Beverage business with Costco, BJ's, Target, Chain Drug and Dollar Channel. Led business development process across four Customer Sales Teams, two Customer Planning Groups and five Brand Teams- Prego, Pace, Spaghettio's, V8 Vegetable Juice and V8 Splash. Strong link with Finance, Research and Innovation Team. Regularly participated in customer calls.
* Drove accelerated growth for Campbell's Food & Beverage Brands of +15% vs. total Company growth of +2% for 12 months ending July, 2004. Beat Plan Customer Profit Contribution by 14%.
* Championed new Joint Business Planning processes for more effective engagement with Target, Dollar and Drug customers. Provided internal visibility to customer planning timelines, gained earlier customer input on product innovation and drove development of planning model for joint goal setting.
* Directed initiative that achieved first-time 52-week planogram placement at Dollar General and Family Dollar for Prego and Spaghettio's, representing 25,000 points of new distribution. Utilized existing capabilities to efficiently customize size, variety and price point for Prego products to meet channel needs.
* Led effort to enhance long-term potential at Target as it increased limited space for food to build shopper frequency. Grew Food Brands +20% and Beverage +68%. Expanded distribution by leveraging Brand fit with Target guest, improving product assortment and building plans to increase customer profitability.
* Developed breakthrough core strategy to drive accelerated top and bottom line growth in the Club channel, including action steps to align on financial objectives, enhance customization, establish multi-pack pricing principles and leverage shopper insight. Co-led project, with senior executive sponsorship.
Customer Logistics Manager, Emerging Channels, 1999 - 2002
Recruited to apply marketing and sales background to Supply Side initiative to improve service basics, identify future priorities and strengthen business alliances with strategic customers. Served as primary point of contact with key operations, planning and logistics executives in the Mass, Drug, Convenience, Club and Dollar channels. Interfaced with Campbell Customer Service, Transportation, Warehousing, Plants and outside logistics suppliers.
* Changed perceptions of Campbell's as inflexible and unresponsive to a pro-active, preferred supplier. Focused resources against customer scorecard priorities and metrics. Campbell's national Cannondale 'Poweranking' improved from 16th to 5th for 'Best Supply Chain Management.'
* Led Target project team that fixed substandard service levels and enhanced capabilities for electronic data transmission, which enabled next-level business building. Received Target 2002 Vendor Award of Excellence due to improvement of fill rates, on-time ship, in-stock percent and order-to-delivery cycle time.
* Initiated process changes in partnership with customers that addressed unique challenges of Drug Chain distribution. Saved $350,000 in lost sales at Walgreen's due to improved service levels to stores. Reduced average order to delivery time for Rite Aid from 18 to 8 days.
* Spearheaded Company efforts on Collaborative Planning, Forecasting and Replenishment. Led 6-month project with IBM to assess industry status and launch CPFR pilot with Wal-Mart. Recommended and managed start-up of collaborative forecast program with Hy-Vee. Provided roadmap for future investment.
Sr. Marketing Manager, Alternate Channels, 1994 - 1999
Moved into recently created position to develop and implement marketing and sales plans for the $200 million Food and Beverage business with high growth national customers Costco, Sam's, BJ's, Wal-Mart, Target, and Kmart, plus the Drug, Convenience and Military channels. Role expanded in 1997 to include $300 million Soup portfolio. Interfaced with Brands, Sales and Logistics. Supervised two marketing managers.
* Achieved compound annual volume growth of 19% for three years ending 1999. Integrated Brand and customer strategies into tailored programs. Coordinated annual planning sessions with Costco and Sam's.
* Created consumer-driven new club packs for Chicken Noodle and Tomato Soups, Chunky Soup, V8 Vegetable Juice, Spaghettios and Vlasic Pickles to drive new distribution. Utilized unique in-packs, rebates and high-impact package design to add value and drive velocity in a highly competitive environment.
* Successfully launched new V8 Splash in Clubs and Convenience Stores. Doubled total V8 case volume in Channels and received Dorrance Award with V8 Splash Team for top Company-wide performance in 1998.
* Implemented customized multi-product 'Labels for Education' pallet displays to drive growth at Kmart and introduced unique holiday theme soup products to increase brand awareness at Target Stores.
Sr. Marketing Manager, Cooking Sauces, 1993 - 1994
P&L responsibility for $100 million portfolio of Franco American and Pepperidge Farm Gravy, Open Pit Barbecue Sauce and Simmer Chef Sauce. Supervised one Brand Manager and an Associate Brand Manager.
* Restaged Franco-American and Pepperidge Farm Gravies behind a category segmentation strategy supported by television and print advertising. Grew case volume 10%, net sales 12% and earnings 46%. Received Campbell's 'Top Gun' award for best marketing-driven business performance.
* Introduced Simmer Chef sauce as a strategic counter move for Campbell sauce portfolio. Achieved leadership share of 48%. Led development of television advertising.
Sr. Marketing Manager, Dressing and Dips, 1992 - 1993
One of a handful of Vlasic managers invited to transition to Campbell's world headquarters after consolidation of Vlasic operation into Camden. P&L responsibility for the $30 million Maries brand, the leader in refrigerated salad dressing. As the remaining piece of a larger Campbell strategic entry into refrigerated foods, this small but vibrant brand demanded a creative, hands-on management approach to grow. Supervised Associate Brand Manager.
* Grew volume 36%, net sales 21% and earnings 70%. New products 30% of business. Created innovative rack shelving system to increase shelf space.
* Worked closely with stand-alone plant to optimize production and distribution efficiency.
VLASIC FOODS, Farmington Hills, Michigan (Subsidiary of Campbell Soup Co.) 1985 - 1991
Marketing Director, Olives, 1988 - 1991
Developed and implemented full marketing strategy following Vlasic Foods' acquisition of Durkee Olives and Early California Olives as means of entering category. A challenging crop-driven, cyclical business with operations in Spain and California. Hired and trained staff of three. Reported to General Manager, Olives.
* Grew sales 20% to $150 million and gained +6.2 share points for category leadership.
* Introduced Vlasic Olives and withdrew Durkee to leverage Vlasic Brand and co-marketing opportunities.
Marketing Director, Shelf Pickles, 1986 - 1988
Product Manager/Sr. Product Manager, Shelf Pickles, 1985 - 1986
Full marketing and P&L responsibility for flagship $170 million Vlasic shelf pickle business, the category leader. Supervised Brand Manager and Associate.
* Achieved historic share high of 31.6%, +2.5 points. Increased profitability an average of 18% annually.
* Launched three new product lines. Directed advertising development featuring the icon 'Vlasic Stork.'
THE STROH BREWERY COMPANY, Detroit, Michigan 1981 - 1985
* Brand Manager, Signature Beer, 1983 - 1985. Successfully launched entry in the super-premium category.
* Assoc. Brand Manager, Schlitz Malt Liquor, 1983. Extended in-market and wholesaler training.
* Asst./Assoc. Brand Manger, Stroh's Beer, 1981 - 1982. Supported national expansion of Stroh's Brand.
Education
* MBA, University of Michigan, Ann Arbor, Michigan, 1981.
* M.Ed., Teachers' Institute, New York, New York, 1976. Secondary School Teacher, 1976 - 1979.
* BA, Brandeis University, Waltham, Massachusetts, 1973. Phi Beta Kappa, Magna Cum Laude. |
