Minneapolis, Minnesota, United States
I’m a classically trained CPG brand builder and general manager. I’ve led brand strategy, innovation strategy and commercialization, commercial strategy and execution, and managed P&Ls across large and emerging brands, including conventional and natural/organic brands. What I do best: ▫️Connect at scale | Brand, marketing, & communication strategy ▫️Make things people want | Product innovation & commercialization ▫️Turn numbers into action | Data analytics & insight ▫️Help people find their "why" | Lead and develop teams
Role expanded to include PCB's dog food & treats portfolio (ex Nutrish master brand), including Kibbles 'n Bits, Nature's Recipe, and Gravy Train.
Lead marketing communications for the Manitoba Harvest brand and Hemp Oil Canada ingredients business. Responsibilities include all media & creative agency management/development, communications content strategy & planning, D2C e-commerce strategy, and influencer + ambassador program management.
Explore white space innovation, inclusive of category assessments, qualitative consumer insight gathering, business scoping, and co-manufacturing assessments. Manage new innovation business to deliver plans, gain additional distribution, and improve margins. Lead & improve business unit Stage Gate process.
Part of inaugural Strategic Growth Initiatives team tasked with exploring new paths of growth for the company. Scope includes channel entry and development (K12, Food Service), white space innovation, proprietary technology and process assessments/commercialization, inbound licensing assessment/commercialization/portfolio management, and M&A.
Led commercialization of new three key innovation platforms for 2019 national launches on track to generate $20M+ in year 1. Strategically reprioritized club portfolio to reignite growth at company's second largest customer. Partnered with key sales team members to recommend new approach to e-commerce product offers, leading to accelerated channel growth.
Led product innovation strategy and commercialization on $575M+ brand. Plan, manage, and deploy $25M+ consumer promotion budget. Steer annual marketing plan strategy and execution (resulted in 8%+ growth in stagnant category). Track and analyze brand, competitive, and category performance. Key contributor to campaign strategy and content development.
Led new product commercialization, agency relationship management, budget management ($3.3M consumer promotion budget), and business tracking & analysis.
• Led cross-functional team members through off-template analysis of recent radio advertising campaign. Analyzed consumption data and leveraged cross-functional expertise to assess the program’s merit. Recommendation integrated into 2016 marketing plan. • Conducted category, consumer, and customer analysis to optimize SKU mix for a renovated $50+M heritage brand. Directed key cross-functional team members through assessing SKU reduction impacts in key customer accounts, brand profitability, and total company category portfolio. • Assessed prior five years of in-store partnerships for company’s largest brand ($.5B) to recommend new partnership strategy for 2016-17. Analyzed IRI sales and consumer data for 15 grocery sub-categories, leveraged sales expertise, and assessed potential partners’ brand positioning and recent performance to develop recommendation. Presented to senior leadership; recommendation integrated into 2016 plan.
Marketing and strategy consultant assisting diverse clients with solving business needs. Projects included channel strategy development, promotions & discount program enhancement, and segmentation analysis. Duties include project management, primary and secondary research, statistical analysis, and information systems analysis. Clients include: - Dreamworks Animation - Schwan's Home Service - Boston Scientific