San Francisco Bay Area
Results-driven Category Manager and Data Analyst with 12 years of experience transforming insights into actionable strategies, enabling brokers and manufacturers to drive greater impact at retail. Expertise spans Sales, Syndicated and Panel Data, Consumer and Market Research, Category Management, Innovation, and Strategic Planning
• Lead Category Management for Baking Categories (Flours, Baking Mixes, Baking Ingredients, and Pancake Mixes) across USA and Canada markets, delivering actionable insights to support Sales & Marketing • Collaborated with Innovation to develop compelling narratives for launching new products in Flours, Baking Mixes and Pancake Mixes • Served as one of the leaders on the TBTC Committee, meeting monthly with stakeholders to drive strategy for our Flour business in the market • Partnered with Sales Leaders to prioritize promotion strategies, focusing on key items that drive significant impact
• Lead Category Management for Sunsweet Growers Juice and Dried Fruit business which generates roughly $1500MM in NA, by supporting Sales Directors & Marketing with actionable insights. • Lead the transition from Nielsen to IRi syndicated data and Panel Data in 2016. Along with leading the RFP for our Syndicated Data/Panel Data in 2019. • Work closely with stakeholders by providing monthly and quarterly reports, tracking Sunsweet and competitive performance. • Build presentations highlighting insights based on performance from our TV Advertising Campaigns and promotional support (FSI, In-Store Promos).
• Category Expert for The C.F. Sauer brands (Duke's Mayonnaise, Sauer's, Bama, Mrs. Filberts, Gold Medal and The Spice Hunter) supporting Grocery Channels, Mass Channels and Dollar Channels (Walmart, Kroger, Target, Albertsons, Safeway, Publix, Bi-Lo, Winn-Dixie, H-E-B, KVAT, Harris Teeter, Ahold, Wegmans and Food Lion) by integrating Category Management Tools and IRi Data to drive category and share growth • Work closely with Sales Managers by leveraging IRi Data to provide category and competitive insights • Travel to customers to present analysis findings and opportunity gaps
• Category Management of Church & Dwight categories (Household Goods and Personal Care) supporting Grocery Channels (Kroger, Safeway, Publix, Bi-Lo, Ahold, Wakefern, Wegmans and Delhaize) by leveraging COE to analyze Pre/Post Promotional Events • Work closely with Customer Development Managers by leveraging Nielsen Syndicated Data and COE to provide category and competitive insights • Provide category and promotional insights to the Director of Sales Planning on a quarterly basis
• Category Management of Unilever categories (Personal Care and Food) Supporting Southeast Grocery, (Harris Teeter, Lowes Foods, Food City and Ingles Markets) by integrating Category Management Tools and Syndicated Data to drive category and share growth • Work closely with Business Development Managers by leveraging Nielsen Syndicated Data, to provide category and competitive insights • Travel to customers to present analysis findings and opportunity gaps
• Assist with Category Management business reviews across Personal Care categories for Northeast Grocery (Ahold, Weis Markets and Associated Wholesalers Inc); analyzing the data; and recommending strategic business plans as result of such analysis. • Assist in the development and recommendation of project planning in accordance with marketing, promotional planning and budgetary objectives for Merck Co., High Ridge Brands and Newhall Laboratories. • Brainstorm and create marketing strategies for Millennial, Baby Boomer, Men and Social media.