Expert Details
CPG: Manufacturing, Retail, Foodservice, Innovation, Sales, Marketing, and Supply Chain
ID: 739639
Texas, USA
Since leaving Kellogg, Expert is currently the, CEO and Co-Founder of a CPG support consultancy whose constituents include manufacturers, customers, retailers, distributors, and agencies. His advisory services are focused on sales -- across retail, foodservice and eCommerce; as well as innovation, marketing, procurement, manufacturing, supply chain, logistics, digital transformation, distribution, food safety and traceability, regulatory alignment, ESG initiatives, recruiting, HR, and waste management).
Separately, under the same corporate parent, Expert oversees a family-based business, which operates in the waste management, and demolition business. Here he leverages a SAAS-based technology solution, to create a more efficient marketplace between sub-contractors and customers in the home building, and commercial/retail development channels.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 2006 | Degree: MBA | Subject: Marketing | Institution: Southern Methodist University (SMU) |
| Year: 1998 | Degree: B.S. | Subject: Marketing | Institution: Boston College |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2019 to Present | Employer: Undisclosed | Title: CEO & Co-Founder | Department: |
Responsibilities:Expert is co-founder and CEO of this LLC, which operates in the waste management, and demolition business. He leverages a SAAS-based technology solution to create a more efficient marketplace between sub-contractors and customers in two major channels: (1) home building, and (2) commercial and retail development channels.As a consultant, Expert also provides strategic support to national and local industry players: Food and beverage manufacturers, distributors, agencies, retailers and foodservice operators. His advisory topics include sales, innovation, insights, marketing, manufacturing, supply chain, food safety and finance. |
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| Years | Employer | Title | Department |
| Years: 2016 to 2019 | Employer: Kellogg | Title: GM and VP of Foodservice | Department: |
Responsibilities:In his major role as VP of Foodservice, Expert reporting to the President of Kellogg Specialty Channels. In this capacity, his focus was on partnering with Top 500 restaurant chains and leading food manufacturers.He provided customers and consumers alike with branded and un-branded menu solutions. These stakeholders could then utilize Kellogg products across menu categories and dayparts, including center-plate, snacks, breakfast, and dessert. Expert's role incorporated sales responsibilities for convenience -- bakery, hot and prepared foods; retail; transformational innovation; and global export. He recruited to turnaround and managed a direct team of 12-15, along with 5 broker companies, with full P&L responsibility for over $120 million in business. • 2016-2018: - Commercial: Re-structured team, hired Corp. Chef, back-filled 7 headcount, grew business an incremental 10% (top and bottom-line), while also covering for 10% of lost business in 2017 (LTOs & price increases) - Custom: Hired and on-boarded new team leadership, and delivered 10% incremental base business growth via; broker network optimization, price/pack architecture modification, manufacturing capabilities expansion, new sales calls, and sku renovation - Innovation: Secured incremental multi-million $ investment, in H2 2017, to build 100% incremental Transformational Innovation Pipeline focused on; Froot Loops, Famous Amos, Pop Tarts, Eggo, Cheez-It and Morningstar Farms. Resulted in multiple product launches in Commercial Restaurants in 2018 (with further projected launches in 2019-20), and plans to extend new offerings across other specialty channels (i.e. Convenience, C&U, K-12, Foodservice, etc.). to further amplify revenue and profit growth - Froot Loops: Led from white-space ideation to launch, national innovation with both Burger King (Froot Loops Shake) and Carl’s Jr./Hardee’s (Froot Loops Donut), generating ~3 billion media impressions for $55MM in Ad value, and 100% incremental revenue, 450% greater than initial forecast - Budget Management: Oversee annual build and management of T&E spend for ~500 people |
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| Years | Employer | Title | Department |
| Years: 2015 to 2016 | Employer: PepsiCo | Title: Director of Global Innovation and Sales | Department: |
Responsibilities:Reporting to the V.P. of Global Foodservice Marketing, recruited to lead all PepsiCo Global Culinary Innovation Foodservice Sales, collaborating with customers across channels including. casual dine, QSR, C&G, amusement, theater, sportservice, C&U, and broadline distributors, to meet customer’s business objectives. Manage 5 direct reports and oversee cross-functional team members from, finance, legal, supply chain, co-pack, brand, R&D, innovation, food safety, strategy, industry relations and regulatory, to support commercialization and sell-in of innovation.2016-2017: - Mac n' Cheetos: Launched with Burger King, generating ~3.2 billion media impressions within 1st week on natl. launch, for $64MM in Ad value. Forecast to generate ~$8MM of 100% incremental revenue, surpassing plan by 60%. Also, secured innovation expansion for secondary customer in C&G channel generating an additional ~$1.5MM of unplanned, incremental revenue. - Cheetos/Aunt Jemima/Cap’n Crunch : Leading 1st FS transformational innov. across all 3 brands, with lead customers in QSR, amusement, sports, C&G, and theater channels, driving 100% incremental revenue of $35MM+, supported by platform expansion into retail channel - Innovation Operating Model: Leading roll-out of business model across Global and Quaker BU's, aligning required resources, to ensure Short-term and long-term success - Pipeline: Sold-in test markets, and/or natl. launches, for innovation in H2 2016 – H1 2017 with natl. rest. customers including Subway, Yum, BK, Chili’s, as well as in the rec. & retail channel, to deliver ~$50MM Rev in 2017 2015: - Doritos Loaded: Platform expansion via LTO and test's with 15 channel leading customers - QSR: Led 3 test markets with Lay's & Flamin' Hot Cheetos (CKE), Frito's (BK) - Casual Dine: Executed natl. LTO's with BWW's, Applebee's and Famous Dave's across Frito’s and Cracker Jack brands |
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| Years | Employer | Title | Department |
| Years: 2012 to 2015 | Employer: PepsiCo | Title: Dir. - Marketing, Culinary Innovation | Department: |
Responsibilities:Reporting to the V.P. of Global Foodservice Marketing, promoted within role, and recruited to lead development, implementation and execution of new Culinary Innovation business opportunity within PepsiCo Foodservice, leveraged for competitive differentiation, brand growth, and incremental revenue. Hired a team of 5 direct reports, with a $1.5MM A&M budget, in a role that required regular collaboration with C-suite executives from PepsiCo Foodservice, Frito Lay, supplier partners, customers, and leadership of cross-functional taskforces.- Led Doritos Loaded development and launch, extending one of the world’s largest Macrosnack Brands into the frozen category for the 1st time - Commercialized Mountain Dew Wing Sauce, PepsiCo’s 1st beverage brand in a FS culinary offering - 2014-15, delivered 100% incremental revenue of ~$30MM+ (~$300MM retail equivalent) and associated customer revenue of ~$120MM - 2011-12 worked on 2 of the most successful U.S. culinary innovation FS projects in Doritos Loco Taco ($40MM incremental rev. for PepsiCo) and Taco Bell Beefy Crunch Burrito ($6MM incremental rev. for PepsiCo) - Commercialized and sold-in 4 of the Top 33 Craziest New Fast Foods of 2014 - Created, implemented and executed the strategic vision for culinary innovation, to align internal resources, and incorporate work into U.S. sales and brand teams Annual Operating Plans (1yr) and Innovation Growth Plans (3-5yr) - Coordinated innovation projects for customers including Taco Bell, Subway, Burger King, Dairy Queen, Arby’s, Pizza Hut, Papa John’s, 7-11, Buffalo Wild Wings, and Applebee’s, among others, by marrying brand positioning, customer strategy & operations, and consumer insights - Created and Launched PepsiCo Alcoholic Mixology Platform - Created the first company Database for tracking all company recipes for food and beverages, domestically and internationally, for internal use and to support consumer facing brand websites |
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| Years | Employer | Title | Department |
| Years: 2010 to 2012 | Employer: PepsiCo | Title: Sr. Mgr. - Marketing, Culinary Innovation | Department: |
Responsibilities:Reporting to the V.P. of Global Foodservice Marketing, promoted within role, and recruited to lead development, implementation and execution of new Culinary Innovation business opportunity within PepsiCo Foodservice, leveraged for competitive differentiation, brand growth, and incremental revenue. Hired a team of 5 direct reports, with a $1.5MM A&M budget, in a role that required regular collaboration with C-suite executives from PepsiCo Foodservice, Frito Lay, supplier partners, customers, and leadership of cross-functional taskforces. |
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| Years | Employer | Title | Department |
| Years: 2009 to 2010 | Employer: Andrews Distributing | Title: Dir. Sales & Marketing | Department: |
Responsibilities:Recruited to lead On-Premise Sales & Marketing efforts across $90MM line of business, working with national & regional customers, internal brand teams, and suppliers- Created and executed channel specific profit & portfolio analysis tools for all on-premise accounts - Managed marketing mix, including; pricing, promotions and advertising for division - Own senior relationships with the Top-100 premium accounts in the DFW Metroplex |
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| Years | Employer | Title | Department |
| Years: 2007 to 2009 | Employer: Andrews Distributing | Title: Brand Dir - European Imports & Emerging Craft Brands | Department: |
Responsibilities:Recruited from MillerCoors to lead Brand Management for 10+ different suppliers, including Heineken USA, Diageo, AB-InBev, and Diageo, and others, representing ~$40MM+ revenue. Hired a team of 3 Field Marketers to execute all salesforce tactical programming, budgeted at ~$4MM yr.- Oversaw all business aspects for ~20 different brands, including consumer marketing, sales incentives, inventory, and pricing resulting in ~25% annual category growth - Created Brand & Category Management Strategy to support sales, distribution and marketing opportunities for European Import & Craft Brands |
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| Years | Employer | Title | Department |
| Years: 2006 to 2007 | Employer: SABMiller | Title: Sr. Mgr. International Brands | Department: |
Responsibilities:- Led all sales and marketing for Peroni and Pilsner Urquell beers in Texas and surrounding states,while working daily with one of the largest Miller Brewing Company distributor in the U.S., Andrews Distributing - Responsibilities included; brand positioning, grassroots marketing & promotions, distributor sales support, advertising, and retail program development to achieve sales and market share goals - F07 implemented a ~$300,000 incremental market investment, managing collaborative execution between SABMiller, Andrews Distributing, national retail chains and Dallas retailers - Achieved #1 2007 Sales Trends for Pilsner Urquell, and 2nd best for Peroni, at 42.5% & 72.8% respectively, in a market with minimal financial investment, versus premier markets such as New York, Miami, and Los Angeles |
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International Experience
| Years | Country / Region | Summary |
|---|---|---|
| Years: to Present | Country / Region: | Summary: |