Expert Details
CPG: Manufacturing, Retail, Foodservice, Innovation, Sales, Marketing, and Supply Chain
ID: 739639
Texas, USA
At Kellogg, Expert served as Vice President of Foodservice, overseeing a $120 million business and leading partnerships with top 500 restaurant chains. He drove transformative brand expansion, securing multi-million-dollar investments in product innovation, including successful launches such as the Froot Loops Shake at Burger King and the Froot Loops Donut at Carl’s Jr./Hardee’s. His leadership resulted in significant incremental revenue growth and widespread media impact.
During his tenure at PepsiCo, Expert led global culinary innovation for the foodservice division, managing a team responsible for developing and launching high-profile products such as Doritos Loaded and Mountain Dew Wing Sauce. His efforts generated hundreds of millions in retail-equivalent revenue and strengthened PepsiCo’s brand presence across quick-service restaurants, casual dining, convenience stores, and entertainment venues. He also played a pivotal role in executing national limited-time offers (LTOs) with major restaurant chains, expanding PepsiCo’s footprint in the foodservice industry.
Earlier in his career, Expert played a key role in the beer industry, managing brand strategy and market expansion for Peroni and Pilsner Urquell in Texas and surrounding states. He successfully implemented grassroots marketing initiatives, distributor sales strategies, and retail promotions that delivered top-tier sales performance. His ability to create impactful brand and category management strategies also contributed to the success of craft and European import brands under his leadership.
Currently, Expert is the Founder and Owner of a consultancy specializing in providing strategic guidance to CPG manufacturers, retailers, distributors, and foodservice operators. His consultancy focuses on sales strategy, innovation, marketing, supply chain optimization, digital transformation, and ESG initiatives. With deep industry expertise and a history of delivering tangible business results, he continues to drive growth and transformation across the food, beverage, and consumer goods sectors.
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: 2020 to Present | Employer: Undisclosed | Title: CEO & Founder | Department: |
Responsibilities:CEO and Founder of a company specializing in waste management, demolition, recycling, and construction site services. The company operates across Texas, Oklahoma, Louisiana, and Arkansas, providing comprehensive solutions within these industries.Developed a proprietary ERP software platform, which is being licensed to various construction site service trades, including waste management, landscaping, fencing, roofing, painting, and HVAC. This technology enhances operational efficiency and streamlines business processes for companies in these sectors. |
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| Years | Employer | Title | Department |
| Years: 2020 to Present | Employer: Undisclosed | Title: Owner | Department: |
Responsibilities:• Leads a consulting firm specializing in providing strategic support to CPG manufacturers, customers, retailers, distributors, and foodservice operators.• Focuses on key business functions, including sales (retail, foodservice, and e-commerce), innovation, marketing, insights and analytics, procurement, manufacturing, supply chain and logistics, digital transformation, and distribution. • Advises clients on food safety and traceability, regulatory alignment, ESG/EHS initiatives, recruiting and HR, and waste management. |
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| Years | Employer | Title | Department |
| Years: 2016 to 2019 | Employer: Kellogg | Title: GM and VP of Foodservice | Department: |
Responsibilities:• Led partnerships with Top 500 restaurant chains and major food manufacturers, providing branded and unbranded menu solutions across multiple dayparts and categories.• Managed sales for convenience channels (bakery, hot and prepared foods), retail, transformational innovation, and global export. • Recruited and restructured a direct team of 12-15 employees, along with five broker companies, overseeing full P&L responsibility for a $120M business. Key Achievements: • Rebuilt and optimized the sales team, leading to 10% incremental growth while offsetting business losses. • Secured multi-million-dollar investment for new product development, resulting in successful commercial restaurant launches and expansion into specialty channels. • Led the Froot Loops Shake (Burger King) and Froot Loops Donut (Carl’s Jr./Hardee’s) from ideation to launch, generating $55M in ad value and exceeding revenue forecasts by 450%. • Managed T&E budgets for ~500 employees. |
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| Years | Employer | Title | Department |
| Years: 2015 to 2016 | Employer: PepsiCo | Title: Director of Global Innovation and Sales | Department: |
Responsibilities:• Led global culinary innovation sales for foodservice, collaborating with customers across various channels, including QSR, casual dining, convenience & gas, amusement, theater, sports venues, campus dining, and broadline distribution.• Managed a team of five direct reports and coordinated cross-functional efforts across finance, legal, supply chain, co-pack, brand, R&D, innovation, food safety, strategy, industry relations, and regulatory functions to drive commercialization and market adoption. Key Achievements: • Mac n’ Cheetos (Burger King): Launched nationally, generating 3.2 billion media impressions within the first week, equating to $64M in ad value and $8M in incremental revenue, exceeding forecasts by 60%. Expanded into the C&G channel, adding $1.5M in unplanned revenue. • Cheetos, Aunt Jemima, Cap’n Crunch): Spearheaded first foodservice transformational innovation across multiple brands, driving $35M+ in incremental revenue, with platform expansion into retail. • Led roll-out of an innovation operating model across Global and Quaker business units, securing resources for long-term growth. Sold-in test markets and national launches with Subway, Yum, BK, Chili’s, and recreation/retail channels, contributing $50M in revenue. • Product Expansion & Limited-Time Offers (LTOs): --Doritos Loaded: Expanded the platform through LTOs and tests with 15 channel-leading customers. -- QSR Market Expansion: Led multiple test markets for Lay’s & Flamin’ Hot Cheetos (CKE) and Fritos (BK). -- Casual Dining Success: Launched national LTOs with Buffalo Wild Wings, Applebee’s, and Famous Dave’s, featuring Fritos and Cracker Jack-branded menu items. |
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| Years | Employer | Title | Department |
| Years: 2010 to 2015 | Employer: PepsiCo | Title: Director of Marketing & Culinary Innovation | Department: |
Responsibilities:• Led the development and execution of culinary innovation initiatives, leveraging brand equity for competitive differentiation, revenue growth, and category expansion.• Managed a $1.5M A&M budget and hired a team of five, working closely with C-suite executives, supplier partners, and cross-functional teams across PepsiCo Foodservice and Frito-Lay. Key Achievements: • Led the development and launch of Doritos Loaded, marking Doritos’ first entry into the frozen category. • Spearheaded PepsiCo’s first beverage-branded foodservice culinary product with Mountain Dew Wing Sauce. • Contributed to the success of Doritos Locos Taco and Beefy Crunch Burrito at Taco Bell, generating $40M and $6M in incremental revenue, respectively. • Sold-in four of the “Top 33 Craziest New Fast Foods of 2014.” • Generated over $30M in incremental revenue (~$300M retail equivalent) in 2014-2015, contributing to $120M in associated customer revenue. • Designed and implemented PepsiCo’s culinary innovation strategy, integrating it into U.S. sales and brand teams' annual operating plans (1-year) and innovation growth plans (3-5 years). • Led innovation projects for Taco Bell, Subway, Burger King, Dairy Queen, Arby’s, Pizza Hut, Papa John’s, 7-Eleven, Buffalo Wild Wings, and Applebee’s, aligning brand positioning with customer strategy and consumer insights. • Developed PepsiCo’s Alcoholic Mixology Platform to expand brand reach. • Created PepsiCo’s first company-wide recipe database for food and beverages, supporting both internal teams and consumer-facing brand websites. |
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| Years | Employer | Title | Department |
| Years: 2009 to 2010 | Employer: Andrews Distributing | Title: Director Sales & Marketing | Department: |
Responsibilities:• Led sales and marketing efforts for a $90M on-premise business, collaborating with national and regional customers, internal brand teams, and suppliers.• Developed and implemented channel-specific profit and portfolio analysis tools for all on-premise accounts. • Managed the marketing mix, including pricing, promotions, and advertising strategies for the division. • Maintained senior-level relationships with 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 Director - European Imports & Emerging Craft Brands | Department: |
Responsibilities:• Led brand management for over 10 suppliers, including Heineken USA, Diageo, and AB-InBev, overseeing a portfolio generating $40M+ in revenue.• Hired and managed a team of three field marketers responsible for executing salesforce tactical programming with an annual budget of approximately $4M. • Oversaw all business aspects for around 20 brands, including consumer marketing, sales incentives, inventory, and pricing, driving 25% annual category growth. • Developed and implemented a brand and category management strategy to support sales, distribution, and marketing initiatives for European import and craft brands. |
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| Years | Employer | Title | Department |
| Years: 2006 to 2007 | Employer: SABMiller | Title: Senior Manager, International Brands | Department: |
Responsibilities:• Led sales and marketing efforts for Peroni and Pilsner Urquell across Texas and surrounding states, collaborating closely with Andrews Distributing, one of the largest Miller Brewing Company distributors in the U.S.• Managed brand positioning, grassroots marketing, promotions, distributor sales support, advertising, and retail program development to drive sales and market share growth. • Implemented a $300,000 incremental market investment, coordinating efforts between SABMiller, Andrews Distributing, national retail chains, and Dallas-area retailers. - Delivered top sales performance in 2007, achieving the #1 sales trend for Pilsner Urquell (+42.5%) and the #2 trend for Peroni (+72.8%), despite operating in a lower-investment market compared to New York, Miami, and Los Angeles. |
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