Expert Details
Sales & Marketing Strategy Food Service: CPG Industry, Product Development, Behavior-Based Marketing
ID: 724880
Illinois, USA
As Customer Marketing Manager at Valassis, Expert used multiple data sources (IRI syndicated data, ACNielsen Homescan, Spectra, Scarborough, Mediamark Research (MRI), and Prizm NE) to develop integrated promotional programs for major CPG manufacturers including, but not limited to Quaker, Tropicana, Gatorade (QTG), S.C. Johnson, Kellogg's, Wrigley, 3M, Smuckers, Nestle Purina and Pactiv. These programs included FSI, Newspaper polybag, Direct-to-door hanging bags, and Direct mail based on actual purchase behavior.
At Sara Lee, Expert used CREST data from NPD group to understand the emerging trends in the sandwich category. Based on interpreting these figures, Expert developed a platform of toasted sandwiches for c-stores and coffee shops (Dunkin Donuts and Starbucks) to align with a burgeoning trend of toasted sandwiches in the QSR segment.
At Sara Lee, Expert owned the P&L for a $38 million Ready-to-Eat (RTE) sandwich category, developing long and short-term strategies and tactics to maximize category volume, share, and profit growth. He increased annual revenue by $9 million, or 24% over prior year. Expert led large, cross-functional teams to develop new platforms, product line extensions, custom product development, quality improvements, packaging changes, and cost reductions. Cross-functional teams included: Sales, R&D, Finance, Innovation, Customer Marketing, Marketing/Advertising Services, Procurement, Food Safety, Supply Chain and Manufacturing.
Expert developed three new platforms, a clean-label, tranfat free breakfast sandwich for Costco Wholesale and a Toasted Sandwich platform for Dunkin Donuts.
19 years professional experience in analytics, consumer insights & behavior, promotions, product management / development/innovation & retail marketing (category management, merchandising, advertising, promotions, foodservice) with 12 years experience working as a retailer (c-store), 5 years in marketing services (CPG manufacturers and retailers) with Catalina Marketing, Information Resources & Valassis and two years in Product Marketing with Sara Lee on a product that bridged retail and foodservice (serving Costco, convenience retailers and QSR, US Foodservice, Sysco, hospitals, universities, gaming & lodging, recreational, office, hospitality, vending, prison & military).
As Customer Marketing Manager at Valassis, Expert identified key business issues and sales growth opportunities for assigned CPG manufacturer brands, creating demand for our promotional media services. Expert is adept at developing integrated promotions to meet client business objectives grounded in relevant, fact-based consumer insights derived from multiple data sources (syndicated & panel data, consumer segmentation models and survey data). Named Data Sources: ACNielsen, IRI, CREST, NPD, Spectra, Simmons, Scarborough, Mediamark Research (MRI), and Prizm NE. Expert supported $56 million in annual revenue for accounts, including but not limited to, Quaker, Tropicana, Gatorade (QTG), S.C. Johnson, Kellogg’s, Wrigley, 3M, Smuckers, Nestle Purina and Pactiv.
As Director, Marketing & Business Development for a leading behavior-based marketing services company in the CPG industry, Expert designed, recommended and managed production of targeted direct mail promotional campaigns to retailers in the grocery, drug, and mass channels. He used data and analytics to provide category and brand insights (Loyalty Matrix: Category/brand consumption, Share of Requirements - SOR / brand loyalty) to make program recommendations to meet client marketing and ROI objectives.
Expert has led cross-functional teams to develop comprehensive targeting/research methodologies and conduct attitudinal research to identify and validate consumers within specific purchase lifestyle groups and deliver targeted promotions to these target groups.
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Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1998 | Degree: M.S. | Subject: Marketing | Institution: University of Colorado, Denver |
| Year: 1988 | Degree: B.S. | Subject: Geo Sciences / Business Administration | Institution: University of Notre Dame |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2005 to 2007 | Employer: Sara Lee Foodservice | Title: Sr. Product Manager | Department: Protein Product Management |
Responsibilities:He led the innovation, product development and marketing activities for the $40 million RTE Sandwich category under Jimmy Dean, Hillshire Farm and Ball Park brands as well as managed strategic partnerships for private label brands. Developed long and short-term strategies, marketing plans, new products, packaging, advertising and sales promotion programs. Directed the activities of advertising agencies. |
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| Years | Employer | Title | Department |
| Years: 2004 to 2005 | Employer: Valassis Communications, Inc. | Title: Customer Marketing Manager | Department: Customer Marketing - CPG |
Responsibilities:As the product and customer expert, he managed the yearly planning process to define business and brand objectives with Sales Leaders for key CPG manufacturer customers. Developed integrated media/promotional plans supporting $56 million in revenue with accounts including, but not limited to, Quaker/Tropicana/Gatorade(QTG), Kelloggs, S.C. Johnson, 3M, Smuckers, Wrigley, Nestle Purina, and Pactiv. |
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| Years | Employer | Title | Department |
| Years: 2002 to 2004 | Employer: Catalina Marketing Corporation | Title: Director, Marketing | Department: Sales & Marketing |
Responsibilities:He developed growth initiatives such as new products (behavior-based marketing services) to new business verticals (convenience store channel) for the CPG Manufacturer Sales division. |
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| Years | Employer | Title | Department |
| Years: 2000 to 2001 | Employer: Information Resources, Inc. - Mosaic InfoForce | Title: Director, Marketing | Department: Marketing Services |
Responsibilities:He established and managed marketing department for new joint venture company which provides field marketing services to CPG manufacturers and retailers. Led company branding & identity, marketing & sales support, and new product development. |
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| Years | Employer | Title | Department |
| Years: 1996 to 2000 | Employer: Gary-Williams Energy Company | Title: Product Manager & Inventor | Department: Retail Marketing |
Responsibilities:He managed sales, marketing and product development of technology and consulting services to club, grocery, and convenience and gas channels. Created and patented leading edge retail service concept for pay-at-pump cash purchases. |
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| Years | Employer | Title | Department |
| Years: 1988 to 1996 | Employer: Total Petroleum, Inc. N.A. | Title: Category Manager / Region Branded Food Manager / District Merchandise Manager, Operations Supervisor | Department: Retail Marketing |
Responsibilities:Available upon request. |
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Career Accomplishments
| Associations / Societies |
|---|
| AMA |
| Professional Appointments |
|---|
| Junior Class Vice-President, University of Notre Dame |
| Publications and Patents Summary |
|---|
| He created and patented the leading edge retail service concept for pay-at-pump cash purchases - U.S. Patent #5895457. |
Additional Experience
| Training / Seminars |
|---|
| Behavior-based Marketing: Guest speaker at University of Notre Dame Mendoza Graduate School of Business Retail Loss Prevention Training Seminar: One day session on controlling merchandise loss in convenience stores |
| Vendor Selection |
|---|
| RTE Sandwich Components (sausage, bacon, cheese, bread carriers) Frozen food component co-packers/assemblers Conveniences & Gas M&L -- POS software developers, USTs, gasoline dispensers, canopies, bill acceptors, lighting, etc. |
| Marketing Experience |
|---|
| Foodservice trends in the RTE sandwich category; Consumer and Shopper Insights; Unattended fueling operations, management and technologies; Behavior-based Marketing services. |
Fields of Expertise
consumer purchasing behavior, food product development, marketing, hospitality, hospitality industry, promotion, strategic marketing, food service marketing, marketing strategy, promotional campaign, industrial marketing, cross marketing, coffee industry, strategy development, customer segmentation, market, commercialization, market development, business development, retailing, market positioning, business strategy, marketing mix, marketing brand management, marketing database, trade show, distribution channel, strategic market planning, market assessment, behavioral science, consumer demographics, marketing communications, direct mail, public relations, stage gate process, market trend, new consumer product development, market potential, business management, food marketing, time-to-market, carbonated beverage, competitive intelligence, ideation, gasoline marketing, consumer product marketing, food distribution, voice of the customer, food supplier, product management, product formulation, market forecasting, rapid product development, product improvement, product manufacturing, product delivery process, product development cycle time, technology innovation, productivity improvement, food service, production process, product, product cost reduction, new product development, new product assessment, research and development, quick-service meal, fast-food operations, product design, new product development management, market research, service marketing, legal patenting, innovation, planning, food product, beverage