Product Manager with a 10+ year record of successfully executing large scale strategic objectives in the prepaid debit, telecom, and gift card sectors
Energetic and dedicated leader, adept in analyzing competitive landscapes and designing product vision and national market strategies. Well-versed in cost-effective branding and marketing programs to drive awareness and brand positioning. Champion a strong focus on customer satisfaction and loyalty.
Direct marketing campaigns
Cross-functional team leadership
Excellent written and verbal communicator
CATEGORY MANAGER01/2013 to 02/2015
Develop and manage strategies and tactics for prepaid debit cards, telecom and money service center segments to exceed sales and profit goals.
Oversee analyzing trends, pricing, promotion, placement, product mix, fixture design/re-design, and other competitive factors that impact the strategy which supports overall category.
Collaborate with vendor partner and card partners to create optimal marketing and promotional activities in 1,300+ US stores.
Responsible for analyzing financial data to accurately plan and forecast promotions.
Exceeded targeted growth rate +44% by launching a Direct Store Delivery (DSD) program for handsets to ensure in stock conditions and recover out of stock losses to positive earnings.
Introduced Telecom Prepaid destination by installing 1,100 Front of Store (FOS) fixtures across all divisions prominently displayed at the front of stores to expand overall category and product selection, overall category +$1.2M vs PY.
Created "spotlight" section to launch new products/promotions, analyzed space to sales allocations and modified schematics accordingly.
Created first in market 10x fuel program on handsets and aircards.
Developed and directed newly designed Customer Service counter to include a "Money Service Center" in correlation with COS projects creating a staffed Prepaid Debit/Check Cashing destination.
Designed improved messaging/brand recognition on fixture and MSC menu boards.
Removed General Purpose Reload (GPR) products from primary fixtures to expand on gift cards resulting in 20% sales increase, and 40% in GPR card sales.
Raised tax season awareness by collaborating with General Merchandise Department, Tax preparers, and Financial Service providers to cross promote tax programs (Turbo Tax) with GPR products on a tax pallet shipper in all divisions.
Gained 46% incremental sales lift during 2014 tax season.
Recognized for successful re-negotiation of Card Based Business commission split.
Repositioned Card Based Business product portfolio to grow highly profitable cards within segment and maximize earnings.
MARKETING MANAGER02/2012 to 12/2012
Executed marketing strategies for all Card Based Business segments.
Managed $3M annual budget across consumer/brand advertising, market/consumer research, sales events/promotions, store signage/design and more.
Managed Safeway and partner fuel loyalty programs.
Developed communication process and documents to enhance merchandising execution at division and store levels.
Spearheaded BUS (Buy Use Save) 4x and base 2x fuel loyalty programs with gift cards.
Managed 28 fuel versions across Safeway and partner fuel stations.
Directed the production of POS materials and oversaw cost controls with printing, shipping and POS reduction.
Directed Digital Marketing Team weekly to secure social media/marketing to build consumer knowledge and loyalty with our BUS message.
Assigned creative/voice-over to Facebook, Twitter, Radio, Just for You (J4U), Safeway.com, and email blasts.
Collaborated with vendor partners to build a strategic J4U calendar targeting consumers for in-store offers with a focus on the Safeway fuel loyalty program.
Collaborated with Director of Environmental Branding and Décor to design and implement digital messaging.
Handled planning and production of featured promotional offers and seasonal messages to consistently align with weekly circular and in-store promotions.
Revitalized Safeway gift card program through re-designing artwork/branding and enhancing product selection by creating the limited purchase, holiday and multi-pack cards, resulting in 14% incremental sales.
Achieved $632K incremental sales directly from Holiday Hotline orders and $78M in Safeway bulk face value activations.
Introduced direct mail piece featuring Safeway Holiday Hotline and bulk gift cards to expanded mailing list.
Worked with customer service team to design holiday order form.
Facilitated Catalina Marketing on driving awareness, and oversaw warehouse inventory to ensure in-stock conditions.
Safeway IncPleasanton, CA01/2012 to 01/2015
Blackhawk Network IncPleasanton, CAINCENTIVES ACCOUNT MANAGER01/2007 to 01/2012
Directly responsible for driving sales through industry distributors, national accounts, and top industry resellers through a network of strategic relationships.
Planned and implemented all related initiatives to manage cross-functional resources to include Sales, Marketing, Operations, Supply Chain, Finance, Risk and Legal.
Led effective negotiation, development, and implementation of incentive and bulk programs to drive sales of all Blackhawk Network consumer products into the B2B segment.
Oversaw team of 4.
Successively promoted to positions of increased responsibility based on consistently exceeding goals and expectations.
Grew overall Card Partner portfolio 14% annually.
Analyzed and interpreted data on potential new products, to identify product catalog selection.
Developed new business relationships with partners and provided high level account management resulting in $1.1M in Card Partner sales, $54.5M in Safeway Bulk sales, and $10M in employee recognition/incentive based sales.
Managed all card production and printing for employee recognition/incentive based companies to new product onboarding system.
Directed the successful launch of the Corporate Order Tool.
BA:English LinguisticsSan Francisco State University, San Francisco, CAEnglish Linguistics