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Category Manager of Starbucks / Jamba Juice Resume Example

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CATEGORY MANAGER OF STARBUCKS / JAMBA JUICE
Summary

A skilled marketing professional focused on exceeding sales & revenue goals, loyalty & the customer experience. Versed in all aspects of marketing campaigns from concept development to execution and launch.

Highlights
  • 12yrs perishables & non-perishables experience
  • Marketing & merchandising expertise
  • Extensive Safeway software systems knowledge
  • MS Office Suite
  • Licensee/Licensor MLA contract knowledge
  • Teredata (SQL) & Microstrategy analytics
  • Vendor negotiations
  • Communications
Experience
Category Manager of Starbucks / Jamba Juice
May 2011 to Current Safeway, Inc. － Pleasanton, CA.
  • Corporate Manager overseeing Marketing, Merchandising and Operations of over +1,000 Starbucks licensed stores, 45 Jamba Juice licensed stores, 8 Tully's coffee licensed stores, amongst other notable foodservice beverage programs such as Coca-Cola fountain & Seattle's Best Coffee Freshbrew.
  • Responsible for +$360M in total departmental sales annually.
  • Positively increased Identical Stores (ID) sales for a record 260 consecutive weeks (5yrs) for the Starbucks Department.
  • Resulting each year's financials better than the last; year ending 2014: Sales $360M & Revenue $200M versus when i began, 2009: Sales $240M & Revenue $135M.
  • Conceptualize programs & promotions, test, launch and manage them in their entirety after inception.
  • Collaborate with licensors (i.e. Corporate Starbucks) to set joint business goals & path to lead both companies to fruition.
  • Extensive knowledge of Master Licensee Agreements (MLA) and main conduit between all licensed departments. Knows what is possible & allowable by the licensor when working within the guardrails of these industry leading brands.
  • Analyzed and interpreted financial data to accurately plan and forecast promotions.
  • Trained, developed & coached employees for analytical roles to help them reach higher levels of performance & skill development but also to achieve higher positions in the organization.
  • Partner with retail MDO / FM field teams to execute coompany-wide Safeway & Starbucks programs and standards. Among other brands.
  • Conduct category analysis, pre, mid and post-promotion analysis.
  • Price-optimized the licensed departments to maximize sales, had Corporate Pricing develop price areas to mirror Starbucks street price areas, all the while orchcestrating uniquely sourced menu inserts to support off-street pricing.
  • Work directly with Safeway Corporate Legal with respect to implementing and negotiating contracts.
  • Supported IT for years with expertise to rewrite the software used in the licensed departments for NextGen touchscreen registers.
  • Maintain the licensed departments touchscreen buttons to remain relevant to seasonal offerings and innovation to product.
  • Resident expert on Automated Department Transfers (ADT) between departments. IT consults me frequently how this tool works.
  • Chief author and publisher of all written communications (i.e. IOCs, bulletins) from the Corporate office communicated to retail on all licensed departments covering execution, best practices, promotional announcements, dress code, etc.
Category Analyst II
February 2009 to May 2011 Safeway, Inc. － Pleasanton, CA.
  • Marketing and merchandising analyst primarily responsible for supporting the Category Manager of Branded Concepts (all licensees: Starbucks, Jamba Juice, Tullys, Seattles Best Coffee, foodservice beverage, etc.).
  • Individual contributor to assist in developing programs that help drive sales and profit for Safeway based on proven results using many analytic tools, software & databases available in role.
  • Excellent analytical and problem solving skills to attain results needed for a financial forecasting and category management.
  • Maintains Store Portal pages for all brands and all stores for assigned categories. New item set up, discontinued items, purchasing, firm orders, eDeals and new vendor set up.
  • Made recommedations to determine product discontinuance, product proximity and space allocations.
  • Assists Category Manager and Category Director in pre and post-presentation category analysis (current/new product viability).
  • Assists Category Manager and Category Director in determining product selection and shelf placement and ultimately sell through with shrink/waste consideration.
  • Assists Category Manager and Category Director with executing marketing/promotional plans to drive total category sales and profits and market share.
  • Prepare data on assigned category, works closely with vendors on ad hoc reporting as requested Maintains touch screen registers across multiple brands with new beverage set up and promotional launches.
  • Sustains monthly calendars, order guides, inventory pages, active sampling sheets, etc.
  • Oversees schematic and promotional activities of category vendors.
National Pricing Analyst III
August 2005 to February 2009 Safeway, Inc. － Pleasanton, CA.
  • I rose quickly through the ranks by developing pricing strategies in working closely with the Category Director, Pricing Business Analyst, Director of Pricing, and National Pricing Manager.
  • Assisted in the early stages and trial use of Demand Tec price optimization software to gain cutting edge pricing against competitors to lead the grocery industry on price perception.
  • Develop new ways of restructuring the Hi/Lo pricing business style by adapting pricing systems.
  • Conduct category interviews and work closely with Category Directors to understand the goals of the category.
  • Create and test pricing strategies that incorporate key business rules and objectives such as but not limited to: price limits, price elasticity, volume goals, gross margin changes, branding relationships, cannibalization, responses to competition, and the desire to grow market share and ID sales.
  • By running different scenarios, I can quickly relate the impact business goal, pricing constraints and business rules; translate financial goals into measurable benefits to the company; maintain profit margins.
  • Provide informational reports tracking and monitoring results of category pricing.
  • Maintain competitively priced items with Optura recommendations, with consideration to size parity, gapping to private label items.
  • Model category profitability and take pricing actions to assure gross profit margin goals are met in their categories.
Promotional Analyst
August 2004 to August 2005 Safeway, Inc. － Pleasanton, Ca.
  • As a Promotion Analyst, I mastered RTPP in forecasting & redemption allowances, adjustments due to fluctuating forecasting needs (i.e. geographic, seasonal, divisional dynamics), advertisement position creation and strict observance of the Sarbanes-Oxley law and procedures.
  • Assisted as Team Lead with the transition of eDeal promotions being moved offshore & with the training and delegationg of work among temporary hires to assist the transition.
  • During my tenure I had never missed a deadline according to the Promotion Calendar and otherwise such as discontinuations, NIPF setup and Ad positioning.
  • Have established close relationships with vendors and their wants and needs with constant participation on a weekly basis with their respective companies.
  • Participated in Pre-SCOP informative meetings, as well as supporting my MNC at vendor negotiation meetings.
  • A high responsiveness is my main virtue to effectively solve issues through whatever forum or channel which may arise for whomever needing the attention (i.e.NASC, Pricing, Procurement, etc.).
  • Solely owned my category's advertisement duties such as creation, proofing, and execution of detail throughout the divisions.
Education
Associate of Arts : Liberal Arts & Sciences, 2001 Las Positas College － Livermore, CA.
High School Diploma : 1998 Castro Valley High － Castro Valley, CA.
Business Administration, Studied California State University － Hayward, CA.

Business Administration (Degree in progress)
Arts Degree
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Resume Overview

Companies Worked For:

  • Safeway, Inc.

School Attended

  • Las Positas College
  • Castro Valley High
  • California State University

Job Titles Held:

  • Category Manager of Starbucks / Jamba Juice
  • Category Analyst II
  • National Pricing Analyst III
  • Promotional Analyst

Degrees

  • Associate of Arts : Liberal Arts & Sciences , 2001
    High School Diploma : 1998
    Business Administration, Studied
    Arts Degree

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