I am a dedicated professional with 8 years of hands-on experience and success within many facets of high performance organizations. Ihave proven management and leadership skills with a solid understanding of category management principles and analytical tools. My career is built upon a continued commitment to achieving the business objectives set before me and developing and/or refining procedures and processes that will maximize the company's brand perception among retailers and consumer awareness.
I am a dynamic leader and creative problem solver with excellent time-management, delegation, written and verbal communication skills to lead, manage and always deliver results.
2014 Special High Performance Restricted Stock
2014 Pepperidge Farm Trusted Advisor Award
2013 Pepperidge Farm Merit Award
2011-2012 Campbell Soup Extraordinary Performance
SENIOR MANAGER February 2014 to CurrentSHOPPER INSIGHTS & CATEGORY SOLUTIONS - TEAM TARGET PEPPERIDGE FARM
I lead and direct Pepperidge Farm Shopper Insights Target Team while collaboratively working with Target management to set overall strategic agenda for the Fresh Bakery, Snacks, and Seasonal Categories.
Within Snacks, worked proactively with Cspace, Target and our internal insights team to conduct guest insights around the perception of H&W within the Cookie/Cracker category. This initiative resulted in Goldfish Organic being tested within Targets H&W sets in 400 stores in 2016. As of July 2017, this will be expanding to 1,800 stores resulting in over 3,300 linear feet of space gains! Total Pepperidge Farm Snacks will be adding over 9,000 linear feet (on top of 18,000 linear feet in fiscal 2016)!
I build, maintain, and foster relationships with key decision makers to mutually drive business results. Beyond space gains, I increased Pepperidge Farm category captaincy responsibility in both Bakery and Snacks. Within Bakery, I have gained total captaincy in 18 markets or 70% of Total Pepperidge Farm Bakery volume and became Seasonal captain for total Snacks ($72mm).
Wins in Fresh Bakery category 2016: proactively implemented multiple successful tests from eye level Pepperidge Farm buns placement to vertical breakfast breads locating Pepperidge Farm Swirl at eye level. This added 10,142 facings while expanding points of distribution by 4,365 resulting in 4,752 linear feet of space gains (approximately 4 linear feet per store).
Wins in Snacks category 2016: strategically sold in incremental shelving in traypack sections to hold Pepperidge Farm Bulk and 2oz Goldfish netting 20,898 incremental facings or 8,337 linear feet. Pepperidge Farm Cookies also gained 5,475 incremental facings due to a vertical merchandising strategy.
MANAGER January 2012 to January 2014SHOPPER INSIGHTS & CATEGORY SOLUTIONS - TEAM TARGET BAKERY | PEPPERIDGE FARM
Thought leader and category strategist on $261 million dollar Bakery business in FY 2012-2014.
Drove total Target business performance by 14% FY 2013 and 4% FY 2014 while driving Breakfast Sub-Category in responsible markets by 21%.
Successfully sold in aisle reconfiguration shifting Breakfast sub-class to the lead-in position due to impulsive nature of items while merchandising premium Pepperidge Farm buns and rolls at eye level on the reverse lead netting 13% dollar increase in 2013 and 24% dollar growth in 2014.
Proactively expanded Pepperidge Farm share of voice by obtaining primary POG responsibility in 14 key markets accounting for 37% Total Target volume (+$100mm) in addition ensuring 100 index for Pepperidge Farm brands space to sales while growing Pepperidge Farm space by 25% per store on average.
ANALYST January 2010 to January 2012SHOPPER INSIGHTS & CATEGORY SOLUTIONS - TEAM TARGET PEPPERIDGE FARM
Executed strategic category direction on $225 million dollar cracker business in FY 2011.
Strategically sold in and implemented a Snacks product flow change resulting in Pepperidge Farm portfolio growth of 36% FY 2011.
Within these changes executed Goldfish on front focal in on-the-go designated stores, located Goldfish 30oz at eye level within traypack and reverse lead for Pepperidge Farm cookies.
Beyond merchandising, ensured Target had best in class points of distribution for both Pepperidge Farm Goldfish and Pepperidge Farm cookies.
Created standardized reporting assisting buyer in the decision making role and POG creation.
Education and Training
MASTER OF BUSINESS ADMINISTRATION : 2010UNIVERSITY OF PHOENIX
BACHELOR OF SCIENCE : Marketing Business Administration, 2007MINNESOTA STATE UNIVERSITY － MANKATOMarketing Business Administration
Firm understanding of analytical tools such as: IRI,
SIA, IBM Shopper Insights, RichMix, MerchIQ, AAA and JDA Space Planning