Perrigo Company plcDirector - Shopper Marketing
Sep. 2011 - Aug. 2019• Pioneered successful consumer and digital marketing programs for store brands (private label) like Parent’s Choice at Walmart, Up&Up at Target and Member’s Mark at Sam’s Club by working closely with the retailer’s store brand buying team and corporate marketing teams – grew share of the category by 25pts
• Developed consumer marketing strategy for top accounts including Walmart, Sam’s Club, Costco, Target, and Kroger and Amazon for Store Brand Baby Formula, OTC Drugs and Branded Pet products. ($600MM Retail Sales) Lead sales strategy for Pet Armor Brands - 3 years
• Lead retailer marketing strategy, managing budgets to maximize ROI on all marketing and promotional and merchandising activities. ($50MM budget)
• Worked with creative to develop brand architecture and style guides for each retailer
• Developed strategic account specific consumer digital marketing programs through social, display, influencer and search to drive awareness and maximize sales. • Created account specific and high-level top to top sell in presentations for new items, marketing programs, shopper insights and merchandising recommendations. • Managed multiple agencies, creative development and design direction for all retailer marketing programs. • Directed all promotional program strategy, set up and execution, both internal and at the customer level. • Managed a team of Customer Marketing Managers