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Work Background
Dole Sunshine CompanyMarketing Director
Apr. 2023Los Angeles Metropolitan Area
BERNSTEIN CONSULTINGPrincipal
Nov. 2021California, United StatesBRAND MARKETING CONSULTING
Bolthouse FarmsVice President Marketing
Oct. 2019 - Oct. 2021Greater Los Angeles AreaHired as Senior Director of Strategy to create growth strategies for a $770M plant-based product portfolio and promoted within 9 months to VP Marketing. • Grew annual sales of beverage business through turnaround strategy, which delivered a market share increase, increase in total points of distribution, and a dollar/store/week increase.
• Regained grocery channel market share lead over Pepsico-owned competition through new consumer-centered innovation and brand activations within 14 months.
• Launched 28 new products in under nine months: resulting in incremental revenue.
• Built initial e-commerce/omnichannel capability resulting in incremental revenue growth.
• Established and led the omnichannel team responsible for key customer activations that produced incremental dollar growth in activated retailers within nine months.
• Launched advertising campaign to drive brand preference, resulting in velocity lifts in activated markets.
• Launched value-added plant-based “meat” innovation in produce category with new Wunderoots brand; awarded Food Network Magazine’s Best New “Not Dogs” and Best of NOSH 2020 New Product.
Bolthouse FarmsSenior Director - Strategy
Feb. 2019 - Oct. 2019Greater Los Angeles Area
Bonduelle Fresh AmericasVice President - Marketing
Oct. 2016 - Feb. 2019Greater Los Angeles AreaHired as Director of Innovation to build innovation & consumer insights. Promoted after 14 months to VP Marketing with additional responsibility for strategy, creative services, and consumer activation. • Orchestrated comprehensive consumer segmentation research study, which laid foundation for focused, strategic branding, advertising and product innovation.
• Increased brand preference and intent to purchase by 14% amongst the target market by developing a consumer advertising campaign and brand tagline.
• Drove $12M in incremental annual revenue within first 90 days by creating innovation capability, including a stage-gate process for governing, prioritizing, and evaluating all innovation/renovation.
• Created $700K in annual savings via a new internal marketing services team, streamlined agency partner approach, and overhauled trade show procedures. • Received awards for excellence in team leadership and product innovation: Bonduelle Fresh America Team Leadership in Action Award, 2017, and Bonduelle Fresh America Best New Product Award, 2016.
Bonduelle Fresh AmericasMarketing Director - New Platforms
Nov. 2015 - Oct. 2016Greater Los Angeles Area
Campbell Soup Company - C-Fresh DivisionDirector of Marketing - Garden Fresh Business Unit
Jan. 2015 - Nov. 2015Greater Los Angeles AreaHired as Brand Manager to help optimize Bolthouse Farms beverage brand. Promoted to Director in 1 year with responsibility for all segments of brand. Given expanded responsibility for brands acquired within 2 years. • Launched new organic, cold-pressed juice brand. Generated over $100M in revenue and received BEVNET's Best Juice Award and GDUSA American Package Design Award, 2015. • Launched digital advertising campaign, resulting in a 7% product velocity increase in nine months.
• Developed products & data-driven pricing strategy for Sam’s, resulting in 8% same-store sales growth reversing the downward 5% to 6% trend.
• Received annual Teamie Award for collaboration on V8 Harvest product development. • Grew EBITDA by 8 points for beverage business via packaging and ingredient harmonization.
Campbell Soup Company - C-Fresh DivisionDirector of Marketing - Bolthouse Farms CPG
May. 2013 - Jan. 2015Greater Los Angeles Area
Campbell Soup Company - C-Fresh DivisionBrand manager - Bolthouse Farms
Dec. 2011 - May. 2013Greater Los Angeles Area
Prestige Brands, Inc.Brand Manager - PediaLax & Fleet Digestive Care
Jan. 2011 - Dec. 2011Grew revenue through launch of children's health product. Led $20M national influencer advertising campaigns for Pedia-Lax and Fleet Naturals. Prevented innovation scale-up investment loss by implementing stage-gate approach.
PharmaviteAssociate Brand Manager - Nature Made Vitamins
Jan. 2009 - Jan. 2011Greater Los Angeles AreaAssociate Brand Manager, 2008-2010. Built new website from scratch, including build-out of e-commerce function and intuitive digital consumer touchpoint. Directed 360-degree marketing campaign for SAM-e Complete supplement brand, including PR, social media, website optimization, paid search, and TV advertising. Developed new environmentally sustainable packaging for SAM-e Complete.
ConAgra FoodsBrand Marketing Intern
May. 2007 - Sep. 2007Omaha, Nebraska, United StatesDeveloped a 3-year strategic growth plan against a key innovation platform. Led cross-functional team of consumer insights and analytics, finance, and operations professionals on breakfast innovation project.
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