Category Lead
Identified the opportunity to enter the CPG Baked Goods space in grocery. Set strategic direction, negotiated contracts and built businesses to approximately $30M in Wholesale Sales.• Vetted and selected two bakery partners for businesses in the Commercial Bread Aisle (sliced bread, bagels, and English Muffins) and the Bakery Department (artisan breads).• Collaborated closely with partners on product innovation pipeline, marketing and trade plans, pricing strategy and customer development.• Guided product development between Panera and partner bakery teams. Leveraged Panera sourcing expertise to provide added value to partners.• Led package design with outside agency from concept to execution.• Provided analytical expertise to partners for both strategic plans and day-to-day business performance (IRI/Nielsen Scan & Panel Data; Panera led Marketing Research such as Awareness & Usage studies, White Space Opportunity identification, Concept Screens, Product Sensory Assessments, etc.).• Conducted monthly financial forecasts and provided quarterly updates to senior management on year-to-date performance and rest-of year outlook.
