Andrea Brolin Email & Phone Number

Austin, Texas, United States

Leading the marketing function for a portfolio of private equity owned meat businesses including EDDY, Carolina Pride, and Grass Rooted grass-fed beef. We service retail and foodservice customers and produce both branded and private label products, which requires B2B and B2C marketing strategies and plans to drive growth.

Austin, Texas Metropolitan Area

I help companies create more meaningful brand connections with consumers through brand strategy, integrated marketing plan development, and consumer and shopper research & insights.

Austin, Texas

The 10-person team lead for all WFM marketing strategies and integrated marketing programs; Aligned with merchant, e-commerce and marketing teams on business priorities, messaging and defined goals and KPIs. Owned integrated brief development and collaborated with channel & in-house creative team to build outbound omni-channel plans and assets for 30+ programs annually. • Led successful January 2023 launch of new national marketing strategy to create more cohesive customer experience and increase trips with occasional customers; The total store programs surpassed sales, transaction and customer count KPIs • Brief and strategy owner for a successful 2022 Q4 Holiday “Steal the Show” omni-channel campaign – Thanksgiving and Christmas weeks were 2nd and 3rd highest sales op weeks ever with growth in transactions for both holidays• Oversaw integrated marketing strategy development for 365 by Whole Foods Market brand, which led to significant sales growth and increase in brand awareness • Evolved category marketing team structure and workflow process to effectively respond to changing business priorities, marketing strategies and new workstreams

Chicago, Illinois, United States

The team lead responsible for brand positioning, defining target audiences, go-to-market strategies, integrated product launches and national marketing plans and campaigns for Naked Juice, a refrigerated smoothie brand that posted double digital growth and over $750MM in annual retail sales with a 60 share of the super-premium juice category.• Led brand strategy work, including new brand positioning, audience growth targets and oversight of new organic and paid social content strategy• Launched the 2021 national campaign for Naked Juice, “Strip Down to Naked”; Achieved +38% improvement on overall Naked Juice media ROI; +35% $ sales on featured SKUs, +16% velocities and +1.0 pt HH penetration • Developed and delivered brand and innovation content for National Sales meetings and retail leadership joint business planning meetings

Chicago, Illinois

The team lead for commercial strategy, new product commercialization, portfolio budget oversight and retailer planning for PepsiCo chilled juices including Tropicana, Naked Juice and KeVita ($3.5 billion in annual sales).· Strategic oversight of $100MM+ Juice Portfolio operations and advertising and marketing budget, including a complete redeployment of funds due to COVID-19 impact; Finished 2020 fiscal year with net revenue 104 index and increased profitability (NOPBT 126 index to plan)· Led complex process improvement project for brand AOP process to more closely align finance targets and marketing support plans and more effectively manage resources· Developed and delivered B2B annual Joint Business Planning presentations for 25 top retail customers, inclusive of brand strategy, product launches, product specifications and marketing plans

Chicago, Illinois

Shopper marketing team lead for Gatorade, Propel, Quaker, and PepsiCo chilled juices, a portfolio that delivered $2.1 billion in annual retail sales at Walmart. Responsible for all outbound omni-channel program development, which included tactics such as demos & sampling, events, in-store signage, retailer media, website, and social media.• Played a leadership role in annual strategic planning process with Walmart, including development of strategy and support of product innovation sell-in with merchandising leadership (Buyer, VP and SVP levels)• Developed LIFE national contest campaign and Walmart activation, which included live casting events in Walmart stores. The program grew Quaker RTE trips +10% and helped shift distribution trends from 2-3% POD loss to +22% growth• Led the Quaker Overnight Oats product launch at Walmart, which included an experiential mobile tour and national promotion; Exceeded all benchmarks, grew category sales and digital media achieved $5.26 ROAS • Executed Gatorade’s highest performing digital shopper marketing program utilizing geo-targeting and look alike HH targeting; Achieved $5.58 ROAS • PepsiCo shopper marketing lead for Walmart's annual "Fight Hunger, Spark Change," program in 2018 and 2019• Built PepsiCo's first evergreen brand page on Walmart.com for Quaker and drove traffic through promotions, influencer content, and digital media

Chicago, Il

Shopper strategy and insights lead for PepsiCo’s $8.6 billion Nutrition and Gatorade businesses in the newly created Demand Accelerator shared capabilities organization for shopper insights, marketing, category management and space planning.• Led shopper insight content development and presentation for B2B Joint Business Planning meetings with top retail customers across grocery, mass, dollar, drug, convenience and foodservice channels• Developed annual learning agenda with senior leadership that guided prioritization of research initiatives to deliver critical category, department and store learning• Co-developed PepsiCo shared service insights support model and commercialization process that has led to business growth and industry recognition• Led insights work for dual temperature end cap merchandising unit that delivered +30% sales on PepsiCo breakfast brands and +5.5% category sales in test stores• Led expandability research to understand purchase and consumption patterns on grocery categories, which led to important revisions on promotion cycles

Greater Chicago Area

Led the 3-person team that managed all shopper insights strategy development, custom and syndicated research for Quaker to inform channel and customer strategies and shopper marketing programs.• Commercialized usage segmentation and shopper mission research for Quaker, which identified opportunities for growth became an integral part of annual planning with customers• Executed Quaker’s first small format research (dollar, drug and convenience channels) to inform strategies and shopper marketing programs• Led large quantitative survey studies including category driver study to understand purchase motivators by retailer for Quaker categories and Breakfast Landscape study

Glenview, Il

Strategy and research lead for East & South Grocery sales teams for the total Kraft portfolio; Provided shopper strategy on critical business issues and drove growth for Kraft and business categories• Oversaw primary qualitative research with shoppers that helped Publix develop the most successful shopper marketing program in its history, which generated $27MM in incremental revenue for Kraft in 2011

• Led strategy and insights work in support of packaging and marketing plans for new McDonald’s menu item launches including premium coffee, premium salads and breakfast menu refresh and annual promotion refresh for the McDonald’s Monopoly game• Delivered insights and strategy work for many new business pitches across industries like oral health, appliances, retail, and gaming

• Led trend tracking & CX product development research to identify properties for licensing and partnered with engineering and design teams to develop 20+ global Happy Meal toy lines

Masters, Organization Development

Bachelor Of Science (B.S.), Psychology