April Frederick Email & Phone Number

Petaluma, California, United States

Retail experience focused on curating beautiful; sustainable clothing, home, garden & apothecary items. Open 11-6 pm everyday.

Petaluma

• Created, developed and ran business and marketing consultancy• Worked with sustainable food brands on projects including product development and brand positioning

• Plays a key role with CEO to develop, research and execute the company’s Strategic Growth Plan (SGP) Develops Annual Operating Plan (BOP) and drives revenue and profit goals by leading department and interdepartmental planning and management teams.• Ensure core values and mission of company is put into practice• Drive dates and deliverables to ensure completion of SGP timeline.• Works with CEO on short term & long-term staffing planning, HR issues and compensation package evaluation. • Analyze relevant business situations, identifies and evaluates key business issues, drivers growth opportunities and minimizes adverse trends. Research, propose and develop new revenue streams.• Oversees and leads operational and logistic initiatives related to process improvement, cost efficiencies and compliance. • Monitors annual financial and BOP goals; leads reforecast process which is reported to CEO and Board. • Oversee trademarks and legal issues as needed

Point Richmond. Ca

• Developed and implemented 5-year Strategic Growth Plan (SGP). • Oversee and monitor BOP (BLISS Operating Plan) for growth of between 20-50% each year that ties to SGP goals• Lead Operations, Innovation, Finance and Human resources for the organization

Point Richmond, Ca

Petaluma, Ca

• Oversaw international marketing for the USA, CAN, GBR, FRA, AUS, and DEU.• Developed and implements an annual marketing plan for Amy’s brand.• A leaded team of +25 employees including digital, events, consumer relations, consumer and shopper marketing, packaging and sustainability.

• Developed and implemented the first annual marketing plan to drive brand awareness and sales for Amy’s brand.• Created the first shopper marketing program for top grocery accounts to drive brand sales in-store.• Lead digital marketing in the USA and GBR, consumer relations, consumer and shopper marketing, and sustainability.

Berkeley, Ca

• A co-developed annual marketing plan that achieved company goals and mission.• Led marketing functions including consumer relations, creative services, tradeshow coordinator and interns.• Oversaw first brand redesign in company history, which included updating the logo, developing a claims system, and differencing between organic and made with organic items on over 200 products. • Developed reporting tools for consumer relations to allow brand manager insight into the voice of the consumer. • Innovated shopper marketing plans for top retail accounts. Tactics included moving coupons from paper to online or to loyalty card programs.

Brand Manager, Snacks Categories (2011-2012)• Directed an annual operating plan for snack business that served as the road map for product innovation and marketing to achieve yearly sales objective. • Conducted consumer research on snack packaging formats, which led to the development of new packaging formats. Brand Manager, Consumer Promotions, All Categories (2009-2011)• Developed display units that included biannual national consumer events during key drive periods that fully integrated advertising, in-store displays, on-pack communication, PR and online support delivering $3.8M in yearly incremental sales. • Fostered strategic alliances with like-minded, non-competing food companies to cross-market products to each company’s consumer base as well as reach new consumers. Brand Manager, Cookies and Crackers (2008-2009)• Conducted comprehensive pricing analysis across all product categories (80+ skus) to understand price elasticity, consumer thresholds and competitive benchmarks.• Worked closely with sales team to develop trade and promotion calendar across categories to ensure brand alignment, timing and discount levels that were appropriate for each category.Associate Brand Manager, Dressings and Condiments (2007-2008)• Developed strategy through execution on new items and existing items for Costco contributing $16M in a single fiscal year. • Created comprehensive marketing plan, on a limited budget, that included print ads in large national publications plus in-store marketing, sampling events and sweepstakes that delivered 10% growth for a brand that was flat and in a declining category.• Re-launched and revitalized Annie’s Naturals sauce line that included rolling in Consorzio brand. Created line extension for brand which delivered $200k in incremental sales in the first year and led to positive category growth after years of decline.

Mba, Entrepreneurship/Entrepreneurial Studies

Activities and Societies: Published thesis, "The globalization of the wine industry: Implications for the old and new world producers".

Bachelor Of Arts (Ba), Psychology And Gerontology