Ashley Lackinger Email & Phone Number

Integrated marketing expert (5 brands, 4 mega brands) accountable for bringing Center Store and Fresh CPG brands to life for the shopper through creative, holistic marketing campaigns.Strategize, develop, and execute Evergreen, Product Launch, and Seasonal marketing campaigns across the shopper journey to grow brand awareness, product trial, and brand advocacy across 9 brands worth $1B+, spanning multiple categories: Mainstream and Premium pet; Sustainable Seafood and Fresh Produce; Value, Mainstream, and Premium grocery; Mainstream and Premium Baby; Health and Beauty Care

Manage and grow $675M+ portfolio spread across 4 brands, spanning multiple categories:• Pure Harmony $11M+: premium pet food brand• Paws Happy Life $33M+: mainstream pet food brand• That’s Smart! $130M+: entry level price point grocery megabrand• Food Club $500M+: mainstream grocery megabrand-Analyze macro and micro market trends (Mintel, IRI, Numerator, SAP, sales data) to create 1, 3, and 5 year Brand Plans to optimize and grow Own Brand sales for our Members.-Recommend best in class holistic merchandising and marketing solutions that drive growth and results for our Members; o Pre-Shop Awareness (social, digital, print)o Drive Traffic In-Store (Member specific marketing campaigns, overall brand campaigns)o Win In-Aisle (POS creative, secondary displays, product merchandising recommendations)-Strategically partner with Category to manage product assortment/recommendations, innovation, and renovation

Greater Chicago Area

3AM Thoughts Production is creating content that is meaningful, relevant, thought-provoking, and personal with a focus on empowering intersectional artists.-Responsible for annual content and business planning, pre-production, production, and post production of Chicago film content, and live event partnerships.-Created an inclusive web series (For Better) seeking to reinvent the romcom and romantic dramedy genres. Was picked up for streaming on OTV, a premiere independent streaming platform. Led writer’s room, edited scripts, managed production team of over 35, created marketing plan, and pitched to streaming network.-Launched #TakeTalks, a consistently sold out, live educational panel that helps teach entertainment professionals in the Chicago community the business side of film so they can take their careers into their own hands. Partner with Women of the Now and Stage 18.-Since 2018, 3AM has produced and launched 1 short film, 2 web series, 1 commercial, and 4 #TakeTalks events.

Greater Chicago Area

Assistant Brand Manager for 2 master brands and 12 sub-brands; Merrick master brand: Grain Free dry, Grain Free wet, Backcountry, Classic, Limited Ingredient Diet, Lil' Plates, 96%, Chunky, Purrfect Bistro, SeasonalsWhole Earth Farms master brand: Whole Earth Farms, Small Breed2019 Product Innovation:Managed the launch of 40+ SKUs, from strategic concept through on-shelf launch. Anticipating $4MM+ in launch year, $8MM+ once fully ramped up (in Pet Specialty). Completed marketing research and competitive analysis; partnered with Analytics to identify emerging trends (utilized SPINS, GFK, Nielsen, panel data, A&U studies, POS data), R&D on new product formulations, Finance for forecasting and SRPs, and agency partners on creative packaging and brand assets for omni-channel marketing. -Led product and creative briefs-Led the 2019 innovation and product timeline -Proof read labels and packaging-Strong understanding of complex AAFCO regulations2019 Business Management:Identified areas of opportunity within the existing Merrick and WEF portfolio for product improvement and cost savings.-Evaluated inventory reports to better manage product flow-in to drive efficiencies in both time and cost2019 Branding:Partnered with VP of Marketing and creative agencies to overhaul and optimize website to better align with new brand direction and be more competitive in the market. -Provided competitive SWOT analysis, key branding guidance, product detail expertise, and proofreading-Partnered with creative agencies and internal Merrick marketing team to support holistic Merrick brand re-stage2020+ Product Innovation:Researched and developed recommendations and timelines for 2020 Innovation pipeline.-Led small groups at the 2020+ Innovation Summit to brainstorm a strong innovation pipeline and significant differentiation in the marketplace.Additional:Mentored and trained Packaging Specialist, including creation of training materials and training schedule.

Greater Chicago Area

Packaging and product expert for 3 master brands and 18 sub-brands;Merrick master brand: Grain Free dry, Grain Free wet, Backcountry, Classic, Limited Ingredient Diet, Lil' Plates, 96%, Chunky, Purrfect Bistro, Seasonals, Fresh Kisses, Kitchen Bites, Power BitesWhole Earth Farms master brand: Whole Earth Farms, Small BreedCastor & Pollux master brand: Organix, Pristine, Good BuddySuccessfully led 24 month, 700+ SKU product and packaging restage and regulatory project end to end; managing product and packaging inventory, R&D product development, packaging design updates, and change communication across all 3 master brands. -Led to product optimizations, more thorough product communication, more efficient timelines, and minimized product and packaging write-offs-Strong understanding of complex AAFCO regulations Innovation and Base Business:-Created, led, and managed packaging and asset timelines for all brands.-Created, led, and managed Image Process and Label Communication to internal cross-functional team (sales, communications, social, customer service, e-comm, customer marketing), including quarterly presentations to the Sales team, serving as the product matter expert-Worked closely with design agency to communicate any packaging updates or changes throughout routing and artwork approval process-Managed PDF and physical proof process with printing vendors; including proof reading and approvalAdditional:-Regularly launched 300+ SKUs annually with no errors-Key contact for printing vendors, co-manufacturers, and packaging agency2015-2016250+ projects2016-2017350+ projects2017-2018700+ projects

Greater Chicago Area

Project Manager for 3 master brands and 18 sub-brands; Merrick master brand: Grain Free dry, Grain Free wet, Backcountry, Classic, Limited Ingredient Diet, Lil' Plates, 96%, Chunky, Purrfect Bistro, Seasonals, Fresh Kisses, Kitchen Bites, Power BitesWhole Earth Farms master brand: Whole Earth Farms, Small BreedInnovation and Base Business Updates:Responsible for project managing and proof reading new and revised packages and images from internal routing to ship date.-Report to Marketing and Innovation team-Work closely with cross functional team to provide packaging and artwork feedback to our agency and printing partners-Manage internal image library with new and current artwork as well as create and manage image and 3D asset timelines2014-2015100+ New and Revised items

Greater Chicago Area

A website that is all about sharing empowered womens' stories and providing inspiration to follow your dreams. The blog features written interviews with women in all different industries sharing how they got to where they are. The web series features in-person interviews with women from Chicago. ​Learn everything #ladyboss at our website: www.ladybosswebseries.comJoin the convo and follow on our Facebook:www.facebook.com/ladyboss.seriesGet inspired and collaborate with us on our Instagram:www.instagram.com/ladybosswebseriesWatch the interviews and subscribe at our YouTube Channel: www.youtube.com/channel/UC8F0hS51g330C8mk6OUQnqwDo you know a ladyboss that should be interviewed or featured? Or are YOU a ladyboss who deserves to be interviewed and featured? Don't hold back, you know you're a boss. Reach out to us at:ladybosswebseries@gmail.com

Greater Chicago Area

Responsible for increasing Live Event revenue across Learning and Development, Corporate Entertainment, Meeting Support, and Live Content.2013 Results-100% of Target Goal1st Half of 2014 Results-Pacing to 100% of Target Goal

Courtyard Mag Mile

Responsible for increasing guestroom and catering revenue across Association, Government, Education, Sports, Tour & Travel, Entertainment, and Weddings.Successfully prospect, shareshift, and grow current accounts to increase revenue. Successfully negotiate contracts and proposals to create win/win solutions.Created new marketing material for wedding and social market.306 guestrooms and 3,700 sq ft of catering space2012 Results - September-December:206% of guestroom goal100.5% of catering goal2013 Results - 133% of guestrooms goal

Midway Hotel Center

Responsible for increasing guest rooms and catering sales for 7 properties:Marriott, Courtyard by Marriott, Fairfield Inn & Suites, Hilton Garden Inn, Hampton Inn, Holiday Inn Express, and Sleep InnPrimarily Corporate, Government, and Association segments.Responsible for business evaluation throughout multiple brands, as well as generating new and repeat business1,056 guestrooms and 14,051 sq ft of catering space2011-2012 Results-First Half of the Year:304% of guestroom goal156% of catering goalSecond Half of the Year123% of guestroom goal84% of catering goal

Lead a team of 6 fellow students covering areas of:Design, Interactive Marketing, Social Media Marketing, and Market ResearchDeveloped solutions to increase brand awareness and drive sales of the Wild Harvest/Shop the World Jewel-Osco brands: -Smart carts-QR codes-Education at point of purchase-Upsell opportunities-Facebook campaigns-Personalized websites and customer recommendations-Selling to the 5 senses -Store layout/mapping to guide experience

Competitive entry consultation team through Northern Illinois University. Evaluated current and future services offered at the resource center and the positive effects on the current clients. Specialized in quantitative data and social media marketing.

Find and recruit candidates for executive level sales and marketing positions within the food industry.Successfully place skilled and qualified candidates with growing companies to increase company profitability.

Compiled spreadsheets of information on current mtvU affiliate universitiesSent mtvU swag and information to possible partner schoolResearched mtvU-interested universities and organized information to be put into presentations Put together and bound presentations on mtvU to be delivered to mtvU-interested universities; NIU CampusWorked with NIU Housing and Dining to make the mtvU channel available in the residence halls