Ashley S. Email & Phone Number

Bessemer, Alabama, Us

Leading a talented cross-functional TEAm that includes Brand Marketing, Brand Communications, Omni-Commerce, Social, Creative Services, Consumer Relations, and New Product Development.

Plantation, Florida, Us

The New Verticals group builds startup businesses to drive Chewy's future growth to delight and connect pet parents. 12/2022 - 3/2024 | The Zoo by Chewy (Product Marketing)• Designed innovative, customer-centric mobile experiences that delight, engage and inspire pet parents in the most enjoyable way possible with big thinking, continuous innovation, a bias for action, and thoughtful experimentation; On track mobile app beta launch (Apr 23’) and first national paid marketing campaign (Sep 23’) that delivered 220+MM impressions, grew mobile app users +242%YTD vs PY, acquired 68% Gen Z/Millennial audience expanding Chewy brand incrementally with 66% non-Chewy users. 6/2021-12/2022 | Fresh & Prepared Meals (Category Marketing)• Led brand experience, marketing, and demand generation for fast growing pet segment (premium, fresh pet food growing >50% YOY) projected to be a $3-5B category by 2025; Achieved $14.2M sales, 55K New Customers Acquired, and leveraged consumer insights to inform new variety pack assortment that was primary recruitment vehicle with 20% topline sales.• Launched new e-commerce business focused on subscription signup (selling fresh subscriptions $2k+/ year spend per customer) that competed with direct to consumer brands, established Marketing function in a single-threaded organization; Developed Food Finder product tool to address pet parents' major pain point, to demystify a complex category with personalized content (item recommendations, feeding quantities, cost per day) via an enhanced CX and personalized for future customer interactions.• Owned and developed strategic marketing initiatives 'end to end’ which included research, positioning, campaign and creative development, go-to-market plans, marketing mix, execution and reporting, driving key goals and performance indicators.

Atlanta, Ga, Us

• Led innovation development (ie: product, package, equipment) within the soft drink category to ensure a robust 1 to 3-year innovation pipeline for North America• Built Coke Creations global platform leveraging LTO innovations and culturally relevant passion points to drive gen z consumption and engagement with the brand; Coca-Cola Starlight launched February 2022, inspired by the infinite possibilities of space, fusing signature Coca-Cola taste with unexpected touches resulting in strong category performance selling 50 million bottles/cans in first 3 months and won 2022 Progressive Grocer Editors’ Picks Best New Product Award• Provided direction, leadership and coached 6 direct reports and members of large project teams• Worked collaboratively with global category team to bring global innovation to life within North America and shared relevant market information in support of global innovation development• Developed holistic business cases and development of product, package or equipment-based innovations working in collaboration with various technical, commercial and brand functions• Led discovery of new technologies, new partners and new applications of existing technologies to package-based solutions• Monitored external and/or internal insights and consumer studies (global and/or North America) by reviewing related publications, reports and research in order to raise system awareness of important trends and their potential implications

Atlanta, Ga, Us

Coca-Cola™ - Responsible for recruiting the next generation of drinkers into the flagship brand, in the flagship market• Long-Term Strategy / Futurist: Led long-range brand narrative development for Coca-Cola™, $8B brand +11% $vol vs YAG, guiding scope of trademark’s efforts to drive sustainable revenue growth via redefined consumer-centric growth model for recruitment across retail, foodservice & eComm; Spearheaded modernization of Coke projects in 2021 via new trademark design & reformulation of Coke Zero Sugar• Occasion & Passion Development: Built Gaming Strategy and $15MM program focused on creating culturally relevant moments to celebrate fans in order to drive consumption rituals; Created unique brand position in a cluttered marketplace with the highest regarded partner experiential activation in Blizzard’s gaming community & elevated Twitch community influencers with the first time creating the Coke Partner Program• Product & Package Innovation: Launched Cherry Vanilla Frozen -- first frozen Coke innovation in 5 years -- selling an incremental 600K+ cases in 3 months, & refreshing frozen tools for the system to energize the category for customers and consumers; Spearheaded revenue accretive package that increased instant consumption pack with 10.5oz 'retro series' launch, 3% in incremental transactions 4% EQ, 3% revenue, +4% Bottler• Talent Development & Engagement: Managed 2 associate brand managers & multiple cross functional teams of 30+ team members; MBA intern manager, coaching him to deliver a strategically aligned 2021 Teen Recruitment Plan, outperforming his peer group in both presentation deliverables & focusing on key growth behaviors, landing him as the #1 top-ranked intern based on ratings & feedback from entire brand organization; Led engagement for Coke brand team & Sparkling business unit, attaining 100% response rate among brand team & double-digit growth versus prior year, and exceeding leadership & company results in all metrics

Atlanta, Ga, Us

McDonald’s Division – Responsible for beverage strategy and pipeline innovation for largest food service customer• Customer Leadership: Key contact with McDonald’s Corporate, partnered with Head of Marketing Strategy & Menu Innovation to develop new products and collaborate on 3Y strategic business plans in 14K US restaurants and retail extensions• Portfolio Innovation: Led McCafé Ready-to-Drink (RTD) Coffee launch in retail, $26MM retail value, managing the retail business, inclusive of cross-functional team and customer relationship; Delivered Summer campaign driving 436MM+ media impressions and 344MM PR impressions; Developed, positioned and executed the exclusive Sprite beverage found only at McDonald’s, adding incremental 13MM unit cases to trademark with no cannibalization of base Sprite• Consumer Insights & Portfolio Strategy: Created and led pivotal McDonald's food & beverage pairing strategy, increasing transactions and driving growth of Coke brands through innovative strategic pairings, with immediate adoption in McDonald’s to gain Coca-Cola brand portfolio integration into 92% of national marketing calendar window

Atlanta, Ga, Us

Flavored Sparkling Soft Drinks – Sprite, Mello Yello, Surge• Brand Management: Managed regional citrus brands of 45MM+ volume, responsible for business analytics, reporting, budget, social media, key shopper, customer and bottler relationships and programs, growing 2016 volume +2.1% / revenue +1.5%• Brand Repositioning & VIS Refresh: Developed Mello Yello’s new VIS, IMC and Connections strategy from concept to development of Marketing Content, including TVC, Print, OOH, Digital/Social creative• Innovation & Commercialization: Developed and commercialized 4 innovations across different channels/formats; Directed launch elements, forecast and experiential for Sprite Cherry, Mello Yello Sting, SURGE Frozen and SURGE Red Berry Blast• Strategic Partnership: Managed NHRA partnership to drive awareness +14MM impressions, trial 215K+ samples and engagement through broadcast integration $11MM TV brand value and experiential activation with Walmart and Circle K• Social & Digital Marketing: Launched Frozen SURGE at Burger King via social, utilizing insights to target enthusiasts and recruit new citrus fans with digital teaser that garnered 14MM+ organic impressions; Grew frozen sales +29% vs PY, 52% of total volume• Insights & Analytics: Led monthly business analytics, trends, opportunities and competitive updates for ongoing business management, assessing current strategies, lessons learned and key business implications

Atlanta, Ga, Us

Modesto, California, Us

Modesto, California, Us

Modesto, California, Us

Master Of Business Administration (Mba), Concentration In Marketing, Management & Entrepreneurship

Master Of Business Administration (Mba), Study Abroad

Bachelor Of Science (B.S.), Marketing, Psychology

Undergraduate Study Abroad

Transfer