Brian Engelhardt Email & Phone Number

Chicago, Il, Us

Chicago, Il, Us

• Lead B2B experience creation for all brands across food service and small format segments; responsible for P/O/E connectivity, paid media management, campaign briefs, creative development, and pre/post quantitative research plans. • Authored “draft / drive” strategic framework that was adopted by senior leadership, leveraged across the business unit, and increased clarity for tactical plans.• Analyzed working & non-working spend; recommendations reshaped tactical approach to campaigns and helped secure incremental brand building budget vs YAG.• Launched digital OOH convenience store test using paid media that drove +$1.9MM incremental sales in 8 weeks and quantified halo-effect to retail post ad exposure.• Briefed and delivered first AFH full-funnel experience plan that connected paid, owned, and earned media, trade shows, and distributor network media while maintaining creative synergy with Frozen business-unit commercial plans.• Established creative feedback process across internal stakeholders that increased efficiency and decreased non-working spend via fewer rounds of revisions vs YAG. • Led new paid media tactical approach that involved revised targeting criteria, established measurable KPI metrics, and implemented new process to enable more agile optimizations of paid media spend.• Led agency operations across three partners, developed feedback capture tools, delivered performance reviews, managed SOW process, and fostered strong relationships to ensure successful marketing program execution.• Authored Masterbrand strategy and AFH usage framework that gave tactical guidance to business unit; recommendations adopted by Kellanova and W.K. Kellogg Company.• Led budget management, risk/opportunity evaluation, reconciliation, and monthly invoicing for BB and OH.

Rockford, Mi, Us

• Led international marketing direction for flagship brand within Wolverine Worldwide portfolio across 3 regions (EMEA, LATAM, APAC), 13 distributors in 30 over countries. • Identified global opportunities, drafted strategic plans, and led prioritization roadmap that created greater adoption consumer programming. • Reviewed regional marketing plans and provided guidance that led to more cohesive brand communications and increased in-market effectiveness. • Established first virtual, global marketing forum that drew over 100 attendees, increased visibility to GTM plans, and created tighter connectivity among regions. • Led new partner RFP and development of first live-stream global sales conference.• Led budget management; developed new tool and established new review process that transformed tracking and enabled over 10 incremental brand building initiatives.• Appointed by president to lead COVID crisis team to identify near-term sales opportunities; analysis and actions led to $6.2MM in revenue in 90 days.• Created brand scorecard that outlined status, standing, and future viability of key customer accounts that was adopted company-wide to provide inventory guidance. • Established “Pitch Day,” an open forum for new revenue generating ideas, that resulted in 8 incremental opportunities that resulted in $800k in new sales.

Rockford, Mi, Us

• Led strategic marketing plans for iconic $100MM brand within footwear industry• Led development of product marketing initiatives, working with product, creative, marketing, DTC, merchandising and leadership to gain alignment on major initiatives • Leveraged consumer segmentation data to create strategic shift in targeting approach• Established business review process to inform key strategic initiatives for new launches• Identified opportunity to redefine brand purpose, author equity & tonality summary, and develop commercial idea to establish brand role and guide creative execution• Directed the creative brief process to develop product story positioning• Managed cross-channel content to ensure alignment and effectiveness of launches• Proactively outlined and proposed new organizational structure to optimize role clarity• Led team of go-to-market specialists to create timelines, communication cadence, and creative templates throughout brand• Responsible for monthly marketing budget tracking, T&E, and reconciliation

Battle Creek, Michigan, Us

• Led communications & commercialization for $750MM brand with $30MM in media• Led commercialization of new campaign that helped deliver +2% YOY growth• Led PR event that resulted in 2.1B impressions in 1-week exceeding goal by +40%• Launched Effie award winning in-store retail promotion campaign with media partner that generated over 5x highest redeeming quarterly program at Kellogg• Revamped eCommerce (Amazon) ad strategy that resulted +20% brand improvement• Developed brand strategies rooted strong business analysis & consumer insights• Outlined and presented yearly brand plans detailing full-year investments• Led monthly business forecasting, P&L, and brand A&P budgeting• Analyzed consumer data and developed insights to support new ideas and products• Led multiple agency partners and cross-functional teams

Battle Creek, Michigan, Us

• Led innovation for $550MM portfolio of kid-centric products• Froot Loops, Apple Jacks, Krave, Disney Licensed Properties• Developed strategic architecture that provided guidance for innovation activities• Identified opportunity within licensing that yielded over $25MM in global sales• Briefed and led execution of packaging creative that led to industry design award• Creatively proposed solution to avoid $200K in write-offs & launched new innovation• Synthesized data and created precise summaries to enable timely decision-making• Operated and delivered multiple projects under highly compressed timelines• Ensured pipeline of new innovations tightly linked with established brand strategies• Fostered collaboration to ensure consistent design and communication direction

Battle Creek, Michigan, Us

Morning Foods InnovationKid/Teen Brands (Froot Loops, Apple Jacks, Krave, Licensed Properties)

Battle Creek, Michigan, Us

• Supported business and equity building for $600MM boomer-targeted cereal portfolio• Kellogg's Raisin Bran, Corn Flakes, All-Bran, Crispix Smart Start, Fiber Plus, Cracklin' Oat Bran• Assisted development of insights and advertising communications that led toturn-around (+8%ppts of base-sales growth) on 2nd largest adult cereal brand• Led in-depth business analysis and monthly tracking across 12 brands• Led YE business review that became foundation for strategic direction• Supported development of Boomer Brand platform ideas; presented to senior leaders• Led development of VAP and coupon programs across boomer adult brands• Authored, briefed and led brand-specific promotional platform for $120MM brand• Developed budget tracking tool to accurately manage $7MM in brand promo spend• Championed new process that brought organization and clarity to renovation project

Battle Creek, Michigan, Us

Battle Creek, Michigan, Us

Pop-Tarts

New York, Ny, Us

B.A., Advertising

Master Of Business Administration (Mba), Marketing