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Shopper Insights leader with a history of advancing profitable revenue growth while building excellent customer relationships. Background includes working with major retailers responsible for achieving plans, identifying changing consumer preferences, introducing new products, and growing sales.Specialties include managing Shopper Insights analyses for multi-million dollar businesses, identifying and presenting opportunities to increase sales and meet the changing needs of consumers.
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Manager, Category LeadershipKraft Foods Group Jan 2012 - Aug 2015South AreaResponsible for strategic and tactical category management initiatives to increase sales based on market needs and consumer trends, developing strategies for profitable category growth.- Worked directly on businesses with sales over $500MM annually, increasing sales 12% by analyzing and presenting sales and shopper data to influence assortment, merchandising, and pricing.- Successfully sold in and launched over 30 new items at Publix for the Oscar Mayer brand worth $40MM in sales annually, complete with detailed assortment and merchandising plans to insure successful category impact and growth.- Impacted category sales growth at Publix, Southeastern Grocers, and Brookshire's Grocery Company by building trust and influence through collaboration, knowledge, and honesty.- National category leadership award winner for the Oscar Mayer brand in 2014 for team leadership, share growth, and sales growth.
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Shopper Insights Category AdvisorKraft Foods Jun 2007 - Dec 2011Southeast U.S.Maximized sales through category reviews including assortment, distribution, pricing, and placement of category products at Winn-Dixie Stores by presenting compelling solutions to meet consumer desires.- Achieved second highest Kraft Foods product distribution level in the country through opportunity analysis, presentation, and implementation.- Increased total Kraft Foods share to second highest in the U.S. by working constructively with category managers to identify sales opportunities in all categories in which Kraft competes.- Managed a team of direct reports charged with managing product shelving in stores to meet the needs of the retail partner and the shoppers to drive category sales increases.- Recognized as a trusted category advisor presenting data based analyses and insights utilizing Nielsen syndicated sales and shopper data for assortment, merchandising, and pricing recommendations. -
Category Analyst ManagerKraft Foods Jan 2004 - May 2007Southeast U.S.Responsible for category review development and presentation, assortment, and distribution at Winn-Dixie Stores in select key categories where Kraft competes.- Achieved over 95% new products acceptance across dry and perishable categories, increasing Kraft share of sales and distribution to the top tier in the nation.- Managed direct reports charged with improving sales through shelving strategy implementation.- Collaborated to drive sales and meet consumer demands by identifying key growth opportunities.
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Sales Information SpecialistKraft Foods Jul 2000 - Dec 2003Southesat U.S.Maximized sales through tactical assortment, distribution, pricing, and shelf placement of products by developing and presenting solutions to meet evolving consumer desires.- Reconfigured several categories for Winn-Dixie Stores which increased shopper satisfaction resulting in substantial sales growth for both Kraft and Winn-Dixie Stores.
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Space Management SpecialistKraft General Foods Jun 1997 - May 2000Miami, FloridaSpecialist in planogram development for categories across dry grocery, dairy, and packaged meat working with the Winn-Dixie Miami division and grocery wholesalers in the Miami market.- Achieved sales growth averaging 6% annually through shelving and assortment improvements.- Increased new product acceptance to over 90% through developing new product presentations including shelving proposals.
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Customer Category ManagerKraft General Foods Mar 1990 - May 1997South FloridaManaged sales, sales planning, merchandising/promotions, and sales finances across multiple dry grocery categories at Winn-Dixie Miami division and Fleming Miami Division.- Responsible for over $25MM in annual sales, averaging 8% growth annually through new item introductions, merchandising programs, distribution growth, and strategic planning for growth.
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Sales RepresentativeGeneral Foods Corporation Sep 1981 - Feb 1990South FloridaManage a retail territory with stores consisting of chain and independent grocery stores in the South Florida market. Represented Kraft General Foods for new store sets and store resets at a major chain retailer. Managed wholesale grocers direct buying relationship.
Charlie Parrish Skills
Charlie Parrish Education Details
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Marketing
Frequently Asked Questions about Charlie Parrish
What is Charlie Parrish's role at the current company?
Charlie Parrish's current role is Consultant for Category and Consumer Insights.
What is Charlie Parrish's email address?
Charlie Parrish's email address is ch****@****aft.com
What is Charlie Parrish's direct phone number?
Charlie Parrish's direct phone number is +190444*****
What schools did Charlie Parrish attend?
Charlie Parrish attended Florida Atlantic University.
What skills is Charlie Parrish known for?
Charlie Parrish has skills like Shopper Marketing, Retail, Assortment, Grocery, Categorization, Pricing, Spectra, Nielsen, Iri, Consumer Products, Ac Nielsen, Trade Marketing.
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