Christa Heydon Email and Phone Number

Supporting our national customers by adding category focuses to our customer and channel marketing activity.Additional marketing responsibility for our fresh businesses within Bidfresh and Oliver Kay.Additional brand and category marketing responsibility for our Own Brands and Category Brands (Farmstead: fresh meat, Unity: beers, wine and spirits, Catering Supplies, Black+ White Coffee Co).Proud to lead a team of 6 talented Marketing Managers and ExecutivesMember of the Bidfood Marketing Executive Group

Increased responsibility to now include the complete 3663 own brand portfolio and innovation pipelineManage a team of 10 including: product marketing managers & executives; campaign and activation team and own brand project managersProject managed www.3663.co.uk/tasteofsummer. Shortlisted for CIM FMCG / Retail award 2013

7 month maternity cover contract ending March 2012Category responsibility for Convenience/Impulse channelManagement of team of 5 Category Executives - ManagersFocus on driving category growth through range reviews, core range distribution & implementation of category drivers.

Category responsibility for Tesco, Co-Op, Boots with focus on developing category relationships, influencing category reviews and implementing category vision strategies• Key member of category vision project team, defining and implementing a 3-5 year vision to grow the baby milks category through recruitment, retention and extension• Responsible for delivering category reporting project, to improve flow of data throughout Retail Sales and the wider business to drive Insight to Action. • Successful participation in the Convenience Store Shop Project raising SMA’s category creditability and store relays resulted in growth of not only for Baby milk, but halo effect for total Baby sales

Responsible for Morrisons’ Biscuits & Snacks category management, developing category plans, leading range reviews, implementing best in class merchandising principles exceeding Morrisons and UB ‘s POP targets• Awarded UB’s Team of the Year 2009 for achievements over and above expectations• Successful implementation of Biscuits category plan delivering growth for Morrisons & UB, through range and density recommendations, re-aligned macro space, improved ease of shop through brand and good/better/best merchandising• Delivered double digit Seasonal Biscuits growth for Morrisons (+11%) and UB (+46%) through securing macro space gains, reducing range density, closing range gaps and improved ease of shop through segment merchandising • Account specific implementation of Macro Snacking Category Vision, gained agreement and initiated merchandising trials and project led on signage project with Coca Cola• Defined United Biscuits’ “Perfect Store” category solution for Grocery & Impulse Channels •

Brand responsibility for McCoy’s, Hula Hoops, Mini Cheddars and TwigletsCritical link between marketing and sales, to ensure delivery of the marketing plan, promotional plan and in-store activation to drive profitable brand growth• Produced, delivered and presented snacks brand sells to all grocery retailers, ensuring successful execution of NPD and Core brand initiatives. Resulting in hitting internal & external targets for all key brand initiatives • Implemented UB cost efficiency projects within the grocery channel, resulted in all financial and external targets being achieved

Category management responsibilities for Forecourts/High Street, Route to Market and Foodservice sectors• Successfully coached and line-managed Category Executive, resulting in retention of category captaincy and category developments through trial depot relays leading to national roll out• Fundamentally step changed the knowledge and therefore use of data within the Impulse sales and customer marketing team. Utilised insight to drive action at all levels of the Impulse team, with regular attendance at Impulse Senior Team• Translated data into insight and assigned actions to drive success for UB. Insight provided a clear and consistent message from UB to our customer to strategically boost category performance• Inputted into brand planning process through detailed analysis of the impulse snacking needs, leading to core gaps identified within the market and UB’s portfolio• Successfully developed and implemented channel and category specific core ranges across the impulse sector, aligned with senior sales and marketing colleagues• Designed and delivered tailored category management training to impulse sales department. Aligned with UB’s advanced selling process to develop self sufficient regional development managers, with successful category results across Minor multiple chains

3 month Contract working on Unilever Best Foods

Team leader for PepsiCo, Johnson & Johnson, Crookes and Wilkinson Sword accountsLine management with 3 direct reports (objectives, development plan and training)Management of senior level relationship to secure client contract renewals and drive additional revenue.Revenue responsibility to accurately forecast & achieve £1.5m target• Strategic analytic reviews present to senior management on Clients’ own performance, benchmarking key competitors’ portfolio and assessing prospect brands for use within annual operating plans, brand and account planning and Board level discussions• Senior trainer for IRI commercial client training, providing course design and delivery• Designed and delivered complete training requirements to IRI outsourced department in Bangalore enabling the smooth transition of a critical function from the UK commercial department. Project required resourcefulness and problem solving skills to keep on plan. UK became the first European outsourced department to hit all key milestones and become fully functional• Key member of implementation team responsible for IRI graduate development programme overhaul, which successfully raised retention and commercial acumen of the graduates.

• Presented monthly on clients’ business issues to Colgate Palmolive and Wilkinson Sword Sales and Marketing teams. • Utilised onsite support to understand clients’ business issues and widen network • Line management responsibility for Account Executive• Support contract renewals for Colgate, McCormicks & Wilkinson Sword