Christine Hade Email & Phone Number

Provide C-level marketing, innovation and general management consulting to B2C and B2B product and service companies. Services include advisory, strategy, project execution and interim marketing leadership. - Create strategic plans and actionable roadmaps to transform brands, optimize portfolios, build innovation pipelines and deliver financial results. - Advise on processes, capabilities and organization needs to achieve results and drive changeDevelop retail customer segmentation, development plans and approaches for proactive sellingAssist with Due Diligence for brand acquisition and integration plans

Florida, United States

BRanD is a research and advisory strategic partner who helps companies build brands, innovate and drive profitable growth. www.BrandRandD.comMost companies do either research, strategic development or executional development. We are unique because we have expertise in all facets. Unlike most vendors, we are business practitioners who have been charged with leading brands…not just career consultants. We know how to translate insights into effective strategies and actions.Our research is powered by Linescale, our proprietary, superior psychometric methodology that overcomes the limitations of traditional Likert scales. And, we have decades of diverse experience building brands and developing and launching breakthrough innovation. Let's talk about how we can help you unleash the power of your brand.

Florida, United States

Brooksville, Florida, United States

Tampa/St. Petersburg, Florida Area

Create strategic plans and roadmaps and advise B2C and B2B organizations on how to achieve the next level of growth. Industries include consumer products, technology and business services.

Fort Myers, Florida Area

Recruited to return the brand to market, build equity and accelerate growth through a comprehensive brand modernization. Portfolio included diet and cereal bars, books and on line subscription. Successfully sold brand to Nutrisystem. - Achieved sales and profit goals and + 2.8 share points in declining category.Developed brand strategy including new brand name and package redesign. New positioning doubled consumer interest, increased distribution and enabled entry into a new category. Developed the innovation roadmap & portfolio strategy. Launching a $20MM sub brand. Overhauled marketing mix from a traditional mass to targeted push/pull approach that closely links marketing with retail strategies. Reduced marketing spend 50%.- Re-organized and streamlined marketing resources reducing non-working $600,000 (-35%). Built social and digital capability adding 100,000+ consumers and achieving engagement levels twice industry averageCreated the roadmap to transform declining on line weight loss subscription program to a holistic health & wellness paid content membership and create an ecommerce channel.

Greater Minneapolis-St. Paul Area

Schwan’s Home Service is a privately owned, $1.1B direct to consumer home delivery retailer of 350+ distinctive, high quality frozen foods across 14 product categories. Served on senior leadership team. Responsibilities incl. P&L, brand and product management, innovation, life cycle management, acquisition, ecommerce, communications, research, analytics and consumer care.Recruited to drive a turnaround, transform culture & build a direct to consumer marketing function. - Delivered 2012 profit plan. This was first time Home Service achieved plan in over 6 years. Created a Consumer Care capability. Removed barriers increasing customer satisfaction +20% (NPS). Reversed active customer base decline increasing customer retention from 62% to 71%.Increased ecommerce sales 20% from $165M to $198M. Increased annual customer value +$100. Executive sponsor for major IT initiative which enabled new capabilities. Introduced an integrated, Omni channel approach. Launched new mobile channel increasing annual customer value +20%. Led brand segmentation study to identify best prospects and brand positioning. Translated into actionable strategies and programs incl. service guidelines, field sales training and internal branding to engrain consumer focused culture.Created a direct to consumer Acquisition capability. New customer on boarding program increasing retention +5pts.Key initiatives included new field sales acquisition only team, geo targeted prospecting and business development partnerships with AARP, Fundraising and PTACreated a Life Cycle Management capability to actively monitor and maximize customer life time value. Increased average customer value, frequency and number of high value customers +10%Overhauled Product Portfolio increasing productivity +10%, improving product quality and reducing costs. Created innovation roadmap, aligned corporate resources and established processes.

Charlotte, North Carolina Area

Lance, Inc is a snack food company with $1 billion in branded, private label and contract sales. Brands include Lance, Cape Cod, Tom’s, Archway and Stella D’oro. Recruited in turnaround sitatuation to transform brand marketing and build a best in class innovation function. Member of Lance, Inc. Executive Team. Manage branded portfolio of $650 million in sales, $80 million in trade and consumer spending across Grocery, Mass, cstore, club, discount and food service channels. Responsibilities include P&L management, innovation, advertising, in store, sponsorships, research and trade spending. - Established strategic frameworks for all Lance, Inc. brands including repositioning, consumer and channel targets, and 3 year growth road map- Increased sales $125MM and +2pts profit- Created an innovation function and set strategic roadmap to build $100+ million in sales by 2012 - Assessed acquisition targets and integrated Archway Cookies and Stella D’oro into portfolio - Developed first ever TV advertising achieving top quartile IPSO benchmarks- Launched Lance Inc’s first Women’s PowerNet and served as executive sponsor

Led innovation for $600MM Frozen Division. Developed strategic vision to grow core brands (EGGO and Morningstar Farms) and build $100MM+ new platforms in Frozen Meals. - Developed platforms to enable EGGO to expand beyond waffles- Developed platforms to enable Morningstar Farms to expand into frozen entree segment- Developed roadmap to expand various Kellogg brands into the frozen category Retained brand management and P&L responsibilities through year 2 of new innovation platform (Kashi Frozen Meals portfolio). Acheived $60MM by year 2.

Recruited to build a Frozen Meals portfolio to accelerate growth in Frozen Unit. Responsible for Morningstar Farms and expanding into new Frozen Meals categories. Developed vision & roadmap.Championed launch of Kashi entrees. Rapidly built internal capabilities to enter new segment.Responsible for business model creation and P&L management. - Achieved #2 brand in natural/organic meals in 4 months; delivered sales +20% vs budget. Food exceeded market benchmarks. Acheived turnaround for Morningstar Farms through comprehensive repositioning incl. creation and validation of a new vision, positioning, ad campaign, new packaging, and portfolio strategy. - Delivered +$10MM sales vs 2005, increased market share +4pts and penetration +1pt.Pioneered digital and social marketing approaches to more effectively target consumers.

Olive Garden operates 540+ company owned restaurants generating $2.5+ billion annual sales. Recruited to build brand management and innovation capabilities. Led strategy and execution of brand positioning, marketing plan, advertising, pricing and new product innovation. Responsible for sales, profit and guest count goals. Managed $100 million marketing budget and 16 Marketers. Delivered 10 consecutive quarters of sales growth. Achieved record level sales, profit and guest count growth across all quarters in 2004. Championed a new product development strategy and an accelerated, disciplined process enabling record performance for product innovation. Process was adopted as the Darden “gold standard"Led development of an $80+ million national TV advertising campaign including production of 7 executions annually and campaign evolution- Executions set a new high bar for diagnostic (DRI) hurdles and in market performance

Co led Tropicana Pure Premium brand ($2 Billion, #3 grocery brand). Developed and gained organizational alignment for brand and business growth strategies, new product innovation and annual plans. Led multiple agencies (advertising, promotions, design, public relations). - Created a strategic roadmap and launched over $100MM of successful innovation- Launched new advertising campaign on the 2000 Super bowl, achieving #3 best liked ad rating. - Championed a strategic vision for a new health claim securing $14 million to launch initiative. Led a cross-functional team to develop a “never been done” go to market approach. Doubled Q4 2000 growth (+14% vs. +7% plan).

Managed P&L and product forecasting. Developed marketing strategy and plans for new products, packaging, TV advertising, promotions, public relations, events and retail programs. - Developed first ever licensing program with Star Wars- Increased sales of LEGO System Play Theme and TECHNIC +50% in 4 years- Championed global brand repositioning and innovation for LEGO TECHNIC. Doubled the U.S. business.

Provided financial support and analytics to Brand Management team

Financial Management Training Program

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