Christopher Steele Email & Phone Number

Chicago, IL, US

Chicago, IL, US

Chicago, Illinois, US

• Owns the overall brand strategy, positioning, creative and activation for Coors Light globally.
• Leads cross-functional internal team and all agencies to deliver on strategic intent and brand goals.
• Responsible for resource allocation, financial planning, and leads the annual planning process to achieve volume, profit, and brand health targets.
• During my time on the brand, Coors Light has achieved a record share of segment of 25.6% (a 2 point growth vs. 2018). Household penetration has increased by 2.5%. Awareness increased by 1.7pts, Consideration increased.

Chicago, Illinois, US

• Led a team of six, owned Coors Light’s annual budget of over $125MM, and led annual brand planning.
• Directed the creation of through-the-line marketing programs that recruit 21 to 27-year-old drinkers to Coors Light via strategic platforms: March Madness, Summer, College Football, Holiday, and Localization.
• Spearheaded new influencer marketing program, moving from micro-influencers to celebrities who love Coors Light and live the brand purpose. Created programs that delivered over 2.5 billion impressions with Patrick.

Chicago, Illinois, US

• Led brand strategy for five brands: REDD’S, Wicked, Henry’s, Arnold Palmer Spiked and Crispin.
• Managed the development of four Associate Brand Managers as direct reports.
• Responsible for delivering the P&L of the most profitable brands at MillerCoors. Cider and FMBs deliver over $100MM in GM annually.
• Delivered best-in-class growth in Cider’s with Crispin (+20% vs. YA) and Hard Seltzer with Henry’s (+180% vs. YA).

Chicago, Illinois, US

• Led a four-person brand team that owns overall brand strategy and positioning for Blue Moon, ensuring the strategic integrity within total brand portfolio and within the beer category.
• Grew the Blue Moon brand family to the #1 craft brand family in 2017, achieving a full two-point advantage over Samuel Adams and delivered Blue Moon's first 2-million-barrel year.
• Led the first packaging redesign in 16 years. Exceeded all consumer and financial goals.
• Improved both effectiveness and efficiency of Blue Moon's media plan (over $45MM annual spend). Earned a 30% increase in budget from the Board.

Bend, OR, US

• Led a department of seven responsible for all branding, marketing strategy and consumer relations for our three brands. Reported directly to the CEO/Owner.
• Led changes in manufacturing product mix to increase Gross Margin by more than 25% while company sales doubled versus previous year.
• Developed the value proposition to transform Bedell Guitars from an import brand focused on value to a made-in-America brand with an environmental and labor stewardship positioning.

Chicago, IL, US

• Led and developed a top-tier team of seven people responsible for IRI’s retailer accounts in the Mass, Dollar and Club channels.
• Exceeded revenue goals by over 25% by conceiving, presenting and delivering integrated household panel solutions that combined consulting, the latest technology offerings, analytics, and content.

Chicago, IL, US

• Led the IRI relationship with the Sales and Category Management groups at Wrigley.
• Created and presented an analysis to senior leaders on the components of loss in the Gum category. This led to a much better understanding on how trade fund reductions affected annual sales.
• Consulted with the head of sales on 2012 launches and their performance.

Nashville, TN, US

• Created and launched a new initiative planning process, considering global sales goals, driving profitability and growing market share by enabling Gibson USA to launch over 75 guitars the next year. Over the following.
• Created the marketing plans for all solid body electric guitars, including the launch of the FBX.
• Formed strategy on how to communicate the introduction of new tonewoods for fretboards on an accelerated timeline.
• Led the product development and marketing of artists’ guitars. Responsible for Grace Potter, Lzzy Hale, Derek Trucks and Jeff Tweedy.
• Led the team responsible for creating a recovery plan for our business in Japan after the tsunami and subsequent economic downturn. Gibson was able to grow its share of the Japan market by over 2 full points.

Cincinnati, Ohio, US

• Owned P&L responsibility of P&G’s Baby Care team that sells to Target Corp. Led the 8-person Baby Care team, a multi-functional team calling on our second biggest Baby Care customer globally, nearing $500 million in.
• Increased Baby Care volume at Target 3% faster than the rest of North America, growing P&G’s share of Target’s Baby Care business by 0.6 points.

Cincinnati, Ohio, US

• Responsible for helping Target create growth strategies for its Bath Tissue and Paper Towel businesses.
• Target grew Bath Tissue sales 11% and its Paper Towel business by 10%, while increasing its share of the total North American business by over 0.5 share points. P&G grew its share of the Paper Towel category by over 8.
• Won “Top Performer” award from P&G’s NA Leadership Team, this is awarded to top 2% of performers for the fiscal year.

Cincinnati, Ohio, US

• Led the P&G use of Target’s customer relationship management system to create new sales and promotional strategies, including the first single manufacturer direct mailer sent by Target.

Cincinnati, Ohio, US

• Created the methodology P&G uses to measure the size of the prize for Ethnic consumer segments. Presented the research and its findings to the executive level of each Global Business Unit.
• Led the execution of Marketing Mix Models for all 10-client brands of the MBDO. The MMM proved to Global Business Unit leaders that advertising on Hispanic TV was 2X more efficient and 3X more effective than other.
• Led the creation, direction and work of the NA Business Analyst Community of Practice, a group of over 40 members. Concentrated on training & development, share & reapply and innovation.

Cincinnati, Ohio, US

• Worked on a seven-person special project team to bring Mr. Clean to life on the Internet to support the first launch of Mr. Clean Wipes.

Cincinnati, Ohio, US

• Worked on a four-member team charged with optimizing P&G’s trade spending to save P&G $120 million annually.

Mba, Marketing

Ba, Economics, Geography