Christopher Webb Email & Phone Number

Naples, FL, US

Tampa, Florida, US

Atlanta, GA, US

Atlanta, GA, US

• VP of Strategy for The Honey Pot Company responsible for marketing insights-led guidance to scale the company and exceed the desired growth multiple.
• Established the Strategy and Analytics Department, creating the vision, goals, and role in the company to achieve maximum growth. Managed and built the team by identifying and hiring strategic roles that directly.
• Strategy lead during the Private Equity Exit Process including drivers of the long-range plan, brand heath and equity positioning, marketplace assessment and opportunities, management presentations, data room.
• Developed internal market research capabilities of longitudinal brand health studies, concept testing, IHUTs, marketing measurement, focus groups, whitespace exploration surveys, consumer segmentation, pricing &.
• Strategic lead for Innovation pipeline responsible for voice of the consumer in ideation, opportunity sizing, concept refinement, execution measurement, and assortment recommendations.
• Key presenter during quarterly board meetings informing investors of performance, strategic opportunities, and ROI with fact-based storytelling.

Atlanta, GA, US

• Tasked with leading data-driven Marketing for The Honey Pot Company. Established the analytic and retail marketing execution capabilities for the company. Focused on key assortment optimization, distribution and.
• Developed full suite of syndicated data analysis with Nielsen, IRI, SPINS, and retailer POS data to discover marketplace opportunities – powered by user-friendly PowerBI dashboards.
• Established the in-store display program as the project lead responsible for vendor contracting, assortment planning, creative liaison, logistics coordination, and retailer implementation.
• Insights lead for retailer selling stories and line reviews, leading to expanded retailer accounts, increases in distribution and shelf facings, innovation sell-in, and additional in-store trade opportunities.
• Created shopper marketing toolkit with Numerator data to highlight brand specific and competitive KPIs.

Atlanta, GA, US

• Brand management lead for DASANI sustainability platforms and pillar programs. P&L responsibility for end-to-end processes for product development, campaign creation, agency management, commercialization, customer.
• Led new brand positioning through consumer insights in the sustainability space. Launched a portfolio of products into the marketplace from concept development to execution, creating millions in incremental revenue and.
• Created revamped brand architecture to target key consumers and develop new marketing communications. Transformed the entire portfolio with updated VIS-ID and iconography to effectively communicate new brand essence on.

Atlanta, GA, US

• Analytical leadership of a portfolio of brands across multiple categories. Identified strategic opportunities and developed initiatives to build brand equity, achieve commercial goals, and deliver incremental revenue..
• Recommended data-driven business case to enter new beverage category. Identified long range strategy, product development pathways, partnership opportunities, new channels, competitive analysis, SKU optimization, and.
• Leveraged consumer insight to develop marketing programs and measure marketing effectiveness for innovation of 5 brand extensions in packaging and product variants delivering $13.4M of incremental revenue.
• Achieved sell-in of optimal flavor presentation to distributors as an initiative that generated $12M+ of incremental sales.
• Led repositioning efforts of stagnant carbonated soft drink brand. Used consumer feedback to develop new Vis-ID, marketing content, and commercial strategy for annual business planning which lead to a $24M increase in.
• Developed and hired support staff to execute marketing plans for the organization. Responsible for coaching and mentoring team towards industry leading methods and procedures, while inspiring creativity.

Atlanta, GA, US

• Led strategic brand initiatives in a GM capacity with project management ownership across departments. Responsible for developing creative concepts, agency management, and influencing senior leadership.
• Developed business plans for portfolio totaling $1.1B in annual revenue. Created a projected $50M of innovation ideation for pipeline focusing on emerging consumer trends and marketplace opportunities.
• Led brand strategy to improve tea brand profitability and gain market share. Project led to strategic brand positioning and revamped product and merchandise strategy projected to deliver an additional $28M in annual.

Atlanta, GA, US

• Created national categorical selling stories to gain retail and distributor partnership and favorable position for Coca-Cola Initiatives in a $27B category. Responsible for providing marketing content to 1000+ member.
• Driver of ideation for beverage aisle concepts of the future to target unique, high value consumers and reposition portfolio to align to customer preferences. Optimization delivered $88M in incremental revenue.
• Developed brand architecture based on competitive assessment. Applied marketing concepts to capitalize on growing consumer segments and industry trends, which lead to positive experience scores and a 30% increase of.
• Influenced retailers as a category leader by creating brand standards for messaging, merchandise packaging, and pricing. Implementation of optimal merchandising lead to 3+ years of consecutive share growth.
• Hosted monthly online forums to present latest marketplace trends and opportunities to achieve record market share of 41%. Created marketing content in the form of newsletters, PowerPoint presentations, data sheets.

New York, NY, US

• Led analytics and key performance metrics for Commercial, Pricing & Revenue Growth Management, and Category Management. Responsible for measuring brand equity, optimizing trade strategy, and gaining incremental.
• Use competitive intelligence analysis to uncover $25M+ opportunity for a key customer by using a consumer segmentation strategy developed specifically for each of the 36 Territories.
• Performed SWOT Analysis to discover expansion opportunity for Coca-Cola’s specialty portfolio. Presented findings to top retailer partners to generate $15M in additional incremental revenue.
• Developed trade strategy and media planning schedule to target loyal consumer habits at top retailer. Created marketing mix assessments to prove promotion and messaging lead to increased sales lift of +25%.

Atlanta, Georgia, US

• Led collaboration between Marketing and Technology departments to deliver annual strategic initiatives totaling over $100M. Identified digital expansion opportunities through new mobile app development, enhancements.
• Managed a cross-functional team of 10 domestic and international employees, including direct reports, to develop new and optimize existing SaaS solutions. Responsible for an annual budget of $8M in resources.
• Developed key indicators of customer experience to drive prioritization of projects. Initiatives lead to a 50% over-delivery of performance improvement targets on consumer interactions and 100% delivery of deadlines.
• Created optimized organizational structure of project team by streamlining people-processes and creating a forum for open communication. New wiring improved scores in time management and collaboration.

Atlanta, Georgia, US

• Lead analyst for proprietary Software as a Service solution to major financial and retail customers. Managed customer relationships and identified marketplace opportunities to improve service delivery and expand.
• Analyzed customer trends and marketing efforts to develop lead generation pipeline. Identified MQLs and SQLs to expand SaaS offerings and generate new business. Efforts lead to a +20% increase in incremental sales.
• Used predictive analytics and modeling to identify improvement to current product offerings. Efforts lead to creation of an incremental revenue stream that yielded an additional $1M to the P&L quarterly.

Atlanta, Georgia, US

• Managed end-to-end responsibilities for Federal HUD grant program including identification community housing needs, grant writing strategy, and disbursement of funding to Habitat for Humanity Affiliates.
• Collected and analyzed syndicated housing data to determine areas in need of funding, which lead to record annual grant award. Managed $7M budget and made investment recommendations to senior leadership to build 100+.

Atlanta, Georgia, US

• Built and maintained strong relationships with donors capable of $10K+ contributions and aligned to targeted programs. Responsible for lead generation and sales presentations to achieve annual donor targets.
• Developed creative briefs and marketing materials to support donor programs. Segmented donors by areas of interest and passion points to increase annual donations and pledges by +$30M.

Mba

Bba, Marketing & Business Management (Dual Degree)

High School Diploma, College/University Preparatory And Advanced High School/Secondary Diploma Program