Craig Wanous Email & Phone Number

Saint Paul, Mn, Us

Minneapolis, Minnesota, United States

DKY is a full-service marketing communications agency with a 30-year history. Recruited to lead our largest group, including our largest client, Winnebago Industries which owns five brands, and be on the Executive Leadership Team. In October 2023, assumed the role of VP of Account Strategy working across the agency and on new business development. ➤ Instrumental in driving double-digit growth by building trusting relationships with a broad spectrum of leaders across three business units and diverse functions - marketing, sales, product development - and consistently bringing high-value solutions.➤ Elevated agency capabilities around social and paid media via expansion of key resources.➤ Developed a more strategic approach to integrated omnichannel launches resulting in DKY being the lead agency for all product launches, consistently driving high awareness and engagement across 17 launches.➤ Inspired and led top priority campaign for the all-electric “eRV2” delivering breakthrough results including a custom “Premiere Partner” PR program that earned coverage in Car & Drivers “EV of the Year” issue, and an Influencer program with over 3 million views and 5,000 hours of video playtime. ➤ Drove step changes in digital marketing: Significant shift of paid media from traditional to digital resulting in impressions up 110%, and CPM down 46%; Introduced “Winnebago Insider” innovation hub; Launched “Sourcebook” electronic dealer one source of truth.

Greater Minneapolis-St. Paul Area

Director of Marketing & Digital Communications. Responsible for 3 of 5 business segments with 4 direct reports and extensive cross-functional influence, and enterprise-wide digital marketing. MGK is a leader in insect control operating across five markets: consumer household, crop-protection, animal health, government, and professional pest control. Now owned by $25B Sumitomo Chemical Company with a global impact. ➤ Drove 37% growth in B2C Gardening business via: new positioning; new 100% digital campaign including paid and owned media; enhanced 100% eCommerce sales channel strategy including Amazon partnerships.➤ Elevated enterprise digital marketing via multiple initiatives: new enterprise MGK brand positioning; new MGK.com strategies and specific plans for "2.0" - based on competitive assessment, target personna needs, and web analytics - for more dynamic UX experience to drive deeper engagement and conversion rates.➤ 2020 new product launch into highly competitive Ant category – “best ever” sales training 100% virtual due to Covid 19; differentiated and compelling product positioning; strategy for highly targeted database-driven strategic sampling integrated with owned media.➤ Team optimization: Developed 5 year vision for evolving marketing team; identified unique solutions to address team needs despite budget constraints via new "hybrid" sales & marketing role for B2C business and using freelance support for content development; filled Consumer division marketing manager role; recruited and hired critical new content manager. ➤ Established new approach to annual business planning adopted across enterprise for 2020; trained all marketers.

Greater Minneapolis-St. Paul Area

Led innovation for division (Pizza, Desserts & Snacks); managed two direct reports and a diverse cross-functional team; managed a $550,000 budget; accountable for the Stagegate process. ➤ Rapidly developed a multi-year pipeline for the company’s two biggest brands (Freschetta & Red Baron), resulting in seven of top 11 innovation ideas with projected net sales of $100 million+.➤ Co-led division’s first three-year strategic growth plan, projecting growth to outpace categories.➤ Co-developed new innovation process resulting in a stronger strategic foundation and increased success rate.

Greater Minneapolis-St. Paul Area

Charged with expansion beyond grocery (Club, Dollar, Drug, C-stores). Led a cross-functional team of 15; P&L of $150M. ➤ Transformed #1 priority customer Costco from transactional to strategic partner, resulting in a 26% sales increase in 2017 and future pipeline initiatives worth $170M+. ➤ Repositioned Sabatasso’s brand and led total packaging overhaul, contributing to double digit sales growth.➤ Drove Dollar channel strategy for new display-ready Red Baron packaging resulting in a 15% sales increase.➤ Devised three-year growth strategies, including product pipeline, cross-channel pricing strategies, operational capabilities, and P&L improvements to significantly outpace category growth rates.

Greater Minneapolis-St. Paul Area

New role accountable for driving longer range pizza innovation; led a cross-functional team of 10 across R&D, Insights, Operations, Finance and Sales; managed a $450,000 budget.• Led development of five strategic innovation platforms informing long-range innovation.• Directed the creation of an entirely new Bon Appetit brand and product to penetrate a new consumer segment, leading to a national launch worth $10 million+ in incremental net sales.• Directed two key initiatives around new technologies, a pending patent, and forged a strategic partnership with the #1 global brand in its category – all of which continue to be leveraged.

Greater Minneapolis-St. Paul Area

Lead all aspects of Red Baron, Schwan's largest brand, including $500 million+ P&L with four direct reports.• Faced with a declining category and brand performance, identified cause of decline and built a holistic multi-year “Restore the Core” strategy that impacted brand positioning, packaging/product optimization, pricing, distribution and communications. Reversed sales and profit declines.• Integrated campaign/licensing partnership with Marvel/Avengers movie, which drove +9% sales.• Pricing strategy drove +33+% lift on Multi Serve with neutral EBIT impact.• Cross-merchandising strategy grew Single Serve +6% w/no innovation, and “Shelf Max” line assortment optimization resulted in +$7.5 million of profit and improved overall SKU velocities.

Neenah, Wi

Leading global health and hygiene company. Six years of Brand Management for #1 brand Huggies, with $3B in global sales. Held roles of increasing scope from Brand Manager, Sr. Brand Manager to Director across diapers and wipes. Responsible for all brand planning, product, pricing, positioning, annual operating plans, and integrated omni-channel communications. Received performance ratings in the top 5%. ➤ Instrumental in critical re-positioning of Huggies brand, including global brand positioning, line architecture; named a Finalist for Marketer of the Year by BrandWeek; the Huggies Supreme™ line was named one of the top 10 most successful products in 2007 by Information Resources, Inc. ➤ Devised and launched an all new consumer relationship marketing strategy that aligned messaging with a mom’s journey through motherhood, driving 20% in coupon redemptions and strengthening equity.➤ Led team in launching revolutionary “Jeans” diaper, resulting in 2.5-point share growth in just two months – and one of Forbes’ most memorable product launches in 2010.➤ Directed the development of “Brick Baby” omni-channel campaign aimed at stealing share from Pampers; TV ad drove the highest persuasion scores in 10+ years, contributing to 2008 share growth.➤ Led 2010 NA launch of Huggies’ “Every Little Bottom” cause-marketing campaign, which is still operating today, and contributed 200 million+ diapers to those in need.

Appleton, Wi

Instrumental in driving JanSport's growth through three different leadership positions over 10 years: National Sales Manager, Director of Innovation / Product Development, and Director of Marketing.Director of Marketing, 7/2004-7/2005 • Developed and launched new “Trans by JanSport” sub-brand, aimed at expanding brand in mass channel while minimizing conflict in other channels; generated $20 million+ incremental sales.Director of Innovation and Product Development, 6/1998-7/2004Led strategic planning, design, development and product marketing for backpacks, luggage, and accessories worldwide, with U.S. sales of $140 million. Recruited/Led a team of seven. • Transformed brand and product vision and created a new organizational structure to enable the strategic vision. Developed a high performing team, in-house design capabilities, and new Innovation strategies and processes.• Led JanSport launch into the traditional luggage market with new positioning and new Modus luggage line targeting Gen Y consumers; drove $8 million sales within the first year.• Directed the development of Nalgene™ co-branding partnership essential to penetration of hydration pack market; received a Vanity Fair Excellence Award.• Redefined category with launch of Airlift™ technology and comprehensive marketing communications program that generated $20 million+ in sales; received a Vanity Fair Excellence Award.National Sales Manager, 8/1995-6/1998Managed $60 million+ in sales through eight sales agencies; grew territory sales by 63% over three years.• Cultivated top-to-top relationships with key accounts, including REI, Kohl’s, The Sports Authority, Gart’s, Sears, JC Penney, Sportmart, and Costco.• Launched Platinum shopper marketing merchandising program resulting in a sell-through increase of 15%; received a Vanity Fair Excellence Award.

Greater Minneapolis-St. Paul Area

Entrepreneurial venture started by the founder of Rollerblades’ supplier Switch-It and Kinetic branded inline skates. Drove marketing programs on a shoestring budget. Devised business plan resulting in 250% sales growth. Invented and patented the SnowSkate™ mini-ski, generating 85% incremental sales and placement at Target. Managed national accounts (Sportmart, Oshman’s, Target, Shopko, Gart’s, and Toys “R” Us). Co-managed independent sales force.

Greater Minneapolis-St. Paul Area

Multi-national, multi-product food corporation. Recruited into a high-potential marketing management training program, starting in a sales role. Managed distribution, merchandising, and promotions for 36 major retailers. Gained Jell-O endcap/displays in all Cub Foods stores resulting in a 36% sales increase. Sold in a shift of Post cereal shelf placement replacing Kellogg’s, resulting in a 15% sales increase.