Dedra Berg Email & Phone Number

Frisco, TX

Irving, TX, US

• Executive Co-Chair of NextUp Texas, a non-profit organization focused on advancing all women in business.
• Lead the NextUp Texas region (+1,100 members) – overseeing the Texas Board, mentoring Board leaders and establishing programs to support our members, sponsors, and volunteers.
• Led our 2024 Sponsorship drive, doubling our number of regional sponsors.
• Recipient of the 2024 NextUp “Powering the Community” Award

Board Member of NexfUp Texas, a non-profit organization focused on advancing all women in business.

Springdale, AR, US

Build and execute annual planning for Tyson Prepared, including achieving sales volume/financial objectives, managing trade funds, developing strong customer relationships, and leading sales team.

Springdale, AR, US

Springdale, AR, US

Smithfield, Virginia, US

• Led strategy and marketing for $1.5 Billion branded portfolio across Fresh Meats & Prepared Foods.
• Member of Smithfield Fresh Meat Senior Leadership team. Defined 5-year corporate strategy for the Fresh Division and presented to Executive team.
• Oversaw strategy development, marketing, joint business planning and innovation for Prepared Foods, Fresh Meats, BioScience, Pet Care, and International Divisions. Managed $30 million marketing budget.
• Consulted with Smithfield Europe to establish a Fresh Meats Marketing team, enhancing the support for the Sales Division by developing comprehensive processes for sales, marketing, insights, and innovation.
• Built and developed a high-performing, results-driven marketing, category insight and shopper marketing team. Led an internal team of 22 people, along with multiple agencies and cross functional partners.

Smithfield, Virginia, US

• Marketing lead and strategist for the Fresh Pork Division which represents $5 Billion in sales annually. Leveraged traditional marketing tactics to drive loyalty and branded growth within commoditized categories:
• Set portfolio strategy and grew branded sales by +238MM pounds or 72% in three years, delivered margin growth of +60% and captured #1 dollar share in fresh pork, marinated fresh pork and ribs.
• Built portfolio product strategy. Impact: Doubled sales of Marinated Fresh Pork portfolio and captured 15 points of dollar share to take #1 share leadership position, beating out Hormel and Hatfield.
• Established a Stage Gate process to manage product development initiatives. Developed multi-year innovation pipeline and launched new products delivering +50MM pounds.
• Led the branding strategy, website, and sales material development for all Divisions, including the launch of Smithfield BioScience – a new pharmaceutical platform within the Fresh Pork Division that leveraged.
• Consulted on all new business opportunities, developing marketing and sales materials to present to leadership teams at strategic retail customers.

Smithfield, Virginia, US

Chicago, Illinois, US

• Managed P&L for Marie Callender's portfolio which delivered $600 Million in Sales
• Developed Operating Plan; Exceeded all FY13 financial commitments with sales +$20 Million and profit +$11 Million vs. prior year
• Led “Centers of Excellence” to develop Integrated Marketing Plans - $40 Million A&P budget
• Launched new product platform, including commercialization and consumer communication strategy: ‒ Led go-to-market strategy, including: pricing, packaging, positioning and messaging ‒ Developed marketing campaign.

Chicago, Illinois, US

• Managed P&L for a business that delivered $220 Million in sales:
• Launched innovation platform, delivering +$25 Million in sales year 1, exceeding all distribution and velocity targets
• Created and implemented profitable base growth strategy for key line of business, which included: ‒ New pricing and merchandising strategy that delivered highest sales and profit in brand history ‒ Cost reduction.

Chicago, Illinois, US

• Managed P&L for a business that delivered $180 Million in Sales:
• Re-launched struggling business to deliver sales growth of +17% and margin growth of +48%
• Implemented $15 Million in cost-saving initiatives based on “Design for Preference & Value”

Vevey, CH

• Led multiple marketing functions for $570 Million business:
• Led development of integrated marketing campaign to grow market penetration; +$35 Million A&P budget
• Managed all brand research projects, which included Attitude & Usage Study, Category Review, Package Evaluation, Preference Mapping and 60/40 Product Research

Vevey, CH

• Managed multiple marketing functions for $145 Million business:
• Developed and executed consumer plan for new packaging launch; initiative included TV, on-line advertising and trade; drove +15% dollar volume and highest display activity in history

Minneapolis, Minnesota, US

• Managed portfolio of +20 brands across General Mills portfolio
• Evaluated retail launches to commercialize products across channels and drive revenue growth
• Built financial projections, developed merchandising and sales materials for all launches

Greater Chicago Area, IL, US

• Interned on Starbucks and Maxwell House Businesses
• Launched new Starbucks product platform for Costco - exceeding all volume expectations

Master Of Business Administration - Mba

Bachelor Of Arts - Ba, Communications

International/Global Studies