Derek Baumgardner Email & Phone Number

Perth Amboy, New Jersey, Us

Chagrin Falls, Oh, Us

~ 𝑅𝑒𝑝𝑜𝑟𝑡𝑖𝑛𝑔 𝑡𝑜 𝑡ℎ𝑒 𝐶𝐸𝑂• Responsible for building the long-term marketing strategy for a start-up company producing healthy Breakfast Bars (full size and minis) and breakfast shakes, including building the brand and marketing programs to support the national growth objectives.• Directed the marketing team responsible for marketing, creative services, advertising & media, marketing communication, events, and corporate sponsorships to drive growth across multiple channels, including grocery, food service, alternative, club, and c-store.• Managed the development and delivery of campaign strategies across retail programming, shopper marketing, experiential marketing, digital, social, partnerships, CRM, seeding and Amazon, maintaining a unified and consistent brand image across all marketing, advertising, promotions, collateral, and social media channels.• Guided team on creating engaging content, including Influencer & Investor Content, Recipes, Lifestyle & In-Culture, Product, and Retailer, to feed the success of the digital strategy on Instagram, TikTok, Facebook, email campaigns, and blogs.

Chagrin Falls, Oh, Us

• Oversaw CRM strategy rebuild, resulting in a 16% increase in open rate, 125% lift in conversion rate and doubling of our list size• Developed and led the Super Bowl '23 PR initiative with investor Adam Thielen, resulting in national ESPN TV coverage, 2M+ earned media impressions, and broke the Amazon monthly sales record in 36 hours• Led brand refresh project timeline and managed a design agency to develop primary and secondary packaging, impacting 16 SKUs with tight production windows.

Austin, Texas, Us

~ 𝑅𝑒𝑝𝑜𝑟𝑡𝑒𝑑 𝑡𝑜 𝑡ℎ𝑒 𝐶ℎ𝑖𝑒𝑓 𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝑂𝑓𝑓𝑖𝑐𝑒𝑟• Managed the development and execution of the marketing strategy for a healthy beverage company, driving revenue growth across retail, food service, c-store, mass merchandise, wholesaler, and club store channels across the US.• Directed a team of 6 Managers and 9 cross-functional team members, leading marketing, brand management, campaigns, advertising, national media plans, product management, creative services, internal communications, retail marketing, and PR.• Championed the growth of the RTD Coffee, Ground Coffee, Creamer, and Multi-Serve Energy Drink brands (48 SKUs), including brand story and positioning, value proposition, consumer marketing, social/digital, partnerships and promotions.• Partnered with internal stakeholders on the development of 5 new products from concept to deployment, including a Tasty Pastry Line, PB RTD Coffee, Super Energy, Seasonal RTD Flavors, and a licensed brand for Athletic Brewing ("Suped Up") • Spearheaded the creative and campaign development across marketing channels, including TV/OTT, paid media, retail programming, shopper marketing, digital, social (TikTok, Instagram, Facebook), partnerships, CRM, seeding affiliate, PR, and Amazon.• Conducted market research through IRI, Spins, Nielsen, and Boston Consulting Group to research markets and competitors to identify issues and opportunities.

Austin, Texas, Us

• Grew HH Penetration by +0.9pts (69%) and increased customer loyalty to 72%, becoming the #1 independent coffee company in the US and recognized as The Beverage of the Year by BEVNET – 2021• Collaborated to launch over 21-line extensions and new-to-world innovation brands, contributing to overall case volume, share, value and category-leading growth• Oversaw the TikTok relaunch, laying the foundation resulting in 12M+ views and doubling the channel in the first 3 months• Delivered incremental shopper marketing programs at key accounts, resulting in $3.96M+ in sales and a 5.7x ROAS.• Executed 6 innovation and renovation launches by providing pre-launch commercial insights, training sales and chain teams on selling tools 6+ months in advance, and managing retail execution across 50K stores.

Austin, Texas, Us

• Oversaw the trade marketing strategy for the Super Coffee, Super Creamer, and Super Grounds brand portfolio (45 SKUs), working with the sales and account management teams (105 team members) to drive revenue growth from $65M to $100M across large and small format grocery, c-store, club stores, and food service channels.• Managed a $5M FY national marketing budget to bring national brand strategies to life by leading a team of trade marketing professionals through the execution of value-added packaging, coupons, in-ads, retail displays, branded point-of-sale, sampling promotions, brand awareness events, and multicultural programs.• Created retailer sell-in and visibility strategy and coordinated POS materials to support the brand velocity growth across 50K national accounts, including Walmart, Target, Kroger, Publix, HEB, AHOLD, Safeway / Albertsons, 7-Eleven, HEB, Hy-Vee, WinCo, Giant, Meijer, Harris Teeter, and Sprouts.• Built and cultivated relationships with 3rd party agencies to gain more visibility in the stores, including Walmart Media Group, News America, Vestcom, Albertsons Media Corp, Roundel, Catalina, Inmar, and Quotient.

Austin, Texas, Us

• Generated +100% revenue growth YoY and +0.8% market share increase in FY 21.• Gained shopper marketing responsibilities, growing the annual investment of $300k with 1.1x ROAS to 700k and 2.2x ROAS.• Built an online portal and implemented a new POS procurement and ordering system to digitize the process, reducing item waste by 50% and costs by 80%.• Concepted, forecasted and coordinated POS and display materials totaling $2.5M annually across the country to support 40,000 accounts. • Created the Super Coffee Saddle Bag Kit that provided a flex space merchandising solution in Walmart, helping our sales team increase brand visibility in 475 stores nationwide.

London, England, Gb

𝐓𝐨𝐩 𝐁𝐫𝐚𝐧𝐝 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭𝐬: Miller Coors, Sony, Nike, Nandos, Ferrera Candy, Pandora Jewelry, Alaska Airlines, Pirelli, and Alexander Wang• Developed 360 consumer marketing campaigns for globally renowned brands, including Experiential Activations or PR stunts, celebrity and influencer campaigns, digital and social campaigns, paid media, and TV/OTT.• Managed a cross-functional team of ~20 employees, including a direct team comprised of a Senior Account Manager (2), Account Manager, Assistant Account Manager, Media Specialist, Influencer and Talent Manager, Experiential Production Manager, and Digital Marketing Manager driving the success of clients’ media relations outreach campaigns.• Propelled clients’ brand storytelling capabilities, specializing in creating digital and event experiences from inception to launch that facilitated consumer engagements and amplified campaign messages.

London, England, Gb

• Directed and guided team on Sony's SXSW and Grammy's weekend in LA Lost in Music pop-up festival, resulting in 100M+ media impressions and driving 800 people through doors, including 100+ influencers• Led team on establishing Nando's Black Card US celebrity influencer program, securing A-List talent such as Camilla Cabello, Lizzo, Diplo, A$AP Ferg, and Trevor Noah to participate in Digital & PR activations reaching 145M+ consumers• AOR Miller Coors:– led agency team responsible for delivering brand strategy, annual House of Peroni experiential activation, media strategy, partnerships, influencers, and content/paid media, achieving 40% volume growth, 70% brand lift, and the team’s first TV spot.• Led team tasked with partnering with Ferrara Candy Co.'s Black Forest gummy bears ATL agency that filmed their So Juicy, Ya TV Spot to bring the campaign to life BTL and earn national media. The activation resulted in a real "Harvestable Gummy Tree" on the NYC Highline, earning 521M+ Media Impressions, 3.6M Social Impressions, and 11k sampled consumers.

New York, Ny, Us

𝐓𝐨𝐩 𝐁𝐫𝐚𝐧𝐝 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭𝐬: Smirnoff Vodka & Smirnoff Ice, Captain Morgan, Tanqueray, and Nike• Led agency team responsible for developing and executing the Smirnoff House, an official stage touring to major music festivals and on-site activations at 30+ additional Live Nation events, reaching 15M+ millennials and sampling 1.2M drinks across the experience and concessions• Organized all aspects of the day-to-day management of the Live Nation partnership, including planning decks, consumer journeys, event production schedules, project timelines, budget management, staff training and KPI reporting• Earned 142 million impressions through PR, social & content captured at the first 4 Smirnoff House experiences

New York, Ny, Us

• Brought in new business programs worth $9.5 million by demonstrating an understanding of Millennial culture, specifically 18-24 yr. old consumers for the agency.• Captain Morgan Collegiate Ambassadors: Assisted in strategy development and training of ambassadors across 18 markets, providing sampling to 240K+ millennials and 1K+ permanent menu features in key college town accounts.• Increased Captain Morgan sales by 9% within the 21-29yo demographic

New York, Ny, Us

• Develop on-premise strategy for Captain Morgan, Jeremiah Weed, Cabin Fever, Zwack & Nuvo

New York, Ny, Us

• Executed events and programs for the following client's brands: Diageo: Tanqueray, Qream, Zacapa, Jeremiah Weed and Nike: Running, Training Club