Derek Herbst Email & Phone Number

Boston, Massachusetts, United States

Newton, Massachusetts, United States

Needham, Massachusetts, United States

Greater Boston Area

• Delivering expertise and leadership to solve key marketing and business challenges, with a specialized focus on food/CPG industry. Consulting services include: interim brand, marketing leadership; marketing growth.
• Delivered overview and market entry assessment of a targeted grocery category for growing CPG food manufacturer. Recommendation provided via category, economic, and competitive analysis.

Greater Boston Area

• Led marketing, strategy, and general management consulting projects within US Retail business.
• Developed and led General Mills entry into value bag cereals. Built a portfolio of 10+ SKUs resulting in total retail sales of over $60MM. Portfolio proved to be 70% incremental to core business.
• Managed Big G Cereal Walmart & Kroger marketing desk, managing 3 marketers and P&L ownership of over $750MM in retail sales. Led key growth initiatives including new price/size tier of Big G cereals, projected to.
• Led a category-expanding initiative to drive more snacking occasions for cereal via product and packaging innovation. Resulted in innovation launches across multiple categories and channels.
• Crafted Cereal Unit’s long-term innovation strategy, setting the stage for a 3 year pipeline plan which over-delivered on overall annual new product sales targets.
• Developed equity pipeline for General Mills inbound and outbound licensing practice. Successfully negotiated licensing partnership with a leading restaurant equity for a center store product launch.

Greater Minneapolis-St. Paul Area

• P&L owner on General Mills’ largest customer-focused marketing desk, with over $850MM in retail sales.
• Commercialized and launched highly successful portfolio of ‘Giant Size’ offerings of Big G cereal brands. Retail sales projected to be more than $50MM in first year and highly incremental.
• Delivered over $20MM in incremental sales for cereal division through unique digital marketing campaign targeting brand switchers. Campaign among highest performing digital campaigns in General Mills history.

Greater Minneapolis-St. Paul Area

• Marketing Manager of Yoplait Greek brand and overall Greek yogurt new product pipeline in U.S.
• Led development and commercialization of Yoplait Greek 100, the category’s first lower-calorie Greek yogurt. Became largest new product in Yoplait history with over $130MM in retail sales.
• Rebuilt total brand offering of core Yoplait Greek product line, delivering 94% growth in sales and 40% increase in the brand’s category share.
• Managed complete marketing overhaul of Yoplait Greek brand, including package redesign, marketing and communication strategy. Deployed as part of relaunch and a $10MM+ campaign.

Greater Minneapolis-St. Paul Area

• Led cross-divisional growth initiatives focused on advancing General Mills health and wellness portfolio with key consumer targets.
• Defined US Retail strategy and plan for advancing General Mills growth with Baby Boomer consumers, including identification of new product, marketing, and media-based opportunities.
• Partnered with Yahoo! to create an exclusive Boomer-focused digital content platform. Collaborated with 8+ brands to dedicate more than $4MM in advertising spend; resulted in $1+ ROI.

Greater Minneapolis-St. Paul Area

• Managed Yoplait’s largest and most profitable P&L, leveraging over $70MM in support dollars to help drive 8% growth across $790MM business.
• Collaborated with agency to develop new advertising campaign for Yoplait Light; resulted in highest performing TV ads in Yoplait history, 15% sales increase, and 0.8 share point gain for the brand.

Greater Minneapolis-St. Paul Area

• Launched Yoplait’s first probiotic yogurt, YoPlus, which delivered more than $40MM in retail sales.
• Repositioned “Yumsters” product line into “Yoplait Kids” brand offering with differentiated benefit, ultimately delivering over $30MM in retail sales, a 50% increase over previous offering.

Greater Minneapolis-St. Paul Area

Greater Boston Area

Greater New York City Area

Mba, Concentrations In Marketing, Strategy, Finance

Graduated in top 5% of class; Beta Gamma Sigma Honor Society

Bs, Marketing

Magna Cum Laude; Beta Gamma Sigma Honor Society