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 strategy & development; innovation strategy & new product development; customer & channel development.• 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 deliver over $35MM in retail sales. • 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.• Managed Green Giant brand, P&L owner of over $500MM in retail sales. Managed team of 4 marketers to advance portfolio-wide product renovation and rollout of new marketing campaign.

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