Derek Herbst Email and Phone Number
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Classically trained CPG marketer and general manager with over 20 years of experience. Strong track record of developing insight-driven growth strategies and delivering significant sales and profit growth. Experience in successfully building and innovating iconic and dynamic brands. Expertise in brand strategy and positioning, innovation pipeline development and commercialization, campaign development, shopper marketing, and brand licensing. Recognized for building and leading teams to deliver superior results.
Panera Bread
View- Website:
- panerapeople.com
- Employees:
- 27514
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Senior Director, Panera CpgPanera Bread Nov 2023 - PresentBoston, Massachusetts, United States
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Senior Director, Cpg Category LeadPanera Bread Jul 2023 - Nov 2023Newton, Massachusetts, United States
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Director, Cpg Category LeadPanera Bread Feb 2020 - Aug 2023Needham, Massachusetts, United States
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Owner, Principal ConsultantHerbst Marketing Consulting, Llc Dec 2015 - Feb 2020Greater Boston AreaDelivering 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.
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Brand Management ConsultantGeneral Mills Nov 2013 - Feb 2020Greater Boston AreaLed 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. -
Senior Marketing Manager, Big G Cereal – Walmart & TargetGeneral Mills Mar 2012 - Nov 2013Greater Minneapolis-St. Paul AreaP&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.
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Senior Marketing Manager, Yoplait – Greek YogurtGeneral Mills Mar 2010 - Mar 2012Greater Minneapolis-St. Paul AreaMarketing 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.
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Marketing Manager, Health & Wellness Center Of ExcellenceGeneral Mills Mar 2008 - Mar 2010Greater Minneapolis-St. Paul AreaLed 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.
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Senior Associate Marketing Manager, Yoplait Adult Core CupGeneral Mills Jan 2007 - Mar 2008Greater 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.
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Associate Marketing Manager, Yoplait New ProductsGeneral Mills Aug 2005 - Dec 2006Greater 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.
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Associate Marketing Manager, Supermarket BakeriesGeneral Mills Aug 2004 - Aug 2005Greater Minneapolis-St. Paul Area
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ConsultantNiteo Partners Apr 2000 - Jul 2002Greater Boston Area -
ConsultantAccenture Jul 1995 - Apr 2000Greater New York City Area
Derek Herbst Skills
Derek Herbst Education Details
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Concentrations In Marketing, Strategy, Finance -
Boston ColllegeMarketing
Frequently Asked Questions about Derek Herbst
What company does Derek Herbst work for?
Derek Herbst works for Panera Bread
What is Derek Herbst's role at the current company?
Derek Herbst's current role is Senior Director, Panera CPG.
What is Derek Herbst's email address?
Derek Herbst's email address is de****@****lls.com
What is Derek Herbst's direct phone number?
Derek Herbst's direct phone number is +176337*****
What schools did Derek Herbst attend?
Derek Herbst attended The University Of Chicago - Booth School Of Business, Boston Colllege.
What are some of Derek Herbst's interests?
Derek Herbst has interest in Civil Rights And Social Action, Education, Economic Empowerment.
What skills is Derek Herbst known for?
Derek Herbst has skills like Marketing Strategy, Consumer Products, Marketing, Competitive Analysis, Brand Management, Product Marketing, Management, Customer Insight, Shopper Marketing, Cross Functional Team Leadership, Segmentation, Integrated Marketing.
Who are Derek Herbst's colleagues?
Derek Herbst's colleagues are Jon Olesen, Kimeta Dobson, Sherry Carrington, Ivette Checo, Quintin Wilkens, Nikyza Moore, Alexis Rorick.
Not the Derek Herbst you were looking for?
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Derek Herbst
Greater Chicago Area -
4generalmills.com, yahoo.com, ac.com, gsb.uchicago.edu1 (800) 2XXXXXXX
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3panthers.com, baltimoreravens.com, metrogreenscape.com2 +198028XXXXX
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