Derek Archambault Email & Phone Number

Websterville, Vermont, Us

Developing and executing strategic marketing initiatives to deliver business, brand and product objectives in alignment with brand positioning and mission. Areas of responsibility include: consumer, customer and shopper marketing strategy and program development, agency management, creative direction, managing communications activity including digital/social, events, brand partnerships and PR, and all aspects of marketing organization leadership, team development and budget management. Playing a key role in helping form strategy and in launching new products. Member of the Vermont Creamery Leadership Team and participates in business-level strategic planning and leadership while working closely with cross-functional resources from parent company, Land O'Lakes.

Providing marketing consulting for small and mid-sized companies in need of marketing strategy and execution guidance, including: - Marketing strategy development and refinement - Annual marketing planning process development, improvement, and support/management - Category, channel, pricing, and product analysis and strategy- Brand positioning - discovery, refinement, reinvention - Creation, coordination, and management of a network of agencies or freelancers - Retailer pitch deck development - RFP development and support for agency and research firm/project searches - New product and innovation strategy and go-to-market planning - Roadmap planning for next stage of growth for business and marketing teams - Creative briefing training Particularly focused on Consumer Packaged Goods (CPG) brands and products, especially food, beverage, and pet product companies.

San Francisco, California, Us

Member of ChangeEngine's Advisory Network

Williston, Vermont, Us

Promoted to a new SLT-level position to lead marketing function for a mid-market company with several brands selling across e-commerce, professional, and retail channels. Directing a dozen team members (hybrid and remote) focused on digital marketing, e-commerce, D2C web sales, and lead generation.Partnered with sales management to shift and align lead generation and nurturing processes resulting in average order value increasing by 28% and number of orders increasing by 23% while leads in pipeline increased exponentiallyChanges to marketing strategies and agency partners resulted in DaVinci Laboratories brand growing 3x category growth rate and gaining market shareLargest brand marketing budget achieved a 4-year average 1.24 profit ROI, even through post-pandemic category changes, and doubled unaided brand awareness from 2021 to 2022Led several major RFP processes that resulted in new e-commerce, social media and paid search agencies being on-boardedLed digital transformation and evolution, including onboarding two e-commerce data providers, content syndication service, implementing affiliate marketing, and introducing various martech platforms to drive marketing effectiveness and efficiencyOnboarded Keen, a web-based marketing measurement, media planning, and P&L forecasting tool that leverages marketing mix analysis and is powered by AI Moved two brands onto ecommerce-enabled D2C web sites and led transition to a single marketing automation platform across company Provided data-driven thought leadership regarding transforming channel strategy to create more synergy between professional and consumer channels, growing D2C sales by 47% YoY Developed a fully integrated annual strategic planning process to develop robust annual marketing strategies and sales plans, marketing budgets and marketing objectives Success resulted in company being acquired by private equity; became major contributor to and presenter at newly established board meetings

Williston, Vermont, Us

Newly created role to help two pet product brands expand into traditional retail channels and accelerate digital adoption while improving sophistication around marketing strategy, data, insights, technology, and marketing processes.Worked closely with sales team and CEO to launch multiple product lines into grocery, drug, mass and pet specialty channels, gaining over 7,000 doors of new distribution including Walmart, Rite-Aid, Ahold, PetSmart, and PetcoIntroduced agencies and digital-first marketing programs to support new distribution, resulting in 11% increase YOY in web sales and 12% above plan in retail, vs category growth of approximately 6%Radio-based shopper marketing campaign lifted Walmart sales by 192% YoY in test market vs 3% YoY growth nationallyIdentified category opportunity that led to increasing subcategory at major national retail from less than 1% to nearly 30% of overall category while leading own brand to category leadershipImproved efficiency and effectiveness by introducing new creative briefing process, innovation and commercialization project trackers, digital proof routing system and digital asset management platformLed introduction of increasingly more sophisticated market research and insights, including AAU studies, brand equity tracking, concept testing, TURF analysis, syndicated retail data (SPINS and IRI) and regular panel data analysisLed the focus shift of largest brand in the company from professional/B2B focused to consumer-focused with a focus on ecommerce and insights-driven digital marketing, leading to a CAGR that outpaced an already fast-growing category rateTook over responsibility for internal creative team, bringing on process improvements such as proofing and workflow systems, digital asset management tool, and improved briefing process; team won multiple industry and GDUSA awards each year

Burlington, Massachusetts, Us

Marketing leadership of non-coffee K-Cup line, with a portfolio of 25 brands (six owned and 19 partner or licensed) across cocoa, tea, fruit and iced beverages representing over $300 million in sales.Developed a global strategic plan, evaluating 14 categories worldwide and in six target expansion countries. Included determining category, brand, and new product development strategies, sizing of opportunities, and creating a future state P&L based on proposed strategy.Grew hot cocoa business by over 40% vs. prior year, outpacing cocoa category by over ten times and double the single-serve pod category through brand focus, sales strategy and supply chain collaboration.Led development of sales strategy, education and presentation materials, working closely with customer teams and category management; presented new products and category strategies to buyers at major retailers including Walmart and Target Redefined product, placement, pricing and promotional strategies for 3ct trial size of K-Cup pods, resulting in higher operational efficiency, increased distribution, and valuable new consumer insights from customer data; gained exclusive placement of cocoa 3ct at Target for holiday season.Developed an optimized pack size/channel strategy to maximize sales and profitability while minimizing channel conflict. Transitioned primary pack size of tea and iced beverages from 18 to 12, based on customer and consumer insight; efficiencies allow for wider assortment, faster fulfillment, and projected obsolescence savings of $8MM annually

Burlington, Massachusetts, Us

Cross-functional brand leadership of the Green Mountain Coffee brand as it moved from a regional to national brand and the organization moved towards more sophisticated CPG-style brand management. Brand revenue doubled to nearly $1B and marketing budget grew from $12MM to $28MM, achieving a profit ROI of $1.50Grew total brand awareness from 30% to 50% and unaided brand awareness from 5% to 13%; became Harris Poll EquiTrend coffee brand of the year in 2012 and number two brand in 2012 Brand Keys Loyalty Engagement IndexDeveloped a strong team, with three Associate Brand Managers promoted to Manager in three years Developed consumer promotion strategy around sustainability of Fair Trade Certified coffee, translating the supply chain and quality benefits of certification to consumer-relevant benefits that increased sales three years in a row Charted the development of many breakthrough marketing tactics for the brand including: its first television commercial; first national media plan; establishing a multi-agency planning process; establishing a successful product placement strategy; executing the brand’s first national promotions with shopper marketing in-store integration and partnering with the brand's first celebrity spokespersonsCrafted a robust digital presence strategy for the brand, including digital display and search engine advertising, growing from 90,000 fans on Facebook to over 1MM while adding other social networks and establishing a digital promotional strategyNegotiated brand’s first licensed product resulting in the brand’s first product outside of coffee aisleLed a multi-agency and multi-department team to establish revised positioning and brand communication based on consumer insight, resulting in a new ad campaign with best scores ever achieved in copy testing by the companyExpanded super-premium coffee line to single cup, creating valuable PR opportunity and establishing an unique positioning product

Burlington, Massachusetts, Us

Newly created position focused on innovation, product development & product management for disruptive K-Cup product line, focused on the fastest growing retail channels of grocery, club, mass, specialty retail and department stores.Led cross-functional team to launch Green Mountain Naturals Hot Apple Cider, the first fruit-based beverage in K-Cup pack, responsible for product P&L, development process, and launch plans. Product brought millions of dollars in incremental sales with the company’s most successful owned-brand new product launchEstablished brand positioning and guidelines for new “Green Mountain Naturals” brandDeveloped a monthly IRI based tracking report which focused on grocery channel growth which was distributed throughout the entire organization, including c-level senior leadershipInstrumental in growing the grocery channel during a time of exponential distribution gains, including: introducing six new SKUs, streamlining shipper display program to maximize efficiency and customer satisfaction, and providing cross-functional leadership through a production capacity crunch on grocery pack size Redesigned entire line of grocery K-Cup pack SKUs to align with packaging in other channels while strengthening brand and product differentiation; utilized online shopping studies to align internal teams around most effective design

Kansas City , Ks, Us

Filled a new role to develop and implement marketing plans, strategies, and initiatives, while providing data and research insights to sales and general management leadership, reporting directly to Vice-President of Marketing.Worked closely with sales to replace an existing product line, maintaining 100% of volume during switch and optimized sales, merchandising and marketing efforts to maximize FSI drop, driving a 300% volume increaseDeveloped and executed in-store promotion test on single serve product line which resulted in a 7% increase in volume sales with a convenience store chain that was down nearly 10% overallRe-launch of Tuscan brand in the NYC market resulted in 7.9% volume increase in a category declining 4.1%; won “Best Fluid Milk Redesign” and “Best Overall TV Ad” in national dairy industry marketing competitionLaunched four new products within first six months, including a national roll-out exclusive to Wal-Mart Supercenters, resulting in over $1MM in incremental profitLed re-branding and redesign efforts for leading regional milk brand and iced tea line, totaling over 200 SKUsDeveloped ROI model for measuring promotion success utilizing internal and IRI data to evaluate lifts and incrementalityRecipient of 2008 Dean Foods CEO Award for exceptional service and accomplishments

Providence, Rhode Island, Us

Key marketing leader for entrepreneurial health and wellness product company, reporting directly to the President Developed strategy and managed execution of national consumer marketing efforts for several lines of consumer health and wellness devices sold under proprietary brands and the licensed TIMEX brand name, with an emphasis on digital marketing, grassroots efforts, consumer promotions, and public relations Coordinated a complete re-packaging effort for digital thermometer line, including managing creative process, working with internal departments and managing overseas manufacturers; conducted online research on packaging and messaging options Created business plan recommendation regarding entry into home health product marketplace, leveraging sales trends, category data and consumer insights Developed plan and financial model for direct response television advertising, including vetting partners and vendors Position eliminated after death of founder/investor in a plane crash

Kansas City , Ks, Us

Responsible for the planning and implementation of consumer marketing efforts for a leading regional dairy brand as it entered a new phase of marketing maturity. Led lemonade seasonal product launch, increasing sales by over 25% vs. prior year by adding a new SKU while ensuring packaging and formula consistency across all items produced at multiple plantsLed event marketing program that grew to over 100,000 samples at 90 events, creating over 125,000 brand impressions, and earning $300,000 in public relations mediaDeveloped relationships with social services departments in four states to create a successful cause-marketing campaign

Kansas City , Ks, Us

Key liaison between marketing and sales departments as it transformed to an integrated CPG sales and marketing team.

Norfolk, Ma, Us

The first and only marketing professional in a mechanical and chemical engineering and design firm specializing in $1MM and larger projects for Fortune 1000 industrial clients. Responsible for creating a corporate identity, establishing two web sites including SEO, implementing a successful lead generation program, and successfully gaining PR placements in three key publications

Bs, Marketing

Leadership Development Program, Organizational Leadership