Devon Kelly Email & Phone Number

Seattle, Washington, United States

Seattle, Wa

● Lead successful integration of product line into retailer digital platforms to contribute significant incrementality to instore velocity rates and leverage keyword targeting to spark conversation on ideal store shelf placement. ● Develop and manage Amazon brand strategy to grow revenue while exceeding benchmarks for ROAS, CTR, CPC and Impressions. ● Utilize multiple data sources including IRI, Nielsen, Stratum, Market6 to understand the impact of in-market activation and effectively communicate results with retailer partners and internal stakeholders. ● Ensure spend is optimized with retailer shopper programs, instore and digital, for 20+ national accounts and managing the execution while adapting to the specific customer demographic and shopping patterns for each retailer and geography.

Cleveland/Akron, Ohio Area

● Lead and managed field marketing initiatives to understand the craft beer shopper, earn better shelf placement and increase brand awareness in our top national accounts. ● Develop the year-round programming calendar by collaborating cross-functionally among sales, graphic design, marketing, supply chain, finance and pricing. ● Enable sales team to differentiate our product from competitors and educate our consumer by supplying tools, educational resources and trainings bi-monthly in order to execute market plans confidently.● Initiated the transformation of marketing tactics in order to save company $103,500/year by eliminating printing and shipping needs and driving our shoppers to engage digitally with our brand and programming. ● Provide and deliver post-program analyses by leveraging scan data, redemption overview, digital engagement and shopper behavior in order to make year over year results positive, impactful and innovative.

Greater New York City Area

• Penetrated retailer marketing and digital teams to find all points of access to gain incremental consumers • Oversaw national and account specific display execution from concept to finish, making decisions on product, graphics used and placement within store• Managed weekly activities, ensuring communication about events in order to drive maximum traffic to the event • Created a robust communications plan through multiple outlets in order to ensure all questions were answered and all information was communicated in a timely manner to upper management and outside vendors. • Maintained a calendar that ensured a holistic approach to optimization across multiple touchpoints, such as emails, push, SMS, on site and social commerce.• Managed seven “Social Hacks” which were meant to be done extremely quickly and with little planning, all going out the door in exact timely manner and built tracker of responses to these activities.

Greater New York City Area

• Present to Key Decision Makers onsite at Food Account Headquarters in order to recommend best sku assortment and promotion strategies• Created and Maintain Point of Sale, Promotional and Forecast Tracking documents in order to measure consumption and see how it contributes to ordering and shipment patterns among accounts • Built relationships with Key Decision Makers of accounts to become the point person with any questions on data, consumer insights and POG recommendations• Monitor budgets and forecasts for the retail accounts to ensure trade fuel is being used to the fullest extent and monitoring return on the investment• Developed insights by providing high level analysis for ongoing issues at specific retailers by utilizing multiple data sources and information outlets

Greater New York City Area

• Assists with development of category reviews and action plans for key retailers including K-Mart, Rite Aid, Walmart, • Evaluate consumption trends utilizing IRI, Nielsen, Market Insight reports, Loyalty Card Data (Source of Volume, Demographics, Market Basket) • Acts as the liason between the account managers and planogram vendor for seasonal updates for account specific planograms. • Analyze retailers POGs to identify share of space opportunities and develop recommendations to achieve the ideal share of shelf for L’Oreal CPD brands. • Partnered with Account Managers and Marketing to create planograms and shelf distribution to ensure a successful launch of Advanced Hair Care

• Support category management/sales processes for Meijer, Roundy’s, HEB, Giant Eagle and Spartan retail locations; providing efficient assortments leading to deletion of competitive national brand SKUs and share of shelf gains for new Pop-Tart items. Responsibilities included multiple categories (ready to eat cereal, cookie, cracker, snacks and frozen)• Presented a retailer sales team with a proposal to improve the Special K segment share of shelf. Provided insights/analytics supported by IRI/Nielsen data, dunnhumby and Spectra data. Recommendations included: increased facings, improved days of supply, and increased bottom line growth of Special K segment and total category• Built and maintain multiple business-critical trackers (Kashi/Bear Naked ACV tracker, Regional item/display monitoring, and New item innovation execution) in order to ensure Kellogg leadership positioning with Central Region retailers • Develop innovative merchandising strategies and plan-o-grams for key retailers/categories (Wal-Mart, Target, Kroger/categories Ready to Eat Cereal, Crackers) aligned to Kellogg key metrics. These strategies ensure growth of Kellogg’s share of shelf, dollar share of category, and dollar sales with the ultimate objective of meeting financial goals/expectations