I am a firm believer in the power of data-driven decision making. In the ever-evolving Consumer Packaged Goods (CPG) industry, I am passionate about leveraging multifaceted data to deliver actionable insights. My philosophy is rooted in continuous improvement and adaptability, which drive the development and implementation of innovative solutions in a rapidly shifting industry landscape. With a strategic focus on category management, I bring extensive expertise in synthesizing consumer, retailer, and industry trends to identify profitable growth opportunities. My background includes leading cross-functional teams, developing client relationships, and delivering engaging sales presentations. I have honed my skills in competitive analysis, trade marketing, business development, and customer marketing.Across my career, I have successfully reversed double-digit declines and delivered double-digit growth. I have been instrumental in creating powerful brand stories that increased distribution in both FDM and the Natural Channel. My work has also included the delivery of comprehensive business reviews focusing on the macro-economic landscape, category trends, brand performance, and opportunities. I have also negotiated data provider contract renewals, resulting in expanded data with little to no increase in price.Looking forward, my goal is to harness my extensive expertise in category management and consumer insights to drive business growth. I am eager to bring my commitment to continuous improvement and adaptability to new challenges and opportunities. I am excited to partner with teams and clients alike to leverage data and insights to drive innovative solutions and profitable growth.
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Category Development ManagerEvolution Fresh Apr 2019 - Sep 2023Rancho Cucamonga, California, UsCreated powerful brand stories incorporating syndicated data, shopper insights, and panel data that increased breadth and depth of brand distribution in FDM and the Natural Channel. Partnered with Sales to reverse a double-digit decline in 2018 and delivered double-digit growth in 2019-2022. Seamlessly co-presented with Sales / Marketing team members to deliver engaging, persuasive retailer presentations to Kroger, Albertson’s, Whole Foods, and Sprouts. Delivered monthly and quarterly business reviews focusing on the macro-economic landscape, category trends, brand performance, and opportunities. Provided data analytics to Trade Marketing to measure and refine promotional tactics. Negotiated data provider contract renewals resulting in expanded data with little to no increase in price. -
Category Management ConsultantRichardson Consulting Feb 2012 - Mar 2019Consulting practice dedicated to helping CPG clients identify market and consumer trends, maximize brand performance and profitably grow their business in a competitive retail environment. Areas of expertise include:• Category Management• Consumer & Shopper Insights• Trade Strategy
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Vice President Client SolutionsSymphonyiri Group Inc. Mar 2010 - Dec 2011Chicago, Il, UsResponsible for client service and business development activities supporting multiple small to mid-sized CPG clients representing $5.5 million in revenue. Managed and trained a team of two consultants and three analysts. Solved client business issues through the use of store data analysis, shopper insights, predictive analytics and market testing. Built and maintained strong business relationships with key client stakeholders in multiple departments and at all levels of the client organizations. Utilized business/industry knowledge to anticipate client needs and proactively identify solutions to meet those needs. Responsible for scoping, pricing and negotiating contract renewals. Led internal cross-functional groups to ensure on-time delivery of custom projects and ongoing client deliverables. -
Director, Client SolutionsSymphonyiri Group Inc. Mar 2005 - Mar 2010Chicago, Il, Us
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Marketing DirectorJacques Gourmet 2004 - 2005UsManaged overall brand positioning of a portfolio of grocery and foodservice bakery products. Oversaw two new product lines from conceptualization to commercialization. Renegotiated media contracts to increase advertising reach and frequency. Developed a new print advertising and consumer promotion plan to support product positioning. -
Brand ManagerConagra Brands 2001 - 2003Chicago, Illinois, UsManaged brand P&Ls to reduce product and marketing costs while exceeding revenue goals. Developed the brand strategy and tactical marketing plans for an 11-brand portfolio that included Van Camp’s, Rosarita, and Ranch Style Beans. Created a Hispanic marketing program for the Rosarita brand that resulted in a seven-point turnaround in consumption. Provided leadership and direction to agencies involved with local consumer marketing events and sponsorships. Evaluated in-store activation program, ensuring compliance with the overall brand strategy. -
Trade Marketing ManagerConagra Brands 2000 - 2001Chicago, Illinois, UsDeveloped trade strategies and tactics for a multi-brand portfolio competing across the Food, Mass, and Club channels. Allocated national trade spending and volume goals by customer sales team. Measured the results of trade promotions and evaluated incremental programs based on ROI.
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Customer Marketing ManagerConagra Brands 1998 - 2000Chicago, Illinois, UsCollaborated with sales to create customer-specific annual trade promotion plans across all grocery brands, aligning each brand's go-to-market strategy with retailer objectives. Customized national marketing programs to drive incremental sales growth at Safeway. Utilized post-promotional analysis to measure specific program performance and provide ongoing tactical recommendations to nine Regional Sales Managers.
Diane Richardson Education Details
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Pepperdine Graziadio Business SchoolBusiness Administration And Management
Frequently Asked Questions about Diane Richardson
What is Diane Richardson's role at the current company?
Diane Richardson's current role is Strategic Category Management Professional.
What schools did Diane Richardson attend?
Diane Richardson attended Pepperdine Graziadio Business School.
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