E. Lanier Thomas Email & Phone Number

Atlanta, GA, US

Responsible for Sales and Sales Strategy for Outdoor and Recreation business unit. Accountable for advancing brand share and improving profitability through effective sell in and negotiation of distribution, shelf, promotional and pricing programs across top-tier retailers: Walmart, Costco, Sam’s, Amazon, Target, Home Depot, Dick's Sporting Goods, REI and.

Atlanta, GA, US

Responsible for Sales Strategy and Planning for $2.0 billion portfolio of leading consumer brands, including: Rubbermaid, Ball, Food Saver, Oster, Calphalon, Mr. Coffee, Crockpot and Yankee Candle. Accountable for advancing brand share and improving profitability through effective sell in and negotiation of distribution, shelf, promotional and pricing.

Lawrenceville, GA, US

P&L owner for $1.0 billion Biolab Pool business, the industry leader in recreational residential water treatment solutions in United States, Australia, Germany and South Africa. Leader of marketing technology, brand management, product commercialization and pricing excellence capability teams. Responsible for increasing profitability and market share for a.

Atlanta, GA, US

Leader of customer development and pricing excellence capability team for Georgia-Pacific’s Consumer Business- the largest manufacturer of consumer tissue products in the U.S. Accountable for leading and developing 22 customer planning capability team members charged with advancing retail market position through distribution, shelving, merchandising and.

Atlanta, GA, US

Responsible for advancing market position and profitability of Dixie Tabletop business via successful implementation of distribution, shelving, merchandising and pricing strategies across Food, Mass, Club, Dollar, Drug and eCommerce channels of trade. Led and developed a customer planning capability team consisting of 6 colleagues.-Restored growth.

Atlanta, GA, US

• Responsible for creating a preferred partnership between Georgia-Pacific and Target Corp (Top 5 retailer) through development of joint business plans that exceeded category growth objectives across GP’s tissue, towel.
• Identified opportunity to negotiate licensing deal with Honest Company to introduce Honest branded tissue and towel portfolio at Target. Initiative capitalized on Target’s growing customer demand for wellness-based.
• Achieved 1st mover advantage in eCommerce for paper category at Target through direct-to-consumer fulfillment model, increasing sales +35% year over year while earning GP a “seat at table” as key partner in Target’s.
• Led design collaboration with Target product development and design to achieve Target’s aspiration to “win the season” in tableware, which was recognized by Target’s executive leadership team in 2016 as best-in-class.

Atlanta, GA, US

• P&L responsibility for Brawny® branded home cleaning solutions, Georgia-Pacific’s flagship towel franchise. Brawny is a $250 million business and is the #2 premium brand in the $4 billion retail towel category..
• Inventor of patented Brawny® Tear-A-Square innovation; voted Product of the Year by Kantar in 2019.
• Launched Wounded Warrior Project® integrated cause-marketing platform, one of the most successful marketing initiatives in the brand’s 40-year history. Marketing program increased topline sales +12% in 2012 (4x higher.
• Identified and led waste elimination project that resulted in significant product formulation cost savings while maintaining consumer preferred quality advantage.

Atlanta, GA, US

• P&L responsibility for Dixie branded portfolio- the branded share leader in the $3.0 billion retail tabletop category. Accountable for managing multi-million dollar advertising and consumer promotion budget, new.
• Led launch of new and improved Dixie Ultra product upgrade (40% stronger) to grow Dixie market share of high margin, high- performance plate segment.
• Managed copy strategy, creative development and production of Dixie "Dish It Out" TV ad campaign supporting new, 40% stronger, product launch. Spot scored in top-tier on copy test metrics of awareness, branding and.

Atlanta, GA, US

• P&L responsibility for Vanity Fair napkin business. Vanity Fair is a $150 million retail business and is the branded share leader in the $800MM napkin category. Accountable for managing multi-million dollar advertising.
• Led launch of new Vanity Fair premium plate line-extension in March 2008. Leveraged capital investment in premium plate manufacturing equipment and technology to compete for share of $2.1 billion disposable plate.

Atlanta, GA, US

Accountable for developing customer-specific category leadership programs for Dixie franchise within Food, Drug, Dollar and Mass channels, with a focus on improving distribution, shelving, pricing, promotion and merchandising. Key customers include: Walmart, Target, Kroger, Publix, Safeway, Ahold, Dollar General, Family Dollar, Walgreens, CVS, and Military.

Atlanta, GA, US

• P&L responsibility for Sparkle paper towels. Duties included managing multi-million dollar advertising and consumer promotion budget, creation of new product initiatives, and development of long-term brand strategy..
• Recipient of North American Consumer Products Marketing Excellence award in 2004.
• Launched Sparkle paper towels with Lemon-fresh scent; the first scented product in the paper towel category. Initiative secured incremental distribution within FDM channels and delivered $10 million in retail sales.

Atlanta, GA, US

• Responsible for product management, competitive analysis, and execution of annual marketing plans.
• Developed $35 million re-launch campaign, delivering over 11 million new households to the brand. Plan combined high reach mass TV, print and non-traditional media with promotional vehicles including FSIs, Catalina.
• Led process for redesign of Brawny package graphics and new “Brawny Man” icon, from consumer insight to final design, resulting in higher overall rating, and improved purchase intent and findability scores in testing.
• Crafted Brawny Paper Towels’ Do You Know a Brawny Man? Contest promotion, winner of the Promotion Marketing Association’s Gold Super-Reggie award. Recognized as the best consumer promotion in 2003, surpassing M&M.

Atlanta, GA, US

Miami, FL, US

Promoted to operations director position. Accountable for fleet management, pricing, customer service, and marketing/sales support for southeast region operators.

Miami, FL, US

Promoted to regional sales manager position. Responsible for marketing/sales and network dealer support for southeast region sales territory.

Miami, FL, US

Ryder management training program. Responsible for managing day-to-day logistics and fleet management for approximately 50 network operators.

Mba, Marketing

Political Science

Bachelor Of Arts, Political Science

Political Science And Government

Education record

Master Of Business Administration - Mba, Marketing/Marketing Management, General