Edward Hoffman Email & Phone Number

West Hollywood, Ca, Us

Chicago, Il, Us

The American Egg Board’s mission is to increase demand for eggs and egg products through research, education and promotion. In my role, I oversee global marketing and communications for the U.S. eggs industry to drive demand for eggs both domestically and overseas.

Northridge, Ca, Us

I teach Introduction to Public Relations in the Journalism Department. It's a core course for undergraduates focused on the Public Relations track within the Journalism major, and required learning for most advanced PR classes.

Every organization has a story to tell. A story with the potential to explain its reason for being, differentiate from competitors and most urgently, connect with stakeholders. I collaborate with clients to discover, articulate and share their stories, which build brands, drive business and have a positive impact on our food system.I started this firm in 2006 with a simple vision -- to empower food brands and thought leaders connect with consumers and food professionals in meaningful ways. After several years, I returned to the agency world to deepen my food industry subject matter expertise and broaden my communications experience. I worked with a diverse range of global and emerging clients that has collectively strengthened and enriched my ability to help new clients. Today, the purpose of my work remains unchanged, but my focus and approach have sharpened. I take-on two or three client relationships at a time, all of whom are actively engaged with improving our compromised food system. Clients receive hands-on and seasoned counsel, dedicated support and a personal commitment to help them achieve their goals.For clients who require additional marketing services or expertise, The Varick Group offers a network of agencies, specialized consultancies and industry experts to find the best partners.

Minneapolis, Mn, Us

Implemented strategies, proving instrumental in growing revenue from $6M (2015) to $7.5M (2020). Charted strategic pivot that increased year-over-year revenue projections, expanded capabilities by adding 6 additional team members and attained recognition as one of the firm’s most profitable sectors. Introduced more rigor and discipline surrounding financial management and staff utilization. Increased sales volume by 7% by executing year-long integrated marketing program with largest client, U.S. Highbush Blueberry Council. Launched nearly 30 new menu items at various restaurants, driving awareness and volume for U.S. Highbush Blueberry Council through programs targeting chefs at national and regional organizations. Grew U.S. consumer avocado consumption by double-digits with integrated communications plan based on ground-breaking nutrition science. Created first-ever omni-channel marketing strategies for clients, expanding into direct-to-consumer and grocery delivery, leveraging traditional programming and digital shelf optimization tactics. Served on Agency Leadership Team, accountable for planning, implementation, and operationalization of firm-wide policies and initiatives.

New York, Ny, Us

Delivered significant positive results for main client, Almond Board of California. • Rebuilt entire $1.5M foodservice program from ground up to effectively target chefs, rapidly increasing menu items on restaurant chain menus; tripled number of chefs engaging on menu development efforts. • Secured 1B+ targeted impressions in global consumer media coverage and trade media placements via integrated communications plan promoting new research stating lower caloric intake from almonds. • Grew amount of programming by 20% through increased program efficiencies for 3 European countries by creating a program tool kit providing design standards, messaging, and tactics. • Achieved #1 nut in new product introduction for six consecutive years. • Spearheaded effort to develop proprietary measurement program implemented across all markets; established protocol to comparatively assess program performance across all countries that sharpened budget allocation adjustments for Asian markets. Overhauled communications program for Kyowa Hakko, creating earned and paid program; increased results by 200% and quadrupled budget to $1.5M in 2015. Created $2M business development pipeline of new accounts and organic work from 2013 to 2015; 60% converted to agency revenue with the majority sustained in subsequent fiscal years.

Managed Frito-Lay North America client budget of $5M with staff of 10. Launched Doritos brand identity and packaging, increasing sales 20% versus prior year.

New York City, New York, Us

Secured 6M media impressions within 3 weeks through creation of consumer media relations program as part of launch of Pepperidge Farms new line of 100% whole grain bread products. Developed ground-breaking campaign for Kikkoman, Inc. targeting chefs that increased marketing to 73% after years of stagnation.Successfully overhauled competitive brand positioning to support business growth for clients, including Dixie Foodservice, J.R. Simplot Co., and Conagra Foods.

Orrville, Oh, Us

My responsibilities included product management for the entire foodservice product line, integration of newly acquired Contadina brand and marketing communications.

Chicago, Illinois, Us

My responsibilities included primary research for a wide range of foodservice manufactuers, chain restaurant operators and ingredient suppliers. Activities included survey design, qualitative and quantitative research and analysis/report preparation.

Bachelor Of Arts - Ba, Business, Communications

Education record

Graduate Certificate, Sustainable Food Systems