Erika (Delgado) Fiadeiro Email & Phone Number

Boston, MA, US

Reporting to the VP of Marketing, responsible for spearheading a new product marketing function within the company aimed at defending the market leader position amidst an increasing competitive market.

• Lead the cross functional go-to-market process to successfully commercialize new coffee makers and beverages in the Keurig Commercial portfolio after ten years without innovation and profitability.
• Successfully launched three products by achieving volume and margin targets combined with increasing new customer acquisition.
• Represent the voice of the customer and the sales teams throughout the new product development process when determining product specifications and brand positioning, while ensuring the business case and P&L needs are.
• Utilize consumer insights, market trends, and sales data to craft selling stories that highlight the unique value proposition of all new products.
• Present new products, innovation roadmap, and strategy to internal and external stakeholders, including executive leadership, that reignite the reasons to believe in Keurig Commercial.
• Develop comprehensive marketing toolkits that enable distributors and sales teams to demo, sell, and meet their sales target goals.

Burlington, MA

• Led the strategy, development, and execution of customer marketing programs in all distribution channels of W.B. Mason, Staples Inc., and Office Depot representing 35% of the company’s commercial revenue.
• Developed successful sales and marketing strategy initiatives focused on building distributor relationships to drive brewer customer acquisition and increase K-Cup® pod sales. Initiatives included digital campaigns.
• Advised and guided W.B. Mason to implement a comprehensive awareness and promotional campaign for the launch of Dunkin’ Donuts® K-Cup® pods resulting in a best-in-class product launch model.

• Drove the Avery brand by managing customer marketing programs in all distribution channels at Staples Inc., Avery’s largest client with $250M in annual gross sales. Responsibilities included strategic planning.
• Led the customer marketing segment of a $1.8MM integrated online and retail campaign for the new Martha Stewart with Avery product line during the 2013 Back to School season. Campaign produced +15% in sales, +57% in.

Framingham, MA

• Managed retail and online marketing activities for all product lines sold at Staples Inc.
• Partnered with key stakeholders to construct and implement a $2MM integrated promotional plan to launch the new Martha Stewart by Avery product line in 2012. Generated $12MM in incremental sales at launch and achieved.

· Responsible for expansion of $8M territory by promoting GE Appliances and building brand loyalty with commercial contractors and authorized distributors in northern New England.· Managed large single and multi-family construction projects from the price negotiating stages to the supervision of delivery and installation of orders.

· Provided GE Appliances training and merchandising support to national retailers in over 50 locations throughout central New England with a combined sales of $5M annually· Coordinated in-store and off-site trainings to over 450 Home Depot employees, concentrating on selling techniques and product knowledge, which increased total sales by 38% in 2003·.

Masters Classes, Project Management

- Marketing Communications - Quantitative & Qualitative Decision Making

Bachelor'S Degree, Marketing And International Management

Activities and Societies: Boston Scholar