Evan Carlson Email & Phone Number

Chanhassen, Minnesota, US

• Reporting to the Chief Revenue Officer, responsible for all strategic marketing activities for $950mm cheese manufacturer, including brand marketing, category marketing, new product process, corporate communications.
• Lead sales channel strategic planning
• Led development of company's Mission, Vision and Values
• Led RFP process and implementation of Blacksmith trade promotion management
• Led refresh of company positioning and sales support tools
• Led overhaul and relaunch of SalesForce.com implementation, aligning fully to sales and new product process

Chanhassen, Minnesota, US

• Lead marketing strategy for company’s largest product category.
• Developed corporate pizza category positioning and redefined positioning for two largest brands.
• Realigned and simplified portfolio to channel/market needs to drive growth and improve profitability.
• Led three year Strategic Growth Plan and one year Annual Operating Plan development supporting innovation, renovation, margin improvement and positioning.
• Manage activities of Associate Marketing Managers.

• Led marketing strategy for driving growth and defining our “right to win” in $100mm sales channel.
• Led cross-functional core team in development of Annual Operating Plan (AOP).
• Led channel strategy, aligning CMC, Distribution and Field Sales initiatives.
• Identified data sources for identifying target accounts, creating quarterly sales execution target lists.

• Led product marketing strategy for sandwich and breakfast growth categories.
• Grew category 20%+ in 2013 and over 50% YTD 2014.
• Core team member responsible for development of business unit 3 year Strategic Growth Plan.
• Developed strategy for newly defined category, including existing platforms and innovation targets.
• Launched three new product platforms within the first year and refreshed two existing platforms.
• Developed and launched BEACON STREET CAFÉ brand supporting category expansion.

• Led marketing strategy for $80mm product category.
• Launched most successful street channel product introduction in 10 years, with marketing support representing the new “Gold Standard” for product launches within the organization.
• Developed and launched VILLA PRIMA pizza brand to support new product platform.
• Renovated and relaunched the largest product platform within the street pizza portfolio.
• Managed $13mm new contract management company (CMC) platform expansion.

• Drove innovation and new product development targeting the top 75 national chain restaurants.
• Launched four new product innovation platforms to sales team.
• Refined national account proactive innovation strategy.
• Managed full innovation process, including platform identification, ideation, consumer and operator testing, product development and launch to sales.
• Collaborated with other Schwan business units to drive cross-company product innovation.

• Managed marketing for $60mm product category, supporting school, street, and c-store sales channels.
• Drove 30%+ annual growth in K-12 segment through launch of new CN stir fry kits and egg rolls.
• Drove 30%+ C-Store segment growth through new product introductions with national chains.
• Developed new sales support tools, including branded concept program and appetizer sauce pairing tool, fostering solution selling approach.

• Oversaw marketing communications activities, including direct marketing and trade shows.
• Generated $10mm in incremental revenue through new marketing programs and promotions
• Developed “Inside Sales” approach for a major new product platform launch, delivering sales results equivalent to field sales team.
• Developed strategy to drive sales and marketing effectiveness through integrated marketing tools.
• Oversaw $2mm budget, working with key sales and marketing contacts to plan, develop and execute integrated marketing activities.
• Led a team of four, focused on online, email, direct mail, call center, and loyalty program marketing.

• Managed all internet related development and marketing activities.
• Designed, developed and executed email and online marketing campaigns.
• Supervised projects of internal Web Content Developer.
• Defined online strategy and led content and functionality development for all Schwan’s Food Service web sites.
• Managed online advertising and search engine marketing.

Marshall, MN, AF

• Created and maintained the SMSU Web site.
• Worked with faculty and staff to develop department/program Web pages.
• Developed and maintained SouthwestNet, SMSU’s intranet and course content delivery system.
• Worked with the university’s cross-functional Web team to develop online marketing strategy.

Masters, Business Administration

B.S., Computer Science And Business