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, public relations, sales planning, trade marketing, and more.• 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. • Managed activities of Category Marketing Manager.

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