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A Marketing leader with a unique view of the consumer through foundation in CPG Marketing, Field Sales and Category Management roles, as well as complimentary multi-unit small business owner/GM experience. Balance of big company discipline with an entrepreneurial sense of urgency to drive business results. Adept at bringing customer solutions to the forefront through brand marketing, product innovation and channel development strategies.BRAND MARKETINGDriver of brand equity utilizing the entire marketing mix from traditional advertising mediums such as Print, TV, & Radio (RESOLVE Carpet & French’s Mustard) as well as local, grass-roots digital and social media campaigns (ARMOUR).Developed e-COMMERCE roadmap, at PFG, through partnerships with AMAZON and other pure play e-tailers.Launched global innovations within international organizations and brought products to market from the ground-floor.TRADE MARKETING/SALES & CATEGORY MANAGEMENT- Gained experience building customer relationships while managing a sales territory in NY/NJ. Called on Wakefern, A&P, and other inner-city neighborhood bodegas selling a portfolio of Unilever products.- Field Sales responsibility in Category Management. Led a team of three analysts with responsibility for Kroger, HEB, and Meijer.- Improved customer profitability and reversed revenue declines (Vlasic & Wish-Bone) via price & product mix modeling.GENERAL MANAGEMENT- Extensive experience working on businesses with full P&L ownership. Strong understanding of P&L levers led to top line revenue growth (AMAZON, Wish-BONE), delivering profit (ARMOUR, VLASIC) and driving out costs.- Leverage input costs across all areas to impact the business. Brought to market a new brokered business model at French’s Foods. Vetted manufacturers during 13-day market audit in Thailand and negotiated contracts with suppliers and broker.
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Head Of Marketing & Sales Strategy: Baking, Condiments & SnacksB&G Foods Inc. Aug 2022 - PresentParsippany, New Jersey, UsPromoted to lead the marketing and sales strategy functions across $800M multi-brand portfolio. Leading a team of eight and reporting into the group President, I have responsibility for driving topline growth and enhancing profitability across several brands, including: CRISCO Shortening & Oils, CLABBER GIRL Baking Powder, Back to Nature Snacks, Polaner Fruit Spreads, Grandma Molasses, & Bear Creek Soups. -
Senior Director Sales StrategyB&G Foods Inc. Dec 2019 - Aug 2022Parsippany, New Jersey, UsHired to lead and build a new function, Sales Strategy/Revenue Management, into the organization. I worked across each of our business units building out new approaches to setting strategy, increasing customer profitability, and aligning goals between field sales and headquarters.
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Senior Director Of MarketingPinnacle Foods Jun 2017 - Dec 2019Parsippany, New Jersey, UsHand picked by COO to develop long-term growth strategy for complex $512MM multi-brand portfolio. Full P&L responsibility.- Aligned executive leadership on new portfolio strategy that adjusted mix, reset marketplace pricing and aligned key customers. Plan addressed significant product cost inflation (+18% due to steel and aluminum tariffs) and considered impact across branded and private label portfolios. Aligned expanded plan with new ConAgra leadership in Q1 2019.- Set the strategic course for key 2018 launch within syrup, Breakfast for 1. Convinced executive leadership to abandon initial executional intent and launch new format that improved profit +10pt GM%, logistic efficiencies, and customer acceptance rate.- Over-delivered operating plan in 2018 with Net Sales 106 index vs. target and Profit 104 index vs. target- Over-delivered operating plan in 2017 with Net Sales +12% (+7pts above target) and Profit +7% (+5pts above target) -
Senior Director Of Marketing, Growth Channels And EcommercePinnacle Foods Oct 2014 - May 2017Parsippany, New Jersey, UsPromoted to lead a new organizational approach in developing company footprint outside of F/D/M and to create the company’s e-Commerce strategy. Report to the CMO with enterprise-wide brand portfolio responsibilities including new product innovation, strategic partnerships, and cross-functional process alignment on marketing and channel strategic priorities.- Implemented multi-year e-Commerce partnership with Amazon that increased distribution +60% and sales +120%. - Reversed 4 year CAGR of -12% in Club, with +5% growth in 2016 and +9% growth in 2017. Growth was achieved by:- Championing three new product innovations that reversed declines on our most profitable item, extended Birdseye reach into a new meal segment and increased penetration for Wish-Bone Italian dressing. - Developed a research based strategic partnership with BJ’s based on key category management principles within vegetables. The partnership resulted with distribution increasing +300% and increasing revenue +258% over two years.- Created integrated marketing campaigns for Birdseye (“Frozen Farmstand”) and Duncan Hines (“Holiday Bake Shop”). Campaigns included branded advertising across Amazon platforms with a digital marketing effort outside of Amazon via Amazon Media.
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Trade Marketing Director Wishbone Salad Dressings & Vlasic PicklesPinnacle Foods Jun 2012 - Sep 2014Parsippany, New Jersey, UsResponsible for the customer strategy and $92M trade budget. Working cross functionally with sales and marketing, providing customer insights and analysis across all channels. Developed go-to-market strategies that aligned brand and customer objectives.Led the development of a new customer mix model that resulted in the first profitable pickle growth in three years (+4%). The strategy considered customer profitability, growth, and distribution which resulted in a redistribution of funding/support.Integrated high-profile $190M acquisition of Wish-Bone from Unilever and developed the multi-year strategic customer plan. Led trade spend analysis on Wish-Bone that considered customer profitability and opportunity gaps which resulted in 9% savings or $8MM that was redeployed to more impactful equity spending.
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Director Of Marketing, Armour Canned ProteinsPinnacle Foods Jun 2009 - May 2012Parsippany, New Jersey, UsPromoted from Senior brand Manager with Full P&L responsibility for $225M business.Overachieved objectives by growing the business +11% in ‘10 and ’11 by aligning brand and customer profiles to expand distribution within Dollar Stores and developing trade-up strategy at Walmart that increased buy-rate 40%.Increased in-store activation and effectiveness by developing a comprehensive consumer promotion that leveraged the brands NASCAR sponsorship. Activities included grassroots sampling, social media driver “tweets”, and fan pages.
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Operator/OwnerMulti-Unit General Manager May 2005 - Jun 2009Ventured a new entrepreneurial opportunity that leveraged past marketing/sales experience and analytical mind-set to drive growth and profitability in own company. Transitioned the company from a one-unit mom & pop operation to a financially structured business with multiple locations. Led a staff of thirty employees and the development of two unit manager’s.Developed brand strategy that set the strategic foundation for future expansion. Strategy set company apart from competitors by redefining the dining experience for sushi. Resulted in high unit volume and market gains.Created advertising communications utilizing regional and local mediums (Dining Guides, Digital Ad Banners, Myspace etc…) that communicated core brand attributes of Quality, Creativity, and Experience.Implementation of KPI tracking, P&L development and quarterly trend analysis. Conducted supplier audits to maximize quality/price/service mix. Resulted in a partnership with a mid-size fish supplier that saved $60k annually.
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Senior Brand Manger, Lea & PerrinsDanone Mar 2004 - Apr 2005Paris, FrAccepted advancing position with division of Danone, HP Foods, LLC…, as head of Marketing. Led all elements of the marketing mix. -
Brand Manager, Resolve Carpet Cleaner/French’S FoodsReckitt Benckiser Apr 2000 - Feb 2004Slough, Berkshire, GbPromoted to Brand Manager. Responsible for all elements of the marketing mix and P&L. Managed $15M & $5M advertising & promotion budget. Partnered with global innovation team to ensure alignment of innovation pipeline and brand messaging.Reversed -20% declines and regained lost share by developing a 3-pronged strategy, including; 1) addressing immediate competitive threats, 2) short-term promotions and 3) long-term equity building via new TV advertising. Led production shoot. Developed new brand positioning for RESOLVE, the #1 item in the carpet category, to counter competitor’s claims of “oxygen-power”. Positioning leveraged core brand equities of “deep clean” and refocused conversation toward additional benefits.Increased sales +22% and share +3.6 pts on FRENCH’s® mustard portfolio by implementing a new flavor strategy leveraging the unique profiles of each segment, including a new reformulation and TV creative. On location for production shoot.Developed new advertising for FRENCH’s® after research concluded the pre-existing “smile” campaign did not deliver a clear benefit. The TV campaign delivered the core benefit of “enhanced taste” and resulted in the first share growth in five years.Launched the first “non-condiment” product, SHOKU® Asian Creations, a shelf-stable meal kit that capitalized on the growing ethnic food trends. Audited eight suppliers via market visits to Thailand. Improved ways of working with international broker and uncovered avenues for future product innovations (Frank’s REDHOT Sweet Chili Sauce). -
Assistant/Associate Brand Manager, D-Con RodenticidesReckitt Benckiser Apr 1999 - Mar 2000Slough, Berkshire, GbIncreased brand awareness by implementing a new Public Relations strategy focusing on “National Rodent Prevention Month.” Leveraged PR as a compliment to print ads to maximize impressions on limited budget ($5MM Advertising “value”)Created a new 5-year strategic plan that included new product innovations and positioning. Developed plan by doing extensive consumer testing and identifying core needs not being met. Resulted in unique mousetrap that was “no see/no touch”.
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Customer Strategy ManagerReckitt Benckiser Apr 1998 - Mar 1999Slough, Berkshire, GbHired to lead category management initiatives with key customers Kroger, H-E-B, Meijer, Target, and Loblaw’s (Canada).Internally, worked with market research and brand teams to develop consumer insights.Externally, worked with sales to develop sales plans at key accounts to ensure promotion plans aligned with brand objectives.
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Field Sales And Category ManagementUnilever 1991 - 1998Blackfriars, London, GbHeld advancing positions within the sales organization. Began as a territory representative in NYC and advanced through the organization in different category management and customer sales roles.As territory manager, called on independent NJ/NY retail groups and NYC wholesalers.Called on key account A&P Metro division. Increase profitability of customer +28% by improving spending mix across the portfolio.Promoted to strategic team, with responsibility for Giant Foods in Baltimore, MD, as category management lead. Increased sales +13% by developing cross-category trade promotions and developing in-market sponsorship with Home Team Sports.
Frank Rinaldi Skills
Frank Rinaldi Education Details
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Seton Hall UniversityMarketing; Business Management -
William Paterson University Of New JerseyBusiness Management
Frequently Asked Questions about Frank Rinaldi
What company does Frank Rinaldi work for?
Frank Rinaldi works for B&g Foods Inc.
What is Frank Rinaldi's role at the current company?
Frank Rinaldi's current role is Consumer Products Leader.
What is Frank Rinaldi's email address?
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What is Frank Rinaldi's direct phone number?
Frank Rinaldi's direct phone number is +185668*****
What schools did Frank Rinaldi attend?
Frank Rinaldi attended Seton Hall University, William Paterson University Of New Jersey.
What skills is Frank Rinaldi known for?
Frank Rinaldi has skills like Customer Insight, Marketing Strategy, Marketing, Fmcg, Cross Functional Team Leadership, P&l Management, Sales Operations, Brand Development, Shopper Marketing, Product Marketing, Segmentation, Iri.
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