Heath Ashenfelter Email and Phone Number
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✦ TURNING CUSTOMER AND MARKET INSIGHT INTO SHAREHOLDER VALUE ✦I am a Consummate and Strategic Senior Merchandising and Marketing Executive who consistently meets and exceeds sales and margin budgets while controlling costs and contributing to sustainable shareholder value. Throughout my career I have delivered multimillion-dollar revenue growth, identifying and capturing new opportunities, and improving market/product position for leading customer-facing companies and brands across the home improvement, hardware, grocery, drug, club, and farm and ranch channels. I have extensive experience with strength, instinct, and a unique ability to know when and how to leverage breadth and depth of experience, consistently formulates and executes strategic approaches that balance priorities and initiatives to achieve desired outcomes while meeting unique customer needs. I’m respected for possessing a natural talent for clearly communicating vision, fostering collaboration, and building consensus among all stakeholders, from C-suite to warehouse. Specialties include: Driving Strong EBITDA Growth | Creating Engaged and Strategic Teams | Optimizing Performance | Merchandising | Marketing | P&L | Revenue Generation | Ecommerce | Retail Operations | Private Label | Brand Management | Pricing | Global Sourcing | Inventory Management | Distribution | Budgeting | Forecasting | Market Analytics | Consumer Insight | Process Improvement | Strategic Partnerships | Private Equity | Market Development | Business Development | Category Management | Channel Management | Strategic Business Planning| Tactical Business Planning | Cross-functional Team Building | Leadership | Mentoring | Coaching
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Vice President Of Marketing, Sourcing, And Private LabelRural KingMilwaukee, Wi, Us
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President & Chief Executive OfficerWisconsin Pharmacal Company Feb 2022 - PresentJackson, Wisconsin, Us -
Executive Vice President | Chief Merchandising Officer | Chief Marketing OfficerFleet Farm Feb 2018 - Nov 2021Appleton, Wi, UsExecutive Vice President | Chief Merchandising Officer | Chief Marketing Officer, 2020 – Oct 2021Executive Vice President | Chief Merchandising Officer, 2018 – 2020Headed, modernized and scaled merchandising organization in what had been an “old school” business that had been purchased by PE firm, KKR, two years prior. Accountable for P&L of seven merchandising divisions, fuel centers, car washes, automotive service centers, services, category management, merchandising, finance, visual merchandising, master data, pricing, ecommerce, advertising, and marketing. Managed 180-person team with eight direct reports. ✔ With insight from cross-functional team members, consumer research, and analysis, built three-year merchandising and marketing plans; delivered to and won approval from board of directors within first 90 days. Developed and instituted new category management and line review processes and completed 100+ reviews, resulting in double digit sales and margin growth and triple digit margin rate growth. Revamped private label portfolio, resulting in the rationalization of 40+ brands and revitalizing 12 go-forward brands. Opened 11 new stores in a span of two years, all of which were planogrammed. Launched new Fleet Rewards loyalty program and APP. Grew ecommerce sales 140%+ since January of 2020. -
Vice President | Chief Merchandising OfficerTrue Value Company 2016 - 2018Chicago, Illinois, UsSpearheaded delivery of transformational culture change, formulate strategic direction, and revamp line (product) review process, which was not yielding optimal sales and savings results. Held P&L accountability for 11 merchandising departments, category management, visual merchandising, and pricing, with dotted-line oversight of inventory management and marketing. Managed team of 110 associates, including four vice presidents.✔ Within 90 days, delivered and won approval from board of directors for three-year strategic plan. Delivered new line review process and completed 150+ reviews, resulting in 8.2% COGS savings, 3.5% improvement in backside allowances, and $6.6M in vendor-funded reset support. Drove record-setting trade shows results as well as assortment sales, selling 10,000 POGs (planograms) to member stores. Developed and implemented new private label portfolio, resulting in improved packaging, product quality and innovation, and clear value proposition vs. comparable national brands. Garnered 11.6%+ associate engagement improvement within one year. -
Division Vice President - MerchandisingTrue Value Company 2014 - 2016Chicago, Illinois, UsOversaw multiple divisions, with P&L accountability for Lawn and Garden, Outdoor Living, Outdoor Tools, Power Equipment, and Garden Centers, which represented over $600M in wholesale sales and over $1.5B in retail sales. Managed team of global product merchants, product merchants, merchandising assistants with dotted line responsibility for inventory management team. Liaised with departments and divisions throughout the organization, and worked collaboratively with C-suite, board of directors, and senior leaders of external vendor partners.✔ Developed strategic direction, drove line review process, and ensured assortment and inventory productivity, which contributed to both top- and bottom-line performance. Increased wholesale sales from $519M to $600M+, and retail from $1.37B to $1.5B+. Elevated product and company profile through a number of programs that resonated with member owned stores and vendor partners, including instant rebates, private brand co-op allowance, and EDLP pricing strategy, among others. As project manager for the Charity Classic, True Value’s largest fundraiser, attained record-setting revenues for two years running. Received President’s Award for Outdoor Power and Tools Department of the Year.
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Senior Global Product MerchantTrue Value Company 2011 - 2014Chicago, Illinois, UsSenior Global Product Merchant, 2013 – 2014Global Product Merchant, 2011 – 2013Led, developed and executed strategy for the Lawn and Garden Department, with an eye toward revitalizing brand and building relationships with the vendor community. Held P&L accountability; managed team of three merchants, two merchandise assistants, one seasonal intern, and three inventory planners. Worked cross-functionally with marketing, inventory management, supply chain, warehousing, customer service, and senior management.✔ Drove growth in annual sales from $204M wholesale and $443M retail to $230M and $500M, respectively. Carried out a number of initiatives that were critical to elevating product profile and sales growth, including a new seasonal line review process, Made in the USA program, and Green Thumb private brand revitalization. Recognized with three President’s Awards for True Value Leader of the Year, Lawn and Garden Department of the Year, and Supply Chain Conversion Team.
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National Sales ManagerEllsworth Adhesives 2010 - 2011Germantown, Wi, UsOrchestrated, expanded and diversified portfolio of customers, of which 80% of the business centered around two accounts. Accountable for leading internal sales associates and external broker network. Held full P&L oversight.✔ Built strategy that focused on engaging a network of commission-based brokers to sell program into grocery and drug channels, developing incentive-based program with top customers, and revamping pricing strategy to ensure consistency, while creating reward-based tiers. Broadened account base, which included retailers within hobby, office, grocery, mass, and drug channels. Primary customers included Michaels Stores, Hobby Lobby, A.C. Moore, Oriental Trading, Walgreens, and Kmart. -
National Account Manager - Hardware ChannelThe Scotts Miracle-Gro Company 2009 - 2010Marysville, Ohio, UsOversaw True Value business nationally, Scott’s sixth largest customer, as well as Orgill and Southern States Agway. Accountable for driving sales execution across over 50 Area Sales Managers, developing strategic account plans, delivering top- and bottom-line sales goals, and creating marketing plans aimed at improving consumer traffic at True Value stores. Delivered 8% growth vs. prior year at True Value, 5% at Orgill, and 13% at Southern States for FY 2010. -
Region Broker | Business Manager - Grocery | Drug | DollarThe Scotts Miracle-Gro Company 2005 - 2009Marysville, Ohio, UsManaged team of 22 brokers in key markets, servicing key national and regional accounts including Walgreens, SuperValu, Albertsons, Kroger, H-E-B, Safeway, Associated Wholesale Grocers, Roundy’s, and Hy-Vee. Developed sales program and hired third-party sales network/broker to build relationships and open doors. Grew business segment from $5M to $50M+, which resulted in promotion to National Account Manager. Named Salesperson of the Year three times.
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Area Sales Manager - Independent RetailThe Scotts Miracle-Gro Company 2000 - 2005Marysville, Ohio, UsArea Sales Manager - Independent Retail, 2001 – 2005Sales Merchandising Manager - Home Center Retail, 2000 – 2001Managed $400K annual advertising budget. Named Sales Manager of the Year for FY 2003 and 2005, respectively, growing overline top-line sales 57.4% and 22.8%, respectively. Grew independent class of trade top-line sales 123% and customer base 39% between 2001 and 2005.
Heath Ashenfelter Skills
Heath Ashenfelter Education Details
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University Of Wisconsin OshkoshBusiness Administration
Frequently Asked Questions about Heath Ashenfelter
What company does Heath Ashenfelter work for?
Heath Ashenfelter works for Rural King
What is Heath Ashenfelter's role at the current company?
Heath Ashenfelter's current role is Vice President of Marketing, Sourcing, and Private Label.
What is Heath Ashenfelter's email address?
Heath Ashenfelter's email address is he****@****arm.com
What is Heath Ashenfelter's direct phone number?
Heath Ashenfelter's direct phone number is +126234*****
What schools did Heath Ashenfelter attend?
Heath Ashenfelter attended University Of Wisconsin Oshkosh.
What are some of Heath Ashenfelter's interests?
Heath Ashenfelter has interest in Attending Concerts And Sporting Events, Playing Sports, Traveling, Investments, Cars, Dining Out, Spending Time With Family And Friends.
What skills is Heath Ashenfelter known for?
Heath Ashenfelter has skills like Retail, Merchandising, Sales, Sales Management, Pricing, Product Development, Consumer Products, Forecasting, Marketing Strategy, P&l Management, Sales Operations, Management.
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