Hopkinson Smith Email & Phone Number

Atlanta Metropolitan Area

Strategic leader responsible for bringing brands and consumers together by creating lifetime memories through innovative digital & personal experiences. Proven professional in program development across sophisticated customer organizations by leveraging strong skill set in collaboration, influencing, and problem solving.

Atlanta Metropolitan Area

Atlanta Metropolitan Area

• Promoted to take commercial ownership of new product and consumer programming to grow Coca-Cola’s 4 emerging tea brands across all channels, national customers, and US franchise bottlers. Developed high performing team.
• Created consumer insights strategy to ensure brands aligned with consumer groups; increased availability of brands, including Gold Peak at 98%. Grew remaining tea portfolio by up to 60% in availability.
• Gained buy-in among C-level decision-makers to develop innovative, insight-based segmentation plan adopted internally and by franchise bottlers and national customers.
• Influenced Honest Tea Ventures & Emerging Brands (VEB) team to develop and adopt consumer recruitment strategy that aligned all VEB products to support key consumer life stages.
• Proposed and championed opportunity for Gold Peak to re-ignite sales trajectory, influencing co-investment in 2020 Summer Olympic sponsorship.
• Pioneered broad and customer-specific digital marketing initiatives to drive trial and repeat purchases, including custom digital program for Circle K that accelerated penetration across all Southeast locations.

• Entered commercialization, overseeing all commercial aspects of soft drink packaging innovation based on consumer and customer insights, channel strategies, and supply chain capabilities. Held central role in.
• Initiated the concept and launch of the “Share a Coke” program; coordinated matrix group comprised of franchise bottlers, customer teams—unprecedented revenue increase of 25% with 100% consumer access.
• Created methodology in use today to ID package portfolio “white space” and process to steward optimization.
• Developed a strategic model (Picture of Success) still in use today, utilizing channel-specific mock store set to demonstrate execution of in store messaging elements among national franchise bottler and customer team.

Greater Atlanta Area

• Recruited to oversee development and commercialization of national package innovation initiatives and channel activation plans. Co managed team of 30+ in matrixed environment.
• Grew Coca-Cola’s global contour bottle package brand by managing successful pilot program and negotiation with a franchise bottler to plan, develop, and launch the 2-liter contour bottle design.
• Ideated manufacturing/operations initiative to re-purpose $20M robotic production equipment from a discontinued project to supplying 100% of today's 2-Liter 4-pack in the “Club Pack.”
• Spearheaded commercialization efforts focused on immediate consumption, including detailed cross-channel/cross-package pricing coherence and launch of 20 oz. Coca-Cola grip bottle.
• Identified and reversed domestic impact of “grey market” products from Mexico, leading development of proprietary glass design tailored for Hispanic consumer segment; negotiated production in Mexico and created new.

• Progressed to a managerial role to build division retail partnerships and align supporting franchise bottlers on pricing, promotions, and marketing. Promoted to Group Manager accountable for annual marketing plans; led.
• Played a key role in negotiating 3 multi-year prestige property contracts with academics/athletics within The University of Tennessee, Dollywood Amusement Park, and Regal Cinemas.
• Revitalized relationship with largest retailer in the Southeast (Winn Dixie) by creating new franchise bottler alignment process, customizing holiday promotion, and marketing agreement process.