Jodi Eineichner Email and Phone Number

- Built and launched new $25MM pipeline of high margin, value-added, innovation with minimalcapital investment.- Led broad cross-functional team from concept, sell in and commercialization through launchseveral branded and co-manufactured new frozen food products.- Developed innovation platform roadmap. Built innovation platform ideation and prioritization.Designed research plan to evaluate opportunities and prioritize. Partnered with operations toassess capital impact on capabilities expansions and prioritize.- Identified competitively advantaged innovation priorities and accelerated commercialization onmultiple platforms. Developed trademark strategy, branding imagery, product proposition. Led team to determine proforma financials, forecast, and timeline to launch. Supported identification and building of internal capabilities of cross functional teams to launch branded initiatives including trade, sales, packaging, and finance.- Developed and implemented new visual equity for the business and clarified branding architecture for the fruit portfolio. Built comprehensive sales selling materials across categories.

Founded in 1954, Mid-States Distributing Company has become the nation’s premier retailer in the farm store channel. Mid-States has 40 members, employing 30,000+ associates, 700+ store locations in 33 states and five Canadian provinces with annual sales in excess of $6.5 billion dollars.• Expanded portfolio revenues +81% in two years across over a dozen brands while improving retailer margin potential.• Led new product launch which was touted by multiple members of the board of directors as “the best thing this company has ever done since it started” 64 years ago. • As B2B leader, envisioned and aligned 40+ member owners to overall strategy and framework for long term growth. As B2C leader, refreshed or launched several hundred of products from air compressors, to motor oil, pet food to extension cords, animal feed to batteries and beyond to drive sales, increase consumer loyalty, and improve margins.• Led innovation, branding strategy, positioning, legal, packaging, collateral, POS, advertising, digital, social media, events, PR for US and Canada. Partnered with distribution start-up and sourcing team. Established MAP pricing and Prop 65 policies, led supplier RFP process, negotiated legal transfers of trademarks, supplier service arrangements.

• Doubled margins on $100MM+ portfolio as P&L leader and general manager through 2015. Innovation and marketing implementation driving year to date margins up over 50% versus 2015.• Led 30 person cross functional team in collaboration with McKinsey consulting on Design to Value / Total Margin Management improvement initiative resulting in a 40% increase over 3 years.• Developed and launched innovative, differentiated, new product capitalizing on existing assets to drive strong sales +16% and margins +27%.• Led team to identify & initiate alternative supply for co-manufactured product portfolio and exceeding budget expectations by 20%.• Led initiative to reposition and relaunch premium, core product line with market based insights and a strongly preferred new packaging with enhanced features and benefits with cost neutrality.• Winner of 3 CMO Marketing ideation and growth challenges, co-inventor of patent routing new packaging technique, Winner National Agricultural Marketing Awards – National Competition 1st Place Specialty PR Campaign.• Other responsibilities include strategic business planning and marketing management, consumer journey, engagement and research plans, collaborating with R&D/technical teams to determine innovation platforms and customer marketing for training and messaging, pricing, naming, portfolio management, supply chain planning and forecasting, packaging, competitive analysis, P&L management, cross functional and direct report leadership.

Land O'Lakes, Inc. is ranked 203 on the Fortune 500 with $15.2B in revenue. The farmer-owned cooperative owns businesses focusing on dairy foods, including the Land O’Lakes flagship brand, animal feed, including the Purina brand, and crop inputs, including the Winfield brand. I've worked directly in or on strategics projects across these divisions including corporate center in an internal consultant role.

• Developed new comprehensive Brand Architecture and portfolio naming, refined mission and vision statements and developed new positioning for $3B division. CEO highlighted in the annual report that the activation of the strategy contributed to 62% increase in division margins first year work was activated.• Developed positioning and go to market launch plan for new technology product. Highlighted by leadership as key driver to division profit growth and unique competitive advantage.• Internal strategic consultant for growth strategies for key market segments including most portfolio’s profitable, largest segment and several key niche products.• Developed market assessment and new product launch plan for new sustainable technology.

• Led integrated marketing communication team for $3B division including high impact direct mail, print, digital and interactive. Won 11 regional National Agricultural Marketing Association awards.• Led development of innovative marketing campaign that delivered 400+% ROI in first year.• Led team of 3 direct reports, agency relationship.• Positioned, branded and imaged a new acquisition to the portfolio and led integration efforts across packaging, signage, trade shows, digital and print literature.

• Consulted with internal groups regarding vision, growth and business strategies, new product ideation, marketing plans, naming, branding, sustainability, and portfolio management.• Led new product innovation from fuzzy front end to platforms to new product development. Developed product concept achieving the highest score of any commercializable product in Land O’Lakes history. Optimized product form, positioning and flavors prior to transitioning to core team. Platform became the foundation for adjacency growth strategy. • Led strategic analysis of adjacent business opportunity for Land O’Lakes Purina Feed and made recommendation to senior team. Approach became model to assess new business opportunities and new products were launched in 2012. • Designed, developed and delivered marketing best practices and training curriculum of 20+ training events across all levels and business units. Key driver behind the first annual Marketing Conference. Led second annual conference.

Senior Manager, Marketing Innovation – Frozen Food Division • Led new frozen multi-serve initiatives with national launch acceleration at 3x normal pace. • Developed concept, positioning, packaging, and Pre-BASES, unique selling proposition, marketing integration brief, financial proforma, selling materials and leadership alignment to launch in 3 months. Wal-Mart launched test product in 1800+ stores. Senior Manager, Banquet and Marie Callender’s • Portfolio lead on products from a dedicated production line. Led business and analysis to recommend proactive portfolio contraction to secure sustainable velocities for product line. • Turned around three year profit loss trend and history of allocations to achieve PCM target while covering exit costs and managing LOB discontinuation and additional SKU retraction. • Product innovation brand marketing lead. Developed a portfolio of new frozen multi-serve solutions driven by discovering consumer insights, leveraging equity and market trends and existing capabilities for successful growth. 5 of 8 concepts scored top tertile in Pre-Bases, estimated retail sales over hurdle of >$300mm. • Managed Jarden licensing partnership and awarded “Best Licensee of the Year – Promotions.”

• Full P&L responsibility for $175+ MM sales. Grew +36% versus year ago.• Led brand activation team and agency to develop a new ad scoring in top 2% of all ads ever tested by MSI. Secured +180% increases in advertising investment.• Launched new line of business. Exceeded distribution goals, ROI hurdle.• Led direct report to develop additional 4 new SKUs to launch in FY08.• Spearheaded new process to improve consumer targeting and media buying efficiency. Led package redesign project to improve branding and increase appetite appeal.• Promoted to Senior Manager.

• Managed $1.5 B of HUGGIES Baby Care sales and trade as customer marketing liaison for Wal-Mart,Target, K-Mart and Toys R Us. • Innovated first use of gift cards as a bonus for promotional purchase at Target by linking key customer objective of increasing mom customer segment's repeat business with business objective of managing promotional pricing across channels. Promotion was huge success, and now strategy is widely implemented across many companies and product groups.

• Led cross-functional team, direct report to develop, reposition and relaunch portfolio to be meaningfully differentiated, exceeded distribution goals and drove category growth. • Designed, developed, and shipped 22 new products using contract manufacturing under 9 months. Launched expanded product portfolio growing gross sales +400%.• Developed 360° marketing plan valued at over $30MM to deliver 1 billion impressions which drove awareness up +20 points and led to a #2 share position year 1.• Defined strategic vision and enrolled peers to reposition and repackage products to align to consumer insight. Resultant new merchandising strategy drove category sales +12%.

• Led brand activation of new product launch team. Directed packaging, pricing, forecast, sales presentations, business plan and internal project recommendation.• Daily management of $100+MM A&P, packaging budgets, team. Proposed direction. Briefed agencies. Approved creative.• Developed successful $8MM dollar negotiation strategy with Disney. Leveraged for free ads. • Marketing lead for Mid-Term Demand Planning process redesign for all K-C brands. • Key member in development and execution of new communications strategy and ad campaign. • Analyzed consumer insights and evolving market trends to target First Time Moms, Hispanics, Gen Y, and leverage Buzz Marketing.

• Recommended pricing strategy and developed sales pitch that secured new dollar channel distribution resulting in incremental sales of $8 MM in 2003.• Marketing lead of $17MM HUGGIES Convertibles product launch with supply chain.• Analysis support on diaper price/count conversion designed to increase category sales and profit. • Forecasted SKU volume for HUGGIES business of $1.7 billion.• Extensive analysis of ACNielsen Scandata, Household Panel data, Retail Link, Costco POS, category analysis, and consumer research to assess opportunities for growth. Developed Baby Care Aisle Marketing Plan SWOT for Wal-Mart team in Bentonville.• Designed and implemented new MA On-Boarding Process of mentorship, training, and orientation.

• Led newly centralized HR function at the corporate level. • Introduced new training programs, first dental and 401(K) benefit policies. Left company to pursue full time MBA.