Joel White Email & Phone Number

• Lead Marketing for James Beard Award Winning Chef Michael Schwartz’s Restaurant Group that includes 2 fine dining restaurants, 2 pizzerias/cafes, a catering division and a licensing division.
• Developed partnerships with F1, Design Miami and Art Basel to grow catering business.
• Launched fund raising program with Rethink Food and innovative opt out donation model, with two restaurants generating over $750K in guest contribution to fight food insecurity in Little Haiti.
• Manage annual P&L for business and work with divisions to meet annual plan.
• Lead Digital agency, Social agency, and Public Relations firm to drive awareness and trial for our concepts.
• Led acquisition and integration of catering company that tripled catering sales.

Atlanta, GA, US

Waterbury, Vermont, US

• Managed cross-functional team of 35, including R&D, Supply Chain, Finance and Sales (8 direct reports). Created future innovation strategy, development and launch of new product platforms and new beverage systems.
• Led product development for Keurig 2.0, including development of new K-Carafe packs. Brewer and products to launch in August, 2014.
• Initiated Campbell’s deal, sold Campbell's CEO on partnership and managed team that developed products and secured deal for Campbell’s K-Cups. Advertising Age selected this partnership as the #1 “HIT of the week.”
• Developed and launched Green Mountain Coffee wellness collection – Antioxidant Blend Coffee and Focus Blend Coffee, skus had successful web test and are launching into grocery in 2014.

Waterbury, Vermont, US

Manage cross-functional team of 30+, including R&D, Supply Chain, Finance and Sales. Lead team charged with future innovation strategy, development and launch of new product platforms and new beverage systems (working with sister company Keurig). - Lead coffee business unit’s development of new beverage brewing system with Keurig. This involved the.

Waterbury, Vermont, US

• Successfully led all product marketing efforts for the Beverage Unit of Green Mountain. Managed team of 15 (5 direct reports) charged with developing new K-Cups for the Keurig System. Developed 5 year K-Cup innovation.
• Developed and launched Barista Prima Coffeehouse brand, super premium Italian inspired coffees, and supported launch with $10M marketing support program. Gave out over 1M 4 pack samplers, which generated 15%+ repurchase.
• Demonstrated ability to launch numerous brands to capture new K-Cup opportunities, Café Escapes (Hot Cocoa), Revv (energy drinks), VitaminBurst (enhanced water), Donut House Coffee (Dunkin Donut style coffee) and Green.
• Manage K-Cup license relationships with business leaders of Celestial Seasonings Tea, Caribou Coffee, Emeril Lagasse brand, and Kahlua brand.
• Lead marketing efforts for integration of Tully’s Coffee which company acquired in 2008.o Developed and launched new Tully’s coffee bag program in Northeast grocery stores.
• Manage three person Timothy’s Coffee marketing team in Toronto, which company acquired in 2009.

Burlington, Massachusetts, US

• Managed team of three focused on the in-home and away-from-home marketplace.
• Created and launched K-Cup 12 count pack into grocery in 2008. Spearheaded cross-functional team to develop packaging and product lineup and presented product to Kroger, Safeway and Publix. Product named by Symphony.
• Launched K-Cup 80 count pack in Club channel in 2009. Product has grown from two skus, at launch, in Costco, Sam’s and BJs, to seven skus and over $500M in sales in 2013.

Parsippany, New Jersey, US

• Led the marketing efforts for the Duncan Hines Brand (64 products), the largest business ($400M) at Pinnacle. Developed and execute the marketing calendar, manage the brand P&L and brand budget and acted as the key.
• Worked with the advertising agency to overhaul the marketing calendar. Moved away from television advertising and an ineffective FSI plan into print, radio and revamped FSI strategy.
• Developed new inventory projections and tracking process working with Ops team that was adopted company wide to increase order accuracy and reduce inventory holding costs.

Purchase, New York, US

• Led all new merchandising innovation across entire Pepsi business. Conducted business closely with brand teams, sales teams, bottlers and procurement. Collaborated with each major Pepsi account on store-specific.
• Gondola Reinvention Project: Developed new and innovative grocery store beverage aisle display concept.o Collaborated with five vendors and three design agencies in development of solutions addressing three main.

Purchase, New York, US

• Charted new business development for water category at Pepsi. Assessed and implemented programs against key new water segments. Led introduction of first Aquafina line extension entitled Aquafina Essentials that.
• Executed full marketing product launch campaign, including Kelly Ripa television ad campaign, 14 market sampling program and store and bottler programs utilizing $9,000,000 marketing budget.
• Combined with sales organization in creation of major account programs with Wal-Mart and other key accounts. Increased product distribution and account excitement. Sold in Essentials to local bottlers achieving 90%+.

Purchase, New York, US

• In charge of expanding Lipton with new products that build brand for Unilever-Pepsi joint venture.
• Led development of Lipton Brisk Lemonade, first non-tea Lipton initiative. This resulted in 4% growth in Lipton Brisk, helping the Brisk trademark achieve first brand sales growth in three years.
• Directed development and testing of Lipton Matika designed to compete in premium end juice drink category as Lipton iced tea line extension. Led all facets of development, testing and marketing implementation. Awarded.

Purchase, New York, US

• Grew Subway volume 15% in 1998 and 10% in 1999 through location acquisition and increased incidence..
• Built calendar of marketing programs for Subway and Pepsi resulting in volume growth of 25% over two years
• Created program leveraging Mountain Dew’s relationship with skiing and extended Ultimate Ticket promotion to all Subway locations. Resulted in 10% increase of stores offering Mountain Dew and gained valves from.
• Received Subway Vendor Appreciation Award and Pepsi Exemplary Performance Award.

Boston, MA, US

Led marketing department of five employees for national bakery café chain with 210 units. Responsible for all company marketing initiatives. Conducted market research for new product development. Formulated and executed new product introductions.

Orlando, FL, US

Developed and implemented national promotions to increase guest counts and check margins for 660 casual dining restaurants. Directed Grey Advertising in creation and execution of television advertising for test market and national rollout. Forecasted and coordinated product usage plans and logistics for national marketing promotions.

Managed Ocean Spray and Colombo Frozen Yogurt public relations accounts.

Mba, Marketing

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