Julia Wing-Larson Email & Phone Number

Saint Paul, Mn, Us

Denver, Colorado, Us

Denver, Colorado, Us

Mission Field is a full service innovation consultancy using entrepreneurial practices to create opportunities. We help companies with strategic planning, insight generation, new product development, prototyping, testing and launching.We work with both mid-sized and Fortune 500 corporate partners such as General Mills, BumbleBee Foods, Church and Dwight and Hershey's - each with innovation and brand teams who are focused on delivering the next big idea but who feel: A) under pressure with their resources, time or flexibility to get it done, B) frustrated seeing the best ideas sit on a shelf due to organizational constraints, C) challenged that their best new product platform is too unique to fit traditional testing methodologies or D) concerned that their agency partner is overly creative to a point of impracticality.

Arlington, Virginia, Us

Direct to consumer fresh meal delivery startup Led marketing & sales team of 15 (remotely) to drive omni-channel growth via brand building, digital marketing, and B2B sales.• Created new content strategy, launched email marketing, built new affiliate program, and restructured team which has resulted in 35pt increase in YOY growth• Doubled distribution and led national expansion efforts by identifying 5 new priority markets and building sales and marketing launch plans• Built an internal agency to increase creative output by 100%, enable real time ad optimizations, and triple digital ad investment while maintaining CPAs

Purchase, New York, Us

Collaborated with PepsiCo leadership team to integrate Health Warrior into PepsiCo organization post acquisition. Continued to lead Health Warrior marketing & innovation teams during the integration.• Launched national digital campaign for Health Warrior• Built multi-channel marketing and pricing strategies to support Costco & Wal-Mart expansion

Richmond, Virginia, Us

Led marketing, consumer insights, ecommerce, and R&D teams. Created brand architecture, brand guidelines, positioning and content strategy. This included new consumer target definition, visual asset designs, packaging, and brand messaging. Restructured, expanded, and recruited marketing and ecommerce team. Managed team of 7 direct reports.• Drove exponential revenue growth and led company to successful acquisition by PepsiCo less than 3 years after joining company as first ever VP of Marketing & Innovation• Drove 190% growth on Amazon since joining company, catapulting it into the fastest growing and #1 customer rank for Health Warrior. • Spearheaded innovation strategy and commercialization. Launched first expansion beyond chia for the brand in 2016 (Pumpkin Seed Bars), expansion into 2 new categories in 2018 (Protein Powder & Hot Breakfast) and built three-year pipeline and launch strategy.• Transformed high-growth direct to consumer business. Healthwarrior.com revenue increased 7x since joining the company with 190% YOY growth in 2018.• Managed national Field Marketing team and successful execution of events and more than 3,000 demos each year• Built internal content creation and influencer management team that grew engagement and followers more than 100% in 2 years

Minneapolis, Minnesota, Us

FIBER ONE & LARABAR• Generated 40% revenue growth on Larabar through first ever paid marketing campaign, Food Made From Food• Managed $550MM portfolio of 3 brands with $60MM budget, 7 direct reports, and 4 agencies• Delivered growth on all 3 P&Ls through innovation and new campaigns on established businesses• Developed new Fiber One campaign strategy and most effective advertising in brand history • Launched Fiber One Cheesecake, a $50MM business in year one• Led Fiber One brand renovation strategy to revitalize core business through new brand purposeLARABAR • Managed $100MM P&L with 3 direct reports• Increased annual Larabar sales by 10% with 20% baseline growth on core business through first ever paid marketing campaign• Created new innovation strategy & pipeline which included new consumer segment (moms) and new channel (natural channel)• Led package re-design across all sub-lines301 INC., NEW BUSINESS DEVELOPMENT • Developed new go-to-market strategies for General Mills through internal innovation and external development partnerships• Led two category expansions for the company• Identified high potential investment opportunity and first minority investment for 301Inc which led to successful IPO

Minneapolis, Minnesota, Us

BRAND EXPANSION • Developed new innovation capabilities (development, testing, and insight gathering) for General Mills by bench marking entrepreneurs and start up companies• Built pipeline of new products to expand existing brands into new categories including frozen meals, salty snacks, and yogurt

Minneapolis, Minnesota, Us

• Managed all digital & TV campaigns for Pillsbury Crescents, including the $17MM media budget• Developed new digital campaign and communication strategy for Betty Crocker Potatoes• Led Costco, Wal-Mart, and Target businesses for Small Planet Foods• Launched new salsas and led forecasting and business analysis for Old El Paso

Racine, Wi, Us

• Led and developed organization's first fundraising program• Tripled funds raised in less than 2 years

Research Triangle Park, Nc, Us

• Analyzed data to determine economic impact of environmental policies

Mba, Corporate Strategy, General Management, Marketing

Ba, Economics & Mathematics