Kate Hart Email & Phone Number

Remote

Salinas, California, United States

New Product Leadership• Identified strong market trends and prepared several new wine-based RTD cocktail brands and products for launch, collaborating with winemaking, finance, sales, compliance, operations, manufacturers, flavor houses and design firms• Improved new product development process including project evaluation and prioritizationPrivate Label Portfolio Management• Managed 20+ private label brands and 70+ wines for Kroger, Aldi, BevMo/Go-Puff and HEB. Majority of the brands were top 20 profit-contributors in Scheid portfolio.

Livermore, Ca

Franzia Brand Management ($400MM+ annual sales) and 9 other established wine brands (1.5 years)• Introduced new Franzia Refreshers: https://www.franzia.com/franzia-refreshers/• Integrated traditional and digital communication with QR codes on packaging, website, social media and in-store POS• Led the creation of new “Franz for Life” digital advertising campaign: https://www.franzia.com/• Launched “Franz with Benefits” merch e-commerce site: https://shop.franzia.com/• Drove highly successful, low budget MD 20/20 social media campaign: https://www.facebook.com/md2020official

Livermore, Ca

Private Label Brand Portfolio Management (3.5 years)• Awarded 2019 “Smarketer” of the year for top Sales/Marketing collaboration and cross-functional leadership• Managed over 40 brands and over 200 products for 22 retailers• Partnered with seven new retailers, added 15 new brands and 45 new products

Hollister, Ca

Marketing Lead for premium, family-owned chocolate company• Developed new products for retail, club and e-commerce channels• Updated catalog, sell sheets, and price lists, and enhanced branding on packaging and point of sale materials• Drove new revenue with direct-to-consumer and corporate gifting programs

Monterey, Ca

New Product Lead• Created new salad maker category and Salad Companions brand with 8 introductory flavors• Projected to deliver $20 million revenue plus synergistic leafy greens and produce category growth• Validated by qualitative and quantitative market research (focus groups, in-home tastings, product and pricing optimization studies, and central location testing)

Pleasanton, Ca

Private Label Management for Safeway bread, cleaning, personal care, pet and cleaning categories• Contemporized Safeway’s commercial bread products; launched Safeway Kitchens umbrella brand• Implemented reformulations, drove new products, and recommended discontinuances to improve profitability• Collaborated with Product Development team toward desired claims and ingredient modifications• Managed transition to new Safeway Kitchens brand package design. Commercial bread category was the first of many categories to adopt the new Safeway Kitchens umbrella brand design.• Guided three direct reports, with responsibilities for cleaning, personal care, produce, and pet care private label

Lafayette, California, United States

Lindsay Olives Brand Management• Repositioned Lindsay Olives as “fun to eat,” with new packaging, advertising, promotion, PR, and social media• Leveraged consumer insights to identify olive category purchase drivers • Updated and integrated B2C www.lindsayolives.com and B2B www.bellcarterfoods.com websites

Walnut Creek, Ca

New Brand Development and Marketing Strategic Planning Lead• Reviewed dog and human hair care trends and directed market research to identify new product whitespace and launch a new dog grooming brand. Coordinated product development with R&D partners, manufacturing contractors, and packaging firms. Directed brand communication with copywriters and web design agency. Sourced grooming tools, towels, blankets, beds, and toys from Asia. Presented new product line to Petco and PetSmart.• Developed a new brand for fish and reptile pet products, including positioning and design• Managed the launch of an integrating Pet University website• Coordinated annual business planning across seven satellite acquired pet product companies

Danville, Ca

Marketing Consulting Practice• Developed and implemented marketing strategies to help strengthen and differentiate brands• Clients included RestaurantPro.com, Foster Farms, Clorox, Berkeley Farms, Williamsburg Home Furnishings, and the Haas School of Business• Identified compelling consumer insights and integrated knowledge into consumer-driven packaging, promotion, and new product strategies

San Francisco Bay Area

Marketing Director, Carnation Coffee-mate• Led the Carnation Coffee-mate powdered and liquid business team of six marketing professionals • Directed multiple agency relationships toward integrated advertising and promotion across all product forms • Launched highly persuasive advertising campaign focused on customization: “Your Cup, Your Coffee-mate.”Director, Business Strategy• Drove focused, consumer-oriented, and profitable business strategies by discovering and leveraging insights from segmentation and brand equity research and general market trends.Marketing Manager, New Products• Created and evaluated several dairy and juice new product initiatives for the Chilled Beverages business unit

Glendale, Ca

Marketing Manager, Carnation Instant Breakfast and Adult Nutrition • Repositioned and re-launched Carnation Instant Breakfast and Carnation Breakfast Bars. Drove improved nutritional profile; directed package redesign, new advertising, media plans and market research. Collaborated with Nestle Beverage Division and partner dairies on a fresh, ready-to-drink Carnation Instant Breakfast line extension. Marketing Manager, Contadina Canned Tomato Products • Drove a consumer-driven "authentic Italian" branding strategy with packaging, promotion, and advertising• Shifted business strategy toward more profitable product mix. Rationalized unprofitable products, modified pricing strategies, and launched higher margin “Pasta Ready” and “Recipe Ready” value-added productsMarketing Manager, Mighty Dog Canned Dog Food and Pet Food New Products • Initiated research study which drove more successful strategic plan focused on small dog owners • Launched four highly successful new “sliced variety” flavors Associate Marketing Manager, Carnation Hot Cocoa MixMarketing Assistant, Carnation Instant Breakfast and Breakfast Bars

Mba, Marketing And Strategy

Activities and Societies: Class Co-President

Bs, Biological Sciences, Honors

Activities and Societies: Coursework included biology, biochemistry, physics, psychology, physiology, kinesiology, genetics. Four year.