Kriszta Webber Email & Phone Number

Chicago, IL, US

Chicago, Illinois

• Jimmy Dean & State Fair Corn Dogs ($2.3B annual sales) 2022-2023Selected as lead marketer to recover State Fair business ($200M annual sales) from rapid share and sales declines and position for long‐term growth in.
• Increased State Fair share growth 6pts within 8 months by developing and executing Annual Marketing Plan including expanded production, improved sales and supply coordination, and optimized media strategy.
• Led capacity expansion and demand prioritization across 5 Tyson businesses and achieved first major capital investment in over 30 years for expanded corn dog production.Tyson Chicken Innovation ($2.4B annual sales).
• Led “Big Bet” disruptive Tyson Chicken Sandwich platform incorporating consumer segmentation analysis, new artwork architecture, and high‐level media strategy, resulting in successful 2023 launch for $40M projected.
• Spearheaded Club, Dollar and Drug channel strategy for Tyson Chicken Snacking portfolio securing first‐time Tyson brand distribution in Dollar Tree to achieve $12M+ annual sales.
• Oversaw successful launch of Tyson’s health‐forward “Simply” sub‐brand after revamping platform and pricing strategy within a two‐month period to account for COVID and recession effects.

Greater Chicago Area

• Mars Seasonal Candy ($1.1B annual sales) 2017 – 2018Led Valentine’s Day seasonal candy business ($125M annual sales, 70+ items) and collaborated with global and Walmart buyer teams for innovation development.
• Developed Annual Marketing Plan for season including merchandising and assortment, SKU optimization, packaging and artwork, and media plans to achieve 10% growth in 2019 and 29 new SKUs.
• Created sell‐in materials and led buyer discussions with Walmart, Target, and other top retailers to achieve $12M+ incremental sales.Starburst ($350M annual sales) 2015 – 2017Led rapid growth projects through.
• Directed Marvel 360 marketing and consumer promotions campaign (print, digital, eCommerce) which achieved 17% sales lift at Tier 1 retailers, first movie‐themed national sales event, and a multi‐year Marvel partnership.
• Revamped convenience channel Candy strategy to recommend new price pack architecture, sales tactics, and innovation pipeline to achieve $20M+ incremental sales.
• Managed first celebrity influencer campaign resulting in 180M impressions and 20M video views.Gum Innovation ($140M annual sales) 2014 – 2015 Defined first‐time innovation strategy for “Fun Gum” portfolio as key effort.

• Cold Medicine & Laxatives ($360M annual sales) 2012 – 2014Directed MiraLAX Laxative penetration to non‐traditional segments (Healthcare Professionals, Hispanic consumers) while executing experiential campaigns.
• Led Coricidin Cold Medicine ($60M annual sales) annual brand plan in coordination with sales, healthcare professional, insights, and media teams, to achieve 8% annual gross margin increase.
• Increased HCP penetration 20% by leading MiraLAX Laxative ($200M annual sales) healthcare professional marketing strategy ($3.4M budget) including sampling, print, and online promotions.
• Developed first MiraLAX Hispanic marketing plan ($7M budget) including innovation, media, sampling, and shopper strategies to achieve $17M incremental sales and 54% penetration increase in 5 years.
• Facilitated idea generation and development of first MiraLAX partnership with non‐profit organization (Water.org) working with PR, consumer promotion, creative, and media teams.

• Supported variety of government organization projects, with focus on cost and process optimization. Key projects involved high-level analysis and longer-term 10+ year strategies.
• Developed U.S. Navy acquisition cost model and long-term strategy at vice chief of naval operations level and across 30+ ships and aircraft to achieve projected savings of $15B over 30 years.
• Streamlined U.S. Customs & Border Protection (CBP) roles across 6 major offices and highlighted key budget process inefficiencies leading to reduced costs and improved performance management.
• Prepared widely used modeling tool to benchmark and measure performance of Navy Community Support programs (e.g., housing, food service, childcare) across 100 locations and identified key program issue areas.

Master Of Business Administration - Mba, Marketing, Strategy, General Management

Activities and Societies: Co-Chair of the Dean’s Marketing Advisory Committee, Member of Marketing Group, Retail, Apparel & Luxury Group.

Bachelor Of Science - Bs, Applied Economics And Management