Shelly Lee Email & Phone Number

Tustin, Ca

Responsible for providing item assortment and planogram design support to both on and off premise accounts. Consulted Spirit and Wine suppliers to provide best practice shelf merchandising strategies. Provided planogram support for the Albertsons/Safeway team.Maintained 1200 CVS planograms including new item additions and pull and plugs. -Partnering with the Retail Category Manager for Wine and Spirits we clustered the stores and selected -the best items based on the cluster. Account experienced 12% growth in Wine and Spirit sales.

Tustin Ca

Responsible for alerting Millennium Marketing personnel and Program Directors to anomalies in program spend trends. Provided analytical support to suppliers regarding marketing program spend, consumer pull at retail, and warehouse depletions. Assisted with forecasting and sales analytics to the Account Executives and the Directors of Sales.-Increased sales forecasting accuracy by converting the Excel based sales forecasting tool into a Web based platform.-Developed an item verification process. Through its utilization I uncovered anomalies and took the proper steps to correct thus cementing data integrity for mine as well as several other departments.

Pleasanton Ca

Reported and tracked distribution voids in the Ready to Drink Tea, Carbonated Soft Drink, and the New Age beverage categories. Provided sales support through ad-hoc analyses that utilized the Safeway Shopper Card data, Nielsen scan data, Featurevision, and Safeway’s internal sales data. Made recommendations to Safeway on items that were being considered for shelf placement. -Developed a scorecard which tracked the dollar sales, household penetration, shopper grocery trips, and the Safeway market share for the Sparkling Water, Chilled Soft Drinks, and Non-Alcoholic Mixer categories.-Provided a critical Ready to Drink Tea analysis that showed a strong correlation between display and sales effectiveness. The conclusion was that Snapple achieves a higher sales lift when on display versus the other tea brands. The findings were implemented by Safeway which resulted in a 5% sales increase for Snapple.

San Francisco Bay Area

Executed analyses and provided insights that unlocked growth, accelerated sales, and increased customer commitment. Supported all monthly and quarterly business reviews by providing analyses by state, distributor, retailer, channel and brand. Utilized matrices such as such as accounts sold, points of distribution, volume per outlet, and cases shipped and depleted.-Developed a “Neighborhood” summary report which included a census snapshot and business potential by zip code for every liquor store in California. Utilization of this report increased distribution 40% and dollar sales 35%.-Coordinated and lead the Nielsen TDlinx integration which involved software development, software testing, contract negotiations, and interfacing with Senior Management and Sales personnel.

Responsible for creating and maintaining the Liquor Set schematics for CVS Southern CA and Southern NV markets. Schematics were created with JDA. Product facings and shelf placement were determined by the results of my SKU analysis.Allocated the Holiday Liquor Value Added Products and the Holiday Plus-Out inventory to each of the 535 Southern California and Las Vegas CVS stores. Tracked the sales of Holiday items and reported findings to the CVS Liquor Buyer.Developed a National CVS Sales Report Card that was used by key Jim Beam sales personnel.Created the Southern California CVS Planner which provided the promotional schedule and the top dollars stores of each product. The CVS Planner was used by the Jim Beam Western Region Sales VP and all of the key Jim Beam Sales personnel.-Developed the Southern California CVS Promotional Planner which included a store ranking by item, historical promotional data, and inventory delivery quantities by store. Promotional activation increased 75%.-Developed an analysis to determine the best items for the CVS Holiday Program. The analysis secured a 62% increase in the case order versus the buyer’s original case order of the Beam items selected for the program.-Findings in SKU rationalization led to the expanded distribution of two key Beam items from limited distribution to full distribution, resulting in a 51% dollar increase versus YA for both items.

Developed and prepared analyses and presentations for Sales Management; including Category Management Reviews, Business Reviews, monthly IRI reporting, and weekly sales analyses.Partnering closely with the California Sales Manger, I assisted in setting sales and profit goals for the Southern California account executives.-Developed a tracking and reporting system to document which vendors gained Interstate Brand Company’s volume share as they exited the Southern California market. The report was utilized by the Director of Retail Accounts and the Vice President of Sales and Operations for the California Region.-Participated in a Food 4 Less schematic review. Determined that Traditional Bread Segment was under spaced based on sales. The schematic was adjusted per the recommendations, resulting in 5%-unit increase for the Bread Category at Food 4 Less and additional distribution for Bimbo Bakeries