Managing Valio USA marketing, business development and quality assurance team. Leading the Valio USA co-packer and co-manufacturer relationships in cheese. Leading the Finlandia cheese and butter portfolio, profitability development and marketing communications plans. Leading Valio USA sustainability work. Leading the exploration of new business opportunities.

Project role to Identify and implement COGS lowering actions through efficiencies in product and customer portfolio. Evaluating trade promotions and optimizing trade levels. Project management and coordination with stakeholders. Reporting to the CEO.

Managed Atalanta owned brands and led corporate, specialty, club and food service marketing totaling $600 MM in sales. Responsibilities included leading product and branding decisions, leading the development of effective sales and marketing materials and leading SKU rationalization. Managed and coached a staff of seven. -Led several re-branding and positioning projects for Atalanta owned brands resulting in increased sales.-Re-launch of the Celebrity goat cheese line (package re-design, website, trade advertising, sampling) resulted in 20% increase due to increased consumer and buyer appeal.-As the chairman of the New Item Committee all new item approvals came through my desk. Set up a new task force to re-engineer the new item Go To Market process to drive better linkage and accountability.-Developed new rotational item launches at Costco focused on driving seasonal impact to business. These item provided new news to consumers and resulted in incremental sales.-Drove SKU rationalization resulting in a more efficient portfolio, reducing SKU's by 8% and driving greater operational efficiency with no negative volume impact. -Played integral role on a cross-functional team that launched a new promotions system to identify opportunities and issues with pricing and promotions. Efforts led to revised pricing strategies on several core brands and more efficient margin management.

Managed Cream of Wheat, Cream of Rice, Maple Grove Farms, Vermont Maid, Emeril's and other brands (totaling $200 MM annual sales). Responsibilities included marketing strategy and plans in U.S. and Canada, new product development, sales forecasting, consumer research and analysis, P&L management.-Championed an innovative social media program to gain awareness and trial for new Cream of Wheat flavors, resulting in hundreds of thousands samples out to consumers and accelerated trial vs past launches.-Launched key new flavor of Cinnabon Cream of Wheat that achieved over $4 Million annual sales and 65% ACV (above historical B&G norms for a line extension). Cinnabon is still on the market.-Championed and launched a Bananas & Cream flavored Cream of Wheat with an integrated marketing campaign including sampling events, online sampling, couponing and regional radio. The new flavor achieved $2.7 MM in sales and is still on the market. -Played integral role in the integration of newly acquired syrup and spread brands into the B&G portfolio by incorporating the marketing programs and directing pricing and promotional levels.-Drove cost reduction in the portfolio through product re-formulation, SKU rationalization and packaging development.

Initially managed the Finlandia Cheese portfolio ($80 MM annual sales), later Real Goodness lactose free milk. Responsibilities included marketing strategy and planning, new product development and leading intergrated marketing campaigns. -Drove consumer centric innovation by launching a thin sliced Swiss into club and retail, resulting in incremental sales and new business at Costco.-Championed and managed new product development for a Lacey Swiss responding to consumer demand for lighter texture and lower fat. Product is still on the market.- Implemented a re-branding for the whole line, consolidating the brand under one brand umbrella, resulting in clearer communication, increased purchase intent and brand awareness.-Launched several integrated marketing campaigns including radio, in-store and on-pack coupons that increased brand awareness and market share in key markets.-Championed and executed a successful on-pack coupon promotion resulting in 25% coupon redemption and increased trial for Finlandia varieties.

Led in-store marketing and category management for the ice cream category ($75 MM in sales). Responsibilities included presenting new items to buyers, developing in-store marketing activities and leading category management programs with key customers.-Planned and executed a successful in-store marketing program (in-store promotion, materials and net pricing) which included a free gift with multiple purchase, resulting in market share gain and increasing the average sale.-Developed sales materials and presented new items to retail buyers resulting in successful new item listings for summer and Fall seasons.-Partnered with customers in category management initiatives, providing in-depth analysis of the category to develop both customers' and Valio's in-store business strategies resulting in gains in sales for the category.

Managed the juice category ($60 MM in sales). Responsibilities included marketing strategy and planning, new product development, pricing.•Managed the Tropicana business and marketing in Finland and launched regional marketing campaigns focusing on the highest income demographic area and increasing share in indulgent juice category.•Reengineered the raw material pricing process, linking commodity changes to more timely pricing decisions.•Championed and executed retail promotional programs for the impulse juice category targeting kids and parents, bringing the brand alive with the target audience and increasing market share by 5%.