Mark Lavelle Email & Phone Number

Fort Lauderdale, FL, US

Camden, NJ, US

Hershey, Pennsylvania, US

• Albertson’s/Safeway: Successfully transitioned business planning/category management support to new Albertson’s/Safeway organization after SuperValu decentralization (Jewel, Shaws, Acme, Eastern, Denver, United &.
• Executed extensive Acme planogram update; maintained strong local market mix while adapting to Corporate Boise gondola layout preferences. Leveraged project to gain 1,040 total Hershey distribution points. Planogram.
• UNFI/SuperValu: Led Confection Seasonal Solutions initiative. Gained SuperValu C-Suite executive support for increased orders, cross-category synergies, enhanced seasonal lobby displays and coordinated ad messaging.
• Managed SuperValu confection schematic expansion efforts resulting in total profit increase of $1.6m (+27%) in first 6 months. Used Shaw’s as test case for other divisions. Expanded confection space by 4’-6’ in 45% of.
• Hy-Vee: Led Category Consultation at Hy-Vee, driving Seasonal order optimization, Gold Standard Gondola makeovers, support of self-checkout conversion and Hy-Vee’s “Candy Store” Store-within-a-store initiative.

Hershey, Pennsylvania, US

• Developed Trade Marketing ROI system to assess spend effectiveness and identify retailer & pack type improvement opportunities. System helped Hershey improve promotional event ROI +650 basis points.
• Conducted extensive new/core item impact/rationalization studies. Resulting “prioritization tiers” drove Marketing/Sales distribution strategy for all Hershey’s 2005/2006 innovation launches.
• Developed innovation planning study to quantify innovation incrementality and base business impact. Results provided Marketing VPs with guidelines for 3-year innovation and new platform launch targets.

Hershey, Pennsylvania, US

• Developed and led Category Development team of seven supporting Hershey’s snack launches in Nutrition Bars, Snack Bars and Cookies ($70 million year 1 sales).
• Directed development of new category entry sales & marketing materials for these launches. Market entry content, selling materials and training efforts supported sales team’s exceeding new portfolio sales plan by 7.7%.
• Initiated strategy coordination effort to link Field Sales, National Account and Special Channels Category Management insights to impact marketing planning. Developed scorecards and strategic guidance for 2003 & 2004.

Hershey, Pennsylvania, US

• National Accounts & Field Sales
• Built and managed 12-member category management group; focused Hershey’s strategic planning efforts with National Mass & Drug retailers (Walmart/Sam’s Club, Target, Kmart, Walgreen’s, CVS, Rite Aid) and built on-site.
• Led U.S. Category Management best-practice sharing, training and select sales projects for Hershey Canada and Walmart International (Mexico, Argentina and Puerto Rico).
• Led Hershey’s Customer Relationship Management process by sharing Sales’ retailer collaboration approaches with Hershey’s Customer Service, Demand Planning and Marketing teams.
• National Account team exceeded sales and share targets each year.
• Led Hershey’s organizational shift to consolidated category management activities and centralized reporting structure (ten direct reports, 50 total Analysts) driving projects with top customers in Food, C-Store.