Sheila Martinez Email & Phone Number

Lehi, Ut, Us

Phoenix, Az, Us

Orrville, Ohio, Us

Developed and executed annual brand plans as well as national and channel brand strategies aimed to meet financial goals. Worked with brand manager and Insights on brand positioning, product architecture and brand health. Led channel and customer-specific product launches and co-led innovation projects with Innovation team. Worked with Sales and Promotions teams on key channels and customers’ strategies to drive growth. Worked with RGM and Finance teams to coordinate pricing, trade and P&L’s for diverse projects. Performed retail data and shipments analysis, forecast on an ongoing basis. Helped and trained brand analysts and interns on several tasks and projects● Led the launch of Bacon & Steak Mini Bits line extension by working with Sales and Finance to provide financial projections, RGM, Insights, Project Management, Creative Services, etc. Presented the project throughout the Stage Gate process.● Worked together with Innovation team to lead the launch of KnB Triple Steak (set to launch in 2022). Worked with Insights to test product ideas, product and packaging. Worked with Sales, Finance, Project Managers and Creative Services.● Led channels and customer-specific launches, such as GVT 31LB (Dollar), and KnB Bacon & Steak Large (Dollar)● Performed in-depth retail (IRI, Nielsen, e-Commerce) and shipments analysis to create the Situation Appraisal and Brand Plan decks for KnB and GVT. Worked with brand manager, RGM, PR, Sales, Insights, Finance to develop brand strategies and tactics. Presented Brand Plans to leadership and cross-functional teams.● Proactively monitored (IRI, Nielsen) and reacted to early indications of business health concerns in key channels and pack sizes. Worked with Sales, RGM and Promotions to develop best approach to ensure stable businesses. ● Led KnB Wet Packaging Refresh by working with Insights to test packaging, Creative on design, project manager to monitor soft-conversion and Sales team.

Developed brand strategies for athletic performance and energy solutions. Managed projects and promotions from the US and international markets by working with several cross-functional teams. Performed sales data analysis, forecast, and promos. Collaborated with consumer segmentation study. ● Worked on 5-year plan of athletic Performance brand which includes target segmentation, positioning and product innovation.● Performed in-depth category and competitive research about athletic performance protein by working with Insights and R&D team. As a result, led new protein innovation launch project.● Coordinated several projects by working with crossfunctional teams – finance, supply chain, creative design, marketing communications, events, R&D, among others.

Hershey, Pennsylvania, Us

Acted as a business owner for $320M franchise including five sub-brands and 100+ skus. Led brand innovation and shopper marketing projects from ideation to execution by working with crossfunctional teams. Managed brand’s budget and sales forecast vs plan. Performed retail analysis to drive insights and recommendations. ● Lead crossfunctional teams and marketing agencies through several innovation, shopper marketing and summer program projects from ideation to execution, such as new flavor and packtype innovation, Independence Day integrated shopper marketing program and core summer program, VIS and reseal portfolio update (+60 skus). ● Saved $1.5M from capital investment by proactively working with plant engineers and proposing an alternate solution that satisfy production line requirements while still meeting customer-specific needs. ● Showed initiative by proposing a new brand Peg strategy as a result of proactively analyzing category growth and looking for gaps and opportunities to grow. Led Peg strategy project with crossfunctional teams.

Cincinnati, Ohio, Us

San Jose, Ca, Us

Camden, Nj, Us

Performed analytical analysis of competitors in the "better for you" segment using IRI. Identified segment criteria and competitors. Provided gap opportunity and recommendations for segment based on insights gained from data.Researched brand category and CPG industry for best practices in the digital space. Worked with cross-functional teams to determine brand's current digital initiatives and developed a 3-year strategy to compete in this platform.

Houston, Texas, Us

Worked with a team to provide a market/competitor assessment and gap analysis in order to create an implementation study addressing the capabilities of A. Schulman Inc. Provided a global marketing plan with regional implementation that included market trends, growth rates, key players, unmet needs, participation strategy, value chain analysis, etc.

Vevey, Ch

Provo, Ut, Us

Developed marketing materials for new programs and events targeting specific markets. Provided marketing research and media marketing campaign material to build organization’s brand.

Memphis, Tn, Us

Led media campaigns, cause-related marketing campaigns, and planned fundraising events. Developed and executed Hispanic marketing PR campaigns and relationship marketing strategies with prominent community and business leaders. Recruited and led all event committees. Solicited and obtained corporate sponsorships and individual annual gifts.

Helped organize Temple Open Houses (Church’s buildings open houses) in different areas of the world. Produced and translated press kits and other materials from English to Spanish. Assisted other LDS Public Affairs offices in other countries. Wrote articles for LDS Newsroom about current issues.

Generated marketing strategies and media campaign materials to promote event through Spanish and English media outlets. Developed marketing research strategies to identify sponsorship opportunities.

Interviewed, hired, and trained incoming teachers. Supervised and organized projects for language and skill development. Rated approximately 500 applicants in 4 months. Directed education of 60 new missionaries and 12 teachers every four months.

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

Master Of Business Administration (Mba), Marketing, Brand Management

Bachelor Of Arts (B.A.), Communications - Public Relations & Spanish Translation