Michael Wellner

Michael Wellner Email and Phone Number

Director of E-Commerce @ John B. Sanfilippo & Son | Digital Marketing | P&L Management | Content Strategy | Brand Management | Amazon, Amazon Fresh, Walmart.com, Kroger.com, Instacart @ John B. Sanfilippo & Son, Inc.
Michael Wellner's Location
Naperville, Illinois, United States, United States
Michael Wellner's Contact Details

Michael Wellner work email

Michael Wellner personal email

n/a
About Michael Wellner

►ECOMMERCE TREASURE HUNTER ►OMNI-CHANNEL INNOVATION CHAMPION ►TREND SPOTTERInnovation is curiosity at work. And I was born curious!I am a brand builder who excels at driving profitable growth by engaging consumers to become brand advocates. I have delivered goals for flagship brands, re-launched mature businesses, and created brands in new categories. Career success centers on innovating winning strategies, developing high-performing teams, and influencing senior leaders to embrace brand management, innovation, and eCommerce.I have evolved into an eCommerce thought leader, driving exponential sales growth and bringing iconic brands to life on the digital shelf in categories new to online.The results?✔ Total innovation retail sales of $300MM+ with 4 new items winning national recognition.✔ Built eCommerce from infancy to multi million business in 4 years with sustained double digit growthHow did I lead this strategic change?Before the pandemic, I recognized the promise of eCommerce and volunteered to help. Learning from the ground up was invaluable. I mastered the fundamentals with passion and aptitude, including assortment curation, content strategy, pricing to compensate for UPS fees, and conceiving store pages.Steadily advancing to more sophisticated strategies, I mobilized an internal team and replaced a broker with a partner offering broad and deep capabilities across platforms. We optimized the catalog with eComm-friendly items, upgraded to lifestyle images and A+ rich media, and embedded SEO keywords. Eventually, we moved up the marketing funnel to variety packs and Demand Side Platform display ads.Several aspects of my experience are differentiators. I manage the P&L top to bottom, with sales & marketing under one hat. I marshalled Third Party Logistics to expand fulfillment capabilities to Amazon and Walmart. Finally, I manage both private label and brands on eCommerce.✔ Amazon recognized as a "fast-growing vendor" and expanded support staff.What’s the thread running through my journey?✔ Knowing that when "I" becomes "we," innovation becomes inspiration, brands come to life, and eCommerce flourishes.While I do not have all the answers about eCommerce, I know how to build a team of internal staff and external experts who will find solutions.►CREDENTIALS✔ MBA and MA in Organizational Psychology, emphasis in consumer researchIf you love to talk about using eCommerce and innovation to drive growth, let's have a conversation.Michael Wellnermjwellner@gmail.com“There is no such word as can’t.” Michael

Michael Wellner's Current Company Details
John B. Sanfilippo & Son, Inc.

John B. Sanfilippo & Son, Inc.

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Director of E-Commerce @ John B. Sanfilippo & Son | Digital Marketing | P&L Management | Content Strategy | Brand Management | Amazon, Amazon Fresh, Walmart.com, Kroger.com, Instacart
Michael Wellner Work Experience Details
  • John B. Sanfilippo & Son, Inc.
    Director Of Ecommerce
    John B. Sanfilippo & Son, Inc. Jul 2023 - Present
    Elgin, Il, Us
    Over-deliver revenue and profit targets for company's brands on Amazon and Amazon Fresh, and drive growth of Private Label online. Accelerate growth on Walmart.com, Instacart, and Kroger.com through strategic planning and optimization of online search engine marketing (SEM) and demand-side platform (DSP) display advertising campaigns. Supervise one direct report and several Ecommerce agencies.
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  • John B. Sanfilippo & Son, Inc.
    Senior Manager Of Digital Demand/Ecommerce (Amazon, Amazon Fresh, Walmart.Com, Instacart, Shipt)
    John B. Sanfilippo & Son, Inc. Jan 2021 - Jun 2023
    Elgin, Il, Us
    Lead digital commerce strategy, P&L, and execution across branded and private brands. ✔ Launched branded portfolio on Amazon, Walmart.com, and Amazon Fresh, growing from infancy to a multi million business in 4 years and realizing growth at double rate (+48%) of food category (+18%).✔ Increased sales on Instacart and Shipt from inception to multi million business in 2 years through content upgrades, search engine optimization, sponsored search engine marketing, and display advertising.✔ Secured long-range plan approval to sustain growth 2x category via three strategic pillars + multifaceted upgrades to digital infrastructure.✔ Evicted ~80% of unauthorized third party sellers, protecting brands' integrity, sustaining growth, and safeguarding product quality.
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  • John B. Sanfilippo & Son, Inc.
    Senior Brand Manager, Ecommerce And Fisher Nuts
    John B. Sanfilippo & Son, Inc. Jul 2017 - Dec 2020
    Elgin, Il, Us
    Dual roles included continuing to manage Fisher recipe, the company's largest, flagship brand, while in tandem building eCommerce businesses on Amazon and Walmart.com.✔Hired new agency partner that accelerated optimization of catalog, gold standard content, supply chain improvements, control of shortage claims and charge backs, and overperformance versus benchmarks on Return on Advertising Spend.✔Led creation of Amazon stores deemed examples of excellence by vendor success manager.✔Implemented digital content hub that improved content health to 90% and which syndicates to ~85% of retailers.✔Generated incremental revenue through championing third-party logistics model that unlocked drop shipment of chocolate year-round, variety packs, and direct to consumer fulfillment.
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  • John B. Sanfilippo & Son, Inc.
    Brand Manager, Fisher Nuts
    John B. Sanfilippo & Son, Inc. Jul 2015 - Jun 2017
    Elgin, Il, Us
    John B. Sanfilippo & Son, Inc. is an $850M industry leader in nuts and snacks under Fisher, Orchard Valley Harvest, Squirrel Brand, Hunter Mix, and private brands. It is publicly traded (NASDAQ: JBSS) yet family led.✔ Managed Fisher to #1 brand in recipe nut category, erasing 25pt share gap through strategic partnerships, packaging improvements, and product innovations.✔ Drove 5 consecutive years of growth in grocery channel, leading Fisher’s strategic partnership with Food Network celebrity chef Alex Guarnaschelli as spokeswoman across TV, print, digital, and social media.✔ Achieved 300% increase in displays via partnerships with industry boards, complementary brands, and with solution-driven merchandising vehicles.✔ Introduced new products in mature segment that generated millions in incremental revenue via value-added features including nut toasted nuts, on-trend coasted nuts, and new packaging structures.
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  • Ach Food Companies
    Brand Manager Contract Employee: Weber Seasonings & Sauces
    Ach Food Companies Feb 2015 - Jul 2015
    Oakbrook Terrace, Il, Us
    ACH is a subsidiary of Associated British Foods, a $16B global branded food group. Brands include Mazola, Spice Islands, Weber, Tone’s, French’s, Patak’s, Fleischmann’s, Argo, and Karo.✔ Mobilized team to sell products to stadium concessionaires. Result: Interest from major league baseball team for 2016 season.✔ Bolstered licensing partnership with Weber-Stephen, maker of Weber grills & accessories. Result: Joint development and sales planning for 4 grilling kits sold to hardware channel customers.✔ Built 3-year base business new product pipeline. Result: Tested 22 concepts and chartered 4 platforms with projected sales of $7 MM.
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  • Conagra Foods
    Director Of Marketing Innovation
    Conagra Foods 2007 - Jun 2014
    Chicago, Illinois, Us
    Developed long-term pipeline of “big bet” consumer-driven innovations across all ConAgra platforms from conception through commercialization. Brands included Marie Callender’s, Healthy Choice, Banquet, Orville Redenbacher’s, Slim Jim, Alexia, and Wicked Kitchen. Supervised staff of up to 5.✔ Headed development of Orville Redenbacher’s Pop Up Bowl, a revolutionary popcorn bag that inflates into a usable “bowl,” from concept through home use testing to launch by brand. Result: Generated $92 MM incremental sales, reversing 10% category decline. Ranked #9 IRI New Product Pacesetter (2012).✔ Defined consumer-preferred design for Pop Up Bowl by merging two features – stand-up and see it pop – into final structure. Result: Won 2012 Edison Award and Consumer Survey’s Product of the Year. Featured in USA Today (1/18/12), The Early Show, The View, The Today Show.✔ Identified white-space opportunity to create an entire line of new products for millennials. Became in-house insight expert through in-depth consumer research. Conceived and launched Wicked Kitchen food truck to learn first-hand about Gen Y’s preferences. Result: Creation of an edgy new brand encompassing a full line of product innovations ready for in-market testing. Presented at NASCAR and Miller-Coors conferences.✔ Pioneered intrapreneurship and gamification marketing strategy to engage millennials via DailyBreak online contest. Oversaw digital-social media including Tumblr, Twitter, Facebook, Instagram, Pinterest, Foursquare. Result: Met all KPIs, engaging consumers for 5+ minutes/visit.✔ Oversaw development of Healthy Choice Greek Frozen Yogurt, extending into adjacency of anytime treats. Result: Sold $29 MM year one.✔ Implemented project/portfolio management and software in Snacks division. Bolstered executive alignment on innovations, increased pipeline visibility, and accelerated go-to-market timing.
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  • Sara Lee (Now Tyson)
    Director Of Marketing: Frozen Breakfast Portfolio
    Sara Lee (Now Tyson) 2006 - 2007
    Springdale, Ar, Us
    Managed Jimmy Dean and Sara Lee innovation strategy and pipeline development, commercialization, and launch.✔ Restructured 3-year new product pipeline with Innovation team using consumer segmentation to extend Jimmy Dean and Sara Lee equities. Result: Generated BASES concepts totaling $648 MM.✔ Led Jimmy Dean Breakfast Bowls formula optimization, marketing planning, pricing strategy, new item presentation, commercialization, and P&L management for 6 months in-market. Result: Doubled year 1 projected sales, attaining $45 MM. Quoted extensively in Wall Street Journal article (1/5/07) about Skillets and Bowls.✔ Conceived Jimmy Dean Breakfast Entrée concept and supervised development. Result: Achieved highest concept score in brand’s history, with BASES sales potential of $57 MM.✔ Supervised 1 direct report and mentored 3 marketers on new product development. Result: Received favorable feedback from other Marketing Directors in all cases.
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  • Sara Lee (Now Tyson)
    Senior Brand Manager: Jimmy Dean Frozen Breakfast
    Sara Lee (Now Tyson) 2003 - 2006
    Springdale, Ar, Us
    ✔ Led Jimmy Dean Breakfast Skillets from concept optimization through rollout. Result: Delivered sales of $35 MM and national recognition in Business Week (2/13/06).✔ Originated strategic framework of Speed Scratch breakfast and leveraged during sell-in. Result: Attained fastest on-shelf distribution in company history of 60% ACV in 3 months.✔ Collaborated with base business and agency team to create new TV campaign for Skillets. Result: Exceeded ARS copy score standards and Jimmy Dean “Sun” campaign has been on air for 8 years.✔ Extended platform with Bacon Skillets in year 2. Result: Delivered sales of $7 MM.✔ Repositioned Jimmy Dean Pancakes & Sausage on a Stick. Result: Increased sales by 60% to $25 MM. Generated earned media on "The Daily Show" with John Stewart (10/19/06).
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  • Sara Lee (Now Tyson)
    Brand Manager: Jimmy Dean Fully Cooked Sausage
    Sara Lee (Now Tyson) 2001 - 2003
    Springdale, Ar, Us
    ✔ Launched and managed Fresh Taste. Fast! Fully Cooked sausage, including marketing plan encompassing TV, FSIs, Catalina, IRCs, and digital. Result: Delivered 19% segment share and $60 MM within 18 months.✔ Capitalized on low fat and carb dieting by introducing Fully Cooked Turkey Sausage. Result: Sustained 50%+ growth for 3 years after launch.✔ Analyzed IRI household panel demographics/trial & repeat data, and repositioned from Soccer Moms to convenience-seeking Empty Nesters. Result: Saved 26% on media and met growth target of 12%.✔ Extended Fresh Taste. Fast! portfolio by introducing first topically-seasoned fully cooked bacon. Result: Attained 14% segment share and sales of $12 MM.✔ Devised strategy to improve margins by reallocating spending, initiating hedging, and changing co-manufacturer. Result: Restored bacon profitability within 6 months.✔ Strengthened Sales execution through analytical insights, merchandising aids, and customer presentations. Result: Awarded trophy for “outstanding job & tremendous support” at sales meeting.
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  • Borden Foods
    Brand Manager: Wyler’S Soup Starter And Mrs. Grass
    Borden Foods 2000 - 2001
    Dallas, Texas, Us
    ✔ Initiated Fix the Fundamentals strategy to improve product quality and packaging. Result: Increased consumption on Soup Starter by 17% or $530 M.✔ Authored 2002 marking plan that pioneered efficient FSIs at $1 off 2 and Catalina. Result: Gained approval by executives and H.J. Heinz of plan delivering growth of 7%.✔ Executed price increase to counter chronic “price creep” and fund $300 M slotting. Result: Increased distribution by 7 points and reached fair share items per store.✔ Mobilized cross-functional experts and plants to reduce complaints. Result: Mitigated tipping pouches by 33% and missing components by 40% in 6 weeks.
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  • Borden Foods
    Associate Brand Manager: Classico It’S Pasta Anytime
    Borden Foods 1998 - 2000
    Dallas, Texas, Us
    ✔ Headed 15 multi-functional experts in developing “white space” shelf stable pasta and marinara sauce meals. Result: Achieved sales among top 5% of new food products launched in 5 years, at $39 MM.✔ Collaborated with packaging engineer on breakthrough stand-up structural design. Result: Named co-author on Microwave Tray and Paperboard Sleeve patent (#D432414; 10/24/2000).
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Michael Wellner Skills

Cross Functional Team Leadership Customer Insight Strategy Consumer Products Brand Management Management Product Innovation Product Development Leadership P&l Management Fmcg Marketing Segmentation New Business Development Iri Strategic Planning Brand Development Forecasting Nielsen Market Planning Pricing Brand Equity Grocery Marketing Research Food Competitive Analysis Team Building Advertising Customer Marketing Consumer Insight Consumer Behaviour Snacks Brand Innovation Brand Architecture Categorization Meat Wal Mart Category Development Frozen Food Project Management Bakery Sensory Evaluation Presentations Syndicated Data Analysis Frozen Consumer Trends Packaging Artwork Consumer Marketing Shopper Marketing In Store Marketing

Michael Wellner Education Details

  • Drucker School Of Management
    Drucker School Of Management
    Management And Marketing
  • Claremont Graduate University
    Claremont Graduate University
    Emphasis On Consumer Research
  • Beloit College
    Beloit College
    Government/Pre-Law

Frequently Asked Questions about Michael Wellner

What company does Michael Wellner work for?

Michael Wellner works for John B. Sanfilippo & Son, Inc.

What is Michael Wellner's role at the current company?

Michael Wellner's current role is Director of E-Commerce @ John B. Sanfilippo & Son | Digital Marketing | P&L Management | Content Strategy | Brand Management | Amazon, Amazon Fresh, Walmart.com, Kroger.com, Instacart.

What is Michael Wellner's email address?

Michael Wellner's email address is mi****@****ods.com

What is Michael Wellner's direct phone number?

Michael Wellner's direct phone number is +184728*****

What schools did Michael Wellner attend?

Michael Wellner attended Drucker School Of Management, Claremont Graduate University, Beloit College.

What are some of Michael Wellner's interests?

Michael Wellner has interest in Marketing Management, Packaging, Syndicated, Snorkeling, Guerilla Marketing, Consumer Promotion, Thomas, Boating Target Industries B2c, Turks And Caicos, Skill Development P&l Management.

What skills is Michael Wellner known for?

Michael Wellner has skills like Cross Functional Team Leadership, Customer Insight, Strategy, Consumer Products, Brand Management, Management, Product Innovation, Product Development, Leadership, P&l Management, Fmcg, Marketing.

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