Some emerging CPG brands struggle to get to the next level because they lack the Marketing expertise to scale their business. Some Marketing experts struggle to find clients that could truly benefit from their vast CPG Marketing experience. I help get these folks together.

Portfolio Strategy | Consumer Insights | Media Plan Optimization | 5 Year Strategy | Innovation PipelineRecruited to execute the repositioning of Twinings ($150MM in Revenue) into a Wellbeing Drinks brand and set business on path to double revenue in 3 years. Lead Consumer Insights, Innovation, and Connections functions and represent Marketing on the Executive Leadership Team. Managed marketing budget of $10MM.- Implemented test-and-learn multi-channel media plan with control and exposed markets allowing Twinings to identify most efficient target audience, optimal frequency level, and highest-ROI tactics to reduce CPM by over +37%.- Conducted wide range review of Wellness Tea category to discover most attractive Where to Play choices and isolated two winnable need-states that could deliver over $20MM in incremental revenue for Twinings.- Identified $1.7MM in year-over-year cost savings by reducing unnecessary packaging and harmonizing local blends with standard global blends, with no noticeable impact to the desired consumer experience.

Brand Positioning | Digital Marketing | Social Media | Marketing Strategy | Trade Marketing | InnovationRecruited as an expert within the Consumer Packaged Goods industry to transform Schuman Cheese into a consumer-first, Retail-centric leader within the Cheese category. Responsible for customer- and consumer-facing communications to deliver over $400MM in revenue across Retail, Food Service, and Club channels.- Utilized syndicated and custom market research to reposition Cello as a brand that provides key benefit to consumers – category education – which helped drive YOY sales growth up +60.3%. Cello’s new “Cheese Confidently” initiative won an Effie Award for most effective small budget campaign- Revamped agency roster to utilize smaller specialist agencies and reduce dependence on larger retainer-based agencies. Agency changes increased Working Media spend allocation by +27 pts.- Developed creative that challenged “stuffy” nature of vegan cheese brands and introduced a light-hearted, approachable campaign for Vevan brand. Velocities outperformed category average by 35% in test market.- Implemented Salesforce Pardot automated Marketing platform to improve tracking and measurement of customer communications, resulting in +70% increase in Marketing Qualified Leads.

Brand Development │ Market Penetration │ Profitable Growth │ Digital Marketing │ Team LeaderRecruited to lead Marketing function and serve as a member of the Executive Leadership Team for the US division of Arla Foods. Led team of eight marketers across four brands, delivering annual revenues above $130M and overseeing an annual marketing budget >$20M. Led partnership development with external communications agencies including creative, media, digital, social media, public relations, and shopper marketing.- Shifted focus of organization toward premium, high-margin branded business, delivering revenue growth of $18.8M for strategic brands over two years.- Developed consumer insights-based "Free From" campaign that catapulted Arla to the #2 brand in the Cream Cheese category, increasing household penetration by 5x and driving repeat rate up +14 points.- As a member of the Executive Leadership Team, helped define and exemplify the core values of the US organization, delivering scores of 97% for Employee Engagement and 100% for Team Agility.- Led pilot program to test the effectiveness of data-driven marketing, leading to a 5.6% lift when digital advertising was optimized. Global expansion of program expected to result in a $13.2M increase in sales.

Product Launch │ Market Analysis │ Strategic Partnerships │ Organizational AlignmentPromoted to deliver exponential growth to offset stagnant growth in the U.S., developing multiyear marketing strategy for full portfolio of food products for Retail and Foodservice in Canadian market. Oversaw $7.5M budget.- Delivered average YoY growth of $5.3M, with $7M growth in 2016, and expanded market share within Condiment category by +425 basis points after successful launch of French's Ketchup.- To offset the Mustard entry of the leading condiment brand, launched French's Brand Promise campaign which maintained significant share advantage on Mustard and increased Ketchup share by +6.6 points.- Reevaluated marketing budget to remove low-ROI programs and reallocated funds to support growth-driving initiatives, which drove French's Mustard share up +80 basis points and Frank's RedHot share up +175 points.

Budget Oversight │ Targeted Marketing │ Cost Effective Business Strategies │ Project ManagementAdvanced to manage French Fried Onion (FFO) business in transition from top-line growth driver to bottom-line contributor, and expanded Crunchy portfolio into new, high-frequency categories. Responsible for budget of $6M.- After marketing budget was reduced by 35%, launched more-efficient, targeted campaign aimed at heaviest FFO users, utilizing regional radio and high-impact, in-store tactics, resulting in a 26.7% lift.

Organizational Transformation │ Project Planning │ New Product Event Planning │ Digital MarketingRecruited to continue Frank’s RedHot transition from regional brand to national category leader by expanding Social and Digital presence and launching nationwide sampling events. Successfully defended against competitive entry, resulting in top-line growth of $14.2M and share growth of +207 basis points. Oversaw budget of $5M.- Launched Frank's to the People experiential tour, creating special events in under-indexing markets, delivering over 1,000,000 samples at 1/3 the industry average cost, and driving household penetration up +1.1 points.

Collaborations │ Top and Bottom Line Growth │ Operational Efficiency Strategies Promoted to oversee external agencies and internal teams to maintain overall brand share and drive double-digit profit growth. Collaborated with supply chain, finance, R&D, and sales to achieve brand’s sales and profit targets. Oversaw budget of $4.5M.- Shifted brand's focus to profitable products and geographies, which drove top-line sales up by 11% to $146M and delivered strong bottom-line growth of 64% over three years.