Mike Martinelli Email & Phone Number

Chicago, Illinois, Us

Owned profit and loss management across four categories – frozen meals, frozen proteins, frozen pizza and better-for-you options (BFY). Identified opportunities for growth through joint brand marketing campaigns and new platform development. Owned strategic planning for brand growth initiatives within Conagra’s Refrigerated Brand category following the acquisition, collaborating with key retailer Walmart to create mutually beneficial plans to improve revenue and market share. People management and development for sales and analytical support. Generated the top sales percentage growth within Walmart’s frozen food category for 5 consecutive years, contributing to 70% total business growth. Led task force overseeing Blue Bonnet’s strategy to increase sales by 300% and profit over $22M. Improved Reddi-wip sales by 30% by leveraging mix, ensuring mutually-beneficial results for all stakeholders. Identified and met consumer demand for plant-based products to improve Earth Balance’s category distribution by 75%. Presented customer analysis to Walmart leadership outlining differentiators for liquid egg product, securing existing distribution plan – generated double-digit sales growth from new consumers following the COVID-19 pandemic. Drove the brand marketing strategy for Hungry-Man’s new premium platform, increasing Walmart’s investment in brand growth with a projected sales increase of $40M. Increased Birds Eye Voila sales by nearly 80% by identifying and executing new brand growth opportunities. Developed seasonal strategy for Lenten, increasing category share by more than 30%. Earned consistent recognition from executive leadership and retail partners, securing Pinnacle’s first number 1 ranking in Walmart’s Advantage survey as well as Pinnacle’s MVP award for sales excellence.

Melbourne, Victoria, Au

Oversaw the marketing and sales strategy for key accounts Walmart, Sam’s Club, Costco, and BJ’s, aligning 7 regional account managers on evolving market trends to outperform national accounts by 14%. Prioritized Costco’s premium products to increase brand appeal and improve sales by 59%. Direct responsibility for local team of 4 with dotted-line responsibilities for 7 regional account managers. Club/Mass channels outperformed ROM by 14 percentage points in sales via improved product mix. Provided concept, guidance, and strategy for developing and implementing a Wal-Mart Beringer/Michael Buble holiday pallet program delivering over 60k incremental cases and over 100% sales lift.

Melbourne, Victoria, Au

Built, managed, and developed a team of 4, driving 42% growth through strategic initiatives alongside cross-functional partners.  Hired, trained and developed the Wal-Mart/Sam’s Team as the original member of the local Bentonville-based team. Delivered record sales results of +32% growth while remaining within spend budget through fiscal 2009 at Wal-Mart/Sam’s  Acquired category access without a category validator role to provide key consumer insights to Wal-Mart buyers.

Melbourne, Victoria, Au

Aligned field sales team on business partner’s policies and procedures, increasing account sales by 20% within one year. Implemented Walmart’s first Tab in wine. Developed a successful Halloween program delivering an incremental 20k cases. Awarded National Sales Manager of the year 2007.

London, Gb

Acquired category captaincy for spirits while developing an automated modular evaluation process. Key contributor to the first ever Diageo 2004 Vendor of the Year team. Designed category management procedures from reporting to modular implementation

Towson, Md, Us

Responsible for category captaincy on Black & Decker's largest business unit, power tools and accessories. Won Black & Decker's first vendor of the year award.

Paris, Fr