Mike Purewal Email & Phone Number

Published children’s book author: On Your Way! (ISBN: 9781839344176) & Boban from Zoltan (ISBN: 9781398458840)

Mississauga, Ontario, Canada

• Restructured National Sales Team by hiring Regional Sales Managers in Western and Atlantic Canada removing dependency on third party brokerage companies resulting in annual bottom-line savings
• Created DSD sales solution by hiring National partner and eliminating regional companies to reduce complexity
• Drove +20% top-line sales growth in pandemic driven year while managing significant supply chain issues to ensure timely product arrival with all retail partners
• Managed top to top retail meetings with senior leadership at all major retailers including Loblaws, Sobeys, Costco, Walmart and Metro which outlined strategic priorities, objectives and addressing business challenges

Mississauga, Ontario, Canada

• Led new business development process by attending global food shows and launching new brands in Canada
• Responsible for base business growth of 6% year over year in very mature grocery industry
• Negotiated and implemented price increases on key strategic brands with retail partner senior management teams including Loblaws, Costco, Walmart, Sobeys, Metro, Save on Foods and Federated Co-op
• Worked with internal team to displace competitive items through robust category insight to drive volume

Mississauga, Ontario, Canada

• Led team that doubled Costco business to over $30MM annually by gaining Stagg Chili & SPAM listings at Costco East while launching exclusive item reformulations at Costco West
• Created strategic plan to recoup lost Kikkoman Soy Sauce business while driving volume at Costco Business Center
• Responsible for New Business Development by creating partnerships with Canadian & American manufacturers

• Managed $25MM portfolio which grew by 76% over 3+ years (Stagg Chili, SPAM, Hormel Bacon)
• Drove the rollout of strategic innovation pipeline including Stagg Ready to Eat Meals and created innovative Stagg ½ pallet trade program, which lead to the growth of the Chili portfolio by 65%
• Developed strategic marketing platform on Stagg utilizing insights from U&A study to build a multi-year campaign executed in TV, on-line and in-store mediums

• Created strategic program in-store that united Canada Bread, Maple Leaf and Reckitt Benckiser; program drove volume by +50% and was repeated due to the successful results
• Sold in the Excel Lock Up Coffee Breath promotion from concept development to execution, which resulted in a 5% display growth, and roll out to print, consumer promotion, OOH & digital
• Developed the strategic in-store platform for Canada Bread to combat negative health perceptions of bread; worked with JWT to execute across all consumer touch points
• Owned French’s Mustard activation platform which included print advertising, in-store POS, FSI and digital; drove the highest dollar share in the brand’s history

• Responsible for $6.6MM A&P budget, which included development of local TV, print and online
• Increased SpongeTowels dollar volume by 9% and tonnage volume 10%
• Initiated SpongeTowels National promotion with SCJ which resulted in 21.6% redemption
• Launched SpongeTowels EnviroCare which received a ‘Best New Product Award’ for innovation
• Owned strategic partnership with the Canadian Breast Cancer Society and launched the first printed paper towel, driving breast cancer awareness

• Increased Permanent Marker POS by 7.4% and Presentation Marker POS by 4.9%
• Doubled A&P spend on innovation by presenting strategic vision to senior management which resulted in exclusive media buy with Global television; Sharpie Pen tripled its original forecast
• Developed a Sharpie Grammy promotion that gained 23.2% POS lift and +200% unique entrants
• Pitched exclusivity program for Sharpie Pen launch to Staples buyer and secured permanent display space for 2+ years which drove 175% of initial shipment forecast during launch period
• Secured Sharpie Marker catalogue exclusivity with Grand & Toy

• Increased Bacardi Superior share by 2.1 points or $4.2MM gross sales
• Managed and planned Bacardi Rum A&P budget of $4MM
• Developed the Bacardi Superior and Flavoured Rum strategy which included analyzing business issues, objectives and implementing strategies
• Launched the first experiential Bacardi B-LIVE program and executed 15 events Nationally
• Regained share of Bacardi Limon by creating print, on-line advertising, in-store activation and launching Limon & Motts Clamato co-pack

• Assisted in managing a $10MM A&P budget to rebrand Cottonelle to Cashmere, which included developing new English and French television creative, print, radio, OOH and PR
• Launched four new Bathroom Tissue SKU’s, which resulted top selling items today, from idea through to completion, by managing internal relationships with sales, product development and finance
• Managed the conversion of sixteen Cottonelle SKU’s to new Cashmere packaging during the rebranding process

• Developed solutions for CPG Companies including, Procter & Gamble, Nestle, Gillette and Robin Hood Multifoods
• Analyzed data and presented key findings addressing specific needs based on consumer demographic profiles and purchase behaviour