Paul Lacroix Email & Phone Number

Chicago, Illinois, Us

Business lead for Grocery products at Kroger. $116M in sales. Company’s #2 customer.• Launched multiple innovation & market void items adding over 40,000 incremental points of distribution supported by tactics including feature, display, store signage, coupons, and targeted onsite ads.• Improved promotional approach for key brands with a shift to quality merch increasing lift by +16 pts, net sales by $2M, and ROI by +15 pts.

Burlington, Massachusetts, Us

Drive portfolio expansion into new channels, customers, and brands.• Developed expansion strategy which grew the business 206%.• Launched 2 new brands adding over 22,000 incremental points of distribution, full endcap displays with brand signage for the full year, and 4 to 7 circulars annually at Target and Meijer.• Grew seasonal business 154%, which is a key trial driver.• Implemented test of new brand at Costco and secured MVM within 9 months totaling $7.5M.

Irving, Tx, Us

Business lead for Household Essentials products at Target. $307M in sales. Company’s #3 customer. Provided leadership to 3 indirect reports.• Managed Joint Business Plans (JBP) securing growth 140 bps above national plan.• Developed cough cold flu seasonal program for the Kleenex brand including an exclusive Target-only item, 4 new items, 5 display locations across store, and 12 weeks of ads within key quarter.• Expanded wet bath tissue category shelf set, grew the Cottonelle brand space by 26%, and added 2 incremental items appealing to additional consumer segments.

Strategic lead for Baby business at Target. $187M in sales. Company’s #2 customer. Provided leadership to 4 indirect reports.• Led Joint Business Planning (JBP) securing assets for the Enfamil NeuroPro brand launch. Awarded first-ever exclusive branded endcap, at-shelf video, circular / digital support, and dual distribution.• Launched 5 exclusive products including the Enfamil Enspire super-premium portfolio. Brand $12M in sales and Target has a 46 share today.• Initiated single use coupons as replacement for Catalina program. Leveraged Enfamil loyalty database to target shoppers within 5 miles of a Target store. Grew sales by $3M.• Reduced expenses including cash discounts, returns, and retail coverage by $2.7M or 25%.

Sales lead for Baby portfolio at Kroger. $106M in sales. Company’s #4 customer. Managed 3 direct reports, 10 indirect reports, and 2 CROSSMARK Broker Account Executives.• Selected by Kroger Management as the only supplier to collaborate on a 3-year strategic category plan. Sales increased by $20M or 5.4% and achieved Joint Business Planning (JBP) partner status.• Awarded position on category review team. Increased item assortment and doubled shelf presence on the most valuable consumer segments.• Returned key product groups back into promotional cycle. Display sales grew to $1.5M. Developed dunnhumby continuity mailers to support staging launch with redemptions 25x normal levels.• Developed system for retail brokers to identify individual store distribution. Implemented an exception-based coverage model. Decreased voids from 0.63 to 0.3 and out of stocks from 1.05 to 0.52 per store.• Negotiated with Kroger management to reduce in-store labor expense by $172K or 42%.• Selected by Company Management to lead cross-functional project team to transition tier 2 customer’s service model. Outsourced internal Telemarketing Department to third-party provider. Division was the top performer at 117% of quota after year 1.

Developed and maintained a category management partnership with Kroger to improve category performance. Provided leadership to CROSSMARK broker Category Manager.• Influenced Kroger to adopt consumer segmentation strategy ahead of customer’s internal Management timelines. Tripled shelf space on the #1 segment.• Developed CROSSMARK broker team member to better represent company at Kroger. Designed a multi-step education program including training, cross-functional meetings, and inclusion at company events.

Liaison between headquarters and field sales. Developed national strategies, tactics, key performance indicators (KPIs), and new item launches. $503M in sales.• Led the new Enfamil Gentlease brand retail launch representing sales of $481M today.• Implemented News America Category Buyout program to support the Boost brand plastic bottle launch. Sales increased by 24% and market share grew from 21% to 30%.• Created new display program for the Boost brand. Reduced SKU count from 14 to 6, sourced a branded display that was less expensive, increased sales by $1.6M, and saved $460K in inventory costs.ADDITIONAL RELEVANT EXPERIENCE:SARA LEE, Trade Marketing Manager, New YorkFORT JAMES, Associate Trade Manager and Customer Development Manager, Connecticut and MichiganNABISCO, Manager Customer Sales and Sales Representative, Michigan and Ohio