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%.

• 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.