Pete Lewis Email & Phone Number

Burlington, Ma, Us

Helped lead company transformation from a private-label commodity supplier to #1 brand in category. Reported to Founder/CEO and member of executive team. Coached team of three marketers. • Doubled company revenue and increased gross margin by over 300 basis points through branded product distribution gains and new product launches. Branded sales grew from 5% to 45% of company revenue. • Built a team of consumer research, brand strategy, brand design and web design resources to create a modern, authentic and differentiated brand rooted in consumer insights and competitive analysis. Transformed all consumer and customer touch points with beautiful, engaging imagery.• Instilled an “I know vs. I think” culture with an emphasis on using data to inform and guide problem solving and decision-making. Invested in syndicated data (Nielsen, IRI, Spectra) and Increased financial literacy of marketing and NPD teams.• Implemented a stage-gate NPD process by engaging external R&D and innovation process management consultants. Launched over 20 new “value-added” skus at 4 new co-manufacturers. • Lead the creation of a data-based customer segmentation strategy. Authored all customer presentations in partnership with sales team and category management consultant. Delivered customer presentations at leading retailers such as Wegman’s, Whole Foods, Costco, Safeway, Amazon, Giant Eagle, Aldi and Hannaford's. • Served as Interim manager of three sales team members for 9 months.• Secured over $1M in co-op marketing funds that were invested into consumer and trade marketing programs that delivered over 55MM impression across digital, social media and print. • Positioned Verde as an industry leader in grass-fed through PR and trade marketing activities. Grew share of voice in leading trade publications from near zero to the most mentions of any beef brand- conventional or premium.

Londonderry, Nh, Us

Welcomed back to help lead company back to growth after three years of decline. Newly created position in marketing team, reporting to V.P. of Marketing. Oversaw team of seven brand marketers with ~$300MM P&L responsibility and $11MM+ marketing budget. Marketing lead on S&OP and NPD/renovation teams.• Key member of senior team that delivered an 11-point turn around in sales (-7% to +4%) in 17 months. • Guided marketing team during difficult period. Managed through 80% turnover in first 4 months. Recruited and rebuilt team and coached two “high potential” rated Associate Brand Managers. • Formed and lead senior level Business Acceleration Teams for the companies’ “Big Bets” – YoBaby and YoKids, representing $100MM in annual sales and tasked to deliver +25% growth. Grew Stonyfield’s share of the kid’s yogurt segment from 10.9 to 14.3 points - representing 88% of total segment dollar growth in 2014. • Revamped YoBaby marketing strategy with refined brand positioning, new creative campaign and $3MM digital marketing investment with Babycenter.com that delivered 100MM targeted digital impressions to new moms. • Revolutionized YoKids marketing platform with a multi-year $15MM+ investment as first ever presenting sponsor of Disney On Ice that delivered over 2 Billion targeted impressions per year. Investment empowered sales team to grow YoKids distribution by over 20%.

Madison, Me, Us

Chosen to lead the creation of a premium, authentic and loved brand and sustainable business model that would help disrupt the $2B commoditized fresh tomato category. • Achieved #1 ranking in brand tracking study by transforming brand positioning, visual identity, voice, packaging, messaging and tagline based on consumer insights gained through extensive qualitative consumer research. • Delivered company’s first year of profitability since inception in 2007 by partnering with VP of Sales to develop the “Strategic Selling Model” that moved Backyard Farms from a transactional based, commodity seller to a strategic partner. 80%+ of volume bypassed volatile wholesale markets and went direct to retail grocery partners with annual sales and marketing plans – unusual in the fresh tomato market.

Led marketing team and held P&L responsibility for a “Max Growth” brand in Conagra’s portfolio with a long range vision to become a $100MM+ brand targeting the vegetarian consumer. • Transformed brand positioning from a niche category to broader health and wellness space and drove growth through focused marketing efforts and product portfolio expansion. • Supervised three direct and one indirect reports and owned relationships with advertising, PR/social media and packaging design agencies.

Londonderry, Nh, Us

Key member of team that helped Stonyfield grow from $100MM to $350MM in 6 years. Held $100MM P&L responsibility for a range of products and directed new product development. Evaluated and pursued M&A, partnership, private label and licensing opportunities. Advised Group Danone global brand managers on organic consumer insights and product portfolio strategy. Recruited and coached an associate manager (now a brand director), a marketing coordinator and a summer intern.

Londonderry, Nh, Us

Londonderry, Nh, Us

Stratham, Nh, Us

Created and implemented consumer and trade marketing programs for $60MM sub-brand. Interfaced with key global sales and marketing counterparts to ensure Mountain Athletic product and marketing tools met their diverse needs. Served as interim product manager for Fall 2003 product line.

Us

P&L responsibility for $19MM frozen pie product line. Directed all trade and consumer marketing activities for In-Store Bakery division. Managed two external agencies for PR and trade advertising.

New Berlin, Wi, Us

Created and managed large-scale event marketing programs for clients such as Miller Brewing Company and Philip Morris. Directed programs with budgets ranging from $500K to $5MM.

B.S., Marketing

Mba, Marketing And Strategic Management