Peter Maclellan Email & Phone Number

Brampton, Ont

• Rebuilt and redefined the Category Management Department for the organization.• Introduced increased level of interaction between Marketing and Sales to the Department to drive the organization forward• Renegotiated Nielsen Contract for an extended 3 year term at increased savings to the organization while maintaining service level.• Renegotiated Ad dynamics flyer tracking contract at a flat rate for next 3 years, plus negotiated additional service for Specialties division at a discount to initial quoted rate.• Successfully maintained Vendor Advisor/ Category Captain status with multiple major retailers. • Introduced new retailer specific information to the organization (Dunnhumby – Metro, Aztec – Overwaitea/Safeway, Aimia - Sobeys, Precima - Loblaw)• Increased levels of fact based Selling and Insights to Marketing and Sales presentations.• Lead team of 3 Category Managers, 1 Category Analyst in driving increased analytics to assist in fact based selling to all retailers.

• Responsible for leading Shopper Insights on the Seasonal business, by developing sales material focused on identifying opportunities to increase sales for all accounts for each Season.• Actively participate in Planning process of future programs for each season by evaluating Market Trends and consumer needs to identify opportunites to drive increasingly successful seasonal programs.• Accompany CSE’s for main customers to aid in sales presentations to Buyers for Seasonal programs. • Mentor Shopper Insights team and internal Sales to increase usage of Analytic process in order to increase efficiency in development of day to day evaluations and increase usage of fact base selling techniques to accounts.• Developed and lead internal training sessions for Sales department to increase practical usage of Nielsen and Custom research in day to day sales opportunities.• Actively participated in 2009/2010/2011 planning meetings for Sales force for entire organization.

• Account lead for Nielsen top 25 clients Colgate-Palmolive and Parmalat. Responsible for financial targets for both accounts amounting to $4 million, both committed and incremental• Accountable for all servicing and identification of sales opportunites to drive growth for the client as well as Nielsen• Have established stong relationships with both clients through understanding their business needs and developing action oriented service plans to address these needs, and for the Market Analysts on these businesses to follow.• Have identified and implemented numerous process improvements to address specific issues identified by each Manufacturer to improve Quality and Speed of delivery.• Work with both clients Marketing and Sales deparments to develop retail and Brand Plan stories that align with overall company objectives.