Richard Yoder Email & Phone Number

Los Angeles Metropolitan Area

Moorpark, California, United States

Leading strategic and business consulting assignments to clients in health and wellness, food and non-profit.

Chatsworth, Ca

Transformed the company during my tenure and increased the valuation 5x to over $500 million.Led the Sales & Customer Marketing teams for growing vitamin & supplement manufacturer who owns the #1 Melatonin brand.Drove $75 million in revenue growth (10% CAGR) by driving significant distribution and merchandising gains. This growth is more than double the category average.Led the fast acceleration of Costco's revenue, the #1 customer for the company, from $20 million to $46 million in retail sales behind focused marketing, merchandising and innovation. Successfully penetrated both Target and Dollar General creating $8 million retail sales new business. Achieved the first ever merchandising events for the company at both Walmart and CVS driving +40% sales growth.

Chatsworth, California

Led Brand Marketing, Sales, Customer Marketing, Creative Services and Consumer Affairs teams for growing vitamin and supplement manufacturer who owns the #1 Melatonin brand. Repositioned the brand, launched new packaging, relaunched the website and developed a breakthrough marketing campaign driving +2.5pts of share growth and +3pts of household penetration growth on Melatonin, the company's flagship product representing over 70% of its sales.Successfully launched a new breakthrough innovation in the brain health segment achieving the #2 brand in the segment and delivering +$7 million in retail sales.

Greater Los Angeles Area

Leading business and brand strategy consulting for various clients across a diverse range of industries

Greater Los Angeles Area

Provide strategic brand marketing, marketing plan development and business development consulting to various organizations across multiple industries

Northridge, Ca

-Led Nature Made to +13% CAGR and +1.9 market share point growth from 2006-2010 which almost doubled the business to over $600MM. -Led the development of a new brand strategic framework and positioning to more strongly differentiate Nature Made within the Vitamin, Supplement & Mineral (VMS) category.-Oversaw the development and implementation of key product segment strategies to accelerate share growth based on new product innovation, value improvement and optimized label communication.-Led the development and identification of a new more profitable consumer target for Nature Made and aligned all marketing activity against this target resulting in more insightful and focused marketing strategies and plans.-Launched a new line of liquid softgels which drove over $20MM of growth to Nature Made.

Northridge, Ca

-Led the strategic development of a new packaging redesign across the entire Nature Made line (200+ SKU's) which helped drive +14% consumption growth.-Led the development and commercialization of key innovation launches including Double Strength Fish Oil and Triple Omega.-Identified a breakthrough consumer relevant claim "Formulated For Easy Absorption" and activated this claim across all consumer touchpoints to drive double digit consumption growth.

Parsippany, Nj

-Led and developed the long term strategic plan to extend the HALLS cough drop brand into new consumer focused innovation platforms. Identified oportunities were projected to drive an incremental $30MM+ to the $300MM+ HALLS franchise.-Led the launch of a breakthrough new innovation on HALLS including positioning & communication strategy, product development testing, capital approval and launch activation plan.

Parsippany, Nj

-Led a cross functional team to re-energize the iconic Trident base gum brand through a comprehensive renovation plan that drove +10% consumption growth and significant market share gains. Key elements of the initiative included; 1) A new breakthrough package structure; 2) Significant product improvements across the portfolio and; 3) Optimized package graphics. -Identified the strategic market opportunity and oversaw the product development for a new Watermelon flavor on Trident. This flavor is one of Triden's strongest performing flavors today.

Greater Pittsburgh Area

-Led a 20+ member cross-functional team to develop and commercialize five new frozen snacks for a May 2001 national launch which drove +18% consumption growth to the portfolio. Key elements of the initiative included; 1) A new brand architecture; 2) Concept and food development; 3) A new communication strategy; 4) Optimized package graphics and; 5) Approval to $2MM in new capital. -Re-positioned Bagel Bites against a "Tween" target with a new communication strategy creating a unique point of difference versus the competitive set resulting in +20% consumption growth.-Led the integrated strategic marketing plan development to drive greater "Tween" relevancy through ESPN X Games sponsorships and an endorsement partnership with Tony Hawk resulting in +23% consumption growth.

Plano, Tx

-Led the development and commercialization of Smokey Red BBQ Doritos which generated over $90MM in sales in year 1 and was a key growth driver to the portfolio. Key elements of the initiative included; 1) The identification of a strategic opportunity in the BBG segment through a first ever flavor segmentation study; 2) Concept and food development; 3) Name development; 4) New package graphics; and 5) Launch activation plan.-Led the initiative to create a new packaging design for Doritos to drive appetite appeal and costs savings. This graphics architecture is still in market today.-Led the development of Doritos 3-year strategic plan estimated to grow Doritos through frequency of usage among heavy users by strengthening the emotional connection between the brand and teens.

Battle Creek Mi

Promoted to Brand Manager in March 1997-Led a cross-functional team in the national launch of Kellogg's Cocoa Frosted Flakes. Key elements of the initiative included; 1) Packaging development resulting in one of the highest scoring package graphics of any new Kellogg cereal; 2) Launch activation plan; and 3) Field sales roll-out resulting in the quickest trade acceptance of any new Kellogg brand.-Led a cross-functional team in the strategic development of the 1997 corporate account specific marketing initiative.-Developed and gained management approval to the strategic recommendation for the 1996 multi-brand event programs based on a comprehensive analysis.-Developed a consumption based forecasting model which was implemented across the entire Kid cereal portfolio which improved both forecasting and budgeting accuracy.-

Williamsburg, Va

-Managed a $3MM wholesale account and effectively worked with key wholesaler management to develop a new trade program resulting in 8% volume growth at the account.

Mba, Marketing

Bachelor Of Science (Bs), Marketing