Robert Steed Email & Phone Number

Ewing, New Jersey, Us

• Consulting on Best-In-Class Category Management and Shopper Marketing strategies and solutions.• Analyze multiple data sets to derive actionable insights.• Align consumer and shopper market research plans to sales, category, and shopper marketing strategy and activation.• Develop go-to-market sales presentations, scorecards, and tools.• Support new item strategy for product innovation into Frozen Foods category.

Chicago, Illinois, Us

Developed several of ConAgra Foods selling platforms leveraging both consumer/shopper insights and sales data analytics. “Owning Occasions” leveraged point of sale data, meal diary data, and shopper/consumer market research to position household eating occasions as you would a category and develop growth strategies against each occasion. The “Owning Occasions” sales platform and insights has been activated and leveraged with key retailers including Walmart & Target. Internally it was leveraged to develop customer marketing programs for the portfolio and seasonal selling strategies for several key brands. I most recently consulted internally with our food service insights division to leverage the same processes to develop a similar platform to leverage with our restaurant and food service brokerage customers.Prior to (and leading to) "Owning Occasions", I led the "Win with Dinner" sales platform. I worked with an external consultant & creative agencies to develop a meal solution platform that provided retailers with fully integrated programs for the dinnertime occasion. The "Win with Dinner" project received the 2013 ConAgra Foods “The Ways We Win with the Customer” award.

Chicago, Illinois, Us

Managed all Category Leadership HQ functions that included developing category MAPS recommendations across grocery channels, creating selling presentations against MAPS initiatives, developing and assisting with category sales presentations, and managing Acosta relationship in providing Category Management expertise with smaller retail customers.Created and activated “Ultra Convenience Meals” category initiative which brought all shelf stable microwaveable meals into a single category. This initiative resulted from an expanded center store analysis to determine placement of microwavable meals within individual categories. "Ultra Convenience Meals" received a 2012 Progressive Grocers Category Captain award. In addition, I was asked to present the concept and insights in a Progressive Grocers webinar series.Other customer insights driven, customer focused project include: “Future of Frozen” aisle redesign strategy: Providing retailers and sales teams with direction in redefining categories, space to sales opportunities, and correct adjacencies to increase sales.“S.P.A.C.E.” category assortment strategy: Teamed with Cannondale to develop and activate category SKU rationalization efforts and other MAPS recommendations.“Category 411” presentations: Educated field sales teams and new buyers to category insights and principles.

Chicago, Illinois, Us

While in my role as Director of Category Strategy for the branded portfolio I was asked to lead negotiations for signing ConAgra Foods contract with dunnhumby USA. In addition to the contract I also managed the Kroger category leadership group, the Kroger dunnhumby analytics group, and a headquarter dunnhumby analytics group. The analytics teams were created to develop training and processes in order to leverage dunnhumby data across the ConAgra Foods organization.

Chicago, Illinois, Us

Combined and managed Category Leadership/Management teams for ConAgra Foods Grocery and Refrigerated headquarter divisions after closing the Irvine, California offices.Led “Ready Set Grow” platform with Cannondale to analyze and develop category merchandising, assortment, pricing, and shelving recommendations across ConAgra Foods portfolio.Scoped out and implemented ConAgra Foods “Strategic Shopper Strategies (S3)” Tool that leverages household panel data to developed templates and reports for category reviews and sales presentations.

Chicago, Illinois, Us

Managed Target/Kmart Customer Business Team sales objectives against business exceeding $100MM.Led ConAgra Foods addition to Target’s “Focus Vendor” program that managed their transition to SAP.Penetrated Target Sales leadership with insights driven growth opportunities by operating division. Results included:45% growth for Banquet and Marie Callender’s frozen meals, Hebrew National and Butterball Brands meats business.41% growth in Traditional Target grocery business on Banquet Meals, Hunt’s Snack Packs, Chef Boyardee, VanCamps and Peter Pan Peanut Butter.

Chicago, Illinois, Us

Managed Category Development for ConAgra Foods $2.2B Frozen Food operating division. Responsibility included the development of distribution objectives, core strategies, and brand initiatives; and working with ConAgra Foods sales team’s category management on training and execution of these objectives.Received ConAgra Frozen Foods Division 2003 “Platinum Performer” award for development of PC-based consumer insight application that developed customer sales presentation against frozen food opportunities.Developed distribution model based on volume elasticity related to shelf presence emphasizing the importance of maintaining core distribution and limiting out-of-stocks with power brands. Developed retailer specific new-lost-retained analysis using panelist level consumer data to measure and develop strategies to combat the effects of competition to a retailer’s consumer base.

Purchase, New York, Us

Developed Customer and Consumer Insights Selling Presentations for PepsiCo’s Top Customers.Received PepsiCo’s “Chairman’s Award” for work in development and implementation of PepsiCo “Shopper Insights” Tool, including insights and presentation development, tool deployment, and field sales training. Created PepsiCo’s “Breakfast Occasion” selling strategy which identified and segmented breakfast consumers, identified best performing breakfast categories by consumer segment, and established category “best practices”.Partnered with major convenience store chain to develop measurable “Combo-Meal/Bundling” opportunity analysis utilizing their store-level sales data.Delivered retailer transaction-level data analysis on major category space allocation and sales recommendations for a major Canadian retailer to reduce lost sales due to out-of-stocks.Developed store-level sales team tool that measured individual store category/product development against surrounding competition and create action plans against sales and share growth opportunity.

Greater Chicago Area, Il, Us

Region Business Planner - Dallas Region; Dallas, TX February 1999 - May 2000• Managed $270MM in sales and $22.1M in trade for the Kraft Foods Cheese/Dry Grocery and Coffee Divisions.• Developed and negotiated regions specific programming for Natural Cheese Category resulting in 30% growth increase in volume versus the previous year. Retail Sales Manager - Seattle Region; Missoula, MT December 1997 - January 1999• Direct management responsibilities for ten retail sales representatives and eight sales merchandisers. • Created and implemented retail “Category Spotlight” and sales quota program to maximize promotional results on major retail initiatives.Customer Category Manager; Portland, OR December 1995 - November 1997• Responsible for $4MM business across Kraft Foods Cheese and Kraft Dry Grocery Categories to United Grocers.• Developed and implemented promotional calendar utilizing trade funding and module programs to grow major category 29% versus the previous year.Customer Category Manager; Anchorage, AK May 1994 - November 1995• Managed $2MM Kraft Foods, General Food, and Tombstone Pizza Categories to Carr-Gottstein Foods.• Achieved growth of +100% on Alaska Tombstone Pizza business two consecutive years.• Grew Alaska Commercial Company rural business 120% through implementing direct purchases of all Kraft Foods categories.Retail Sales Representative; Anchorage, AK December 1992 – April 1994• Managed 45-store sales route throughout the State of Alaska