Rob Berry Email & Phone Number

Irvine, Ca

International startup venture established to leverage innovative, proprietary fish protein processing technology.Vice President, Sales & Marketing, North AmericaDirected U.S. sales and marketing for Peru-based international startup specializing in refined proteins, peptides and nucleotides, utilizing patented enzymatic fractionating of protein sourced from sustainable Peruvian fish biomass.

Ontario, Ca

Privately-owned, mid-sized frozen food manufacturer specializing in branded ethnic frozen entrees and snacks. Hired to help establish Consumer Products division for frozen food manufacturer formerly focused on food service. Directed brand management and new product development. Hired agencies and market research firms. Developed marketing databases and analytics. Guided R&D and Operations in expanding product/packaging capabilities. Promoted from Director of Marketing in 2005.Achievements:• Created and launched José Olé frozen Mexican food brand into test market in 2000, generating $19 million in sales. Increased sales 625% (19.7% CAGR) from 2000-2010, quadrupling category growth.• Exceeded $110 million in profitable annual revenue by 2010 on José Olé brand, and helped catapult brand sales for Consumer Markets from $20 million in 1999 to over $150 million in 2010.• Created brand website, and Facebook and Twitter sites, and integrated into marketing plan. Exceeded 1 million hits on website, 125K Likes on Facebook and 7K Twitter followers in first year.• Generated over $200,000 in annual donations to 170 children’s hospitals through cause marketing with Children’s Miracle Network, improving brand equity and integrating into successful “Coolest Mom” umbrella promotions.• Led cross-functional team in creating corporate innovation portal—Windsor Innovation Network. Researched innovation software providers, presented to management, negotiated contracts, and implemented system. • Identified need for closed-loop trade promotion management (TPM) system, presented to management, and led implementation/integration with ERP system. Resulted in real-time, company-wide visibility of trade promotion spending, increased spending effectiveness, and significant reduction in open deductions. • Served as division team leader in implementing Microsoft SharePoint system. Created and managed SharePoint sites for Consumer Products division and Innovation Team.

Worked for ConAgra Grocery Products (formerly Hunt-Wesson), a $3 billion division of ConAgra Foods, Inc., a diversified food company with $27 billion in sales.Director of Marketing, Meals/Meal Components (1997–1998)Director of Marketing, Mexican Foods and Tomatoes (1997) Marketing Manager, Mexican Foods (1995–1997) Business Marketing Manager, Healthy Choice Soup (1993–1995)Progressively increasing responsibility for a variety of brands in the Ethnic and Meal Components divisions, including Healthy Choice Soup, Rosarita, Gebhardt, Hunt’s Tomatoes, Healthy Choice Pasta Sauce, Manwich and Wolf Brand Chili. Directed business strategy, planning and execution for up to a $345 million brand portfolio, 5 brands and marketing staff of up to 7 people.Achievements:• Led development of 3-year strategic plan to achieve 14% profit growth on Meals and Meal Components, through portfolio optimization, increased spending efficiency and new products.• Relaunched Healthy Choice Pasta Sauce with new positioning and product improvements. Stabilized volume as a result, reversing double-digit declines in prior two years.• Created new household penetration strategy, increasing volume by 8% on highly-profitable Manwich brand.• Implemented first-ever Hispanic marketing initiative on Rosarita brand, including Hispanic-targeted sub-brand (Autentico Sabor Casero) and advertising.• Led relaunch of Rosarita brand, including improved positioning, product, and packaging. Revitalized brand, reversed two-year share decline. Exceeded profit target by $10 million in 1996.• First Marketing Manager in company to earn responsibility for both consumer and trade marketing.• Engineered $12 million profit turnaround on newly-acquired Healthy Choice Soup brand, first year after acquisition from parent company. Exceeded profit objective by $11 million in second year.• Conceived and executed “Drive the Green” category management program and created innovative distribution optimization program.

Master Of Business Administration (M.B.A.), Marketing

Bachelor'S Degree, Finance

Activities and Societies: Alpha Tau Omega, Class President

Molecular Biology

Activities and Societies: National Merit Scholar; Washington University Scholar