Rob Heider Email & Phone Number

Holland, Mi, Us

Grand Rapids, Mi, Us

Holland, Mi, Us

Brand Growth • Grew Hudsonville branded sales from $29 MM to $109 MM (2021-2023)• Licensed Little Debbie for co-branded Hudsonville Ice cream generating $48 MM sales in 2022• Little Debbie’s success boosted core brand’s distribution and revenue by 46% in 2023 • Executed a digital, omni-channel campaign, boosting regional Market Share by 3% in 2023Leadership • Crafted brand positioning using consumer research, category IRI data, trends, and insights• Hired and managed in-house marketing team and top-tier agency partnerships• Developed new licensing relationships with category CPG leaders, fueling a 5-year growth pipeline • Planned annual marketing strategies with P&L budgets for media, innovation, and owned assetsAchievements • Achieved #2 best-selling pint ice cream at Walmart, earning “Vendor of the Year” award in 2022• Established an innovation framework, platforms, and processes to facilitate strategy and execution• Introduced “new to category” Hudsonville Ice Cream Bars achieving $10 MM sales in 2023• Orchestrated launch of 38 new flavors within the Hudsonville branded portfolio • Executed full funnel marketing strategies for a seamless brand and customer experience• Directed creative content, brand identity, packaging, PR, website, and social media• Executed E-commerce strategy for Walmart, achieving 10% MoM ROAS growth in 2023• Utilized HubSpot for real-time interactions, customer satisfaction scores, and automated emails

Boulder, Co, Us

A consulting practice enhancing brand cultural relevancy to gain market share growth.Project Highlights • Reynolds Kitchens: Built a brand engine to drive scalable growth and facilitate corporate sustainability and eco-friendly goals• Camelbak: Crafted a “Hydration Trends & Rituals” framework for brand and product innovation• Kelty Outdoor: Repositioned the legacy category brand, increasing sales by 34% in the first year and capturing millennial audiences in a competitive market• Hope Foods: Developed a brand experience based on custom qualitative consumer research, validating the successful product launch of "Nut Dips and Spreads" across 4,000 retailers and charting a new growth path for the core hummus line in natural and conventional channels• Calyx Peak: Designed the Josh-D Farms cannabis brand for private equity firm Calyx Peak, securing the flagship product line presence in publicly traded MedMen stores nationwide

Toronto, Ontario, Ca

Brand Growth• Positioned brand into a growing $100 MM category leading, flatbreads business• Achieved 28% in sales growth YoY, surpassing the target goal of 18% • Doubled HH penetration from 3% to 6% through a full funnel “Hello Naan” campaign launch• Increased UPSPW and household consumption through social media and in-store POS messagingLeadership • Built complete annual brand strategies, budgets, marketing plans, and creative production• Managed a diverse remote team and agency partners specializing in shopper and digital media• Collaborated with cross-functional executive stakeholders, including Sales, R&D, and Finance• Established a collab relationship with Sabra to execute an experiential marketing programAchievements• Created a new brand identity across packaging, website, in-store, and tradeshow displays • Completed consumer need states & usage research, leading to a 3-year new product launch plan• Achieved #1 best-selling new product for Naan Dippers in Kroger’s Deli category nationwide • Executed an omni-channel marketing campaign by integrating social, E-comm with in-store POS • Designed a segmentation research study resulting in the creation of consumer journey maps • Built brand foundations through consumer and category research, launching Yoga Organics and Della Rice product lines nationwide in both grocery and club store retailers

Boulder, Co, Us

Leadership• Partnered to transform an agency start-up into a globally recognized brand development firm • Recognized by Ad Age's “Best Agency of the Year” and Outdoor Magazine's “Best Places to Work”• Co-built the brand strategy and innovation practice and managed a 35-person integrated team of marketing analysts, strategists, designers producing $12 MM revenue YoYAchievements• Pioneered the brand positioning, identity, innovation, and advertising for emerging natural food brands including, Cascadian Farm, Annie’s Homegrown, Larabar, Glutino, Rudi’s Bakery and Yogi Tea • Expert in global insights, cultural ethnography, and various categories, including CPG, lifestyle, natural foods, beverages, snacks, meals, beauty, home, personal care, beer, spirits, and restaurants • Worked with notable clients, including Rubbermaid, Starbucks, Pepsi Co, Frontier Airlines, Conagra Brands, Kraft Heinz, Frito-Lay, Tervis, Wendy’s, Avon, Schick, General Mills, California Almonds, Diageo, Miller Brewing, AT&T, Pfizer, Domino’s Pizza, Aspen/Snowmass, Storck, and Hershey

Chicago, Illinois, Us

Achievements• Created brand campaigns for an award-winning creative group and Ad Age’s Agency of Year • Produced TV, radio, and print ads for Kellogg’s, Ad Council Crash Test Dummies, Old El Paso, McDonalds, and General Mills

Bachelor Of Arts (Ba), Advertising

Education record