Rob Heider work email
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As an experienced Brand + Innovation leader, I have built purposeful, humanly connected brands that disrupted saturated categories and accelerated business growth. It has been a privilege to build iconic and emerging brands through both top-tier agency roles and in-house executive marketing positions.Along the way, I have managed and elevated internal teams, including world-class agency partnerships, positioned brands for the long-term, developed performance measured go-to-market strategies with award-winning creative executions, and invented consumer-centric new product innovation that transformed categories, increased market share, and skyrocketed brand equity. CAREER HIGHLIGHTSGO TO MARKET EXECUTIONS Wendy's "Get Real" • California Almonds "Almonds Are In" • Frontier Airlines "A Whole Different Animal" • Schick "Free Your Skin" • Rudi's Bakery "Baked On The Bright Side" • Kelty Outdoors "Built For Play" • Della Rice "Create a Stir" • Stonefire flatbread "Hello Naan" • Hudsonville Ice Cream "Go To Town"NEW PRODUCT LAUNCHES Smirnoff Ice • Starbucks Refreshers • Frito-Lay Late Night Doritos, Domino's Core Menu • Annie's Snacks and Meals • Jack in the Box Buttery Jack • Yoga Organics Light Brown Rice • Hope Foods Cashew & Almond Dips • Stonefire Naan Dippers • Rubbermaid Pro-Chef • Cascadian Farm Cereal • Little Debbie + Hudsonville Ice Cream Pints and Novelty BarsHISTORIC CLIENTS• Kraft Heinz • Frontier Airlines • California Almonds • Starbucks • Annie’s Organic • Sabra • Rudi’s Bakery • Frito-Lay • Schick • Avon • Kashi • Pfizer • Google •Tervis • Aspen/Snowmass • Wendy’s • Diageo • General Mills • Hershey Company• Einstein Bagels • International Delight • Walmart • Horizon Dairy • Domino’s Pizza • Olive Garden • ConAgra Foods • PepsiCO • Kelloggs •McDonald’s • Old El Paso • Ad Council • AT&T • Yogi Tea • Cascadian Farm • Gultino • Rubbermaid
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Cmo I Strategy And InnovationDwhHolland, Mi, Us -
Senior Director I Strategy & InnovationDwh Feb 2024 - PresentGrand Rapids, Mi, Us -
Chief Marketing OfficerHudsonville Creamery And Ice Cream Mar 2021 - Oct 2023Holland, Mi, UsBrand 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 -
Cmo I Brand Growth Marketing & InnovationHeidbro Oct 2016 - Mar 2021Boulder, Co, UsA 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 -
Vp Marketing And Innovation For Stonefire® Authentic FlatbreadsFgf Brands Oct 2013 - Oct 2016Toronto, Ontario, CaBrand 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 -
Director Of Brand Strategy And InnovationSterling-Rice Group Jan 1998 - Apr 2012Boulder, Co, UsLeadership• 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 -
CopywriterLeo Burnett Mar 1995 - Jan 1998Chicago, Illinois, UsAchievements• 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
Rob Heider Skills
Rob Heider Education Details
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Purdue UniversityAdvertising -
Seoul International School
Frequently Asked Questions about Rob Heider
What company does Rob Heider work for?
Rob Heider works for Dwh
What is Rob Heider's role at the current company?
Rob Heider's current role is CMO I Strategy and Innovation.
What is Rob Heider's email address?
Rob Heider's email address is robheider@me.com
What schools did Rob Heider attend?
Rob Heider attended Purdue University, Seoul International School.
What are some of Rob Heider's interests?
Rob Heider has interest in Children, Arts And Culture.
What skills is Rob Heider known for?
Rob Heider has skills like Creative Direction, Brand Development, Concept Development, Video Production, Idea Generation, Screenwriting, Product Innovation, Product Development, Advertising, Innovation Consulting, Start Ups, Positioning.
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