Robin Gonci Email & Phone Number

Novato, California, United States

•Driving new product development on 55 products with the potential of over $28.6M in revenue, leading decision-making from pricing to packaging to launch. Proposals yielded $5M of annual business.

San Rafael, California, United States

•Executed AMS advertising campaigns. Delivered over $700,000 in gross sales at an 18% ACOS by adding and optimizing keywords, adjusting daily spend and bid levels, and creating A+ content.•Managed digital marketing programs. Increased web sales by over $475,000 by testing sale messaging and discount levels, creating and executing B2C and B2B email marketing campaigns, and launching web exclusives with email capture.•Managed creative services team to support sales and marketing efforts by producing 4 catalogs, digital content for website and Amazon, and social media assets.

Larkspur, California, United States

•Designed a forecasting process with a 99% annual accuracy rate to reduce inventory levels. Evaluated the impact of innovation, new distribution, and changing order patterns for 800 skus.•Quantified the multi-million dollar impact of new products and distribution gaps. Crafted sales presentations which led to placement, increased store counts, and void fills in major retailers.•Interpreted market research and collaborated with colleagues to develop a Marketing Plan.•Accurately forecasted for new products by understanding the probable timing of chain distribution and modeling the ramp-up based on past launches of similar products (using Tableau).•Created a discontinuation process (where none existed) to reduce inventory. Analyzed poor performers. Won support for their retirement, recommended brand repositioning, led run-down, and encouraged shelf resets to profitable products.

San Francisco Bay Area

•Successfully launched 4 products on Kickstarter and 7 on Amazon. Crafted key-word rich web content, infographics, and video. Supported with blogger and press outreach.•Researched vendors, won approval for the plan and budget, and implemented a geo-coded store locator with 6000 locations.•Researched and tested label concepts and product reformulations which led to improvements.•Designed, implemented, and interpreted surveys to test new packaging concepts and new product ideas which led to a more conservative package redesign.•Procured services and managed project timelines for 5 major trade shows. Led on time and cost-effective redesign of trade show booth.•Developed workflow, concepts, and briefs to design labels, advertising, and sell sheets.

San Francisco Bay Area

•Managed 2 packaging projects. Wrote creative and copy briefs, assembled elements to meet label requirements, led photo shoot, and developed brochures. Collaborated on PR/digital media plans.

San Francisco Bay Area

•Managed project timelines and budget to procure services for 6 major trade shows. Led on-time redesign of trade show booth which influenced Costco distribution and generated 293 leads. •Led team of two to improve process of delivering samples to new accounts and menus to existing accounts. Increased service levels during a major transition. •Increased web traffic by distributing over 1 million annual samples through sponsorships, partnerships, and sampling. Grew sampling 3.5X. Purchase intent of 89%.•Achieved over 58,000,000 impressions with blogger campaigns, 3.5X more than the previous year. Drove traffic to mightyleaf.com. Analyzed each campaign and implemented learnings on the next.•Saved $300,000 by managing PR / social media instead of using an agency. Achieved over 125,000,000 annual PR impressions and landed placements in the New York Times, Boston Globe, and Men’s Health. •Finalized labels of Peet’s flavors rebranded as Mighty Leaf Tea. Increased appetite appeal of flavor descriptions.

San Francisco Bay Area

WEBSITE REDESIGN / SOCIAL MEDIA:•Won award for outstanding website redesign by writing 42 pages of original content. Brought the brand to life by describing the values of the owners and the careful selection of ingredients. Team completed the project in 1 month for only $10,000.•Increased website traffic from 0 to 6000 unique visits/month within a year.•Grew Facebook fans (facebook.com/pastaprimafoods) from 0 to 100,000 in less than one year, exceeding expectations. •Designed and implemented 4 successful social media campaigns. Achieved 43% of new likes from viral marketing (no cost). Optimized the campaigns so that the fourth cost 86% of the first. Improved targeting of Facebook ads.•Converted brand awareness to sales by researching and implementing a geo-coded store locator on social media and the web. Coded addresses for 5000 locations in one week. Drove web traffic to achieve over 3000 searches within 6 months.•Converted Facebook fans to revenue by achieving nearly 22,000 online coupon downloads.•Developed the voice and personality of Pasta Prima on Facebook. Wrote editorial calendars, communicated with consumers, and shared interesting content.PROJECT MANAGEMENT AND COMMUNICATION:•Increased Costco sales by $1 million by performing over 30 demonstrator trainings, targeting key dates, and creating highly effective selling points ($1 per serving, 10 minute meal).NEW PRODUCT DEVELOPMENT:•Redesigned a 20 year old package with a team. Achieved goal of increasing appetite appeal while being identifiable to product loyalists.•Successfully launched two new products using sampling, cause - marketing, and high visibility packaging.

San Francisco Bay Area

MARKETING PLANNING:•Developed and implemented marketing plans for two of the company's largest brands. Wrote quarterly brand reviews to analyze market and consumer trends and develop growth plans. Rebuilt relationships with two partners. First-rate analyzer of Nielsen consumer trends.•Presented product to consumers and trade at events. One of the top sellers during crew drives in 7 cities.•Designed and implemented a test-launch of a new product, incorporating market insight. Collaborated with sales. Modeled the payback and SWOT of launching line extensions.•Developed a creative trade marketing program which was sold into a major chain and won out-of-section displays. Achieved 100% growth for the month. Success impacted annual brand trends.TEAM LEADERSHIP:•Created a top-line summary used by executives to monitor market trends. Volunteered to train the marketing team on how to draw conclusions from large amounts of data.•Motivated sales to use blind taste tests, product quality comparisons, and fact-based selling.

San Francisco Bay Area

MARKETING PLANNING:•Developed and implemented marketing strategies for 25 brands. Grew brands through sampling, packaging, product launches, new distribution, improving marketing effectiveness, and trial offers. Managed a $10 million budget. •Generated over $500,000 by implementing 3900 product events in just 1 year, 7X more than the previous year. Improved account targeting.•Researched the success of a discounting program and identified a $587,000 problem in California before it spread nationally. Convinced Executives that a successful program on a low profit product had cannibalized a high profit product.•Redesigned creative to produce POS for 16 brands. Introduced new usage ideas & reduced ineffective spending.•Received 3 awards from the leadership team for outstanding performance. Thrived during multiple layoffs.CONSUMER INSIGHTS:•Created a 5 prong strategy to maximize product visibility at retail. Hired and managed a successful Marketing Specialist to implement it.•Maximized promotions by analyzing interactions with competitors, identifying windows of opportunity when promotions have more impact, optimizing depth versus frequency, and researching effective price spreads.NEW PRODUCT LAUNCHES:•Successfully launched over 11 line extensions / new products using advertising, demo events, and consumer offers.•Saved chain distribution worth $600,000 annually in margin by creating special packaging for a new product. Brand grew 149% during program.TEAMWORK AND COMMUNICATION: •Received executive-level distributor feedback that my programs helped them close deals.•Evaluated over $10M of marketing programs in 1 year and redirected $3M to more effective activities. Influenced marketing team to alter programs.

San Francisco Bay Area

PRODUCT DEVELOPMENT:•Identified $4.5M of gross margin risk in a product reformulation. Instrumental in convincing the Executive team not to implement the plan.•Identified and filled distribution gaps which generated over $450,000 in revenue in 4 years.MARKETING MANAGEMENT:•Increased effectiveness of product demonstrations by researching where more consumers could be reached and reallocating promotions. Renegotiated sponsorships to reach more consumers.

San Francisco Bay Area

FINANCIAL ANALYSIS:•Uncovered a highly profitable business by calculating channel profitability for the first time. Company allocated a lot of resources to this business.•Led sales team through annual shipment and discount setting process. Increased projected profitability by $3M by developing a model which led to higher forecasts for higher margin products.

Cupertino, Ca

FINANCIAL ANALYSIS:•Managed $7B quota setting process and monthly order reporting for worldwide computer sales force.•Developed financial planning model used by 4 sales forces and 20 product lines to negotiate the market potential of new and existing products.•Earned STAR stock options award which only 10% of employees receive each year.•Demonstrated new hiring plans were $29M too expensive. Management redeployed staff to sales positions.

San Francisco Bay Area

FINANCIAL ANALYSIS:•Evaluated and priced over 100 employee benefit packages which resulted in $2.7M of new business.

San Francisco Bay Area

•Selected for a fast-track program which included roles in customer service, sales, claims processing, and finance.•Led cross-functional team and won $5M bid. Developed a marketing plan that included an investment in a health care network. Convinced Senior Management to invest.

Mba, Marketing

Activities and Societies: Performed market research study for JBL Professional. Analyzed worldwide opportunities in a new market segment..

Ba, International Relations And French

Activities and Societies: Graduated magna cum laude. Awarded summa cum laude on (optional) senior thesis. All classes were in French my.

Post-Mba Education, Classes: Internet Marketing Strategies, Designing Web Sites, Photoshop. 2007 And 2010.

Master Of Business Administration - Mba