Real Flowers Every Day is a Danville, CA flower shop. The category is a favorite because flowers are a beautiful way to boost our mood, reconnect with a friend, and express gratitude.-02/14/23 Fulfilled more than 50 orders for local customers on Valentine's Day-03/04/23 Only local florist with a five-star rating on DoorDash-08/01/23 Gained Google's verified business listing-09/15/23 Grew baseline sales +20% month to month -10/19/23 Co-sponsor of the West Chapter Insights Association Fall Networking Event-12/07/23 AMA/PRSA Winter Holiday Party - Donor in kind - One-year gift subscription, a $320 value-12/13/23 Rated 5-stars on Google Merchant-01/31/24 Real Flowers Every Day has an average repeat rate of 40% -02/08/24 Real Flowers Every Day donates to Tassajara Hills Elementary school auction-02/14/24 Real Flowers Every Day expands collection to include long-lasting fresh plants and Orchid Gardens. Meeting consumer demand for flowers that are both fresh and long-lasting. Average retail price nearly doubles - $101 compared to $54 year ago-03/11/24 Real Flowers Every Day has the highest consumer satisfaction of all local florists, with 5-star ratings on both DoorDash and Google-04/30/24 Orchid Gardens reach 60% of sales-05/10/24 Real Flowers Every Day partners with Flower Shop Network -05/29/24 Real Flowers Every Day partners with H. Bloom

Contributor to 98 virtual events since 2020. Confer and advise on CPG & retail conditions. Some highlights:1) eCommerce plays an increasingly important role. For some categories its 50%+ of revenue2) Hispanic foods gain HH penetration led by demographic and travel trends 3) Understanding the local consumer is a rising priority with population & mobility trends4) Plant-based products gain traction in the perimeter and center of store categories. Wellness is a driving factor as is sustainability. But plant-based is losing consumer repeat. Which challenges its long-term health.5) Premiumization. With shoppers limited to in-home cooking, premium products helped create memorable meal experiences. While the economy shifts, many pandemic-era trends are not going away, however, the days of frivolous spending on $185 bottles of tequila are grinding to a halt. As a new reality kicks in, consumers are interested in health, more than ever and will do proper research to guide their decisions.

Provided interim support for former employers, Nielsen and Del MontePartnered with brand, finance & trade promotion teams to uncover insights on * Why relative price is more influential than absolute price for some * Which social media programs generate the strongest engagement & retail lift * How promoting one size can grow the entire brand-Created & delivered exploratory analysis on competitive innovation, specifically, what is winning (or not) with consumers. Developed KPIs to define winning innovation. Insights led to better understanding of product claims and their relative importance to consumers- Developed and delivered custom strategic research illustrating short & long term trends in sustainable packaging. Accurately captured growth of boxed wine outpacing the category and the new "boxed wine" consumer

Managed Northern California clients with revenue increase of 14% - Implemented an offshoring program for clients ongoing reporting - increasing efficiency and turnaround time, freeing up on-site personnel to perform more value-added analysis- Identified optimal Nielsen products and services to generate better insights and grow revenue- Trained sales & marketing teams on the use of simple database measures to evaluate promotional ROI

Projects included category analysis, new item evaluation, flavor and consumer trends, new product exploration and sales projections. Collaborated in the development of new measure to evaluate US pepper and spice consumption over time and its relationship to the economyIncorporated POS data into many projects, providing a more robust analysis. Evaluated new product trends - identifying themes among "winning" and "losing" innovationGuided project for specialty snacks- evaluating the market for and potential growth areas - resulting in faster than anticipated sale of target brand.

Supported Safeway sales team in newly formed role. Led Safeway category team - $240M in revenue Collaborated in joint business planning process w/customer regaining partnership on key categories• Within ten months made 25 presentations to Safeway category teams influencing $1.5 million in new revenue through reinstatement of Crisco Sprays following delist

Developed new format for monthly business reviews to estimate impact of channel shifting, pricing and weather during economic downturn. Established and adjusted distribution targets. DGIC revenue +2% vs YA compared to 0.2% category during tenurePrevious Title: Regional Category ManagerManaged regional customers, SaveMart/Lucky, Basha's, Albertsons.