Sheila Erickson Email & Phone Number

Plymouth, Mn, Us

As executive leader of marketing and ecommerce, I repositioned the company to introduce a second strategic line of business and establish a new growth vision. Next, I created a strong lead generation machine, driving customer acquisition and revenue growth. Teksetra has provided technology sales and integration services for banking/financial institutions for over forty years, and now provides technology design, sales, and integration services in the audiovisual marketplace as well, leveraging its pool of nationwide technicians and technology expertise.

Oakdale, Mn, Us

Executive overseeing all aspects of omni-channel marketing and e-commerce at this top 50 home furnishings retailer who sells furniture, decor, and mattress in 12 states with 125 stores, under a corporate and franchise model. Lead all sales event and promotion creation, advertising, branding, web strategy and operations.-Created and completed a transformation to consumer-centric, digital-first, content-led, full-funnel marketing aligned with the (long) customer journey. Achieved with adding performance digital, segmentation marketing, and a suite of new programs and technologies, while re-shaping team capabilities and talent.-Explosive ecommerce growth over 500%, and more than doubled unique visitors to the website.-Added growth drivers affiliate marketing, influencer marketing, content marketing, and artificial intelligence that created millions in incremental revenue.-Led customer segmentation identification, and then pivoted the customer base in two years through targeted strategies across digital and CTV. Achieved by adding incremental consumers quickly, not by alienating the current base. -Identified corporate barriers to growth and helped develop the multi-year plans to fix them.-Modernized the marketing mix, aligning to new consumer targets and marketing best practices.-Created and executed a full brand refresh, modernizing the look and feel of the brand. -Created new sales events to modernize, change perceptions, and attract new consumers.-Added new technologies to convert shoppers on the fence, to drive people into stores, to improve checkout conversion, to increase basket, and more.-Brought in first class resources in website integration, SEO, and digital. -Overhauled digital partners and tech stack. Created and implemented three year ecommerce roadmap.-Lead all creative as creative director: set new standards in design and direction in messaging, delivering consistent, cohesive, integrated creative.

Lexington, Kentucky, Us

Minneapolis, Minnesota, Us

Head of marketing for an innovative consumer products start-up. I created their new products and ecommerce sales channel that gave them a profitable revenue stream, which created explosive growth and led to a successful exit. Company operated with EPA labels and FDA clearances (highly regulated businesses).Results:• Re-positioned core brand CleanSmart to a new category and new consumer usage as a CPAP cleaner, marketing it DTC and igniting explosive growth. Done with profitable spend on customer acquisition.• Created and launched line of DTC and distributor-sold OTC skin care. Planned and drove launch with small, scrappy budgets: digital (search, social, partners, content ads, influencers, coupons, videos), influencers, and print. Products accepted at Rite Aid, Meijer, Safeway, more. • On the senior leadership team, doing annual business planning, roadmap and pipeline development, helping raise capital, and board meetings.• Led E-commerce and developed Amazon into the largest sales channel with positive ROI spend.• Developed national endorsements from key opinion leaders, doctors, bloggers, working with groups like the National Eczema Association and American Diabetes Association.

(Total over eight years employed at Bolin/Altus in a variety of roles, ending as President.) Oversaw dynamic agency with outsourced consumer marketing teams, new product innovation, business development for C-suites, licensing, digital, and more. Senior strategist, developing multiple client annual marketing plans and innovation plans. Results:• Managed and grew relationships with executives and C-level clients.• Responsible for client teams - hiring, staffing of accounts, and pricing. • Senior strategist, developing multiple client's marketing plans, research plans, product roadmaps, media plans, positioning, partnerships, licensing, digital, and innovation. • As consumer research lead, managed a year-round consumer panel with Ipsos. Planned and wrote studies to develop consumer insights and get product development metrics.• Accounts developed included B2C and B2B, across FDM and C-Store/Convenience. Client categories included skin care, lip care, food, cosmetics, HBA, OTC, hearing aids, and brokerage services.• As new product development lead for Carmex, I led the development of new Carmex Triplex Cold Sore Treatment, which won Product of the Year 2015 and received wide-spread distribution. I had previously designed and developed Moisture Plus, which was the first lip balm that brought fashion and design to lip care and expanded the brand.

Minneapolis, Minnesota, Us

Led multiple accounts and grew one of my clients into the agency’s largest account. Bolin provided both marketing consulting and outsourced CPG marketing, as well as agency services such as packaging, advertising, media, and digital.• Head of the outsourced marketing team for Carmex, a leading OTC manufacturer of lip care. Directed all brand activities including strategic planning, new product development, consumer research, advertising and consumer promotions. Highlights include the creation and development of a new line of premium lip care, Carmex Moisture Plus, and new Carmex Skin Care, moving the brand into a new category. • Marketing strategist and account lead for other clients including General Mills, Stopain topical analgesics, and 'Lil Drug Store. • Champion of scrappy, cost-effective marketing strategies to bring efficient and non-traditional impact to plans, including product placement, sponsorships, partnerships, celebrity endorsements, advertorials.• B2B growth strategist and partnership innovator for Lil' Drug Store, the leading provider of OTC products in the Convenience channel. We partnered them with over six brands in exclusive arrangements that helped them dominate the HBA space.

Managed brands in the food industry with over $100MM in sales across a wide range of channels. Led the cross-functional teams and had P&L responsibility. Brands were David Seeds as part of the meat snacks team (Slim Jim, Pemmican), Andy Capp Snacks, Green Giant Meals, Pillsbury Cinnamon Rolls, and dough strategic growth channels including club and alternate retail sales outlets.CONAGRA FOODSBrand Manager, Conagra Managed and grew $125 million snacks business with over 100 skus. Included full P&L responsibility and all strategic planning. Grew DAVID Seeds $13% and units 15% during leadership.• Created new strategic baseball campaign. Integrated program included celebrity endorsers, promotions, PR, trade events, limited packaging, and stadium/venue sales.• Put key competitive strategies in place against Frito Lay, who was pushing into the category & achieving rapid distribution in the largest sales channel for these products, convenience stores. GENERAL MILLS Marketing Manager, Strategic Channels, General Mills • Led $100 million strategic channels baked goods business. Included full P&L responsibility and all channel activities, including planning, new product development, and key account relationships.Senior Associate Brand Manager, Green Giant Meals • Executed $35MM marketing spend launch of Complete Skillet Meals. Achieved a 14% dollar share and grew to $70mm retail business year one. Created response plan to competitor’s new entry. • Developed and launched protein line extensions in year two, adding significant incremental sales. Developed alliances with branded protein partner.Senior Associate Brand Manager, Pillsbury Grands! Sweet Rolls • Re-staged Grands! to more upscale positioning, reversed two-year declines. Improved core flavor, texture, and created a premium line extension to support new positioning.

Mba, Marketing

Bba, Finance