Tom Willett Email & Phone Number

Senningerberg, Luxembourg, Lu

Leading 5 year innovation strategy & pipeline for Keebler Chips Deluxe, Sandies, Sugar Wafers & Famous Amos cookies, plus Keebler Cones & Pie Crusts.-Developed 2023’s Chips Deluxe Fudgy chocolate chip cookie sold nationwide at Walmart, Kroger and other retailers.-Commercialized new more indulgent & margin accretive Chips Deluxe cookie recipe validated with consumers (high overall liking, purchase intent and no product penalties vs. Chips Deluxe Original).-Fudgy was chosen as 2024 Best New Cookie in BrandSpark’s 16th annual Best New Product Awards.

Senningerberg, Luxembourg, Lu

Senningerberg, Luxembourg, Lu

Clients included:• Ferrara Candy Company – Brand Management – Keebler Cookies, Cones & Crusts.• Mizkan Americas – Brand Management – Bertolli and Ragu Pasta Sauces.• Maskerade Apparel – New Product Commercialization & Digital Marketing – Maskognito (shirts with built-in protective masks).• Citizens Bank – Project Management – Payroll Protection Program.

Chicago, Illinois, Us

• Led retail channel strategy development, mapped in-store customer journey and created new internal operations processes. Retail lead on Integrated Marketing Communication planning and execution. Created in-store digital video and printed merchandising for device launches and promotional offers. Managed and briefed internal creative team and external agency partners. • Reversed revenue trend of -2.5% for CY’17 to +2% in CY’18 and +2% for CY’19.• Received 2019 Continuous Improvement Award for company-wide success for expansion into a new sales channel; exceeded Prepaid customer acquisition growth by double digits. Developed national account merchandising and retail planning guides for Wal-Mart, Dollar General, Cashland, EZ-Money and Tide Finance.• Recognized as 2016 Key Leader for contributions to company business results and Retail team’s performance.

Clarendon Hills, Il, Us

• Recruited to lead company's successful repositioning and rebranding, marketing and social media, transform internal culture, and measure corporate event/trade show ROI. • Developed Groupon’s 2015 National Restaurant Association trade show event activation and social media strategy. Exceeded 2015 sales lead target by 12%. • Introduced more analytics to company and client social media. • Evaluated, developed business case and implemented new business CRM platform.

Los Angeles, Ca, Us

• Provided strategic approach to integrated marketing planning (digital, social media, shopper marketing programs and pop-up events) to increase client brand awareness and sales. Hired as the CPG business expert. Clients included Saban Brands, HBO, SunMaid and NBC.• Developed Barbara’s Original Puffins Cereal integrated digital, social and grocery shopper marketing program to increase social engagement and secure displays/ad features to support The Lego Movie tie-in. Achieved 52% online promotion conversion rate and increased sales for top retailers. Program’s success led Barbara’s to retain The Regan Group for future assignments.• Created Mrs. Meyer’s Clean Day’s successful “Get Messy” user generated content social promotion. The digital campaign (video, display, search, email, influencer and blog content) drove 22% conversion rate, increased awareness, sales and engaged 66K new consumers. Used Google Analytics to optimize campaign success.• Devised the pitch strategy to win the Hyundai Service Technician B2B account. Developed a new user digital experience, managed successful website redesign, launch plan and content calendar. Optimized new digital marketing plan to drive ROI.

Los Angeles , Us

Retained to execute pivotal projects at critical time in company’s history:• Created 2013 portfolio strategy and activation plans for all audio categories; generated 20% sales increase.• Advised on Beats’ award-winning London Olympics summer marketing activation, including social and digital plans, pop-up retail stores at Heathrow and Gatwick airports, Harrods and Selfridges. Doubled prior year sales.

Rochester, New York, Us

• Promoted to manage integrated retail marketing strategy and brand activation for Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico, Victoria, St. Pauli Girl and Tsingtao.• Collaborated with Brand, Customer Sales, Field Sales, Business Information and Consumer Insights to develop annual integrated retail marketing business plans and execution guides.• Analyzed shopper insights, retailer business priorities and market data to recommend retail objectives, strategies, and guardrails for priority product categories and SKUs.• Developed Corona’s historic integrated summer promotion that improved sales from -4% to +2% despite a down economy. Created, tested and launched new Field Sales retail planning guide. National retailer grocery, drug, convenience, mass and bar/restaurant channel program overlays resulted in 111% ROI. Won MarCom’s Platinum Award (Best Marketing/Promotion Campaign).• Powered Modelo Especial’s 24% summer sales increase in conjunction with the 2010 World Cup; created historic Sports Illustrated print, retail merchandising, digital, social, event partnership and key retailer program overlays in the grocery, convenience, drug and bar/restaurant channels.

Rochester, New York, Us

• Promoted to manage strategic brand marketing and P&L for Modelo Especial, St. Pauli Girl and Tsingtao imported beers. Accountable for all budget forecasting. • Launched Modelo Especial's “Let It Be Served” integrated General Market advertising campaign including national print, digital, social, PR, events, key retailer overlays and POP. Modelo Especial sales grew +10% (2008), +8% (2009) and +16% (2010). • Created the business case, test strategy and launch plan to successfully introduce Modelo Especial on Draft. Plan led to increased grocery and convenience channel distribution.• Developed integrated marketing plans for St. Pauli Girl and Tsingtao imported beers including national print, digital, shopper marketing program overlays, PR and events. • Engineered St. Pauli Girl’s 2008 budget allocation to increase profitability by +33%.

Rochester, New York, Us

• Promoted to oversee all strategic marketing, P&L, consumer research and agency creative briefings for St. Pauli Girl and Tsingtao brands.• Developed integrated marketing plans including national print, digital, event activation, PR, key retailer program overlays and new packaging. Collaborated on new product business case development.• Negotiated St. Pauli Girl’s successful three-year integrated print, social media, digital, retail promotion, POP and event brand partnership with Esquire Magazine.

Rochester, New York, Us

• Received St. Pauli Girl's International Promotion Award for Best Sales Increase.• Won two unprecedented Team Player of the Year awards in 1999 from Corporate and Sales teams.

Digital Marketing Strategies

Digital Marketing Analytics

Ba, Communications, (Advertising, French And Art History)