Todd Smith Email & Phone Number

Battle Creek, Mi

• Responsible for creating long-term, new product pipeline for ‘core 4’ global markets across natural brand landscape, enabled by dedicated cross-fuctional team• Developed global platform growth strategy with focus programs for development across existing and new categories, brands, and technologies• Created and implemented knowledge agenda, building internal expertise among most progressive consumer and trends, driving innovation agenda across markets, BU’s and customers• Deployed agile, in-context development process to quickly iterate concepts and prototypes, driving initial idea of new to the world snacking category to full test market in less than eight months with strategic natural and e-commerce customers• Member of the 1894 venture capital fund advisory council and Global Innovation Leadership Council

Battle Creek, Mi

• Responsible for brand and innovation marketing for the Kellogg’s frozen veggie portfolio which included MorningStar Farms, Gardenburger, and Kashi Frozen brands• Led commercial reset of MorningStar Farms, a $300MM frozen category-leading meat alternatives business, including brand repositioning, brand architecture, communication strategy, brand identity, and long-term innovation strategy. This was supported by a supply chain network optimization resulting in significant profitability improvements and brand re-investment.• Designed and implemented new agency model to adapt to the uniqueness of veggie business within Kellogg portfolio. Led agency pitch and hired only independent AOR in Kellogg landscape.• Evolved $10MM paid media brand communication plan from a TV-led model to targeted, digital first plan, unique to Kellogg’s brands; effectively leveraged social and earned media to amplify paid media to drive communication effectiveness and efficiencies• Partnered with sustainability team and Quantis to develop proprietary Life Cycle Assessment to quantify the environmental impact of a veggie diet vs conventional diet. Leveraged data across multiple media channels as key pillar of brand communication.• Conference speaker at Sustainable Brands and Brand Innovators SXSW

Dublin, Ireland

Area Brand Director, Europe, Special K• Leading the centralized strategy and management for the Special K brand, Europe’s largest brand ($550MM), across region, with full P&L responsibility including $75MM brand building investment• Responsible for all aspects of brand strategy, planning, communication development, media, and innovation as well as its adaptation and deployment to EU markets • Re-launched first core food renovation in 35 years while unifying communication and identity across markets for first time – first activation wave led to +10% increase in Spain/Italy, reversing long-term declines• Leading growth agenda across diverse markets from developed to emerging – re-launch of brand into Germany, launch into Turkey, Saudi Arabia, and planned Russia launch• Lead the European brand council and its agenda across two category and two geographical business units• European representative of the global brands leadership council and global emerging markets councilArea Brand Director, Adult and Global Brands• Led re-positioning and re-launch of All-Bran across Europe leading to returned growth across EU• Responsible for the development of new communication campaign for Extra brand, a key category entry brand in EU• Led geographical expansion of Tresor/Krave across EU including UK launch

Shanghai, China

•Responsible for the leadership of marketing function immediately following local acquisition and entry into China market• Established long-term marketing agenda including brand and innovation for local and Kellogg’s brands as well as the launch of Keebler brand into Chinese market• Led integration of Kellogg’s marketing and cross functional best practices into newly acquired business and marketing team• Recruit and establish new marketing team and integrate with local team• Member of the Greater China leadership team

Battle Creek, Mi

• Led the communication and identity integration of $400MM Raisin Bran brand and its extensions driving overall portfolio synergies and effectiveness• Directed the development of the Effie award-winning ‘What’s Yours?’ campaign for Raisin Bran Crunch which led to consecutive years of strong growth on priority adult taste brand• Returned Smart Start to growth behind a refocused brand positioned to improve women’s heart health which included renewed communication, identity, in-store health screening, and women’s marathon sponsorship• Developed the repositioning of the $500MM Frosted Mini-Wheats franchise to a mom-targeted proposition including all aspects of communication and identity, propelling the brand to multiple years of double-digit growth and receiving an Effie award for campaign effectiveness for the ‘Full & Focused’ campaign• Conducted media optimization project with Starcom to inform ways to maximize efficiency, effectiveness, and broader media learning agenda for RTEC portfolio.

Battle Creek, Mi

Kid & Mom RTEC, 2003 – 2005• Developed and implemented the 36-month innovation strategy for kid and mom targeted RTEC innovation – responsible for the development of the launch commercialization plan, its integration with brand marketing team, while ensuring profitable delivery• Created and launched multiple initiatives through strong cross-functional leadership through stage-gate process including existing brand extensions, food news, and new brands• Key launches include launch of Mini-Swrilz brand, Tiger Power brand extension, Frosted Flakes and Froot Loops sugar reductions, and first of the Frosted Mini-Wheats flavors, a key source of brand growth in recent yearsPop-Tarts, 2001 – 2002• Managed and implemented the long-term innovation pipeline for the $600MM Pop-Tarts brand and its extensions• Launched a wide variety of product innovation including the re-launch of Snack Stix into a teen targeted sug-range and the first of the Chill ‘Em varieties in Hot Fudge Sundae

Battle Creek, Mi

• Developed and directed the knowledge agenda for the $500M Pop-Tarts brand• Responsible for all aspects of consumer research as well as syndicated data and business analysis for established brand and innovation activities• Research design and implementation across multiple consumer groups including tweens, teens, moms, and adults• Conducted tween ethnography work that led to new brand advertising campaign and new identity which still exists

Battle Creek, Mi

Manager Sales Analytics, Battle Creek, MI, 2000• Responsible for analysis of trade promotion efficiency, effectiveness, and financial contribution in order to best deploy national trade marketing investment• Performed a wide variety of analytical projects for shopper, trade, and promotional activities utilizing syndicated, customer, and primary dataManager Trade Promotions, Denver, CO – Battle Creek, MI, 1997- 1999• Developed methodology for account-specific trade investment budgeting and KPI’s• Facilitated and trained US field sales on the rollout of newly decentralized trade planning process and tool• Served as liaison and internal consultant for trade promotion planning at HQ to field sales to best manage trade promotion effectiveness and profitability

Us Field Sales

Senior Account Manager, Winn-Dixie New Orleans, LA• Account leadership of large retail chain and its sales, trade promotion, shopper marketing, and category management activities• Converted to true pay for performance trade management, a first for Winn-DixieAccount Manager, Affiliated Foods, Little Rock, AR, 1995 -1996• Accountable for the sales, promotion, and management of co-op wholesaler and its indirect affiliatesSales Representative, Jonesboro, AR 1994-1995• Accountable for retail and account management for 900+ retail stores and regional accounts • Winner of Southern Zone Golden K, 1995