Anthony Tyree Email & Phone Number

Baltimore, Maryland, US

Responsible for Business Operations of $1.5 Billion Health & Wellness company. Accountable for end to end business system from concept to development to production to fulfillment to end user. The operations group is focused on providing Coaches and Clients with high quality, scientifically proven products and programs that enable the adoption of healthy.

Baltimore, Maryland, US

Responsible for formulating and leading growth strategies for one of the fastest growing health & wellness brands - OPTAvia. CMO's charter encompasses all marketing efforts including new product strategy and development, internal and external communications, branding, digital marketing and e-commerce. Key driver of the expansion of the OPTAvia brand.

Hershey, Pennsylvania, US

• VICE PRESIDENT GLOBAL SNACKS Formulated vision, mission and strategic pillars to diversify Hershey’s product portfolio to deliver increased share within the broader snacks category ($90B in US retail sales). Led.
• Delivered accelerated revenue growth of 8.5% vs corporate growth of 1% with profit growth ahead of plan via investment in breakthrough integrated marketing platforms, disruptive new product launches and distribution.
• Developed aggressive innovation pipeline which led to the commercialization of several launches across multiple global snacking growth segments, delivering $102 MM in revenue in 2016.
• Grew international snacks business by 6% with consumer driven focus on global brands and local jewel expansion in developing markets.
• Developed and launched global integrated marketing campaign leveraging social media which accelerated development of Hershey snack footprint in spreads, flavored milk and snack mixes across priority markets North.
• Led the development of snacks M&A strategy based on robust analytical filters to determine where to play; Strategy drove the acquisition of assets like Krave meat snacks and more recently Amplify Snack Brands– largest.

Auckland, ., NZ

• Led business management, strategic planning and implementation for Fonterra’s cheese portfolio initially with increased responsibilities of managing the chilled spreads portfolio and marketing services. Turnover of.
• Achieved business goals despite 30% reduction in marketing investment by implementing focused portfolio strategy based on precision marketing and high ROI marketing mix.
• Forged Australia New Zealand strategic dairy platforms that delivered $30 MM in sales.
• Delivered consistent growth of 15% per annum on Perfect Italiano brand within mature cheese category via breakthrough integrated marketing, innovation and retail programming.
• Achieved market share leadership in chilled spreads, accelerating growth to 15% in volume via integrated marketing platform, breakthrough packaging and consumer driven culinary focused event marketing.
• Created best in class integrated marketing campaigns (featuring digital media) across platforms like MasterChef, My Kitchen Rules and “3 servings of Dairy” that delivered significant growth (20%+) and high ROI.

Greater Chicago Area, IL, US

• P&L responsibility for the $1B U.S. Salted Snacks Division, representing a powerhouse brand portfolio: Planters, South Beach Living, Back to Nature and Corn Nuts. Charged with developing and executing a portfolio.
• Drove first year revenue growth of 4% and 13% profit increase while stemming share erosion
• Repositioned Planters brand against core male salted snack user through overhauled packaging, communications and consumer promotion partnerships with NFL, NCAA, NASCAR, Bud and Coke. Achieved USA Today’s top ten ad.
• Expanded portfolio into high growth/high margin areas via innovative product development and positioning of NUT*rition, a line of lightly-salted snack nuts designed to meet specific nutrition needs, and the launch of.
• Achieved product preference across 200-SKU portfolio through complete overhaul of value chain from procurement to roasting and packing supported by $5 MM capital investment.
• Led cross-functional team in the identification and realization of cost saving opportunities and raising profit margin 150 basis points in two years via sourcing, throughput gains and sku rationalization.

Greater Chicago Area, IL, US

• Appointed to P&L management and marketing responsibility for the $2B Cookies business, a portfolio that included Oreo, Chips Ahoy!, Fig Newtons, Nilla Wafers, 100 Calorie Pack, and other prestigious brands. Key driver.
• Drove 6% revenue growth versus prior year, a double-digit profit increase, and 1 point share improvement over two years via repositioning iconic power brands, reformulation and platform innovation.
• Played critical role in the turnaround of business following a period of precipitous decline resulting from negative press surrounding trans-fatty acids. o Initiated comprehensive transformation strategy affecting 75%.
• Developed and commercialized breakthrough Snack ‘n Seal packaging innovation which drove 8% lift in base sales, representing first major biscuit pack innovation in decades.
• Delivered 10% revenue contribution from major breakout innovation (Oreo Cakesters), and BFY platforms (100 Calorie Packs) coupled with brand extensions (Chocolate Double Stuff Oreos),
• Developed new breakthrough ad campaigns for key brands Oreo, Fig Newtons and Chips Ahoy!, and received industry acclaim including Ad Age recognition and Effie awards.

Greater Chicago Area, IL, US

• Framed and implemented pan-regional category development strategy to grow the $250 MM Biscuit and Confectionery portfolio (Oreo, Ritz, Chips Ahoy!, Toblerone, Sugus, etc.) across the Asia-Pacific region based out of.
• Created pan-Asian Snacks Category vision and guided management team through development of a 3yr $500 MM revenue destination, establishing growth pillars for the region.
• Drove +10% FY’03 revenue and volume growth through differentiated regional advertising, new product entries and fast adapts, and distribution expansion.
• Spearheaded development and launch of new product platforms BelVita, Oreo sticks and Ritz Chips, delivering half of Kraft’s total Asia Pacific region new product volume.

• Strategic architect behind development and implementation of overall category strategy, financial and business plans aimed at consistently growing the $650 MM Ritz Cracker franchise (Ritz, Mini Ritz, Ritz Bits.
• Established vision and framed 5 yr strategic plan to accelerate Ritz growth to $1B in revenue, which led to infusion of marketing investment and resources that reinvigorated the brand.
• Grew revenue 15%, share 1.1pts, and operating income +21% ($17 MM+) versus prior year via new product introductions and improved marketing mix. Implemented profit improvement initiatives resulting in $2 MM savings.
• Formed robust 3-year new product pipeline that represented $200 MM revenue potential; launched Ritz Bits Sandwich S’mores – most successful new cracker product in 10 years.
• Drove development and commercialization of Ritz Chips platform which amassed $150MM in sales, winning President’s Award for Best Global Innovation.
• Increased ad spending and launched new campaigns that achieved the highest advertising scores in 10 years on both Ritz and Ritz Bits sandwiches.

Engineered successful turnaround of declining LifeSavers mint business from double-digit declines to a 17.5% dollar sales lift via restage of core business and insight led innovation.Led cross-functional team in development of new products pipeline projected to generate $200 MM in sales. Launched two new products from first wave of pipeline, exceeded.

Established new product process; led development and commercialisation of several new products which were fast adapted globally.

Mba, Marketing

Bs, Marketing

Education record