Tracey Ayres Email & Phone Number

Texas, United States

Us

Key Responsibilities: Drive revenue growth for retail QSR brand through activation & innovation strategies. Leading rebranding efforts through creation of new brand positioning, brand identity and launch of a new logo to grow awareness and consideration with growth target.Responsible for the annual brand plan and long-range strategy to identify revenue growth opportunities to optimize topline growth. Includes development of 360 marketing activation plan to drive revenue through digital, paid & organic social, email, text, OTT, broadcast, app downloads, experiential and broadcast assets.Oversee innovation strategy and pipeline development for current product categories while driving breakthrough innovation into new categories and channels.Grow and develop strategic partnerships to increase revenue and marketing funds.Manage a large team of marketers, designers, and product developers to create and execute growth plans.Lead all external agency identification and relationship management.

Philadelphia, Pennsylvania, Us

Key Accomplishments: Responsible for revenue growth of a $400MM higher education portfolio through field marketing (B2B and B2C) and customer expertise.- Developed localized retail strategy to meet consumer demand across 56 unique college campuses (determining consumer need states, identifying national retail partners, developing sales & consumer activation plans).- Managed key client relationships & partnered with sales to drive mutual category growth through new & existing opportunities.- Managed a team of 17 field marketers to execute against specific customer needs while delivering on the corporate strategic framework.- Led all consumer research and growth recommendations including shopper platform innovation.

Plano, Texas, Us

Key Accomplishments:General Manager of the $155MM rental business including field marketing & customer growth strategy- Managed development of television, radio and digital advertising campaign plus CRM in conjunction with agency to increase brand awareness.- Created custom field sales strategies to ensure proper execution of marketing plans across multiple unique geographies and channels to deliver on local consumer insights.- Led consumer insights initiatives and research to define Rug Doctor target consumer and positioning.- Managed $2.2MM shopper marketing budget across top 15 customers to deliver top line growth.

Purchase, New York, Us

Key Accomplishments:Managed national shopper marketing consumer promotions to deliver top line growth through portfolio integration of Frito Lay and Pepsi brands while delivering impactful digital and in-store activation.- Led team of agency partners, fields sales and brand teams through briefing, idea development and final approval of in store and digital promotions elements with $20MM activation budget. - Implemented digital and onsite event activation to support sports contracts with NFL, & MLB to create impactful consumer interaction with efficient ROI for Tostitos and Lay's. Marquee events included MLB All Star Game, NFL Kick Off, Super Bowl and season long activation.- Developed strategy/solution for all PepsiCo portfolio consumer promotions events based off demand insights to unlock retailer extensions and path to purchase to deliver top line growth through increased number of displays and pounds vs. YA.- Created and presented selling materials for field to leverage with customers during event sell in.

Purchase, New York, Us

Key Accomplishments:Led "first-of-its-kind" innovation for 3 initiatives resulting in 6 new retail SKUS with $86MM in year one revenue as well as 2 branded Foodservice launches with national customers. - Led development of a competitive response strategy to identify future competitors on the cusp of significant growth, prioritized the competitive threats and gained alignment with Sr. Management.- Developed Lay's Kettle Cooked and Rold Gold innovation strategy including $40MM three year pipelines. - Led development of the branded PepsiCo Foodservice Innovation Framework that identified 20 white space innovation areas and opportunities for growth, establishing concept testing protocol for optimization.- Conducted ideation sessions with Frito Lay and Quaker cross functional stakeholders, identifying 30 ideas for testing with key partners. Results = 2 national launches- Supervised the creation and launch of Lay's Air Pops proposition. Launch included 3 SKUs for $31MM NAR.- Led the creation and lunch of Rold Gold Pretzel Thins. Launch included 3 SKUS for a $30MM NAR

Kansas City , Ks, Us

Key Accomplishments:Initiated re-stage of the $725MM branded flavored milk portfolio into one national brand & building the $200MM refreshment beverage portfolio strategy.- Tasked with regaining household penetration and increasing frequency.- Led cross functional team to determine key elements of the TruMoo brand expansion from capital requirements to efficient spend of $20MM brand activation budget.- Developed customized marketing plans for over 35 dairies to deliver upon local market needs.- Led cross functional team to create & validate the positioning for Swiss Tea - Developed multi-channel Swiss Tea brand plan to deliver top line & margin growth - Result: Swiss added to Wal-Mart modular with full distribution, gross Sales up 35% vs. YA, volume up 21% vs. YA.

Chicago, Il, Us

Key Accomplishments:Charged with driving growth for the $300MM Jimmy Dean branded Fresh Breakfast products. Managed the strategy, planning, online activation, social media, consumer promotions, pricing, innovation, forecasting, and budget for the refrigerated business with complete P&L responsibility.- Led Jimmy Dean $3MM online advertising campaign including SEO and Social elements to build brand equity, drive awareness and increase buy rate - managed multiple agency relationship.- Managed the package and product innovation for refrigerated sausage (45% of total brand volume), leading cross functional teams from R&D/Manufacturing to Graphics and Finance to achieve goals.- Brand lead for annual operating plan to include estimating volumes, consumer activation plans, and presentation development.- Managed roll sausage share vs. profitability (optimizing pricing and improving return on trade Investment.

Chicago, Il, Us

Managed full range of business activities for the $130MM Frozen Dessert brand including consumer promotions, online marketing, social media activation, product development, forecasting, budget, packaging design, P&L responsibility and cost saving initiatives.Key Achievement: Restored Sara Lee Frozen Sweet Goods to profitability through total business analysis and recommendations that included costs savings, innovation, activation changes and portfolio management resulting in a $15.2MM turn around in 12 months.- Launched 3 line extensions for new brand platform contributing $10MM in net sales. Led cross functional team from R&D formulation and plant trials through commercialization.- Led development of the annual operating plan and marketing plan for total Sara Lee Frozen Bakery.- Partnered with cross functional team to develop the marketing strategy, sales materials, and packaging redesign for a new product platform contributing $23MM in annual net sales.- Point for Shopper Marketing agency for in-store programs across 50+ accounts with $9MM budget.

Chicago, Il, Us

Key Accomplishments:Responsible for driving continued growth of the Breakfast Convenience portion of a $340MM Frozen Breakfast brand with a focus on product innovation and continuous improvement initiatives.- Managed consumer promotions, P&L, costing and pricing.- Created and launched a new platform, leading team from initial concept through commercialization. Launch included 3 SKUS.- Developed and launched 2 line extensions (Ham Bowl & Smoked Sausage Skillet) across multiple channels including Grocery, Wal-Mart and Club.- Directed the package improvement initiative for Jimmy Dean Skillets line to improve shelf presence and decrease costs. Led cross functional team from initial consumer research through development, implementation at the plant level and presentation to sales.

Chicago, Il, Us

• Managed a $4.7 million budget for the nationwide promotions and advertising campaign for the Emeril brand.• Organized the Ball Park Tailgate report with CBS Sports and the Southeastern Football Conference. Worked closely with CBS producers to lead this initiative for 10 CBS game of the week events. • Created and launched a brand specific web site for Emeril’s Gourmet Sausage – www.emerilsgourmetmeats.com. • Implemented a regional sampling program for the Jimmy Dean brand, managing a $25,000 budget.• Completed velocity analysis to determine the effects of couponing vs. messaging on market penetration.

Jacksonville, Florida, Us

Created a customer relationship management program with key customers and managed corporate advertising & marketing initiatives for $3.2 billion portfolio with 272 shopping centers.

Ponte Vedra Beach, Fl, Us

Mba, Marketing

Bba, Marketing/Management