Vicki Carpenter Email and Phone Number

Current Role – Market and Shopper Intelligence Consultant (remote) • Lead trainer on Consumer Data for all previous accounts and current account.• Manage, communicates and integrates multiple teams to deliver Incremental Penetration Reports. These reports are instrumental in figuring out the incrementality or importance of brands and/or SKU’s, within specific categories, compared at multiple retailers.• Manage, create and share Target Groups for clients to have more of a focus on specific buyers.• Innovation leader with clients making sure to track and evaluate how new items are doing in the marketplace compared to competitive.• Certified in Consumer data, ShopperSights, Unify systems as well as Shopper Card database.• Applied project management and process improvement to integrate multiple internal and client teams. This helped to streamline the integration of Shopper and Point of Sale Data within brand meetings and general conversations. • Multiple additional revenue through surveys and other premium platforms.• ShopperSights used on many accounts and brands to help clients realize opportunities as well as how to maximize the dollars spend on overall media.• Implementation of project tracking with clients.• Adjusted workload with category leads to make sure deadlines are met.• QC monthly model updates associated with Consumer and Shopper Marketing.• Tracking and communicating all Panel data issues and resolutions.

Worked with third party vendors, merchandising and vendors to bring Shopper Marketing to SVU in 2009. Shopper Marketing has brought in over 35 million dollars in additional vendor advertising funding. Since that time I have worked hard at creating relationships both internally and externally leading annual planning, manufacturer summits, execution of multiple programs both total store and category specific. Strong skills include brand management, project management, relationship building, communication and organization. Directed over 15 enterprise total store programs as well as 30 + manufacturer and category driven programs leading all stakeholders through program executiono Over half of programs averaged an ROI for participating vendors of $5/$1 or bettero Latest enterprise program resulted in $19.8MM in incremental revenue, a lift of 2.9% with best manufacturer result with an ROI of $29/$1o Integration of Private Brands within the overall programs increased awareness of the products through customer surveys as well as overall sales

Created Project Management in Marketing at SUPERVALU by initially interviewing all stakeholders to understand current processes and links or missing links within all areas of of the company. Once identified and a process was in place team members would be assigned to projects as available. Responsible for managing the following initiatives/projects: New Marketing Brand, nutrition iQ, 4:15 meal deal program, and Albertson’s Price Cut initiative. Identified, tracked and escalated project risks or issues

Hired as a project manager and quickly promoted to project director due to creation of project management processes and an organization that was brought to the function through project scope, schedule and deliverables. Key details and communication regarding scope changes and projects were delivered in a timely fashion.