Will Potts Email & Phone Number

Little Rock, Ar, Us

Focus on converting data into actionable insights to continue delivering growth and success for Vestcom clients (retailers and CPGs) through consultative partnership pre-campaign discovering opportunities; designing intelligent events focused on client objectives; measuring events to prove value with a variety of performance analytics; and continuous optimization over time to maximize iROAS and other key client success metrics. Vestcom is the retail expert in data-integrated, shelf-edge media. By integrating store-level data into our industry-leading solutions, we empower clients to transform the shelf edge into a competitive advantage. Engaging shoppers at the moment it matters. Assisting store teams by streamlining operations. Driving bottom-line impact that speaks for itself. With Vestcom, the shelf edge isn’t just the point of decision — it’s a point of difference. For businesses. For teams. For customers.

Woonsocket, Ri, Us

Lead multibillion-dollar promotion P&L for close to 8,000+ stores; transform the strategy, effectiveness, and execution of CVS’s promotions to drive incremental trips and profitable sales for the business. Develop promotional plans to ensure CVS meets its aggressive financial targets on a weekly, monthly, and annual basis. Partner with merchandising and vendors to develop differentiated promotion plans and themed events. Evolve our best-in-class promotion effectiveness tools, analytics, and reports to deliver incremental value to the business; and optimize future promotions in a margin accretive fashion. Thought leadership in implementing and evolving CVS's promotional strategy at the category, business unit, and front store level across channels including ExtraCare and CVS.com. Closely monitor and respond to changing customer, competitor, and market dynamics to ensure CVS offers are meaningful and compelling. Evolution of team to more strategic insights to action and optimization consultative partnership with merchandising, finance, marketing, personalization, vendors and leadership.

Winston-Salem, Nc, Us

Responsible for growing digital engagement and digital business overall by focusing on retailers and manufactures to ensure digital best practices are implemented and continuously improved. Analyzed data from ~ 20,000 retail stores with over $150B in sales from over 31B units sold and 5.6B transactions daily to grow trial and loyalty for retailers and brands in an ROI accretive fashion. Created new targeting, segmentation, and personalization approaches for CPGs and Retailers, led to several million in incremental revenue in first full year of implementation. This required cross-team coordination, sell in to retailers and manufacturers, back end analytic creation to prove value for repeat business, and marketing material creation. Created and implemented a shopper engagement funnel as well to highlight where we had opportunity to drive more engagement at various stages of shopper journey (registration for digital, verified usage of digital, engaged frequent usage, lapsed, etc). Worked with retail teams and CPGs to optimize each level by highlighting opportunities and providing strategic plans to engage shoppers. Part of a team that led strategic conversations to win new business, and retain/grow existing business, with multiple retailers and CPGs. Frequent internal and external C-Suite meetings to drive growth. This led to winning largest CPG account in market, and several retailer wins including growth from existing partners; with estimated long-term company impact of more than $100MM. Helped drive overall digital strategy within org including new product development, new measurement opportunities and products, pricing strategies, assistance with development of marketing material, research and engage new potential partners as well as leverage existing partnerships, helped to integrate new acquisitions into cohesive solutions in market, and traveled to clients frequently to present solutions and capture VOC for future opportunities as well.

Jersey City, Nj, Us

Led the Strategy & Insights team, which I founded and grew to >10 supporting $200MM+ in business and delivering >$20MM in incremental revenue attributable to strategic analytic deliverables. Focused on providing guidance to sales, CPG clients, and retailers on the digital media and digital promotional landscape. This includes state of the industry overviews, how to leverage digital to benefit brands, retailers, and shoppers, designing campaigns to communicate with shoppers on a personalized basis to achieve objectives with highest ROI possible, creating precision targeted campaigns for 1:1 communication, measuring campaigns for success with variety of data and optimizing future ongoing communications with shoppers based on results. Travel multiple weeks a month to clients around the US to guide conversations and lead strategic senior level meetings. Continuously develop our team and broader sales go to market strategies, pricing, and processes as well as manage 3rd party team relationships, and managing the team to develop their careers and ensure job satisfaction, growth and success. The overall objective of our team is to help provide the consumer with personalized content that will keep her highly engaged and satisfied while driving maximum return and value for the brands and retailers she shops in; and proving that value to all parties over time not just on one off campaigns but ongoing communications with consumers. Simultaneously we continue to keep our clients aware of the broader promotional and marketing industry and rapidly changing digital sector; and ultimately drive accretive ROI for brands and retailers by increasing loyalty and penetration. We achieve our goals by leveraging data to drive value and insight.

St. Petersburg, Florida, Us

Personally responsible for strategy and delivery of analytical and consultative needs for all clients/brands for our Irvine, Cincinnati and St Pete offices growing business from ~$60MM to over $70MM in revenue a year in under two years with my team of six. Supported over 20+ sales leaders and 100+ manufacturer brands across the country to enhance brand and retailer performance in the marketplace and provide value to shoppers, by mining petabytes of data captured at POS across 30+ retailers and converting it into meaningful, actionable insights benefiting all parties.Delivered thousands of insights to brands including brand shifting, source of volume, share of requirements, cross purchase analysis, predictive modeling, loyalty churn, basket insights, segmentation, ROI, and client driven custom analytics. Directly responsible for managing our marketing mix relationships with vendors and clients to ensure accurate modeling.

Étoy, Vaud, Ch

Responsible for Category Management and Strategy for Chiquita’s Wal-Mart business. Under my leadership drove incremental business increases of ~$20 MM per year on an annualized run rate basis. Project Manager implementing new initiatives, leading the Chiquita Strategic Alliance Meeting (S.A.M.) with Wal-Mart to double our business in five years, and named Category Captain for all Banana sales at WM - #1 selling item. Created all weekly, monthly, annual budgets and variance analyses, and placed our weekly banana order for Wal-Mart from our tropical growing locations; ~7 MM lbs of bananas per week across all DCs optimizing inventory to reduce waste. Project Manager for International Business Development Strategy in Asia. Located in Tokyo for ~ 1yr leading a team of Boston Consulting Group – AC Nielsen – and our Japanese JV employees. Led launch of multiple new products and extensions for Japan market, and optimized/reduced existing SKU’s for incremental profitability. Developed strategic plans for profitable value-added business growth/expansion. Led to new corporate strategy for value-added fresh cut fruit line to help de-commoditize business. Managed $7MM department budget. Led analysis to optimize new fresh cut fruit product line: consulted with growers, supply chain, production plant, retailers, marketing, legal, finance, scientists, and C suite to optimize shelf life; determine product mix; price; promotion; and placement. As part of corporate strategy role, developed plans and tracked reductions to SG&A spending of nearly $40MM over 3 years.

Milwaukee, Wi, Us

In charge of audit and revenue cycle enhancement project for major pharmacy across multiple states resulting in over $2MM in increased run rate revenue per year. Designed, created and implemented new management database for tracking and reporting mortgage loan tax escrow details at major bank. Reduced # of delinquent and misapplied payments by over 70% in six months.

Atlanta, Ga, Us

Master Of Business Administration - Mba, Accounting And Finance

Bachelor Of Arts (Ba), Criminology And Sociology