Goal: Accelerate Brand Growth
|Challenge: Increase brand awareness, retail
distribution, and sales per point of distribution for regional
Solution: Analyzed company, competitive, and syndicated data to identify best growth opportunities, by channel, geography and sku. Provided compelling reasons and sales tools to secure incremental distribution. Developed full-year marketing calendar of three integrated trade and consumer promotions in collaboration with consumer promotion agency driving brand awareness, trial and loyalty.
Results: Increased dollars per point of distribution by 18%. Increased distribution (% ACV) by 8 points.
Goal: Business Expansion
|Challenge: Regional consumer products manufacturer
with flat sales wanted to dramatically expand the business.
Company had no sales or marketing staff; three brokers.
Solution: Served as interim Vice President of Sales and Marketing. Developed comprehensive sales and marketing program to expand business nationally. Restructured product line and pricing to be simpler, more appealing to the trade, and more profitable. Secured national distribution by developing a broker network and key account programs. Planned and executed key trade shows, direct mail, website, selling materials and trade promotions.
Results: Increased sales by over 100%, increased distribution by over 60%, secured new distribution in major Big Box retailer.
Goal: New Product Launch
|Challenge: Software company had a new product release
slated for launch in three month; has an unexpected Marketing
Solution: Served as interim Marketing Manager for the product launch. Developed and led a comprehensive product launch including: development of product positioning and key messages, virtual sales meeting, modular sales kit, and leadership of cross-functional project team.
Results: "Best sales launch we ever had" as described by the Chief Operating Officer. Exceeded sales goals; delivered marketing plan under budget.
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