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0-5 years of experience
Managed $500M in sales for Banquet Homestyle Bakes, Banquet Dessert Bakes, La Choy and $48M trade budget.
- Led the strategic sales re-launch of Banquet Homestyle Bakes and gained over 90 incremental points of distribution.
- Created a category management presentation and sell-in materials to support new item launches which contributed to 85% new item acceptance and overall distribution gains of +15% points.
- Revised sales trade strategy to align with both competitive pressures and customer strategic role of the category. Trade strategy changes maintained distribution until re-launch of the brand.
- Developed and executed an exit strategy of Chef Deep Dish Meals brand leading to a profit savings of $1.5M.
0-5 years of experience
Inherited $6 million dollar trade overspends, and reduced it to $3 million in my first year. Second year resulted in being under-spent on trade funds and a 15% increase in sales nationally.
- Planned and budgeted over $90 million in annual sales.
- Implemented SMART Goals to monitor and evaluate sales personnel performance.
- Presented annual sales plans with VP of Sales to CEO and Board of Directors.
- Managed Chicago grocery accounts and broker, overachieved quota by 32%.
- Worked with Wal-Mart team to evaluate private label items and ROI.
- Developed tools to track spending and ROI for sales and slotting.
0-5 years of experience
Developed strategy and managed $20 million trade spending budget for the nation’s largest private label Frozen Potato Products Company.
- Forecasted production and sales for over 1,000 private label and branded skus.
- Provided performance data, category management analysis, and direction for the Brokered retail sales/management team. Supervised and analyzed monthly financial reporting.
- Utilized a personally developed spreadsheet reporting system to streamline the company’s inventory review process and improved forecasting accuracy which resulted in millions of dollars in warehouse and transportation cost savings.
- Responsible for recovery of over $65,000 in “unrecoverable” revenue through financial audits.
- Managed monthly production and sales forecasts with a 97% accuracy rate.
- Analyzed category and market conditions and compile competitive data from multiple sources including syndicated data (Nielsen, IRI, NPD) and factory shipments.
0-5 years of experience
Reported to the Vice President of Trade Marketing for this $675M Commercial and Consumer Based Product Manufacturer. Developed and implemented sales and marketing activities including online strategy, forecasting, production planning and distribution coordination, pricing, trade spending, demand generation, and sales plan development for various channels. Responsible for building trade-marketing capabilities that increased awareness, trials, distribution, sales and profits.
- Served as contact person between marketing department, product management, finance and sales teams to ensure achievement of sales and budget objectives. Met account budget goal of 4% growth
- Contributed to 5% profit margin increase to help achieve corporate initiatives
- Developed national, channel specific, market specific, and account specific trade marketing programs that resulted in $6M in sales
- Redesigned and organized company SharePoint site providing effective, adaptable, and usable tools to sales team, including the development of the customer facing assets to drive alignment and sales
- Increased readership to over 55% open rate through effective management of weekly communication content and distribution
- Led SilverPop and Salesforce implementation across trade marketing team. Managed all marketing campaigns and lead generation efforts
- Orchestrated client advertising nationally in print, website, and appropriate social media to maximize awareness and trial
0-5 years of experience
- Member of the Sustagen Franchise Team and was co-responsible for brand’s strategy, communications, forecasting and P&L.
- Introduced trade programs that increased the $19MM Sustagen brand’s distribution from 91% to 98%, doubled sales and captured volume share leadership in adult nutritionals, and generated highest ever market share levels in children’s nutritionals.
- Executed the trade component of the Enfa Brand (Mead Johnson’s Global Brand) relaunch.
- Devised two national promos that increased brand sales by at least 51% and launched 2 new SKU’s.
- Created the market share dashboard used by the entire organization for brand/trade analysis, forecasting and planning.
- Received a regional “Excellence in Action” award for outstanding execution of brand strategies.
0-5 years of experience
Responsible for all marketing and product marketing efforts for AT&T and all Americas GSM products.
- Increased revenues from $600 M to over $879 M in two years.
- Elevated volumes from 130K per month to over 275K per month in first year by developing launch/lifecycle promotions.
- Provided NOKIA with highest market share of any carrier team of 80% after 3 years.
- Developed channel promotions that lead all OEM in upgrades and dealer channels.
- Led B2B efforts to assist AT&T to close major Fortune 100 clients.
0-5 years of experience
Integral part of brand management team to achieve corporate growth initiatives in share, volume and profit.
- Responsibilities included national brand trade pricing, merchandising, and distribution objectives and strategies for the Ragu and Five Brothers Pasta Sauce brands.
- Developed, implemented and tracked $100 million trade budget and national sales plan.
- Ensured effective and efficient marketing mix via heavy interaction at HQ with marketing, consumer promotions and finance functions.
- Managed the day-to-day activities of assistant category manager and administrative personnel.
- Executed targeted market visits to increase sales, working with Unilever market managers and independent broker force to ensure effective shelf space allocation and promotional activity.
- Designed and implemented a Ragu pallet/shipper program to place 2,500 incremental pallets at retail.
0-5 years of experience
Worked with the National Trade Manager in strategic planning and management of a $95 million trade budget and quotas for nine sales divisions.
- Developed trade strategies and objectives with Brand Management.
- Managed $5 million slotting budget. Approved and rejected field funding requests, tracked spending, and measured net distribution gains
- Developed the process for submission, review and tracking of new item slotting requests which was adopted by trade marketing department across all Lipton brands
- Managed the nationwide rollout of on-shelf display trays over a three month period to meet the demands of brokers and the dates of key account resets.
- Analyzed distribution build (%ACV) of new product launches in comparison to competition.
0-5 years of experience
Integral part of brand management team to achieve corporate growth initiatives in share, volume and profit.
- Responsibilities included national brand trade pricing, merchandising, and distribution objectives and strategies for the Ragu and Five Brothers Pasta Sauce brands.
- Developed, implemented and tracked $100 million trade budget and national sales plan.
- Ensured effective and efficient marketing mix via heavy interaction at HQ with marketing, consumer promotions and finance functions.
- Managed the day-to-day activities of assistant category manager and administrative personnel.
- Executed targeted market visits to increase sales, working with Unilever market managers and independent broker force to ensure effective shelf space allocation and promotional activity.
- Designed and implemented a Ragu pallet/shipper program to place 2,500 incremental pallets at retail.
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Trade Marketing Manager
Last edited by: Gabriela Barcenas, CONTENT STRATEGIST -
Gabriela Barcenas
CONTENT STRATEGISTGabriela is a Certified Professional Resume Writer (CPRW) and career adviser. With 10 years of digital media experience and five years of resume writing expertise, her publication history includes fashion, education, travel, social justice, equitable design and career advice.
