I lead sales and marketing integration efforts for Sauer Brands acquisition of Mateo's Gourmet Salsa. We are disrupting the salsa category -- L52 Ending 12/26/21 -- Category is down 5% and Mateo's is up 16%!I am responsible for developing brand strategy, customer strategy and marketing roadmaps to become a national brand leader.I champion a consumer-centric mindset, keeping customers at the forefront of decision making to drive growth.

I provide leadership, direction, and strategy to achieve aggressive growth objectives, merchandising goals, distribution targets, and new item speed to shelf for retail and foodservice channels. I strategically partner with Marketing and Sales to ensure all consumer touchpoints align with overall organizational objectives while simultaneously identifying growth and market opportunities.Specifically, I:* Oversee commercial activation efforts for the fastest-growing and most loyal mayo brand in the U.S. utilizing astute strategic planning, collaborative leadership, and marketing-driven expertise.* Dynamically develop innovative marketing plans by building stories and optimizing store display space to acquire market share from the competition, resulting in Duke’s becoming the fastest growing brand in the mayo category and the most loyal brand with the highest base sales (non-promoted).* Conceptualize and execute launch plans (sell-in and sell-through) for Duke’s new products (flavored mayos, premium barbecue sauces).* Lead marketing activation efforts in support of Duke’s Mayo Classic and Duke’s Mayo Bowl college football sponsorships. Partner with Charlotte Sports Foundation, agencies and customers to drive awareness, display and sponsorship objectives.* Collaborate with business units and commercial sales teams, generating unique, timely, and innovative marketing initiatives to enhance brand awareness, engagement, acquisition, and growth.

I tactically steered and executed marketing strategy and innovation for 6 hospitals across 5 different cities and 2 states, realigning and integrating efforts across all access points and channels. I developed online presence, digital marketing, and SEO strategies to drive company awareness, loyalty, and repeat customers. Moreover, I directed a team of 5 direct reports, coaching through challenge and cultivating a culture of service line prioritization and data-driven marketing methodologies to drive company performance, growth, consumer engagement, and patient retention. Additionally, I:* Coordinated local activation efforts of the “Community Built on Care” brand campaign, leading consumer marketing efforts with multiple touchpoints featuring actual employees and patients.* Established a joint marketing agreement between 2 surgeons and a Medical Center, running monthly seminars to educate the community on healthcare topics.* Served as Marketing Lead for 2020 service line campaigns in Orthopedics and Bariatrics, leading cross-functional teams in creating data-driven positioning, strategy, and campaign toolkits to drive best practices across the enterprise. * Spearheaded various marketing tactics (Print, Direct Mail, Radio, Outdoor, Paid Search & Social, and Public Relations) to build awareness of new services and options, monitoring metrics to ensure outcomes support strategic initiatives.* Strategically developed marketing activation to support grand openings of 2 free-standing emergency departments to drive priority service line growth

I successfully led marketing and commercialization activities for a new line of products to establish the company as the leader in a new early allergen introduction category. I collaborated to craft, refine, and sell story and test the retail market. Accomplishments in this role, include launching 7 SKUs on Amazon and doubling sales within the first 6 months, and achieving Top 25 in Best-Selling Baby Snack Foods and #1 in New Release Baby Snack Foods.

I steered and coordinated the design, planning, creation, and execution of marketing plans focused on brand awareness and development to drive performance across both branded and key private label segments and customers, reporting directly to the VP of Marketing. I managed a high performing team of 4 direct reports, working with and through others to achieve challenging metrics.Most notably, I:* Established a new stage-gate process and a new R&D center, forming and leading 6 cross-functional innovation teams to transform the internal innovation process while adding structure to track timelines, efficiency, visibility, and new products.* Successfully expanded the brand into new categories, including shelled nuts and nut butters, astutely identifying new business opportunities.* Achieved branded sales growth of 35% ($20M); and private label sales growth of +80% ($40M).* Proactively steer transformative and reinvention strategies across web content, social media, and CRM, delivering tangible results to drive brand awareness and product sales.

I directed all brand marketing and strategy efforts for a $3B dairy portfolio, orchestrating region-specific marketing plans to drive brand activation. I led the company in the initial first steps to become a national brand, operating as key player in driving change and laying foundational work.Moreover, I:* Proficiently transitioned a portfolio of 25 regional brands into a common positioning and packaging graphics design. Built authentic relationships with local dairies, applying empathy to listen and overcome initial hesitations while demonstrating ROI, spearheading successful change.* Led brand repositioning efforts that included package redesign, website refresh, flavor innovation, and updated merchandising vehicles to target younger consumer base.* Steered cross-functional team in local commercialization efforts for TruMoo Chocolate Milk. Conducted needs assessments and data analyses to maximize launch. Achieved New Product Pacesetter award by IRI as 4th most successful new CPG brand (2012).* Championed incremental volume and consumption across multiple channels through active partnerships, including NFL Fuel Up to Play 60, Refuel with Chocolate Milk, MiLB, Sea World, Busch Gardens, and NASCAR).