Experience

Simpactful

• United States
• Business Consulting and Services
• 1 - 100 Employee

• President / Managing Partner

  • Feb 2015 - Present

  Simpactful is more than a CPG/Retail Consulting Firm. We are a network of the industry's best and brightest who have come together after recently leading, innovating, and making our own impact at top corporations. As a powerful team, we offer experience with depth and breadth across many consumer product business functions and all leading and emerging retailers and channels. We specialize in areas like Commercial Strategy (Where to Play/How to Win), Revenue Management, Organizational Development, Omni Channel/Seamless Shopping, Shopper and Consumer Insights, Simpactful Shopper Driven Growth, and more. We offer solutions that are fresh, relevant, and proven. Simpactful. Proven-Connected-Results To learn more, please visit www.simpactful.com or email us at david.friedler@simpactful.com. Show less



Church Brothers Produce

• Member Board of Directors

  • Sep 2014 - Sep 2015

  Board Member for Church Brothers Produce Company in Salinas, CA. Work closely with the Executive Team to guide the company on its Strategic business direction, along with day to day decisions to maximize sales and profits. Board Member for Church Brothers Produce Company in Salinas, CA. Work closely with the Executive Team to guide the company on its Strategic business direction, along with day to day decisions to maximize sales and profits.



Diamond Foods, Inc.

• United States

• SVP & GM - Nuts Business Unit

  • Jan 2014 - Dec 2014

  P&L responsibility for the Nuts Business Unit (Diamond of California and Emerald Brands)

• Vice President - Market, Strategy, & Planning

  • Oct 2013 - Jan 2014

  Responsible for leading the development of commercial strategies for all brands and customers to deliver annual company sales and profit targets. Leads organization responsible for Sales Strategy, Customer Marketing/Merchandising, Shopper Marketing, Shopper Insights, Category Management, Sales Finance, and more.



Procter and Gamble

• Packaging and Containers Manufacturing
• 1 - 100 Employee

• Business Director P&G West & Mid-West Regions

  • Jan 2010 - Sep 2013

  Responsible for $1.8B in sales across P&G's retail portfolio and leading a 130+ person multi-functional organization. Manage customer relationships at all levels across the entire West and Mid-West Regions (from California to Texas, Illinois, and all in between). Responsible for delivering annual top and bottom line targets for P&G and Retail customers. Team includes Sales, Marketing, Consumer Insights, Product Supply, Retail, Business Analysis, HR, and more.

• Business Director West Region

  • Jan 2008 - Dec 2009

  Responsible for $1.2B in sales across P&G's retail portfolio, leading a 90+ person multi-functional organization. Managed customer relationships at all levels across the entire Western Region and delivered annual top and bottom line targets for P&G and Retail customers. Team included personnel in Sales, Marketing, Consumer Insights, Product Supply, Retail, Business Analysis, HR, and more.



Clorox P&G Joint Venture

• Marketing Director & VP Marketing Glad Products - Clorox/P&G Joint Venture

  • May 2005 - Dec 2007

  Day to day marketing responsibility for the Glad brand including Marketing and Sales Promotion Budgets, and the Glad Marketing Organization. In addition, managed the Glad Business Operations team which had P&L responsibility. Exceeded targets both years in the role. Day to day marketing responsibility for the Glad brand including Marketing and Sales Promotion Budgets, and the Glad Marketing Organization. In addition, managed the Glad Business Operations team which had P&L responsibility. Exceeded targets both years in the role.



Procter & Gamble

• United States
• Manufacturing
• 700 & Above Employee

• Country Manager Ireland

  • Mar 2004 - Apr 2005

  Full P&L responsibility for P&G's Irish business. Returned the business to growth in less than 1 year. Managed relationships with Ireland’s Top 5 retailers, including Tesco. Led multi-functional organization of 35+ including Sales, Customer Marketing, Consumer Marketing, Finance, Logistics, and Retail professionals.

• Sales Director North American Safeway Business Team

  • Jul 1999 - Mar 2004

  Led the multi-functional business team responsible for managing all P&G products across Household, Beauty, Health, Pet, and Food & Beverage categories with Safeway N.A). Included the P&G business teams responsible for Safeway Canada and Millstone/ Safeway Select DSD Coffee. Managed a staff of 60+ Sales, Marketing, Shopper Research, Finance, Retail, Logistics, IT, and Human Resources professionals.

• Associate Director Shopper Marketing

  • Jun 1997 - Jun 1999

  Led creation and launch of P&G’s Shopper Marketing strategy for all North American business units and trade channels, leveraging P&G's marketing and shopper understanding expertise with retailers to drive strategy alignment and facilitate business growth.

• Assistant Brand Manager

  • Jul 1996 - May 1997

  ABM on P&G's Laundry business responsible for developing Marketing Strategies and Plans for a new P&G Brand

• Senior Sales Merchandising Manager

  • May 1995 - Jun 1996

  Developed distribution, merchandising, shelving, pricing, and new item sales strategies and plans for P&G's Household Cleaning Brands. Worked collaboratively with Category GM, brand teams, and field sales organization to exceed expectations.

• Field Sales Manager

  • Jun 1990 - Apr 1995

  Held varies sales assignments in Southern California, working with independent, wholesale, and regional chain retailers (Ralphs, Vons, Lucky, Stater Brothers) in stores and headquarters. Exceeded annual sales targets in all years.