Experience

Workwear (this is not the Workwear Outfitters page)

• Retail Apparel and Fashion
• 200 - 300 Employee

• Senior Marketing Manager, Industry Marketing and Licensed Brands

  • May 2019 - Present

  Manage the Industry Marketing team focusing on the Automotive, Transportation, and Food Service industries across the U.S, Mexico, and Canada. Responsibilities include brand strategy and positioning, product development, and channel strategy for the portfolio of VF Workwear brands. Brands include Dickies®, Red Kap®, Bulwark®, Kodiak®, and Terra®. Manage and lead the Dickies® B2B brand within VF Workwear’s portfolio.• Lead the strategic arm of the marketing department, VF’s first Industry Marketing Management team, who is responsible for leveraging the total branded portfolio in a unified approach to our distributors and end users for the North American market.• Led VF Workwear’s first Account-Based Marketing campaign targeting 115 enterprise-level accounts within the transportation industry across the U.S., Mexico, and Canada to build a revenue pipeline for our sales team.• Lead all consumer insight projects (end-user and distributor) to drive business/brand strategy, product and category development, and channel strategy for all current and future industries/opportunities.• Responsible for and develop 3-5-year strategic roadmaps for our brands and target industries for product development teams and sales teams.• Responsible for identifying new areas of growth and opportunities for our portfolio of brands such as brand and geographic expansion, new product and category needs, and channel diversification.• Lead VF Workwear’s new industry expansion for Food Service by building the strategies and roadmap for market sizing/landscaping, product and category needs and innovation, channel strategy for North America.• Lead the Dickies® B2B brand strategy and execution for North America as a premium segment within the workwear/uniform space:

• Marketing Manager

  • Apr 2013 - Apr 2019

  Marketing brand manager for several of VF Workwear’s largest brands including Dickies® B2B, Wrangler Workwear®, Wrangler Riggs, Timberland PRO, and Red Kap®. • Developed and led VF Workwear’s first ecommerce sites.• Created and led the first retail mobile tour for VF Workwear targeting strategic, geographic locations for early adoption of our new retail line of workwear.• Developed and led channel growth initiatives for the portfolio of non-FR brands (Red Kap and Dickies) in the reseller segment through distributor forums to strategically align our brands, product lines, and sales team with the needs of our distributors and end-users.• Created, led, and managed the brand development of Wrangler Workwear from brand positioning, channel strategy, sales strategy, pricing, and product development as it was the first premium line of garments ever introduced into our portfolio.



PureRed

• United States
• Advertising Services
• 300 - 400 Employee

• Interactive Account Manager

  • Dec 2012 - Mar 2013

  On-site manager for Dollar General’s interactive/digital agency of record. Responsibilities include digital brand management for Rexall®. Other duties include coupon strategy management and fully integrating all digital/interactive programs. Manage and develop on-site account executives with duties that include e-commerce, shopper marketing/vendor sponsorships, website/website content, and social media. On-site manager for Dollar General’s interactive/digital agency of record. Responsibilities include digital brand management for Rexall®. Other duties include coupon strategy management and fully integrating all digital/interactive programs. Manage and develop on-site account executives with duties that include e-commerce, shopper marketing/vendor sponsorships, website/website content, and social media.



Odom's Tennessee Pride Sausage, Inc.

• United States
• Food and Beverage Manufacturing
• 1 - 100 Employee

• Senior Retail Marketing Manager

  • Jul 2011 - Oct 2012

  Company point-of-contact for the Retail Marketing department for the development and execution of business and brand building plans for both the frozen breakfast food and fresh meat categories. Also, serve as brand lead for all shopper marketing strategies, program design and management.• Recommend, manage, and evaluate fully integrated consumer and shopper marketing programs for the Tennessee Pride brand with proven results of increasing household penetration, retail execution, shopper loyalty, and brand equity. • Manage all coupon programs such as traditional methods as well as digital and retailer-specific coupon programs and recommend new approaches to maximize ROI and gain retailer engagement.• Lead retail and private label packaging initiatives including design, regulatory compliance, and production.• Gather and analyze data and develop recommendations for shopper marketing programs, national consumer programs, new product opportunities, and sku rationalization.• Lead research initiatives with internal/external parties to gain shopper and consumer insights to further develop the Tennessee Pride brand and be relevant to our consumer base.• Serve as a resource for sales and broker teams and provide ongoing brand and marketing communications to them for brand and retail success.• Maintain and manage retail marketing budgets in excess of $7.1M across all channels.



BUNTIN

• United States
• Advertising Services
• 1 - 100 Employee

• Trade Marketing Manager

  • Jul 2010 - Mar 2011

  Agency lead for all trade, shopper and retail marketing related projects and programs for Commonwealth Brands, Inc. and new business opportunities. Responsibilities included sales force support and determining and developing the appropriate marketing mix to intercept the shopper both outside and inside of the retail environment, primarily in the specialty tobacco, gas and convenience, and independent channels. • Developed and executed trade, retail, and brand marketing programs and training materials for Commonwealth Brands’ brand managers and sales force.• Developed and managed promotional calendars for all brands to increase efficiencies and maximize the effectiveness of the marketing mix at retail.• Maintained and nurtured the relationship between the trade/sales team and the brand managers and determined the resources and programs needed to appeal to both groups’ objectives.• Utilized shopper and consumer insights and data to develop shopper and consumer promotions programs to optimize the in-store experience for the shopper/consumer. • Managed and leveraged the portfolio of Commonwealth Brands’ products to reach the desired ROI and profit goals set forth by Commonwealth brands.• Managed the trade and consumer/brand marketing budgets for Commonwealth Brands across the total portfolio.



Catapult Marketing

• Shopper Marketing Program Manager

  • Mar 2009 - Jul 2010

  Maintained and grew Mars Petcare products in the Mass, Grocery, and Dollar channel by understanding the key needs and objectives of the shopper, retailer, and brand by leveraging a mix of retailer specific in-home, in-store, and online promotional vehicles. • Developed and executed retail oriented promotional and marketing programs ranging from in-home, in-store, and online for new product launches and existing products generating a positive ROI, incremental display support, and increased spin rates of Mars products for strategic retailers.• Initiated and executed marketing and tactical plans for emerging channel activity (Dollar, Drug, Gas and Convenience) resulting in increased shopper marketing funding to support new channel growth.• Developed and executed strategic brand plans to maximize program effectiveness and shopper reach within the budgeted parameters. • Managed media and media agencies and creative production to generate cost savings for Catapult Marketing and Mars Petcare.• Monitored and conducted program and post-program promotion analysis/evaluation of all shopper marketing, direct mail, and coupon programs as well as monthly/yearly competitive assessments for Mars Petcare.• Monitored brand/logo standards and retailer brand standards to ensure consistency across all materials and programs.• Maintained shopper marketing budgets in excess of $2.8M for the Mass, Grocery, and Dollar Channels.



Mars

• United States
• Manufacturing
• 700 & Above Employee

• Assistant Marketing Manager

  • Apr 2005 - Feb 2009

  Maintained and grew Private Label pet food programs by understanding key customer needs and objectives then developing the merchandising, promotional, and pricing strategies to meet those needs for top strategic accounts. • Developed and executed effective promotional/brand strategies and plans for top customers’ private label brands including launch/media plans and materials, in store presence, POP/POS material, direct mail, etc, resulting in increased household penetration and market share.• Developed and executed private label packaging and led creative direction for strategic customers’ brands across multiple classes of trade.• Managed outside creative agencies, including advertising, packaging design, and point-of-sale materials to deliver cost savings for the organization and on-time delivery of materials to the customer.• Maintained P&L and budgeting for strategic accounts and support achievement of Exclusive Brands sales objectives resulting in earnings percentages between 8 and 30% for the appropriate sku’s.• Identified and researched new opportunities in the category (emerging trends-Naturals and Functional Treats) that resulted in creating broader customer portfolios in the Mass and Grocery channel based on research data and consumer/shopper insights. • Collaborated with R&D, Manufacturing, Sales, and the customer to develop new products, packaging, and/or renovate/rationalize current sku’s resulting in increased market share for top customers’ brands.