Business Development - Brand Manager

Kruger Products, Mexico; Canada — August 2004 to Present
DIRECTOR OF BUSINESS DEVELOPMENT: MEXICO DIVISION (since 8/07)

• Oversee development and execution of sales and marketing plans for Kruger Products Mexican Operations including management of key accounts (Walmart, Sam’s and Superama); increase customer base through the development of marketing strategies and end-user development plans
  
  
  
  • Develop and implement new product launches; approve graphics, planning, packaging, planograms and documentation prior to initial shipping schedule
  • Analyze local demographics and market data to identify competitive activity and capitalize on new areas of opportunity
  • Maintain extensive, ongoing communication with Wal-Mart and Sam’s Buying, Replenishment and Logistics Groups in an effort to support and expand brand revenue and distribution and logistics optimization
  • P&L responsibility to ensure accurate financial statement generation, tracking and reporting

• Currently working with R&D and Product Development to launch new converting technology in White Cloud Bathroom Tissue; expected to win-back 10% share points at Walmart
• November 2012 - launched 3 Walmart Facial Tissue items and 2 new White Cloud napkin items projected to drive incremental market share 8% / 5% respectively by the end of 2013
  
  
  
  • Increased Sam's Members Mark Bathroom Tissue fill rates from 85% to 99% (3/11-10/12)
  • + 10% unit and sales growth for Members Mark Bathroom Tissue (2012)
  • Increased White Cloud market share in Walmart Facial Tissue Category from 1% to 3.2%
  • Increased White Cloud market share in Walmart Paper Towel Category from 6.2% to 11.0%
• Spearheaded 2006 launch of White Cloud Brand in Mexico Walmart stores; developed and conducted packaging research, pricing, trade marketing and advertising campaigns
  
  
  
  • 6% share gain of Walmart tissue sales (2006-08)
• Identified and contracted low cost warehousing space and reliable freight transportation companies
  
  
  
  • Implemented new distribution model for White Cloud Brand reducing freight costs by 40%
  • Realized $200k annualized freight savings via implementation of backhaul circuits
• Manage local 3rd party manufacturing company; monitor demand plan/production ensuring customer KPI service levels are aligned (fill rate, in-stocks, backorders and on-time distribution center arrivals)
• Conducted and filed two qualitative and quantitative brand equity studies (2006-11)

• Responsible for qualitative and quantitative research to develop new White Cloud Bathroom Tissue brand positioning. Included segmentation and brand equity studies
  
  
  
  • Developed road map for relaunch of White Cloud Bathroom Tissue as an exclusive brand for Walmart US; grew market share from 7.6% to 14.6% by the end of 2007
  • Developed and Implemented White Cloud digital social media strategy (2007)
  • Launched White Cloud Facial Tissue Aromatherapy and Lotion products gaining 3.0% market share of Walmart Category sales
• Manage new product development including direct advertising and packaging agency contracting, develop sales and profit target forecasts to ensure fill rates and in-stocks were inline with targets
• Developed first TV advertising campaign

• Project Team leader/contributor:
  
  
  
  • Developed Trident Slab flavor strategy for 2005 line up
  • Implemented Chiclets radio promotion supporting the brand introduction in French Canada
  • Developed Halls TV advertising campaign for 2005 winter season; launched Halls Herbal Soothers in Canadian market

• Creative strategist responsible for the development and implementation of brand positioning and segmentation studies targeting US and Canadian markets
  
  
  
  • Implemented TV media buying strategy resulting in immediate +37% direct response growth
  • Developed consumption model designed to accurately predict project acquisition and member retention rates

• Developed consumer marketing campaigns introducing new products and repositioning existing products within the Canadian market
  
  
  
  • Oral-B (+10%); Braun Shavers (+41%); Braun Household (+35%)

• Developed consumer marketing campaigns introducing new products and repositioning existing products within the Canadian and Colombian markets
  
  
  
  • Easy-Off (+81.6%); Old English (+9.8%); Mop & Glo (relaunch +6%)