FEEL GOOD FOODS

THE PROJECT - drive GROWTH IN CONVENTIONAL RETAILERS

THE CHALLENGE - THE BRAND HISTORICALLY PERFORMED WELL IN NATURAL CHANNEL RETAILERS LIKE WHOLE FOODS AND SPROUTS. I WAS TASKED WITH DRIVING SUCCESS IN MORE CONVENTIONAL RETAILERS LIKE TARGET AND KROGER

MY ROLE - I LED THE FULL FUNNEL MARKETING EFFORTS TO DRIVE AWARENESS AND VELOCITY IN OPPORTUNITY ACCOUNTS. BY ENGAGING SPECIFIC, TACTICAL PLANS ACROSS ACCOUNTS I DROVE TRIPLE DIGIT GROWTH IN KROGER AND DOUBLE DIGIT GROWTH IN TARGET, LEADING TO EXPANSION ACROSS MULTIPLE RETAILERS

DIANA’S BANANAS

THE PROJECT - REPOSITION A 40 YEAR OLD BRAND

THE CHALLENGE - THE CURRENT CONSUMER WAS AGING OUT OF THE CATEGORY AND THE PORTFOLIO DIDN’T HAVE ENOUGH VARIETY TO BRING NEW CONSUMERS INTO THE BRAND

MY ROLE - I LED THE BRAND STRATEGY WORK TO DEFINE A NEW, OPPORTUNITY CONSUMER AND THEN COMPLETED A PACKAGING REDESIGN TO TIE IN MORE CLOSELY TO THE NEW TARGET. I ALSO LED INNOVATION PIPELINE DEVELOPMENT TO LAUNCH TWO NEW, ON TREND, “BITE” FORMAT ITEMS WITH FIRST TO MARKET TEXTURE

AMAZI

THE PROJECT - HELP THE BRAND TO LAUNCH IN A LARGE, NATURAL ACCOUNT

THE CHALLENGE - THE BRAND WAS ACCEPTED INTO TWO REGIONS OF A LARGE, NATURAL RETAILER AND NEEDED HELP TO PUT TOGETHER THE TRADE AND MARKETING PLAN FOR LAUNCH

MY ROLE - I LED THE LAUNCH PLANNING, INCLUDING TRADE AND MARKETING PLANS FOR THE LAUNCH. THE BRAND SURPASSED BENCHMARKS WITHIN 8 WEEKS OF LAUNCH, BEFORE THE FIRST ON SHELF PROMOTION RAN AND EARLY EXPANSION WAS DISCUSSED

JiMMYBAR!

THE PROJECT - drive organic social media growth and awareness with a limited marketing budget

THE CHALLENGE - THE PRODUCT WAS IN A COMPETITIVE CATEGORY AND PRODUCT COSTS WERE ALL WE COULD AFFORD FOR THE MARKETING PROGRAM

MY ROLE - I LEAD THE DEVELOPMENT OF A MICRO INFLUENCER DRIVEN BRAND AMBASSADOR PROGRAM, SIGNING 150 WOMEN IN OUR TARGET MARKET ON CONTRACT WITH THE BRAND TO POST 3 PIECES OF CREATIVE A MONTH ON THEIR SOCIAL CHANNELS IN EXCHANGE FOR PRODUCT. THEY WERE ALSO NOT ALLOWED TO REPRESENT COMPETITIVE BRANDS. THIS LEAD TO ORGANIC SOCIAL MEDIA GROWTH FROM 1K - 9K FOLLOWERS IN 8 MONTHS.

PEPSICO - TROPICANA

THE PROJECT - to create a compelling digital and social program to create awareness of tropicana's ability to help maintain a healthy immune system.

THE CHALLENGE - while the orange juice category stands for vitamin c, tropicana wished to be top of mind during cold and flu season.

MY ROLE - Leading digital and social strategy and execution to bring key immunity messaging to consumers and resulting in a 3x ROI for the program.

PEPSICO - SABRA HUMMUS

THE PROJECT - to create a grass roots campaign for sabra hummus that is focused around taste and brand awareness.

THE CHALLENGE - To help regions that are unfamiliar and skeptical about the taste of hummus discover how healthy and delicious it is.

MY ROLE - starting a country wide sampling program utilizing food trucks linked to twitter accounts to hand out over 1.5MM samples of hummus and bringing the love of the product to markets that were previously unfamiliar with it. trucks were linked to twitter accounts to help foster organic social reach.