I strive to create a data driven ecosystem where manufacturers pursue sourcing excellence, innovative distribution, and cross industry collaboration in order to create transformational products for consumers.
My PRIORITIES
Sourcing Excellence
The emphasis on sourcing the freshest ingredients and partnering with ethical vendors are not only on-trend with consumer demand for “more real, higher quality, more homemade and closer to the source,” but also aligned with our conscience to create a sustainable planet that rewards local farmers and manufacturers and small businesses.
Innovative Distribution
The single channel model for packaged goods to reach consumers through traditional retailers is quickly disappearing as consumers are empowered through technology to seek more innovative and more convenient options. From almost-instant-doorstep delivery to online catalogs to aisle navigation, the shopper experience requires a cohesive omnichannel strategy that begins with how we get our goodness into every home.
Cross Industry Collaboration
From Hampton Creek (Just Mayo) to the Cronut, the current consumer food and culinary landscape is facing rapid transformation from the synergies between food innovation and technology and the hybridization of traditional ideas. I believe that brands and ideas provide us more significance and nourishment than what can be measured in calories, minerals and vitamins.
Big Data Intelligence
Big data is no longer a unique selling proposition but a barrier to entry. What will set analytics and marketing firms apart will be how firms will leverage big data to cognify productivity and processes. Synthetic learning will change how firms respond to crisis, anticipate supply chain disruptions and foster stronger relationships with consumers.
“You are supposed to have skepticism and imagination, but not too much. You are supposed to suspend judgment, yet exercise it. Ultimately, you hope to observe the world with an open mind, gathering facts and testing your predictions and expectations against them. Then you make up your mind and either affirm or reject the ideas at hand. But you also hope to accept that nothing is ever completely settled, that all knowledge is just probable knowledge. ”
The RESUME
The University of Texas at Austin | Fall 2010 - Spring 2014 | Overall GPA 3.45
Bachelor of Business Adminstration, Finance - Banking
Bachelor of Science, Advertising
Additional Coursework in Chinese, 15 hours
Experience
Halo Top Creamery - Product Innovation Specialist Winter 2017
• Led in launching 12 dairy and non dairy flavors within core pint business and first portfolio expansion products in 2019
• Collaborating with cross-functional teams to drive strategic planning process and creating project management timelines for manufacturing planning, execution, and launch of new products
• Performing bench-level product development work at co-packer including testing formulas, creating new flavors, proofing new packaging, and conducting shelf stability tests
• Analyzing competitive positioning, products, brands, and promotional activity to recommend annual and long-term strategic planning
• Exploring external vendor resources to search for possible future product developments
Additional experience: Sales Channel Coordinator | Midwest Spring 2017
Grew distribution from average 30 ACV to more than 70 ACV across major Midwest accounts, including Hy-Vee, Safeway-Albertson’s Southern and United, Rouses’ and AWG accounts
Annie's Homegrown (General Mills) - Customer Account Manager Spring 2016
Represented the Annie’s expert in order to drive 30% volume growth across 16 division customers and lead corporate organic efforts at Safeway-Albertsons, Winco, and Stater Bros
Leveraged Nielsen scan data and in-house systems to create annual, seasonal and retailer event merchandising plans in order to maximize Annie’s volume and reduce cost per case
Analyzed opportunities for distribution gain, merchandising events, and pricing optimization across 15 field sales managers
Executed tactical responsibilities, including setting up new items and displays, forecasting volume, and analyzing event performance
Additional Experience: Business Planning Associate: Natural Organic Distributor Team Fall 2015
Collaborated with distributor customers, including KeHE and UNFI, to ensure optimal inventory levels for all items across General Mills natural organic brands: Annie’s, Food Should Taste Good, Larabar, Liberte, Muir Glen, Cascadian Farm, Mountain High
General Mills - Business Management Associate: Category Advisor Cereal Fall 2014
Worked on the $50MM/week cereal category, supporting more than 4,000 Walmart stores by developing distribution and shelving strategies for improving sales against tough 2013 comps and strong category headwinds
Analyzed consumer insights in order to create differentiated strategies among Walmart’s four flagship stores—Supercenter, Express, Neighborhood Market, and To Go–and their respective positioning in the competitive matrix—and presented to Walmart buyers
Performed industry and company model updates (using Nielsen, Retail Link—Walmart, JDA, and Vision Chain—General Mills) to evaluate distribution gains and sales performance for Kellogg, General Mills, Post, M-O-M, and Quaker
Additional Experience: Summer 2013 Intern - Category Advisor Cereal
National Instruments - Marketing Communications: Internal Communications Intern Fall 2013
Facilitated NI culture by ensuring the distribution of honest, timely, and relevant information to more than 7,000 employees worldwide
Managed all company-wide internal events and communication channels such as the company website, broadcast emails and campus signage, and the global employee e-newsletter (using basic HTML and CSS)
Supported large community/charity initiatives such as NI Fall Giving Campaign and Pay It Forward for more than 2,000 employees
San Luis Spirits - New Product Field Marketing Coordinator for 1876 Vodka Summer 2012
Created and executed a holistic marketing strategy to launch a new value-tier product into the cluttered alcoholic beverage marketplace
Increased social media engagement and consumer advocacy by creating an experiential Facebook page- increased exposure by 930%
Generate word-of-mouth buzz and corporate social responsibility by designing branded events and key partnerships with target markets
ZICO Coconut Water - Field Marketing Intern Summer 2012 - Summer 2013
Expanded marketing efforts from niche community of hard-core athletes and yogis to mainstream community by establishing relationships with key local influencers and events, including the Margarita Society Charity Golf Tournament and ACL Maxim Party
Analyzed Return on Experience and brand awareness lifts after each sponsored event
Executed event details and budget, managing sample inventory levels and marketing swag, and provided the functional benefits of the product and generated positive word of mouth buzz at sponsored events—Spartan Race, Keep Austin Weird 5k, Capital of TX Triathlon
Awards and Miscellaneous
Dean's Honors List Spring 2010, 2014
College of Communication Senior Fellows Honors Program
Integrated Communications and Account Planning
Case: Shiner, McGarrah Jesse 1st place, 1st place (2013, 2014)
Case: Bee Sweet, Sanders Wingo 1st place (2013)
Rotary Club Rogers Morning Risers
Delta Sigma Pi Alumni Brother
Other Brand Experience
ZICO Coconut Water: Field Marketing Coordinator - Texas