Marketing Strategy

Developing an effective strategy starts with a solid market assessment that includes analyzing market size, growth rates, competitors, consumers, and channels/customers.  This information is then translated into an actionable strategy based on the opportunities and challenges in the business.  For years, I have successfully developed brand, retail and ecommerce strategies. 

At Del Monte, I built the entire ecommerce business from the ground-up.  In 2016, online grocery was a nascent category representing only 2% of grocery retail sales.  I built a multi-year strategy for Del Monte that delivered year over year on its targets, growing from $0 to $80 million in four years and delivering 180% growth the first year of Covid pandemic.  In addition to building the strategy, I launched Amazon and Instacart, built internal capabilities, launched content systems (PIM/DAM), developed customer relationships and led our retail search and ecommerce ad investments.

 

Integrated Marketing Campaigns

Developing an integrated marketing campaign requires a defined marketing objective, clear consumer target and compelling creative. I have lead internal teams and agencies in the development of countless campaigns. My approach involves 3 key elements to building an effective plan. 1)Understanding the consumer - what they believe about your brand, and how they use your brand 2) how they shop for the brand and 3) how they consume media to ensure your deliver the message at the right touch point.


One of the best performing integrated campaigns I led at Del Monte Foods, was Growers of Good campaign. I led the development of a new brand architecture and brand purpose which became a rallying cry and inspiration for a powerful narrative with the consumer, the investor community and internally. Oh, and the campaign delivered one of the highest ROIs in Nielsen's marketing mix database with over $2.00 ROI.

Retail Media Planning & Optimization

Today's digital landscape affords a wide range of tools and platforms for identifying target audiences and measuring performance.  I have worked extensively with retailer 1P data and other third-party platforms such as Live Ramp, The Trade Desk and other DMPs launching campaigns for awareness, conversion and loyalty.   While at Del Monte, I developed a performance marketing team who had hands-on-key board running our digital, social, search and retail campaigns.  Driving results often means monitoring multiple KPIs but also having one leading KPI linked to the marketing objective.