CPG Sales & Marketing Business Consultant

Specialist & Consultant

- Third Bridge, AlphaSights, Guidepoint, Mosaic Research Management, and Bain Capital.
• Led advisory discussions on Broker/Distributor Management, Sales Strategy, and Sales Analytics.
• Providing market and industry assessment for multiple categories and natural products.
• Helping small companies navigate the challenges of growth.

- Harris Tea Company & Pure Steeps Beverage, LLC
• Broker Management: Developed new broker networks for all 3 companies and launched 30 new items.
• Increased sales from $11.1M to $21M.  Opened up 4 new accounts.
• Successfully increased sales in Food, Mass, and Natural Food channel by +70% through new distribution and at Safeway-East, SuperValu-East, ShopRite, Ahold-Delhaize, Meijer, Target, and Publix.
• Reason for leaving: Acquisition which led to restructure.

Director of Sales

• Broker Management: Advantage Solutions
• Increased sales from $174.6M to $200M.  Successfully implemented 3 new item launches.
• Channels: Food, Drug, Mass, Club, Dollar/Value, Natural, Specialty, Canada, E-Commerce.  ($200M Sales)
• Analytics: Responsible for all Category Management and Shopper Marketing.
• Reason for leaving: Moved role from Pennsylvania office to Indiana Corporate office.

Sr. Director of Sales & Strategy

• Broker Management: Successfully partnered with 6 broker sales teams (Acosta, First Choice Global Marketing, Berg Marketing, Point Sales & Marketing, Fortis Channel Resources, MMI)
• Increased sales from $25.2M to $35M while eliminating ineffective trade spend.
• Focus channels: Food, Drug, Mass, Club, DIY, Dollar/Value, Office, Specialty, E-Commerce.  ($35M Sales)
• Improved profitability +31% by restructuring trade spend and enhancing the product mix by account.
• Developed national sales structure, improved ROI, and effectively launched new item initiatives.
• Analytics: Nielsen, IRI, factory sales, sales finance, category management and trend analysis.

National Sales Manager - Hunter Role

• Broker Management: High performance team building and partnering with 3 broker sales teams (Acosta, Advantage Sales & Marketing, Berg Marketing) with the Schick and Playtex businesses. ($60M Sales)
• Increased total sales by an average annual rate of +14% at SuperValu by improving the go-to market process and implementing key shopper marketing programs that tied brand objectives with customer goals.
• Shopper Marketing: Successfully developed first ever multi-branded portfolio event programs with full end caps that tied into Kmart Shop Your Way loyalty program.
• Exceeded profit goals by restructuring fund management and reducing sun care returns by $1.8M.

National Account Manager

• Promoted to lead an 8-person sales team in a turnaround effort that increased sales and profits.
• Increased sales by +7.8% to $9.6M while reducing trade spend by 28% through fund management restructuring, improved promotional effectiveness, collaborative buyer negotiations and annual planning.
• Account Management: Meijer, Valu Merchandisers, Roundy's, Shopko, Spartan, Schnucks, Certco, Marsh, Nash Finch, GMS, HyVee, Pamida, Fareway, Affiliated and Snyder.
• 2nd highest profit % contributor of all business units in the company by expanding profitable distribution and eliminating non-profitable investments.

Region Sales Manager - Grocery Channel

• Role was ½ field-based trade marketing and ½ category management.
• Increased channel sales through trade marketing, category management, consumer insights, shopper marketing, promotion evaluation and annual customer business planning for 80 accounts.
• Focus Accounts: ShopRite/Wakefern, A&P, Pathmark, Wegmans, Safeway, Price Chopper, Giant, Stop & Shop, Hannaford, Publix, Winn Dixie, Food Lion, Harris Teeter, Ingles, HEB, Long's, Raley's, SaveMart, Stater Brothers, HEB, Roundy's, Shopko, Schnuck's.
• Increased sales by +41% in consumption to $53M through distribution expansion and shelf space gains.

Customer Development Manager - Grocery Channel

Consumer Sales

(11/2001 - 4/2003)
• National trade marketing role that included the launch of new items, managing the business planning process, identifying key opportunities with accounts, and providing leadership and direction to field sales and the marketing group.  ($350M sales)
• Worked closely with Marketing Research & Product Development to develop new products and go-to market strategies that would close opportunity gaps in the marketplace.
• Developed and implemented new funding allocation and promotional planning processes.
• Successfully launched 2 major brand restages that led to increased sales & profits.  (Keri Lotion and Comtrex)

Sr. Manager, Customer Marketing

• Direct sales experience exceeding sales goal of $54M managing ShopRite, Pathmark and A&P by expanding distribution, increasing share of shelf, and improving promotional effectiveness.
• Responsible for budgeting, sales forecasting, new item presentations, and development and implementation of sales and marketing plans.
• Achieved increased sales at ShopRite/Pathmark/A&P combined of +11.8% (2000 vs. 1999).
• Increased sales on the Boost Bars & Drinks brand by +22% at Pathmark by maximizing promotional opportunities and funds by incorporating themed group events with innovative promotion and display solutions.

Key Account Customer Manager - Eastern Grocery

• Developed successful strategic sales and marketing plans strengthening distribution and promotion levels at SuperValu, Safeway, Wakefern/ShopRite, Pathmark, A&P, Wegmans, Hannaford, Ahold, and Price Chopper, Publix, Winn-Dixie, Ingles Harris Teeter, Walmart, Costco, Sam's Club, BJ's, Target, Walgreens, CVS, Rite Aid, Kmart, Kroger.
• Developed and executed national Sales & Marketing go-to market business plans for the Keri Lotion Franchise representing $42M in sales.
• Responsibilities included P&L accountability, new item launch planning, strategic planning, forecasting, budgeting, long-range planning and trade fund allocation to all customers.
• Developed and executed national sales & marketing business plans for the portfolio franchises representing $72M in sales.

Business Development Manager

- Wakefern/ShopRite, A&P, Pathmark, Giant, and Safeway.
• Recruited to provide expertise, analysis and support for category management and promotion evaluation.
• Projects included category reviews, annual customer business reviews, along with competitive analysis and recommendations for shelf merchandising, item selection, pricing, and promotion initiatives.
• Received the 1997 & 1998 President's Award for excellence in distribution gains.

Category Development Manager - Eastern Grocery

• 8 years of experience managing all grocery categories.
• Project Leader of Sales/Supply Chain Cross-Functional Team.
• Direct management of the 6-person category manager/buyer team in the largest division of the largest U.S. Grocery Wholesaler.
• Exceeded sales goal of $490 million. Increased category profitability by +9.5% ($46.4M).
• Developed and implemented hundreds of new item launch plans and established brands in the marketplace.
• Routinely negotiated multi-million-dollar programs with P&G, Unilever, Campbell's Soup, General Foods, General Mills, Kellogg's, Nestle, Kraft, Heinz, Conagra, and more.

Senior Category Sales Manager

Find out detailed information about Mike Meadows, CPG Sales & Marketing Business Consultant in Langhorne, PA

Mike Meadows: CPG Sales & Marketing Business Consultant in Langhorne, PA

Mike Meadows