Kenneth E. Williams

*** ** **** ***** *****

Cell: 816-***-****

Lee's Summit, Missouri 64064 www.linkedin.com/in/kennethewilliams

accppy@r.postjobfree.com

EXECUTIVE SUMMARY

Action-oriented strategic Marketing Leader in both broad and in-depth

marketing, communications, research, product development, labeling and

advertising. Experience includes significant sales and operational

expertise, track record of revenue acceleration and profit growth, well

developed communication and problem-solving skills; strong team development

and leadership capabilities. Skilled negotiator who can resolve complex

situations and deliver cost effective marketing solutions.

CORE COMPETENCIES

P&L and Budget Management Product Quality and Innovation

Domestic and International Marketing Consumer Package Goods

Business and Marketing Strategy Process Planning

CAREER PATH

National Pork Board, Kansas City, Missouri

2013

The leading authority in the pork industry, which derives its income from

the pork check off program. Areas of emphasis included science and

technology, marketing (retail, foodservice), international, and channel

outreach.

Director Channel Marketing (Food Chain Coordination, Channel Sales and

Marketing)

Directed the sales and marketing efforts for the top 37 retail and

foodservice operators in the US and Canada.

. Counseled the retail and foodservice annual marketing plans made

adjustments and recommendations for FY2013 that delivered sizeable ROI

increases. Delivered 2.2% overall sales increase in July and 2.8%

increase in August. Annual marketing budget $23 million.

. Developed, directed, executed a purposeful CRM database. Used to

identify customer needs, point of contacts and areas of interest. This

database delivers above average open rates (18%).

. Directed qualitative and quantitative research. Identified industry

vulnerabilities through consumer focus groups. Worked with dial response

technology taking traditional focus groups developing insights into

consumers' gut reaction to messages.

. Strong sales background delivering pork sales while working with retail

and foodservice customers all across the US and Canada. Major customers

include Costco, Wal-Mart, Kroger, Meijer, Bloomin' Brands, Sysco, Sodexo,

Yum Brands and IPC.

FARMLAND FOODS, INC., Kansas City, Missouri

2001 - 2012

Derives over $4B in annual sales from multiple brands in all channels

(retail, foodservice, international, industrial) and exporting products to

more than 60 countries across 6 continents. Parent Company Smithfield

Foods publically traded ($13B) acquired the company in 2003.

Executive Director/VP Marketing & Business Development (2005 - 2012)

Directed the sales, marketing, advertising, public relations, social media,

and labeling in the Retail, Foodservice, International and Industrial

channels. Managed annual marketing budget of $18M and 28 direct reports.

. Managed all aspects of marketing tactical implementation: database

marketing, direct mail, advertising, POS and collateral, brand

development, tactical measurement and accountability, public relations,

response management, lead fulfillment, online marketing and sales

support.

. Directed annual strategic plan, laid out guidelines, strategy, and

tactics for key stakeholder approval.

. Authored annual marketing manuals, which provided the sales-force a road

map to meet objectives.

Kenneth E. Williams

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. Redesigned the marketing department into a cohesive, high performance

results oriented team.

. Negotiated corporate contracts with suppliers and marketing partners

including AC Nielsen, IRI, Kansas City Chiefs/Royals, St. Louis Rams, St.

Louis Blues, Nascar and the KC Sprint Center.

. Influenced new product development for all channels, with an average of

50 new items and line extensions annually exceeding above average

industry success rates.

. Delivered double digit sales growth for 7 consecutive years.

. 7 years International marketing experience: Mexico, Japan, China, Cuba,

Russia, EU, Australia

. 2008 Presidents Vase winner for performance and innovation (top in

product management).

. 2009 Presidents Ring winner for top performance in the company (one of

top 3 sales/marketing).

Director Marketing (2003 - 2005)

Directed quantitative and qualitative market research, market segmentation,

product testing, name testing, commercial testing. Managed annual

marketing budget of $12.4M and 9 direct reports.

. Directed annual strategic plan, laid out guidelines, strategy, and

tactics, then presented to key stakeholders.

. Improved standards for creative execution by upgrading all photography

and corporate POS.

. Created continuity in packaging/labeling for all brands, expediting USDA

and trademark approval.

. Directed Public Relations effort to include product releases, PR

campaigns and PR sweepstakes, this increased website visits from 60,000

monthly to 1,5000,000 in a 3 month period.

. Planned and coordinated the Top Performers Conference (TPC, Incentive

Trip), which yielded $28.00 NMM for every $1.00 spent on the program.

Retail Marketing Manager (2001 - 2003)

Managed a budget of 8.5MM and 3 direct reports.

. Directed annual strategic plan, laid out guidelines, strategy, and

tactics, then presented to key stakeholders.

. Garnered market insights and consumer understanding through the

utilization of industry research: AC Nielsen, IRI, Market Track, Sales

Discovery, Dunnhumby, Spectra Data, Fresh Look Data, AAU Studies, focus

groups, product concept testing and marketing concept testing.

. Managed traditional and gorilla media planning, including individual and

regional radio/TV buys, FSI, Catalina marketing, trade/consumer

publications and social media.

. Developed co-branding and co-marketing efforts - including partnerships

with Coca Cola, French's, Miller High Life, Basic America, and Berringer

Wine- delivering new customers to the brand.

ASSOCIATED WHOLESALE GROCERS (AWG), Kansas City, KS

1991 - 2001

Director of Marketing (1995 - 2001) - Marketing Manager (1991 - 1995)

Directed a lean and aggressive marketing staff, which produced profits of

$5 MM+ annually. Responsible for the concept, development and

implementation of marketing programs in 850 independently owned grocery

stores.

. Developed and executed a GEMCON award winning database marketing program

(frequent shopper) utilized by retailers in a major metropolitan market

as well as B and C counties. The 100 plus stores that participated saw

weekly sales increases of 7% to 25%

. Directed an in-store radio network serving over 800 stores with annual

revenues of $2.5MM annually.

. Developed a successful meat program (Clip and Golden Blades). Weekly

increases of 10 to 22%.

. Implemented and directed Catalina Coupon program which generated 2

million coupons every four weeks with a redemption rate of 28% and a

coupon value of $364,000.

EDUCATION

Doctorate of Philosophy, Business (Ph.D.), Marketing Emphasis - California

Coast University, Santa Ana, CA

Master of Business Administration (MBA), Marketing Emphasis - California

Coast University, Santa Ana, CA

Bachelor of Science, (B.S.) Radio, TV, Film, Northwest Missouri State

University, Maryville, MO

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