ERIN M. MERRITT

**** ******** **. ***. ****, Dublin, CA

303-***-****

ab94gg@r.postjobfree.com

OBJECTIVE

Accomplished brand marketer seeking to leverage extensive background

in brand marketing & insights into a new marketing role. Extremely

motivated for this career opportunity while continuing to develop my

marketing skills and eager to add value to the team.

EMPLOYMENT

E. & J. Gallo Winery 2013-present, Modesto, CA Marketing

Associate Marketing Manager

Current responsibilities include activating the Popular BU in driving

the revenue and GMAA growth of the ChocolatRouge and Bella Sera

portfolios. Involved with leading cross functional teams which

includes accounting, finance, demand planning, customer marketing,

shopper marketing, consumer insights, field sales, operations, and

winemaking teams to ensure brands are delivering on volume plans.

Leading the thought leadership in the business review and brand

planning process which includes understanding current market

performance and creating one to three year go to market strategies,

initiatives, and tactics. Responsible for managing a $1.2MM A&P budget

ensuring customer and consumer efforts are generating the most

effective ROI by using a mix of IRI data, Nielsen, shopper loyalty

card, market basket, and internal data systems. Involved with

identifying, initiating, negotiating, and executing national cross

merch promotions.

. Led a cross functional team to create all execution elements of a

cross merchandising retail program involving brand, creative,

shopper marketing, field sales and marketing, resulting in

incremental volume of over 15kcs.

. Developed and completed all aspects of innovation for a new brand

launch which involves concept development, consumer research,

positioning & target refinement, product optimization, forecasting,

execution materials, coaching field sales and shopper marketing,

resulting in $8MM in winery profit

. Developed and completed all aspects of marketing programs leading

to the production of new execution materials and go to market

strategies achieving $2MM in brand profit and 65% velocity

increase.

Safeway 2012-2013, Pleasanton, CA Marketing

Manager, Consumer & Shopper Insights

Responsibilities included supporting the shopper marketing and brand

management teams while identifying opportunities utilizing consumer

research. Involved with strategic development and 360 marketing plans

by developing methodology of custom studies as well as analyzing

quantitative and qualitative results to provide actionable consumer

insights communicated via written technical reports and presentations.

Types of custom consumer studies executed include in-store signage,

attitude & usage, graphic re-design, user interface, mobile

application, advertising, consumer target, promotions, email

optimization, and various tracking studies. Proactively managing an

$800k insights budget ensuring research is addressing strategic

priorities.

. Led a shopper study to optimize POS and in store signage which

involved vendor negotiation and management, budget tracking, and

partnering with brand teams resulting in $2MM in cost savings.

. Proactively leveraged syndicated resources to support the wine and

beer business units to develop strategic 3-5 year category plans,

ROI analysis of sales programs, and strategic pricing plans.

. Headed a cross functional team to conduct brand research projects

within the following methodologies: advertising research and

development, brand concept design, and positioning refinement

resulting in incremental sales volume of over $2MM.

MillerCoors, 2007-2012, Chicago, IL Marketing

Associate Brand Manager

Responsibilities included supporting the Field Sales, Channel, and

Brand Marketing teams on all aspects of national programs through

sales presentations, facilitations, and one on one consultation

including the topics of development, execution, and evaluation of

cross merch sales programs. Directed development of the cross merch

process which included initiating and negotiating partnerships,

finalizing offer details, communicating program specifics, and

evaluating program effectiveness. Led the thought leadership and

communication on the cross merch go to market strategy while providing

recommendations on specific categories and brands to target. Analyzed

cost effectiveness and ROI of programs with a mix of regular data

analysis which included Nielsen, Panel, Market basket, Loyalty card,

and Margin Minder data.

. Developed financial reviews using a mix of both current marketing

programs and brand plans while forecasting future plans & programs

based on the budget totaling $20.9MM.

. Initiated true strategic partnerships with promotional customers

including Kraft, Snyders, Barcel, and Coca Cola recognizing over

$2MM in retailer profit.

. Led a cross functional team to research execution elements (POS,

etc.) of retail programs involving retail management, field sales,

and marketing, resulting in incremental volume of over $11MM.

Associate Insights Manager

Responsibilities included methodology development, vendor selection,

sample selection, questionnaire and focus group discussion guide

development, as well as analyzing quantitative and qualitative results

to provide actionable consumer insights communicated via written

technical reports and presentations. Types of custom consumer studies

executed include product and concept studies as well as packaging and

advertising research with a mix of regular data analysis which

includes ACT, BTS, segmentation, Nielsen, and Margin Minder data.

Studies are a mix of both near term initiatives and exploratory

research based on the life cycle, strategic initiatives, and research

budget of individual brands.

. Led repackaging design research resulting in the successful re-

launch of the $4.1MM profit driving Below Premium brands.

. Developed a true strategic partnership with assigned Below Premium

key customers with copy ad testing development and execution

discovering over $500,000 in cost savings.

. Headed a cross functional team to conduct brand research projects

within the following methodologies: segmentation, concept design,

ethnographic research, positioning refinement resulting in

incremental sales volume of over $1MM.

Commercial Insights Analyst

Responsibilities included sales and marketing analysis which involved

analyzing quantitative data from a variety of different data sources

including third party and internal databases. Utilized findings to

provide actionable commercial insights communicated through

presentations. Examples of commercial studies executed include market

level distribution, velocity, promotion, and pricing studies as well

as forecasting and marketing mix analysis. Analyses are a mix of both

current initiatives and three year strategies.

. Acted as a brand management team with Keystone to develop an

integrated analysis to help identify key DMA market opportunities

for increasing distribution resulting in a $3MM profit opportunity.

. Created a competitive analysis on supporting the Blue Moon brand

team to identify shopper opportunities uncovering a $2MM dollar

volume opportunity for seasonal Blue Moon brands.

. Worked in partnership with the BM's on the Killians, Keystone, Blue

Moon, and Molson teams to develop monthly state of the business

reviews resulting in incremental sales volume of over $5MM.

ACNielsen 2005-2007, Houston, TX Client Service

Analyst

Responsibilities included client support which involved analyzing

quantitative data from scantrack, panel, and market basket databases.

Leveraged findings to support marketing brand teams with strategic

recommendations communicated through presentations. Examples of

Nielsen studies executed included competitive analysis of

distribution, velocity, sales, promotions, and pricing as well as

consumer panel behavior and market basket analysis. Analyses helped

brand teams accomplish their strategic initiatives.

. Collaborated with Odwalla brand team to develop an integrated

analysis to help identify key

opportunities for cross merchandising resulting in a $2MM profit

opportunity.

. Conducted a custom consumer analysis on Capri Sun supporting the MM

Kids' team uncovering a realized $125,000 dollar volume opportunity

for rebates and sweepstakes.

. Led a cross functional team with Regional Directors, Category

Management, and Sales Team to conduct a detailed analysis of

Odwalla competitors leading to the development of regional sales

plans

. Collaborated with the ABM's on the Odwalla and Kids teams to

develop monthly state of the business and situation assessment

reviews resulting in incremental sales volume of over $3MM.

JPMorgan Chase Bank, 2003-2005, Houston, TX Account Manager

Account Manager

Responsibilities included managing a team of customer service

associates who were involved with supporting commercial loan clients.

This included overseeing the closing of syndicated loan deals to the

day to day transactions as well as managing a tracking database to

organize loan activity. Leveraged key learnings to create and conduct

training classes which involved teaching how to use the tracking

database software as well as teaching important sales service skills.

. Managed a team of associates who provided sales and customer

service for over 30 healthcare and retail accounts by tracking

commercial loan portfolios of over $20B.

. Conducted training classes involving the internal computer software

program and was accountable for maintaining the relationship

between clients and client service professionals.

. Developed and coordinated plans which involved creating the

appropriate tracking systems to organize client loan activity in

order to ensure timely investment execution.

Wal-Mart Sam's Club, 2002-2003, Houston, TX Business Manager

Business Manager

Responsibilities included managing a team of associates who were

involved with the day to day activities of an individual store. This

included overseeing the scheduling, training, hiring, and supervising

as well as managing a team of 50 full and part time employees.

Assisted with the generation of marketing and sales programs to

increase membership by over 30% as well as P&L and budget management.

. Assisted with marketing sales efforts which involved

attending various organizations and businesses in order to

generate new membership sales of over $10MM.

. Responsible for hiring, supervising, and scheduling a team of

50 full and part time associates in

addition to leading new hire training to ensure policies and

procedures were executed.

. Developed programs in order to ensure P&L, product volume,

and budgets were followed in order to properly execute sales

plans and manage appropriate in-store inventory of $10B.

EDUCATION

Texas A&M University, College Station, Texas, BBA in Marketing, August

2002, Cum Laude

University of Houston, Houston, Texas, MS in Accounting courses, 2003

ADDITIONAL

Marketing Curriculum Committee, 2010-present, Chairman, Training and

Development

Marketing Business Professionals, 2009-present, Public

Relations, Communications

Training and Development, 2008-present, Co-creator, Executive

Leadership

Alpha Chi Omega, Houston, 2007,Executive Officer, Training

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