Sales Manager
Resume:
ERIN M. MERRITT
**** ******** **. ***. ****, Dublin, CA
***************@*****.***
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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