Marketing Sales

KARA L. VAN KLEEK

612-***-**** www.linkedin.com/in/kvankleek/ karavankleek.com

Minneapolis/St. Paul ********.*@*****.***

SENIOR MARKETING PROFESSIONAL

Results driven, self-motivated, hands-on marketer with over ten years CPG marketing including product and initiative launch experience, customer shopper marketing, toolkit development, digital marketing, brand advertising and media strategy and selection, brand agency partnership responsibility, corporate strategy, brand positioning, innovation and product development experience. Experienced in leading businesses with vision, strategic thinking, risk management and financial acumen to evaluate opportunities and hit key performance metrics with a pipeline of sustained innovation. Proven track record of accelerating revenue growth through consumer life cycle marketing in matrixed organizations requiring development of a winning team and collaboration. Strong cross functional marketing leadership with a balance of entrepreneurial spirit, team orientation, and personal accountability. Ability to distill information, proactively identify risks and opportunities, develop creative marketing strategies and influence others. Able to inspire others and foster cooperation and continuous improvement. Proficient and truly enjoy coaching and mentoring others.

Experienced in domestic and global, B2C and B2B marketing, change management and integrated business planning in a competitive marketplace. Expert written and verbal communication skills as well as strong presentation skills gained as a media contact and frequent presenter to leadership and industry; able to articulate to changing audiences. Ability to see the big picture, drive organizational priorities, lead change, and evaluate, develop and promote innovative opportunities leveraging a strong value proposition in fast-paced, complex and dynamic environments.

EXPERTISE:

Strategic Business Planning, Marketing Strategy

Sales, CRM and Category Management

Market Research Methods & Uses

Product Development, Product Management

Trade Shows & Event Management

Marketing Budget, P&L Management

Insights, Analytics & Data Driven Modeling

Innovation Process & Portfolio Management

Stage Gate, Project Management and Prioritization

Behavioral & Competitive Market Intelligence

Brand, Product, and Integrated Marketing

Talent Management & Development

Advertising/Media Strategy, Analytics & Selection (Digital, TV, Video, Print, Social, Point-of-Sale)

Digital Strategy, Activation and conversion

HIGHLIGHTS:

Grew awareness and revenue 15% by optimizing CHS Ingredients strategic marketing plan to include a revised advertising strategy with new digital services & social plan and an optimized customer engagement through omni channel marketing campaigns including SEO/SEM, content, & lead generation via data driven customer insights.

Led Bon Appétit® brand from concept through brand development & commercialization, delivering value upwards of $80M retail sales; led 30+ member cross-functional team in capital acquisition/implementation to achieve on-time start-up; developed marketing strategy including social media that met penetration, trial and repeat metrics.

Awarded Better Homes & Gardens Best New Products 2010 for identifying innovative, profitable new Edwards® A La Mode dessert that delivered over $10M in gross sales, 8% of Edwards® sales overall.

Delivered 161% growth over year ago and exceeded fiscal plan through development of new brand and innovation strategy for Mrs. Smith’s® & Edwards® with new items driving 62% of growth.

Drove 25% unit growth and 5 point gross margin improvement 2007 vs. 2006 for ConAgra International Microwave Popcorn business through improved sku assortment, packaging savings, and more accurate forecasting.

PROFESSIONAL EXPERIENCE

IT’S ABOUT TIME – STRATEGIC INNOVATION & MARKETING CONSULTING, Owner, 1/2013 – Present

Executive consulting with expertise in insight based strategic planning, brand strategy, brand and product marketing, content marketing, package design, copy writing, campaign activations, and innovation process (including Stage Gate) and portfolio management. Past clients in CPG food, ingredients, industrial, & healthcare insurance. (ItsAboutTime.biz)

CHS INC., Inver Grove Heights, MN, 10/2013 – 01/2018

GLOBAL BRAND MARKETING LEADER, Processing & Food Ingredients

Led integrated marketing vision, brand strategy, marketing plan, and execution. Led brand architecture & positioning research and implementation, market analysis, customer marketing plans, and marketing communications and content strategy campaigns that differentiated CHS, segmented customers, improved product adoption and drove sales. Trade show and event management. Approved media contact. Member corporate strategy task force.

Improved sales through new strategies derived from positioning and customer segmentation study that served as a foundation for new B2B integrated marketing plan including product line management, new website and digital plan and content driven lead generation, customer journey mapping and commercialization strategies.

Led first to market launch of clean label and Non-GMO Project Verified initiatives and implemented creative brief.

Improved sales & engagement through improved ABM and CRM by working collaboratively with sales & customers.

Recognized ability to build relationships, collaborate, influence and lead high-performing cross-functional teams.

SCHWAN’S COMPANY, Bloomington, MN, 05/2007 – 12/2012

BRAND MARKETING DIRECTOR, Bon Appétit® and MARKETING DIRECTOR, Innovation, Consumer Brands

Full P&L responsibility for $6.3M Bon Appétit® frozen meals business and $5M Consumer Brands innovation strategy including: consumer marketing plans including digital, customer marketing plans, integrated business planning, marketing budget, brand communications & PR, brand architecture & positioning, segmentation, product development, account sell-in, researched target audiences, cultural and industry trends to identify creative marketing strategies to influence consumer purchase behavior and guide pricing, licensing partnerships, merchandising, advertising including analytics, media planning & selection, led packaging structure & creative design working closely with R&D, technical services, procurement, creative services and other internal and external partners. Led multiple product launches from idea to full commercialization based on strong business cases in key focus areas. Managed Market Research Manager.

Spearheaded in partnership with others, groundbreaking work leading strategic identification, development and commercialization of new Bon Appétit® frozen food brand and led 30+ member team. Delivered within 95% of planned EBIT and tracked to corporate marketing scorecard despite significant financial cutbacks.

Drove strong consumer trial purchase behavior and retention with creation and communication of strong brand identity, and targeted local customer experience marketing campaigns.

Recognized expertise in thought leadership to drive business growth through multiple channel marketing concepts and product line strategies, acquisitions, integrated marketing and commercialization plans that met hurdle rates along a market driven timeline within marketing campaign windows.

Drove strong digital and business metrics through improved SEO, email marketing, social media marketing and content creation for programs that were consumer centric and data driven. Able to effectively provide guidance and communicate with vendors as well as across functional areas and to leadership and Board of Directors.

Led strategic opportunity assessment for Individual Indulgence platform and subsequent development and launch of Edwards A La Mode line which met consumer and financial metrics with $23M retail sales on an escalated schedule.

Improved traffic and conversion by leading insight based, targeted design and content of Bon Appetit® website.

Drove sales by negotiating and managing license agreements with brands such as Cinnabon, Hershey, and Nestle.

(PROFESSIONAL EXPERIENCE CONTINUED)

CONAGRA FOODS, INC., Edina, MN, 08/2003 – 05/2007

SR. BRAND MARKETING MANAGER, International

Full P&L responsibility CAG International Snacks portfolio of brands including Orville Redenbacher, Act II, Slim Jim, Crunch n’ Munch. Responsible for global market, product and brand strategy guided by primary and secondary research, brand management, positioning, integrated consumer marketing programs, promotion & consumer activation plan, event management, public relations initiatives, and multiple product lines detailed annual plans. Provided creative team, agencies and sponsorship partners with on-going direction, feedback and approvals. Partnered with a network of sales and broker personnel outside USA. Counseled senior leaders on industry trends to guide strategy into related categories. Managed team of 5 direct reports in the USA including calibration and succession planning.

Delivered annualized volume growth of 30% in Yr1 and 10% in Yr2 along with 20% grow margin growth by leading the launch of microwave popcorn into new markets (Brazil, Taiwan, Israel, Russia, China, India) while continuing existing market growth (Central/South America, Caribbean, Philippines, Mexico, Canada). In Japan, managed joint venture with Kameda Seika and successfully launched MW popcorn in Japan meeting or exceeding all key metrics.

Improved incremental sales 35% with new global promotion and commercialization plan that realized year on year increased market participation of +40% in 2005 and +25% in 2006. Led global licensing agreements and strategic partnerships with studios and sporting events (i.e. FIFA World cup); contracts based on facings for licensing.

Turned around team dynamic and was able to rally them into a high performing team grounded on mutual trust.

Reduced product cost structure from 65% to 95% through improved demand planning process and accuracy, improved design efficiency via implementation of creative brief process, reduced costs through agency consolidation and improved staffing while maintaining speed to market and improved in-market performance.

Developed and executed customer marketing plans including local marketing campaigns and locally relevant flavor innovation that met takeaway hurdle rates, achieved incremental distribution and met gross margin targets.

OTHER RELEVANT EXPERIENCE

LUIGINO’S, INC. (now BELLISIO FOODS, INC.) - BRAND MARKETING MANAGER

Accountable for general management of Michelina’s® and Budget Gourmet® brands including delivering annual plan, P&L management, forecasting, new product innovation and commercialization, trade and pricing strategies, development and execution of insight based consumer marketing programs utilizing primary and secondary market research to engage consumers in new ways, and agency relationships. Managed two marketing interns.

Improved ROI through development of strategic new product marketing strategy and merchandising programs. Successfully altered marketing strategy to include advertising with key messaging developed from primary and secondary research of target audience. Subsequently developed new campaign that delivered strong sales growth and improved awareness against target benchmarking.

Drove increased sales and brand awareness by repositioning the Canadian advertising strategy and portfolio based on market research from which key consumer insights were derived.

Increased sales and brand awareness in Australia by developing and implementing a new insight-based brand positioning that differentiated vs. competition and an improved product mix.

Improved supply chain efficiency through reduced inventory and out-of-stocks through redesigned demand planning process based on consumer takeaway linked with internal sales and marketing data.

THE PILLSBURY CO. - SR. ASSOC BRAND MGR / ASSOC BRAND MGR / MKTG ASST, Green Giant Frozen Sides

Managed Green Giant® frozen bagged vegetable brands including Select, Core, Corn on the Cob, and Pasta Accents, delivering annual plan, P&L management, demand planning, product marketing activities, new product innovation, trade and pricing strategy and development and execution of insight based commercialization plan. Managed development and day to day activity of one Associate Marketing Manager.

Set new strategic direction for S*E*L*E*C*T brand that drove 9% growth by developing an ownable, differentiated positioning. Reversed declining trends and grew business by developing new marketing plan focused on core benefit, competitive position, new item pipeline and integrated communication plan while keeping spending flat.

Led comprehensive insight driven package redesign across the product portfolio ($200MM and 52 SKUs) that drove improved awareness at shelf and increased takeaway.

Regained position at Sam’s and BJ’s club stores and positively turned around relationship between Green Giant Frozen and Sam’s Club buyer by creating a collaborative initiative grounded in consumer and shopper insights that delivered 5 new SKUs that surpassed expectations.

THE PILLSBURY CO. - SENIOR BUSINESS ANALYST, Häagen-Dazs®

Conducted primary and secondary market research of target audiences, categories, and customers. Market analyses to guide strategy and create and deliver monthly “State of Business” updates including market and cultural trend dynamics, benchmarking, pricing analysis and merchandising and consumer programming assessments to determine effectiveness and profitability. Provided insight based strategic assessments to drive brand platform definition, consumer target identification, and new product pipeline. Developed new consumption based forecast model.

GENERAL MILLS, INC. - SENIOR CATEGORY BUSINESS ANALYST, Consumer Food Sales Division

Researched, analyzed, developed and presented comprehensive category reviews to senior buyers at key accounts utilizing primary and secondary research as well as internal and customer provided data; drove improved sales and profits and increased category captaincy at key retailers. Developed internal field sales Category Management / Business Analytics tool and training program; included leading in-person training and resource publication.

EDUCATION

Master of Business Administration (MBA), Marketing, University of St. Thomas, St. Paul, MN

Bachelor of Science (BS), Minnesota State University, Mankato, MN

Coursework completed (2 years) in Chemical and Electrical Engineering, University of Texas, Austin, TX

CERTIFICATIONS / PROFESSIONAL DEVELOPMENT

Digital Marketing Certification, 2018 – Cornell University

Leading for Impact Certification, 2017 – CHS Leadership Academy

Competitive Intelligence Certification CIP-I, 2015 – Fuld Gilad Herring Academy of Competitive Intelligence

Polarity Management for Sustainable Innovation Certification, 2008 – Creative Problem Solving Institute

Leadership Certification, 2006 – Center for Creative Leadership

Strong Computer Skills: Microsoft office suite including MS Excel, Word, Outlook, and Powerpoint; Salesforce; Website Design; Adobe; Google Ads (formerly Google Adwords); Facebook Ads; Mailchimp

VOLUNTEER / PROFESSIONAL AFFILIATIONS

Board of Directors Fish Lake Property Owners Association – Treasurer

City of Bloomington Sustainability Commission - Ecological Land Stewardship work group

St. Thomas Alumni Association; American Marketing Association

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