Sales Marketing

ANDREW LEWIS

**** ******** ***** **********, ** *7408 Phone: 336-***-**** *************@*****.***

SUMMARY

Marketing Professional with extensive experience in product management and in leading cross-functional teams in

multiple international locations. Adept in CPG, Retail and Private Brands. Expert in brand marketing including traditional

and digital / social media. Draws on advanced consumer and market understanding to guide strategy development and

decision making. Collaborates with diverse business partners to identify business needs and design creative solutions.

Strong quantitative and technical skills; excellent communication, leadership, and presentation abilities. Consistently looks

beyond existing processes and implements innovative techniques to acquire new business and establish additional

revenue streams.

CORE COMPETENCIES

Brand Management P&L Management Field Marketing New Product Launch Market & Research Market &

Competitive Analysis Management & Team Building CPG / FMCG & Retail Expertise International Business

Development & Consulting

PROFESSIONAL EXPERIENCE

The Fresh Market - Greensboro, NC 7/2010- 1/2014

150+Store, $1.5B Specialty & Organic Food Retailer

Director of Marketing

Led a team of 20+ professionals in the planning and execution of company’s marketing programs. Responsibility for

Brand Marketing, Ecommerce, Digital/Social Media, Advertising, Public Relations, Community Relations, Customer

Service, Creative Design, Gift Cards, Field Marketing and In-store Environment.

• Planned and led marketing activities that, along with merchandising and operations improvements, increased

comparable stores sales by 5.5%.

• Developed a new brand positioning strategy focused on the in-store experience and specialty foods to guide the

organization in internal, external and investor communications.

• Successfully started the company’s first ever customer service department that handles all customer contacts related

to products and in-store service.

• Developed digital & social marketing strategy that has become the cornerstone of customer engagement for the

company. Project included production of new web and mobile sites.

• Grew the marketing team by 400% through the development and execution of a 3-year strategic plan to support rapid

company growth. Hired over 20 professionals including the company’s first field marketing organization.

• Led the development of the company’s first restaurant concept, “The Fresh Market Café”.

Daymon Worldwide - Stamford, CT 4/2008 – 7/2010

Multi-national Private Brand Food & GM Broker

Sr. Manager, International Marketing

Led a team of professionals based in Europe, South Africa & the U.S. that were responsible for the development of private

brand programs at Daymon Worldwide’s international retail accounts. Responsibilities included management consulting,

new brand creation, brand portfolio analysis and consumer marketing programming.

• Led strategic planning for the leading sporting goods brand in South Africa – Trojan Fitness. Strategized the retailer’s

product assortment and the development of a new, premium brand introduction in treadmill / fitness bike category.

• Oversaw a cross-functional team in the evaluation of Metro-Real’s (hypermarket & supermarket) Private Label

business in Poland that included competitive landscape analysis, multiple category reviews and strategic

recommendations. Project started company’s worldwide business with Real-Poland that generated in excess of

$68MM in brokered sales.

• Led the development of the Private Brand portfolio at a major South African retailer. Conducted primary research and

oversaw the creative team in name generation and packaging development for four new brands.

• Headed a consultative project for company’s largest customer that evaluated the United States market for a potential

hard discounter / limited assortment format market entry. Secured on-going engagement on the project from the

customer’s CEO/Managing Director.

• Responsible for the marketing function at accounts that represent $1.6B in brokered sales and $34M in revenue.

Express, Inc. – Columbus, OH 1/2007 – 4/2008

600 Stores, $2B Apparel Retailer, Former Division of Limited Brands

Brand Manager

Led consumer segmentation, targeting and positioning of the company brand. Marketed all branded lines within the store

(Editor & Producer pants, Sexy Basics, Express Denim and 1MX shirts); including market research, seasonal marketing

planning and creative review.

ANDREW LEWIS 336-***-**** PAGE 2

PROFESSIONAL EXPERIENCE CONTINUED

• Achieved comparable store sales up +17%.

• Successfully led the re-branding of the denim category that included product naming, in-store marketing and a full

integrated marketing campaign that led to a 22% sales lift during the back-to-school season.

• Developed a seasonal marketing planning process that included cross-functional teams from design, visual

merchandising, finance, store operations and creative that insured consistent in-store execution.

Entrepreneur – Atlanta, GA 10/2005 – 1/2007

Co-owner of a residential real estate company specializing in the rehabilitation of single-family homes in Atlanta.

Peapod by Giant Food - Gaithersburg & Landover, MD 1/2002 – 10/2005

Ecommerce Grocer, A Division of Royal Ahold

Marketing Manager

Responsible for sales and profit growth through the development of impactful marketing initiatives and new market

openings.

• Partnered with operations management to drive sufficient sales at a lower cost-per-order to take the division to

profitability for the first time.

• Drove $40MM sales with a marketing budget of $2MM.

• Grew sales 40% in 2002 and reduced the cost of customer acquisition by 50%.

• Successfully led the integration of marketing planning with Giant Food – Landover.

The Coca-Cola Company – Atlanta, GA 3/1996 – 1/2002

$32 Billion International Beverage Company

Manager, New Product & Packaging Marketing

Manager, Customer Marketing (Channel, Trade, Shopper Marketing)

Assistant Manager / Associate Manager, National Promotions

Advanced through a series of promotions within the North American Marketing Department culminating in oversight of

group of marketing professionals charged with the launch of new brands in the United States

• Developed consumer and trade marketing plans for the re-launch of the Fanta Brand in the United States. Sales grew

73% year one and grew to the 8th largest soft drink brand in the U.S. (167 MM cases) with a 1.6% market share.

• Led the Convenience Channel marketing team responsible for marketing planning and execution in all national

accounts representing 312 MM cases and $3.3 B annual retail sales. Realized +1.7% market shares.

• Led cross-functional team and agency resources in the development of national consumer promotions with budgets in

excess of $10MM. Successful implementation of the Sprite NBA promotion leading to target consumer preference lift

to 20% and volume lift of 11%.

• Utilized national sports and event properties to develop promotions and marketing campaigns to increase display sell-

in and sales volume. Properties included The Olympic Games, NBA, NFL, MLB, NASCAR, PGA Tour, The Academy

Awards, Music Sponsorships and others.

The Integer Group (Gatorade Account) - Atlanta, GA 11/1994 – 3/1996

Retail & Branding Agency (TBWA/Omnicom)

Account Supervisor

• Successfully managed the start-up & growth of agency business with Quaker Oats Beverages (Gatorade) in the

Southeast.

• Developed and executed promotional programs for retailers and distributors that led to significant sales increases

• Coordinated the regional activation of Gatorade’s national sports marketing properties to drive display activity & sales

volume.

Wunderman (Miller Brewing Sports Marketing) - Atlanta, GA 7/1991 – 11/1994

Consumer Promotion & Advertising Agency (WPP Group)

Account Supervisor / Account Executive / Account Coordinator

• Responsible for developing and overseeing the execution of Miller Brewing Company’s sports and event sponsorship

activities in an 8-state region.

• Negotiated sponsorship contracts with sports properties and entertainment venues on behalf of Miller Brewing

Company including: NFL, NBA, PGA, Professional Team Tennis, NASCAR, MLB, The Georgia Dome, Superdome and

others.

• Coordinated Miller Brewing Company’s first ever Customer Relationship Marketing (CRM) program.

Education

Master of Science, Marketing – Georgia State University, Atlanta

Bachelor of Arts, Interdisciplinary Studies (Sports Management & Business) – University of South Carolina, Columbia

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