Marketing/Product Manager

Sheryl L. Hudson

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

West Chester, OH 45069

***/***-**** - **** ***********@*****.***

Summary of Qualifications

Seasoned consumer packaged goods professional with strong product

development and marketing skill set; strategically focused; strong cross-

functional team member; able to coordinate team efforts to meet/exceed

organizational volume and profit goals; self-motivated with high energy

level.

Employment History

2012 - 2014 Borden Dairy Company - Cincinnati, Ohio

Business-to-Consumer: Category Manager - Borden and LALA brands: January

2014 - April 2014

Supported National Sales team by developing fact-based customer

presentations as well as using secondary data to mine growth opportunities

for national grocery accounts.

. Developed Safeway Corporate yogurt category presentation which

resulted in new distribution for 6 LALA and 3 LeCreme items, as well

as expanded 3 Frusion items into Safeway Texas stores. Estimated

annual new product volume is expected to be 30% of Sales Director's

total 2014 budget.

. Initiated a promotional analysis of Promised Land fresh milk and LALA

yogurt using Kroger's internal Market 6 data, which resulted in a

recommendation to revise the promoted pricing and frequency to

optimize sales. Promotional changes will begin June, 2014 and

expected sales increase is +26% versus last year.

Field Marketing Manager - Borden and Regional Fresh Milk Brands: May 2012

- December 2013 Planned, developed and executed branded marketing strategy

at a regional level; provided marketing support and data insight for 1/3

of Borden's plants in a decentralized corporate environment.

. Developed and executed regional marketing plans, which including re-

launching Borden brand into key geographic areas. Achieved planned

volume and profit goals for the fluid milk brands (Borden, Dairymen's

and Flav-O-Rich).

. Developed data tracker and used insights to initiate fact-based

customer presentations to grow sales and distribution.

2011 - 2012 JWT Action (J. Walter Thompson Advertising) - Cincinnati,

Ohio

Business-to-Consumer: Shopper Marketing Planner - Supporting Kimberly

Clark brands

Developed tactical in-store promotions which aligned with brand strategy

for Huggies, Poise, Depends and Kotex, across all distribution channels

for key customers including Kroger, Wal-Mart, Sam's, Walgreens, Circle K,

Pathmark and Costco.

. Exceeded summer promotional objectives for Huggies Little Swimmers

+18% versus year ago by using creative displays and multiple-purchase

coupons, effectively insulating the brand from competition while

maximizing branded profitability.

2007 - 2010 Cargill Flavor Systems - Cincinnati, Ohio

Business-to-Business: Marketing Manager

Responsibilities included product portfolio development, new product

direction for R&D, advertising, sales support and communications.

. Used Nielsen scan data and secondary research, i.e. NET, Packaging

Facts, EuroMonitor, to identify product development opportunities;

equipped Sales with fact-based presentations which helped attain

annual volume goals.

. Refined skill sets and developed career paths two direct reports,

which resulted in a promotion for one direct report and a meaningful

salary increase/higher job satisfaction level for the other team

member.

. Developed annual marketing plan for key new product introduction,

which met aggressive Year 1 sales and distribution goals.

Sheryl L. Hudson

Page 2

2004 - 2006 The Wornick Company - Cincinnati, Ohio

Business-to-Business: Marketing and New Business Development Director,

Specialty Foods Division

Initiated start-up business (company within a company) for EverSafe Meal

Kits; P&L responsibility with $54 million upside first year sales

potential; managed one direct report.

. Developed product portfolio strategy and assisted in developing a

three-year business plan justifying $250 million revenue goal for

Specialty Products Division.

. Assessed market potential of new brand, leveraging core manufacturing

competencies.

. Led cross-functional product development team using Stage Gate

process, which resulted in beating product introduction timeline by 1

month.

1998 - 2004 Sara Lee Foods - Cincinnati, Ohio

Business-to-Consumer: Senior Marketing Manager - Jimmy Dean Brand

Managed $35 million advertising/promotion budget; directed advertising and

promotional agencies; P&L responsibility; provided marketing support to

sales staff; new product development, managed 1 direct report and several

summer interns.

. Directed advertising agency (Leo Burnett-Chicago) in developing

creative strategy and annual plans based on brand equity and

segmentation research learnings. Jimmy Dean Sausage business' base

sales increased 4% versus prior year.

. Initiated media weight test that increased trial and awareness of

Jimmy Dean brand, along with development of sales tools and

presentations supporting initiative. Program netted 18% return on

sales, 4 points higher than target; "Leadership Brand" equity rating

increased 2 points versus pre-program; +2 point average share point

gain in markets with support versus control market set.

. Introduced 8 new Jimmy Dean fresh sausage items which accounted for

~10% revenue/year of total brand.

1994 - 1998 Ore-Ida Foods, Subsidiary of Heinz Foods - Boise, Idaho

Business-to-Consumer: Associate Product Manager - Frozen Food Brands

Led 2 successful national rollouts for frozen food brands: Bagel Bites and

Rosetto Pasta. Managed P&L, directed advertising strategy development and

execution for roll-out; developed marketing plans; provided sales support;

repositioned brands to be more relevant to consumer targets; led new

product development.

. Utilized Spectra data that identified strategic promotional partners

for Bagel Bites' roll-out; increased consumption and profit +14%

versus prior year. Program was so successful, it was repeated for 3

consecutive years.

. Introduced 2 new brands, Dyna Bites and Cheese Bites, based on

segmentation analysis - with first year sales surpassing volume and

profit goals by +4% and +3%, respectively. Brands are still in market

as of 2014.

. Rosetto Pasta national roll-out resulted in +18% return on sales

(after slotting) and +48 points of new distribution during first year

and is still in market as of 2014.

. Repositioned Rosetto and redesigned packaging prior to national roll-

out utilizing key learnings from proprietary research including focus

groups and eye-tracking studies that maximized packaging elements and

increased product appeal and relevance to consumer target.

1993 - 1994 Sargento Foods - Plymouth, Wisconsin

Business-to-Consumer: Marketing Manager - Sonora Valley and Pablo's

Refrigerated Mexican Brands

Provided P&L management for $10 million dollar brands, as well as refined

go-to-market strategy and brand positioning prior to distribution drive.

. Collaborated with Operations/R&D to refine product formulation and

costs, based on proprietary consumer research which resulted in a

stronger performing product line (+7% sales increase versus prior

year) and optimized costs (-23% cost decrease, primarily due to better

ingredient sourcing).

. Developed marketing plan and selling presentations; assisted Sales in

communicating product changes and support plan to key customers; first

year sales and profitability goals were achieved.

Sheryl L. Hudson

Page 3

1979 - 1993 Pet Incorporated - St. Louis, Missouri

Business-to-Consumer: Assistant Marketing Manager: Old El Paso and Pancho

Villa Mexican Food brands - 1991-1993

Directed new product development efforts, assisted in advertising and

promotional strategies and execution.

. Introduced 37 new products ranging from Dinner Kits to Mexican Soups.

As of 2011, 22 of these new products were still in the market. For

all new items above:

o Developed introductory plans including media and promotional

support, collaborated with Sales and Operations' peers.

o Developed concise, effective sales presentations and

participated in key account sales calls.

. Led company-wide NLEA labeling initiative and developed process to

conform to regulatory requirements.

. Reversed long-term decline on Pancho Villa branded volume:

o Repositioned brand and pricing strategy as "fighter" brand that

increased sales and protected Old El Paso's (lead brand)

franchise against competitive set.

o Reformulated Pancho Villa's product line; collaborated with

Operations and Finance, which resulted in profitability

improvement of +7% versus prior year.

Administrative Support for Marketing Department - 1979 - 1990

Education

1992. Maryville University - St. Louis, Missouri

Bachelor of Science; Major: Business; Minor: Marketing

Community Affiliations/Memberships

. Down's Syndrome Association

. St. Maximilian Kolbe ministries, including Meals on Wheels, Special

Needs, and Prayer Shawl

. Who's Who - Female Executives

. Past Member of National Association of Female Executives, Toast

Masters and American Marketing Association

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