Sales, Strategy, Shopper Marketing, Walmart, Sam's Club, Insights

BRENDA F. RINEY

**** ******** **** **** *******, AR 72718

479-***-**** ******.*****@*****.***

Shopper Marketing Leadership for Walmart & Sam’s Club Vendor

Highly capable, innovative leader with over 20 years of success in developing and implementing sales & marketing strategies with cross-functional teams for consumer packaged goods companies to sell more profitable products at retail: Walmart, Sam’s Club, Target, HEB & Office Depot. Areas of expertise include:

Sales & Marketing Strategy

Shopper Marketing

Vendor Team Management

Shopper & Customer Insights

Account Management

Fact/Info-Based Selling

Supply Chain Management

Product Design & Development

DSD, Warehouse, Direct Import

Professional Experience

Omni Shopper Marketing Agency, Bentonville, AR 9/2015 - current

President

Consulting with Walmart and Sam’s Club CPG vendors to develop Sales strategies & Shopper Marketing plans throughout Omni-Channel to successfully achieve sales and other business objectives

Developing Shopper Marketing training materials for Omni Analytics & Training. Will deliver classroom & online education for Shopper Marketing classes to Walmart & Sam’s Club vendors

IN Marketing Agency (Division of Advantage Sales & Marketing), Rogers, AR 2/2015–9/2015

Senior Director Shopper Marketing Client Services – Walmart / Sam’s Club

Led strategy of client’s shopper marketing (Reckitt Benckiser $15MM & Barilla Foods $4MM) at Walmart and Sam’s Club to deliver a total brand experience with measurable sales results (ROI)

Provided thought leadership and strategic direction within cross-functional teams across customers

Led client account team, ensuring all marketing strategies and tactics support aligned objectives. Managed the development of staff, plans, scope of client work and profitability of business

Developed insights-based annual plans and in-year tactical planning efforts (digital and traditional)

ConAgra Foods, Bentonville, AR 4/2013–2/2015

National Account Manager – Walmart Sales Team

Provided strategic management of Walmart business & established ConAgra Foods as the market leader. Responsibilities included: assessed Walmart needs, led strategic planning, forecasted, managed and executed business plans

Led Strategic Sales Planning for the overall business in all Walmart formats to revitalize $200MM snack business during pivotal integration of Ralcorp & ConAgra Foods companies

Established annual JBP (Joint Business Plan) partnership process with Walmart to forecast and managed progress for P&L results (monthly, quarterly & yearly)

Proactively developed, executed and measured impactful sales programs by aligning objectives and collaborating with Walmart and ConAgra (Sales, Brand Management, Insights & key internal cross-functional departments) to maximize impact and ensure shared business objectives are achieved

Central Garden & Pet, Bentonville, AR 9/2010–4/2013

Shopper Marketing Team Leader – Walmart & Sam’s Club Team

Provided seasoned leadership to align shared goals with WM management in order to become a more collaborative & strategic partner. Won WM Vendor of the Year for Outdoor Living in 2013

Brainstormed, conceptualized and developed ground-breaking “Back-to-YardTM“ GM Seasonal platform with multiple shopper marketing activations with strategic partners, resulting in $40MM incremental sales lift and cross-department traffic to Outdoor Living (“Green & Grill” with Blue Rhino LP Gas rebates, Sevin branded racks in Garden Center cross-merchandised with live plant IRCs, “Nurture Your Nature” with The Cornell Lab of Ornithology & Burpee Seeds).

“Increased wild bird category sales 22% to $180MM at Walmart by developing Pennington Wild Bird fully integrated Omni-channel marketing programs with traditional and digital shopper marketing tactics

CPG Consulting, Bentonville, AR 4/2004–9/2010

President

Consulted with companies to help them achieve their business objectives by enabling them to be more valuable & effective partners with Retail Customers. Clients include:

Mobius International (innovative mobile marketing company with state-of-the-art image recognition technology)

oDeveloped prioritized list of top prospects across North America and managed the sales process for the key customers (Coke, Milk, WM SMART TV, MillerCoors, Razorfish, AMC Theaters, Constellation Wines, MTV, Dannon, Novartis, Ideal Sweetener, Central Garden & Pet)

oStructured Global Sales Strategy & Sales Organization with key Selling tools required for global launch

Heartland Sweeteners (largest global sweetener producer)

oManaged strategic partnership with at Walmart and Sam’s Club ($60MM) across several departments (Grocery, Bakery, Health & Wellness / Pharmacy OTC, Impulse, Private Brands) with all levels of Walmart executives

oAttained “Strategic Partner” status at Walmart in 2010 by improving client relationship, developing a strong Joint Business Plan, developing WM-specific marketing, enhancing sustainability involvement & improving scorecard

oSuccessfully established Heartland as a vendor of record in Sam’s Club with Ideal sweetener brand launch

oManaged sweetener brokers for AWG, HEB, United, Brookshire, Target, Schnucks & other Midwest chains for Branded & private label business. Responsible for sales strategy, marketing, pricing & supply chain

MTV (Music Television is a division of Viacom)

oSupported Walmart’s cross-departmental promotions for Rock Band 2 rollout & other retail / licensed programs

ARC International (world’s largest global glassware manufacture)

oLed Walmart & Sam’s Club Team and managed all aspects of $120MM Walmart business. Developed/executed plans to meet revenue, budget, brand (Mikasa, Cristal d’Arques, Luminarc ) & licenses (Coke, NASCAR…)

oDeveloped strategy to drive Arc’s maximum profitable sales in Kitchen/Housewares, Crafts, Home Furnishings and Floral departments at Walmart and Sam’s Club.

oIncreased ARC margins by 21% in 2006 and 27% in 2007 at WM by optimizing product mix & focusing on profitable items. Also increased fill rate from 82% to 98% and WM instocks from 89% to 98.7% by redirecting Supply Chain Management team & improving processes in Arc’s corporate facilities

Encore (5th largest publisher of pc software)

oManaged hundreds of PC Software SKUs and promotions to best align with retailer’s key strategies for Walmart, Sam’s Club & Office Depo ($110MM)t. Increased Sam’s Club SKUs by 167% and increased WM sales by 38%

oImplemented new marketing & merchandising solutions (Endcaps, PDQs, Speed Tables, Dump Bin, Clip Strip & Bundles)

Atkins Nutritionals

oDeveloped and executed sales plans on $500MM sales desk for Walmart Rollbacks, monthly features/displays, powerful diet season tabs, exciting retailtainment at grand openings and effective in-store demo programs

oExpanded products to WM & Sam’s International

Emerald Innovations, Bentonville, AR 9/2002 – 4/2004

Sales Director - Walmart / Sam’s Club Team

Managed Walmart/Sam’s Club Global Team and developed international relationships with Walmart Inc: WM (USA, Canada, UK, Mexico, Japan, China) and Sam’s Club (USA, Mexico, Canada)

Recommended sales strategy for Channels & key accounts (including Walmart & Sam’s Club). Executed the sales plan for top tier accounts to maximize sales opportunities

Presented all holiday product lines & brands to top chain accounts in Hong Kong showroom and US offices: K-Mart, Walgreens, Home Depot, Lowe’s, Hobby Lobby, Sears, BJ’s, Albertsons, Kroger, HEB, Michaels & QVC

Recommended new product ideas & coordinated/communicated improvements with Product Development

Anheuser-Busch, St. Louis, MO / Macon, GA / Bentonville, AR 2/1993 – 9/2002

Sr. Key Account Manager Walmart / Sam’s Club Team, NW Arkansas

Increased Anheuser-Busch beer sales 37% to $120 million annual sales on Walmart/Sam’s Club account to allow Walmart to become number 1 chain account

Responsible for overall success of AB direct-store-delivery (DSD) product sales at Walmart and Sam’s Club

Market Manager & Event Promotions, Macon, GA

Increased beer sales 31% above budget for $150 million territory across mid-Georgia

Responsible for $9,000,000 annual marketing (including media advertising, promotions and sales) to maximize objectives

Corporate Operations Project Manager / Process Re-engineering Analyst, St. Louis, MO

Project Manager for Team that saved AB $1.35 million by designing & implementing Executive Information System

Price-Waterhouse / Andersen Consulting, St. Louis, MO 10/1988 – 1/1993

Manager – Management Consulting

Consulted with clients to implement new innovative technologies to better achieve their business objectives

Defined, evaluated, and re-engineered management processes for Anheuser - Busch to provide more value for their management processes with an Executive Information System

Saved $1 million by improving business processes at Medtronic (manufacturer of durable medical equipment). Reviewed business processes to improve the sales, customer service, cash management & sales inventory. Prioritized projects according to resources required & company benefit

Directly managed 12 management consultant team to develop a 1,000 page proposal for a $50 million international dealer sales system at Caterpillar, a worldwide manufacturer of earth moving equipment

Developed the high-tech Hospital of the Future at the InfoMart in Dallas, TX. Created sales presentations to demonstrate value of integrating key healthcare system information. Managed team for 25+ different vendors

Education

Southern Illinois University, Edwardsville, IL

Masters of Business Administration

Minor: Marketing

University of Missouri, Columbia, MO

Bachelor of Science – Industrial Engineering

Minor: Management & Economics

Strategic Marketing Tactics

Digital: Web integration (brand, consolidation/landing page, Walmart.com, …), e-coupons (coupons.com, Ibotta, Savings Star), custom mobile, Facebook (brand & WM), WM Mom Bloggers, Social Influencers, TV (traditional network & WM Smart Network), radio (network & Pandora), loyalty clubs (MyGardenLife.com, Key Ring), email blasts, Break Time surveys/quizzes

Print: FSIs/PFPs, WM tabs/circulars, magazines (Good Housekeeping, Delish, All You, Walmart World), Product Movers (inserts & outserts), coupons, newspaper (ads, on-pack outserts), flyers, door hangers, direct mail

In Store: GM Seasonal “Back to Yard” program, sampling demos, pallet trains & signage, tear cards (shopping lists & projects), brand partnerships, battery powered video endcaps, Smart TV, video blades, seasonal store signage, mod signage (navigational & deselection / education), Money Envelopes, Freezer bags, Pharmacy bags, Pharmacy waiting area belts, Solo health machine, WM Coop marketing programs

Product: in pack, on pack (IRCs, neck hangers, project cards, stickers), display (PDQs, pallets, packaging)

Technical Skills

Proficient using Microsoft (PowerPoint, Excel, Outlook, Word) & Walmart Retail Link

Community Service

The Cancer Challenge (2001 – 2014) Volunteer and Auction Co-Chair (2003 - 2008),

Charity Challenge of Champions Volunteer, United Way of Central-Georgia (1998-2001 Board of Trustees), Junior Achievement, Project Business, Society of Visually Impaired Children, Soccer Coach, Softball Coach, Church Sunday School Teacher, and School Volunteer (Central Park Elementary & Bright Field MS)

Interests / Organizations

Doing Business in Bentonville, Council of Advisors, World Ventures, LandMark Education, Taylor Aviation, Missouri Realtors, Delta Gamma, USTA Team Tennis, Volleyball, Soccer, Golf, NASCAR Scorer

Honors

Walmart Vendor of the Year 2013 – Outdoor Living, The Cancer Challenge Volunteer of Year,

Arc International’s Team Leader - Best Sales & Profits, Outstanding Young Women of America,

McDonnell Aircraft President's Award, Institute of Industrial Engineers - National Golden Pen Award,

Alpha Pi Mu - National Industrial Engineering Honorary, Full Scholarship for Varsity Intercollegiate Softball, Scholarship for Science Fair Project, Mu Alpha Theta - National Mathematics Honorary

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