Heidi Chapnick (Last name was Widera in early nineties)

*** ********** ***, ***** ****, Mamaroneck, New York, 10543 617-***-**** acy1nc@r.postjobfree.com

SENIOR MANAGEMENT EXECUTIVE

Across Verticals and Across Channels of Sales

Operations /New Business/E-Commerce/Voice of the Customer Development/Training/Marketing/MERCHANDISING/Digital/operations

Analytics / Change Management / Strategic Planning / Needs Assessment/Training/Authoring Business Cases and Plans/Road maps/IT Engagement Modeling/Client Services

Senior Executive with year after year success achieving revenue, profit and business growth and continual improvement within start up, turn around and mature enterprises in rapid change environments. Extensive experience with highly matrixed organizations, which require deep understanding of critical business drivers in multiple verticals and across channels of sales through analytics; highly successful in building relationships with upper level decision makers, seizing and prioritizing critical challenge areas with analytics and go forward strategy, and delivering on customer centricity. Performance driven. Led teams in the tens of thousands and budgets to 2B.

Skills and Proficiencies:

Operations Marketing/Loyalty/Acquisition/Retention/Branding

New Business Merchandising/Product Management (350K skus)

Ecommerce/Digital Policy and Procedure Documentation of best in class

Training Change Management

Strategy OMNI Channel Commerce and technology implementation

IT Engagement Modeling Market Research and Analysis for Prioritization of efforts

Analytics/Market Research and Analysis Budgeting/P&L

Business Cases Staff and People Development/Leadership Development

Fulfillment/Logistics Produce/Farm to table and every step in between.

Sales Training through Due Diligence Shopper Segmentation and personalization/profile building

Industries/Verticals Channels:

Grocery B2C

CPG B2C

Marketing Firms OMNI

Technology Solution Providers Wholesale

Produce Pure plays

Convenience Retail

Hospitality Etail

Mortgage Mobile

Healthcare Marketplaces

Drug Store

Startups – One a year

Beauty/Cosmetics

Apparel/Maternity

Selected Relevant Achievement Highlights:

Built e-commerce arm for large marketing firm, enabling them to create a more robust sales suite for internal teams to increase knowledge and offerings with a potential 2+B new revenue stream.

Successfully created and launched pilot for large pureplay entering the fresh grocery arena – led vetting of farms, aggregation of products and logistics, creating training documentation of policy and procedure for repeatability and scalability

Reversed losses into profits by serving as catalyst for failing online business and elevated earnings into the black to 250M in 4 years by devising over 20 models for fulfillment/chill chain/logistics based upon demographics, marketplace competition.

Created Customer Experience vertical charter and team for 60B retailer; deployed VOC tools, technology solutions and supporting functionality to make shopping across channels consistent in value to build top line ecommerce sales by 47%.

Liaison for three corporate mergers and acquisitions for companies worth 60B, 4B and 300M

Transformed poorest performing business unit companywide to a top performer, generating 20M in sales over two years of implementation of supporting functionality and new UI/UX for OMNI enterprise.

Through multi department leadership, created process to attain interoperability through procedure and systems streamlining and evolution for soft line and hard line verticals across retail, etail and mobile venues.

Development and deployment of the integration of analytics and search through the science of ROI management, leading to increased performance in all marketing and promotional activities as well as customer experience initiatives across all channels of sales. Created and deployed customized analytics to prioritize work efforts, building ROI, while balancing customer needs with cost/risk – increased top line sales after diagnostics, by 47%

Re-alignment of merchandising strategies by leveraging the greater enterprise and forging internal merchandising strategies with roadmaps towards the future, including building PIM systems.

Created over 20 models for fulfillment and delivery B2B and B2C, still being used for same day delivery of online.

Operationalized the pick, pack and deliver of Front Store business; increase in top line sales in nine months, increasing web traffic by 35%, increasing conversion rates, retention, basket size and delivery timing. Working on in store fulfillment, ship to store, merchandising, content management, warehouse changes to handle growth across the country, customer solutions to multi-media and cross channel shopping. Launched Beauty 360 cosmetic line, both retail and ecommerce.

Implemented enterprise consolidation of customer service and call centers, saving $2M annually and focusing on the voice of the customer. Company needed to centralize customer service centers. Designed and executed plan to integrate buyer services for seven banner companies in four months. Reduced operating costs and improved access to integrated technology. Enhanced analysis of buyer trends. Heightened service levels, customer loyalty and customer preference.

On the team that created the first profitable online shopping service for East Coast - Online shopping-and-fulfillment process was inefficient. Identified co-location with brick-and-mortar store as core issue. Recognized opportunity to use existing store mezzanines as warerooms to isolate online business, utilizing store associates and inventory. Reduced out-of-stock 15%. Developed initial profit producing online shopping venture and led operations in building the online business throughout the east coast. Brought business to over 350M before leaving.

Devised unique online distribution system for diverse geographic areas, reducing logistic vendor fees up to 31%. E-Business growth was flat. Identified need to increase online sales. Created plan where stores could sell specialty products online from their own inventory. Developed rapid ground shipment program, allowing national shipments from any store under banner. Standardized pricing from vendors, decreasing fees and stemming revenue losses from online competitors. Expertise in 3PL, leading to increases of over 6M in one year for a site only doing 2M

Developed in house information technology solution for the enterprise, integrating all e-commerce and corporate websites and introduction to mobile, enhancing website content and providing centralized hosting environment, setting the stage for over $10M increased new revenue stream income, 61% increase in website penetration and overall decrease in annual spend of formerly divergent systems and software of over $11M

Assisted in the development of a pharmacy, health program with separate bonus card for pharmacy customers. This was the initiation through deployment of new pharmacy software as well as the beginning of the collection of personal health information to help customers manage their medical lives.

Partnered with external vendors to bring the one stop shop into brick and mortar stores (Banks, cleaners, Dunkin Donuts, gas stations, etc.) providing additional revenue streams. Later, partnered online with major CPG’s and Financial institutions to augment the revenue streams of the existing dotcom sites.

Have taken several large enterprises from B2B to B2C by authoring business cases, requirements, and pilots, while re-launching their websites to incorporate the evolution, based upon cost/risk and analytics, with pilots.

Built out Farmer’s Market for pureplay cross vertical, including building consistency of categories and products, training materials, aggregation techniques, logistical solutions and integration of content and marketing on enterprise website including supporting functionality (ratings/reviews/recs/display ads)

Career History

Partner, “FreshXperts”, 2014-present. Working towards the integration of the fresh revolution within and across verticals and across channels of sales.

Some present and former clients include Overstock Farmer’s Market buildout, Hilton Brand Hotel Marketplaces, Marriot Hotel Marketplaces, Independent and National Grocery Chains, Big Box Retailers moving into the fresh arena, Drug Stores expanding their fresh offerings, CPG companies and several players in the Convenience Store industry moving into expanded sales channels.

Website integration with retail, market renovations, merchandising of any retail/etail space (over 350K skus) as well as work with some of the largest grocers, health food companies and thousands of farms. Buildout of customized solutions for fulfillment and logistics, based upon demographic and competitive analysis. Work with vendors to augment assortments, build out local and artisan food mix, and support local farmers and farmer’s markets.

Extensive work in farm to table supply chain, aggregation, fulfillment, logistics and web evolution to integrate across channels in changing landscapes and with emerging technologies.

Created new models for fulfillment, chill chain, efficiency building and logistics based upon competitive analysis.

Incorporated, “Channalysis, LLC” in 2010- present: CEO of Channalysis, LLC. Consulting across verticals and across channels of sales.

Some present and former clients include PetSmart, Forrester, Supermarket Independents in retail/etail, Big Box Retailers, Pure plays, Marketing firms, CPG companies, Healthcare enterprises, cosmetics, apparel, maternity and many large emerging solution Technology Companies focusing on the customer experience and big data.

Heavily involved in researching and assessing platform providers and partners for retailers who want to take the next step in customizing their customer experience through digital media, core and supporting functionality and leading the transition and implementation of these endeavors.

Focus on assisting with retail, etail and mobile integration of content and commerce across channels of engagement/negotiate favorable terms with vendors for long term solution partnerships (3PL, external platforms, digital advertising partners, etc.)

Extensive training, business development, strategy and documentation of process and procedure/services for clients across departments to roadmap their future success and share their enterprise strategies and position them for sustained growth in the marketplace.

Heavy emphasis on consistent marketing/branding/loyalty/retention messaging across sales channels. Projects involve leading internal and often confidential efforts to prioritize efforts to continually improve metrics for retail and etail and are usually long term consultancies.

Assist one start up a year, advising/consulting on policy, procedure, escalation, building pilots, evaluating the market for prioritization of efforts.

Assist clients in building sales trainings and effective presentation skills through due diligence

US Director/VP, Customer Experience and Front Store and Analytics, CVS.com, 2007-2009 –

Director of Pharmacy and OTC health for CVS.com

Created charter and vertical for the Customer Experience group (Voice of the Customer) following the launch of the new CVS.com and subsequently assumed the role of Director of the Front Store, including, but not limited to leading all merchandising of product and product mix (150K skus), marketing, merchandising advertising, email management, website design and development, content management, SEO, FSA, affiliate marketing and the foray into web community social media networking and customer engagement activities.

Point of contact for our IT liaisons as well as our direct marketing partners and advertising team for the retail chain to properly integrate the ecommerce business with the core business.

Worked closely with the Customer Service Department to implement new methodologies and technologies to accurately assess the voice of the customer and provide customer solutions. (Web Collage, Opinionlab and others)

Drove the segmented customer experience by targeting customers based upon psychodynamics as well as purchase history and visitor behavior.

Actively involved in both usability and enhancements on the websites as well as state of the art customer focused solutions, like SMS mobile technologies, CMP and chat platforms as well as site monetization with external vendors like MC, Visa and CPG.

Involved in the merger and change management during the CVS/Caremark transition

Led the creation and launch of a large new beauty brand in retail and created the user website experience

Worked towards breaking down the silos in marketing and merchandising to lead to the facilitation of cross departmental consistency and enterprise interoperability and an integrated and holistic approach to the enterprise across channels of sales. Led fulfillment and logistics, supply chain. Created the Analytics team for CVS as well as the CX team and liaised during the merger of CVS and Caremark.

9 Direct reports and thousands of indirects

US Director/VP, E-Commerce/Customer Service/Analytics, A&P seven companies – 2003-2007

Directed four departments for A&P companies including deploying e-commerce solutions for each chain, and the entire merchandising and marketing teams, the internet websites, pharmacy integration/development and customer service. Create, build and direct online shopping and fulfillment – same day for several chains –

Author of original business cases as well as requirements and plans/P&L’s for start-up e-commerce ventures.

Created umbrella companies’ implementation of same day online shopping and fulfillment.

Created delivery within 4 hours of order as well as over 10 new models for chill chain, fulfillment and logistics.

Integrated health and OTC initiatives to facilitate cross shopping in store and online.

Started a healthy eating initiative with a bonus program – integrated with vendor partnerships

Direct 12 corporate websites, as well as internal websites, vendor partnerships, web analytics, customer service, logistics, supply chain for the ecommerce businesses and e-marketing.

Liaison for the purchase/acquisition of several supermarket chains and the change management process for the merger as well as the consolidation and change management of consolidation of 50 call centers from 7 chains into one location.

8 direct reports and thousands of indirect reports.

Director/VP, New Services and Marketing, Peapod / Stop&Shop/ Ahold Companies on the East Coast –- Directed e-sales B2B, B2C, new services initiatives, external partnerships, online and in-store, for vendors such as banks, restaurants, gas stations and pharmacies.

Responsible for startup and expansion of Peapod online shopping from Chicago to East Coast, creating new models for fulfillment, chill chain and logistics based upon demographic, research and the competitive landscape.

Developed more than $200M annual sales. Maintained fiscal responsibility and managed set up and evolution of fulfillment, logistics, supply chain, operations for Peapod while integrating with the retail operations.

Responsible for multi-media integration, retention marketing, new acquisition marketing, website enhancements and enterprise advertising as well as ongoing merchandising of the entire product mix.

Early Career:

Regional Director, Nutri System Weight Loss Centers- 1990-1994 - Director of multi-unit operations for Nutri System, including all management of employees, scheduling, staffing, payroll, customer service, business planning, employee engagement. Managed over 75 employees.

District Manager, Longacre Copy Centers – 1976-1990. President of family owned chain of copy centers in New York. Full operations multiunit management and responsible for all aspects of the business for over ten years (inventory, customer service, training, hiring, payroll, employee engagement, marketing, etc.).

URL’s for recent publications available upon request. Have been published in over 25 top national and international trade magazines

Elected to the Cambridge, Stanford, National and Canterbury Who’s Who of 2010-present

Member of the Executive Who’s Who 2010-present

Board Advisor of GrocerKey – ecommerce platform

Chair of Governance Committee, FreshXperts

The International Women’s Leadership Association, Outstanding Leadership Award, 2015

Web awards (the Waltham Award, Westchester) as well as three other awards in 2012-present

Member of Who’s Who, Cambridge, Boston, Biltmore, Canterbury, International, and others

White Plains award for website design and development 2014-present

New York State “Woman of Distinction” award for 2015 -present

Over 2000 endorsements on LinkedIn/LinkedIn profile in the top 1% of those viewed in 2016

Volunteer Activities: Meals on Wheels, Big Brothers, Girl Scouts

BA, Psychology, BA, Sociology, SUNY at Stony brook, with Honors and Phi Beta Kappa

Graduate School at Columbia University, New York – Psychotherapy

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