JOHN CROWDER

618-***-**** • ad4etn@r.postjobfree.com

Dynamic CPG Marketing and Sales leader delivering breakthrough results for global leaders in food manufacturing Driving high growth and stakeholder value creation through brand building, revenue maximization, and optimized bottom-line performance. Highly analytical, data-driven, creative problem-solver with strong financial acumen. Motivational leadership that excels in building high-performance teams and leading cross-functional collaboration to focus organizations on exploiting the most lucrative and strategic marketplace opportunities. Inclusive, transparent, participative, and empathetic style that engages and mobilizes teams to achieve greatness.

• Omnichannel/Ecommerce Food Industry Leader

• 300+ Successful New Food Products Launched

• Billion Dollar Brands: Sara Lee, Swift, Smithfield

• B2B2C Digital Marketing Strategy & Execution

• Fortune 50, 500 & Startup Experience

• Value Creation: 4 Successful Exits

Head of Retail Sales & Marketing, JBS USA Greeley, CO June 2023-Present Promoted to lead 25-person Beef Marketing and Sales team, adding responsibility to optimize $12B Revenue in Retail Grocery channel. Executing a tighter A&P spend budget, focused exclusively on lower funnel, revenue-generating, high- ROI activations; with a retail sales focus on most critical revenue optimization initiatives to streamline operations during a very challenging down-market beef industry cycle.

• Delivering immediate positive impact on revenue optimization strategies, shifting mix of sales from commodity to higher-profit, value-added products, shifting mix by six points (from 22% to 28%) in first six months.

• Guiding a strategic, solution-oriented, selling approach has been highly effective, resonating with major grocery retailers, foodservice operators, and distributors.

• Recognized as 2023 “Amazon Fresh Vendor of the Year” in Protein and Produce for “Consumer Obsession” value.

• Leading the management of strategic customer relationships, leveraging industry-leading insights, social media marketing platforms, retail media network advertising, search engine optimization, and ecommerce expertise to win in the omnichannel with major US grocery retailers. Head of Marketing JBS USA Greeley, CO July 2019-June 2023 Led Marketing, Insights, and E-Commerce for $26B Fresh Beef business, achieving record financial performance, and leading the U.S. Beef industry to record consumer demand. CPG-leading category analytics and insights guiding ground- breaking innovation and new marketing strategies, shifting JBS mix into branded premium, mainstream, and specialty beef programs. U.S. Beef earnings exceeded $10B over last four years, at EBITDA rates higher than competitors Tyson Beef and National Beef.

• Led U.S. Beef industry communications to “take back the narrative” from plant-based meat alternatives, driving per capita beef consumption to record high levels in 2022/23 with engaging content on beef’s nutrition, variety, easy prep methods and sustainability.

• Built digital and social platforms for 12 beef brands, leveraging Facebook, Instagram, TikTok, LinkedIn, YouTube, and Pinterest, delivering 1B+ impressions in 2022/23 with a continuous stream of engaging content and SEO/SEM.

• Deployed industry-leading consumer and category insights, via sales enablement platforms and marketing tech stack to scale action-oriented insights and e-commerce solutions supporting the #1 food category in the US.

• Established and optimized industry-leading Retail Media Network advertising activation and E-Commerce execution with Amazon Fresh, Kroger, Walmart, and regional retailers, delivering high ROAS and low CPC rates.

• Executed growth-driving branded marketing for Swift Meats. Launched new consumer brands La Herencia Marinated Meats, Pound of Ground Beef Crumbles, Just Bare Natural Angus Beef, and Grass Run Farms Beef.

• Expanded JBS USA Retail Branded Beef revenue 5X in four years, from $125M in 2019 to $710M in 2023. Senior Vice President, Sales Aspire Brands Chicago, IL Jan 2018-July 2019 Hired by former colleague and CPG CMO leader Kim Feil to drive start-up Healthy Energy Beverage Company. Led sell-in of new distribution to rapidly expand brand sales in US retail channel, adding +3,000 stores, and achieving 10X revenue target of $10M in early launch year 2018. Optimal revenue management and customer marketing drove strong sales velocity solidifying new and existing distribution, positioning the brand for additional equity funding and future growth. Director, Sustainable Solutions International Ingredient Corporation St. Louis, MO Feb 2017-Jan 2018 Led food waste elimination through new sustainability platforms, brought in to stabilize business and develop long-range plan to lead company and industry. Led teams to divert manufacturing site food waste away from landfill and into animal feed recycling, driving sustainable, financial, and operational performance for leading CPG food and beverage manufacturers.

• Renewed five-year contracts with Kraft-Heinz and Mondelez to recycle 1B pounds of food waste annually, negotiating 75% higher margins for IIC while delivering innovative, low-cost solutions that exceeded corporate sustainability goals.

JOHN CROWDER (Cont.) Page 2

Vice President, Customer Planning & Development, Smithfield Foods Smithfield, VA 2014-2016 Led customer planning, category management, pricing analytics, sales communications, and retail operations for the

$5B Retail Packaged Meat and Fresh Pork divisions.

• Smithfield Foods was the fastest growing Top 30 U.S. Food Manufacturer in 2015, expanding market share in the

$28B retail packaged meat category to 16.0%, +0.9% points over prior year.

• 2015 Profit exceeded plan by +$223 Million, with operating income +46% to prior year. EBITDA grew 300 basis points driven by $191M price realization. Volume growth +7%, driven by distribution gain +22%.

• Leveraged market-driven analytics, modeled growth scenarios, and developed strategic plans that fueled investment in new headcount, research, and systems. Fueled dramatic acceleration of revenue and profit growth.

• Developed “Gold 25 Must-Carry” item strategy that focused teams on distribution expansion and price realization. Drove innovative selling and retail execution; leveraged consumer, category, and customer insights to create multiple selling stories that drove growth across thirteen brands and multiple product categories and segments.

• Built category management and trade planning teams to support Sales with customer-specific strategic planning, consumer and category insights, and pricing execution.

• Established a sales communications function and developed browser-based portals and mobile applications, streamlining a complex and continuous flow of sales content and information, mobilized 400+ sales managers.

• Provided consistent leadership and change management coaching through multiple reorganizations for 100+ people in sales management and support functions. Developed team mission, vision, and values that created a culture of respect, integrity, transparency, and diversity. Vice President, Packaged Meat Sales – Smithfield-Farmland Foods Kansas City, MO 2012-2014 Reorganized, trained, and transformed the 45-person, $700M Farmland Retail Sales team from a commodity-driven mindset to a more profitable, value-added selling approach leveraging sustainability, product quality, CPG mindset.

• Consolidated a complex network of regional brokers, partnering with Acosta for national representation. Expanded Farmland Bacon to record 50% ACV, launched Marinated Pork innovation to 30% ACV. Shifted product mix to higher profitability. Exceeded national volume and profit plan in 2012 and 2013.

• Drove +20% growth with top customer (Kroger) through expansion of private label programs and branded distribution. Total Central Division exceeded volume plan in 2014, with operating income +32% to prior year Senior Director, Customer Marketing - Sara Lee Corporation Chicago, IL 2010-2012 Led a team of 23 highly trained, industry-leading professionals in category management, shopper marketing, channel strategy, and private label for $2.2B division.

• Recognized by Kantar’s Power Ranking survey of Top 200 U.S. Retailers as the #7 best CPG provider of consumer insights and category management in 2011 (up from #24 in 2008).

• Spearheaded sales strategy and promotion planning for all U.S. Retail and Foodservice channels. As Bakery Pricing Lead, gave deposition to U.S Department of Justice in Washington D.C. in support of Grupo Bimbo’s acquisition of Sara Lee Fresh Bakery in 2011.

• Drove an innovative, data-driven approach to item assortment and space planning, simplifying fresh bakery aisle planograms while improving mutually beneficial sales and profit growth for both Sara Lee and customer. Vice President, Customer Management - Sara Lee U.S. Fresh Bakery Chicago, IL 2008-2010 On an interim basis, co-managed 8 Sales teams and 80 Sales professionals, in addition to responsibility for continuing to lead Customer Marketing and Category Management teams.

• Achieved record operating income in 2009, growing 17% over previous year, with sales growth of 9% and

+0.7-point market share growth in the $12B Fresh Bakery category.

• Primary accountability for customer strategy, sales planning and execution, pricing and promotion, and category management with national and regional grocery retailers.

• Frequent strategic selling to senior executives at top U.S. Grocery Retailers including Wal-Mart, Kroger, Target, Sam’s Club, Safeway/Albertsons, HEB, Aldi, Ahold, Publix, Delhaize, and Supervalu.

• Employee engagement scores of managed sales teams significantly out-performed internal and external peer groups; zero regrettable turns.

JOHN CROWDER (Cont.) Page 3

Director, Customer Marketing, Sara Lee Fresh Bread – DSD St. Louis, MO 2003-2008 Established Customer Marketing function, consolidating pricing and promotion strategy across 45 bakeries, 60 brands, 400 sales professionals, 4,000 routes, and $300M in trade spending for the $1.8B Fresh Bakery division.

• Led key function in the launch of the first billion-dollar brand in U.S. bakery history (Sara Lee), rolling out of over seventy-five new products, including highly innovative Whole Grain White bread, Low-Carb Delightful bread, Heart Healthy 100% Whole Wheat breads, Hearty & Delicious artisan breads, buns, rolls and bagels.

• Positioned Sara Lee as the premier bakery manufacturer in the US with industry-leading category management, consumer insights, and sales strategies that drove record distribution and merchandising support across Food, Drug, Mass, and Club channels.

• Led an innovative “shopper marketing” approach to in-store execution, leveraging DSD teams to increase in- store display and consumer marketing messaging at retail via the “Golden Path of Merchandising”. Partnered with brand teams on positioning, consumer segmentation, marketing strategy, and program implementation.

• Over five years, grew operating income +$80M, turning an operating loss of -2% into +5% operating profit. Director, Trade Marketing, Sara Lee Frozen Desserts St. Louis, MO 2002-2003 Led a turn-around of the fast-declining $200M Sara Lee Frozen Desserts business; driving +20% sales growth in less than nine months and record profit year. Implemented trade planning system, created incentive program that drove distribution and display penetration increases. President/Founder, Efficient Marketing Solutions St. Louis, MO 1998-2002 Founded a successful revenue management consultancy in CPG industry. Long-term engagements at Conagra Grocery, Fort James (Georgia-Pacific), and MMA/Carat.

Director of Marketing, VDK Frozen Foods/Aurora Foods St. Louis, MO 1995-1998 Led five brand marketing teams, with full P&L responsibility for brands totaling $450M in revenue and $170M in marketing spend. Built company revenue from $180M to $450M, culminating in successful $300M IPO in 1998.

• Hired in as the #8 employee, established infrastructure, process, and systems that established the corporate foundation and structure that facilitated future bolt-on acquisitions and organic growth. Led strategic planning and innovation process for all brands, developing financial plans and bank book models that supported Aurora Food’s successful IPO in 1998.

• Evaluated, planned, and led simultaneous acquisition and integration of brands purchased from Campbell Soup and Quaker Oats, totaling $275M in sales. Worked directly with private equity firms, investment banks, board, and senior executives; led strategic analytics, research, and opportunity assessments during the M&A process. Marketing Manager, Progresso, Pet Incorporated/Pillsbury St. Louis, MO 1991-1995 Grew $400M Progresso brand sales and profits +75% over four years.

• Managed $125M trade promotion spending budget, drove profitable incremental volume, through trade optimization, and established corporate sales policies and process for trade funds management.

• Developed and implemented revolutionary new category management program with retailers that led to significant distribution expansion of Progresso Soup across the US. EDUCATION

1991 St. Louis University, St. Louis, MO

Master's Degree – MBA with emphasis in Marketing (GPA: 3.9/4.0) Internship: Ralston Purina, Cat Chow® Brand Marketing 1988 Southern Illinois University, Edwardsville, IL Bachelor's Degree – BSBA with specialization in Finance (GPA: 3.2/4.0)

Contact this candidate