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Marketing Manager Sales

Toronto, ON, Canada
April 29, 2020

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** ******* **** **. 416-***-****

Toronto, Ontario M4E 3W7


A CPG Brand & Shopper marketing leader with expertise in the retail environment, developing/executing Brand, Customer strategies and leading (developing) direct and indirect teams to successful mandates. Key Achievements:

Led development & implementation of planning, innovation and revenue initiatives (Various Consulting roles)

Delivered $1.4mm in incremental volume/new business within the first 8 months of the assignment (Select Foods)

Led a reorganization of OTC Category management and Shopper marketing programs (GSK/Novartis)

Built best in class strategic partner programs with Loblaw resulting in a 4.3% share swing vs. Pepsi (Coca-Cola)

Led strategic Shopper and commercial planning process to record (double target) revenue growth (Coca-Cola)

Implemented new digital strategic plan leading to 3x growth in customer acquisition and engagement (Natrel) PROFESSIONAL EXPERIENCE

PETER SAIKALI CONSULTANT - (MANAGING DIRECTOR) 2012 – PRESENT Working with a mix of leading CPG & entrepreneurial companies to implement strategic revenue & cost saving Brand and Shopper marketing programs

SELECT FOOD PRODUCTS LTD (Contract) 2016 – 2017

Marketing/sales (Director)

Led retail team in the planning/launch of insights driven SKU’s for our customers (Loblaw, Newman’s Own, Sobey’s etc.)

Led the launch of new innovation generating $1.4mm in new revenue / 300k in new profits

Led implementation of pricing & forecasting model/process which identified significant business & cost saving opportunities

Built key customer insights driven launch process leveraging new flavor trends

Provided strategic development of new corporate Website and brand positioning GSK / NOVARTIS CONSUMER HEALTH (Contract) 2014 – 2015 Sr. Shopper Marketing & Category Manager (Director) Led the Shopper Marketing & Category Management teams in the budgeting, planning and talent development process

Re-aligned department priorities ensuring greater output and higher calibre work

Led team in the development of shopper research & innovative insights driven shopper programs

Implemented series of Category mgmt. solutions, including POG (shelf) re-alignment strategies & recommendations

Led a +14% agency cost savings budget project

NATREL MILK – AGROPUR (Contract) 2012 – 2013

Director of Marketing / Sr. Brand Manager

Led high achieving team through annual business & communication plans / strategies that achieved revenue / profit targets

Leveraged expert knowledge in shopper marketing to redefine objectives of market strategy metrics and deliverables

Led re-positioning of brand and communication strategy of toddler milk innovation resulting in +46% in sales vs. YAG

Implemented new digital strategic plan leading to 3x (triple) growth in customer acquisition and engagement

Revamped communication strategy on Natrel Lactose Free milk leading to double digit growth in revenue COCA-COLA 2008 – 2011

Sr. Manager (Associate Director) of Shopper Strategy and Commercialization 2010 - 2011 Led the annual business planning process to record profits through implementation of commercial strategies

Led strategic execution plan of the frozen juice downsizing project to restore profitable growth of +$5.5M

Doubled in-store display placement and increased volume +18.6% vs. YAG through strategic initiative

Led development of the revamped in-store merchandising standards resulting in reduced cost and increase placement

Developed / implemented new products launch process and key field sales communication tool (DASH) Peter Saikali 416-***-**** Page 2

Customer/Shopper Marketing Manager (Coca-Cola) – Loblaw team 2008 - 2010 Led customer planning process highlighted by the development of Olympic partnership program with Loblaw Co. Ltd.

Over achieved FC and IC volume plan at +11.9%, +16.1% respectively / achieved value share growth of +7%

Negotiated multiple first-ever integrated annual marketing partnership programs with Loblaw

Built Shopper Marketing connection/capability points within the Loblaw leading to #2 ranking in Advantage survey

Developed 5 major Olympic programs, securing incremental display activity, 14 free exclusive ads (valued at $2M) that lead to a 4.3pt share swing vs. Pepsi


Sr. Marketing Manager – Health/Beauty and OTC

Executive team member for a Tier 1 Canadian/US private label supplier; led marketing group of 4 direct reports in financial management, corporate strategic planning, communication and customer/channel development

Strategically launched 100+ new skus representing $5.1M in new revenue and $1.3M in profit

Built corporate brand strategy though new interactive platform, Corporate Communication and logo redesign

Implemented Stages and Gates innovation process elevating product launch performance with key customers STORCK Werther’s (Contract) 2004 - 2005

Marketing Manager - Confectionery

Led company in building strategic marketing plans of the company’s flagship brand, Werther’s Original hard and soft candies HEINZ CANADA LTD. 2003 - 2004

Brand Manager - Baby Food

Led marketing team in strategic brand planning, research, innovation and new brand communication strategy

Launch plastic Baby Food jars in Canada

Drove increased brand profitability (+4.3%) through sku rationalization

Developed highest scoring new product concept in corporate screening research with a top box score of 86%

Led redesign of the website, leading to a 50% increase in web traffic and 20% increase in consumer sign-ups J.M SMUCKER INC. 2000 - 2003

Marketing Manager – Spreads; Jams and Peanut Butter Led brand team through strategic brand planning, corporate communication, media development and research

Exceeded profit plan by +5.1% / Tonnage share increase from 29.3% to 36.1%

Built strategic and tactical re-positioning of the Smucker’s brand leading first-ever Canadian original TV campaign resulting in double digit increases of key brand attributes and a 2.3 point unit share increase

Managed successful launch of Smucker's No Sugar Added spreads resulting in a +58% dollar increase

Led the development of integrated radio, magazine, direct mail and outdoor media campaigns EDUCATION

Honours Bachelor - Economics, York University


Director of Fundraising – East York Synchronized Skating Team (Increased revenue by 3x vs. prior) Smucker's Mentorship Program & United Way chair


Avid fitness enthusiast / Landscaping / Fluent French

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