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Manager Sales Executive

Location:
Austin, TX
Posted:
April 11, 2020

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Resume:

THOMAS OH

www.linkedin.com/in/thomas-oh-******* adcrna@r.postjobfree.com Austin, TX 78739 914-***-****

SENIOR LEVEL EXECUTIVE GENERAL MANAGER MARKETING SALES

Marketing and sales executive with more than 25+ years of experience in large and small consumer packaged goods companies, developing iconic trademarks (Mountain Dew, SunChips, Big Red), repositioning acquired brands (XYIENCE, Hydrive), and launching new businesses (AMP Energy, Naked Coconut Water). Robust experience across large multinational matrixed organizations and startup entrepreneurial ventures. Focused on driving performance and profitable results with varying levels of budgets. Exceptional communicator, brand innovator, team builder, manager of internal/external partners, customer focused sales executive.

CORE COMPETENCIES AND SKILLS

Marketing Strategy and Integrated Plans Brand Purpose and Brand Positioning Advertising, Campaign Strategy and Development TV, Print, Digital, Social & Mobile Media Website Development Agency Management Partnerships, PR, Celebrity Spokepeople, Influencers Innovation: Pipeline Development & Launch Plans

Shopper Marketing E-commerce; Amazon & Direct to Consumer Category Management Customer Relationship Management Executive Negotiations & Presentations Broker Management P&L and Budget Responsibility

PROFESSIONAL EXPERIENCE

PETAL BRANDS, LLC Austin, TX 2019 – present

Start-up enterprise along with key senior executives from Big Red, Inc tasked to develop high integrity CBD products in beverage, skin care, vaping, edibles categories. Currently evaluating launch plans pending FDA direction.

BIG RED, INC Austin, TX 2010 – 2018

$80MM private equity backed beverage company with a portfolio of soft drinks, energy drinks, enhanced waters, sports drinks, isotonic powders. Revenue more than doubled during my tenure. Integral member of Executive team that sold to strategic $11 billion multinational resulting in more than three-fold enterprise value for shareholders.

Sr. Vice President, Marketing

Initiated and led total revamp of strategy and communication platform for Big Red flagship brand.

Concepted all Big Red promotions in-house that assisted in delivering 10 consecutive years of volume and revenue growth that outpaced the CSD category.

Developed and executed company’s first ever under-the-cap consumer promotion celebrating the brand’s 75th Anniversary, leading to over 50K participants and over 335k codes redeemed.

Partnered with 20th Century Fox and Paramount movie studios to develop consumer promotions tied to theatrical releases (A Good Day To Die Hard, Transformers 4, Terminator Genisys, Spy) at minimal cost.

Reformulated declining diet brand and launched Big Red Zero achieving growth 20% above plan.

Activated Hispanic trial and awareness programming resulting in 58% growth in key Hispanic markets.

Identified and activated Big Red & BBQ summer platform to reinforce food accompaniment occasion.

Created market specific Heavy Up programming in most developed markets (Texas, Kentuckiana) to drive incremental growth with key retail partners (HEB, Kroger, Walmart).

Created custom bottle and new zero sugar formulations for HYDRIVE Energy Water relaunch. New premium positioning commanded +80% increase in retail price.

Repositioned acquired XYIENCE Energy Drink away from hardcore mixed martial arts imagery to broadly appealing college sports platforms to reach Older Millennial target.

Initiated new partnerships for XYIENCE with ESPN College Game Day on-air talent, Campus Insiders contributors, Lone Survivor foundation, and International Champions Cup soccer tournament.

Oversaw all digital advertising, social media, brand influencer outreach, and grew e-commerce sales by +120%.

THOMAS OH

www.linkedin.com/in/thomas-oh-2313931 adcrna@r.postjobfree.com Austin, TX 78739 914-***-****

PEPSICO Purchase, NY Plano, TX 1999 – 2010

$64B multinational manufacturer and marketer of food, snacks, and beverages

Director of Marketing - Naked Juice

Led cross-functional, multinational team to develop, commercialize, and import PepsiCo’s first coconut water entry in compressed timeframe for national distribution in Whole Foods.

Developed and implemented new Supply Chain procedures for imported, co-packed, ambient product sold/delivered via Chilled DSD, Chilled Warehouse, and Ambient Warehouse.

Director of Marketing – SunChips

Led 5-person marketing team to deliver +11.3% growth on $510MM business.

Directed and managed creative agencies to produce award-winning tv, print and digital advertising campaign highlighting functional benefits and environmental initiatives.

Developed 360 marketing plan for launch of world’s first compostable chip bag of its kind. Selected by Walmart to participate in exclusive Earth Month program for 2nd consecutive year.

Director of Sales – Natural Channel

Established new Sales team selling cross-divisional Natural & Organic portfolio. Regarded as preferred supplier at Whole Foods Market.

Delivered +19.3% growth in Ticket Sales outpacing Natural Channel industry by 2.1X.

Hired and managed broker network to call on key customers (Whole Foods, Sprouts, Vitamin Cottage) and key distributors (UNFI, Tree of Life, Kehe).

Senior Category Manager – PCNA West Division Field Sales

Led, managed, and directed 9-member Category Management team to support sell-in of initiatives with

marketplace and customer insights resulting in additional feature ads, increased shelf space, incremental points

of distribution, and new product authorizations.

Marketing Manager – Sierra Mist

Launched brand nationally and exceeded full year volume plan by 24%.

Engineered “National Sampling Day” in which Pepsi bottling system and QSR partner distributed over 5 million free samples on a single day.

Associate Marketing Manager – AMP Energy Drink

Led national launch of AMP Energy Drink resulting in volume +167%, and NOBPT +203% above plan.

Developed AMP proposition – product, naming, packaging, bottler launch materials, and marketing plan.

Assistant Marketing Manager – Mountain Dew

Developed grassroots initiatives for Code Red line extension leading to volume 200% above plan.

Developed online teaser campaign and Mission: Code Red 1 & 2 online games (128M game plays).

EDUCATION

UNIVERSITY OF MICHIGAN BUSINESS SCHOOL Ann Arbor, MI MBA

COLUMBIA UNIVERSITY New York, NY B.S., Industrial Engineering



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