Laurissa Cardenas

**** ******’s Walk, Philadelphia, PA 19103 570-***-**** adhvoa@r.postjobfree.com

MANAGEMENT PROFILE Dynamic business leader with over 18 years of experience in Sales, Marketing, Category Management, Advanced Analytics and Shopper Insights in the consumer packaged goods and grocery industry. I have worked for Kellogg’s, Johnson & Johnson, McCormick & Co., and Symphony EYC. My skills sets include:

PROFESSIONAL EXPERIENCE McCormick & Co. – Consumer Products Division 06/19-current Customer Business Manager II - Ahold USA (The Giant Company) Home Based

• Direct customer management for the full McCormick Portfolio at The Giant Company (Gross Shipments $25MM, $3MM trade funds)

• Responsibilities include forecasting and trade fund management, sell-in and display execution, promotional planning. shopper marketing program development, price increase execution and Advantage retail sales force oversight

• Key accomplishments Incremental sku and share of shelf gains in Rice, Spices, Condiment categories, 2020 price increase execution while holding retail margins, first to market launch of Frank’s Thick Sauce

• Quota attainment of +100% for fiscal year 2019 and 2020

• Received 2019 Quota Buster Award

McCormick & Co. – Consumer Products Division 05/18-6/19 Category Manager II - Ahold USA and Publix Home Based

• Responsible for the category management analysis and execution for Ahold and Publix, across all McCormick direct categories, approx. $160MM shipments

• Successfully unsold PL Bag spices from all three Ahold divisions, resulting in 15-20 incremental Spice SKUs, and space gains for McCormick.

• Developed and presented category reviews for Condiments and Rice categories that resulted in incremental SKU gains for both categories across all divisions

• Lead the development of the category management section of the Ahold ’19 Category Level Business Plan

• People management and development responsibility for two category analysts Symphony EYC - Customer Analytics division of Symphony Technology Group 07/12-07/17 Director CPG Customer Development & Advanced Analytics - Ahold USA Home Based

• CPG Client owner responsible for driving usage of advanced analytic strategies to grow sales and customer engagement for a $4MM book of business that included 13 major CPG clients (PepsiCo, Campbell’s, Church & Dwight, Hormel Foods, Danone, and more)

• Owned contract negotiations, renewal strategy, upsell of new tools, and custom analytic services for 13 clients.

• Worked in partnership with Director and VP level executives at Ahold and major CPG companies to develop customer centric merchandising, pricing and marketing strategies using customer data science and advanced analytics

• Institutionalized the use of loyalty, customer segmentation, net promoter, share of requirements, and household penetration as KPIs for business planning and strategy development between CPGs and Ahold Category Managers.

• Lead user interface design, KPIs and data integration for EYC’s Omni-channel software solution. Launched the product to CPG partners for collaboration with Peapod (AUSA’s online grocery channel); $650M annual product

• Provide ongoing coaching and training to thirteen CPG clients on shopper segmentations and SaaS tools including: basket analysis, buyer overlap and migration trends, switching analysis and trial and repeat on new items, A/B and control testing for pricing, display, assortment, and planogram design.

KELLOGG COMPANY – Eastern Region 8/10- 1/12

Sr. Manager, Category Management: Ahold USA Horsham, PA

• Managed the Ahold Category Management Team and Team Lead for the EYC Advocate Partnership

• Delivered post promotional analysis of shopper response, household penetration impacts, loyalty, and repeat purchase to internal shopper marketing and external retail partners for BIG Events (Mothers Day Promotion w/ P&G, Kashi portfolio promotions)

• Worked with industry data suppliers Nielsen, Spectra and EYC to understand shopper behavior, identifying key shoppers segments and category and brand growth opportunities

• Leverage qualitative market research and low income consumer attitude and usage studies to develop first of the month cereal promotions, deployed to low income store clusters

• Provided internal thought leadership around Cereal promotional strategy, Must Buy vs. Straight retail, leveraging shopper card data

• Lead the initiative for Kashi dual placement resulting in over $2.0MM in incremental sales

• Managed the implementation of a shopper centric planogram using consumer decision tree and shopper insights for the Wholesome Snacks Category

Laurissa Cardenas

2426 Fitler’s Walk, Philadelphia, PA 19103 570-***-**** adhvoa@r.postjobfree.com

• Developed strong working relationships with Ahold VPs, Director of Category Management & Insights, and Merchandising teams

• Provided Category Advisorship to the Ahold DSD VP, and in partnership created a new on-site Kellogg Category Manager position

• Received 2011 Ahold DSD Vendor of the Year Award, W.K. Kellogg D&I award, and Eastern Region Share Challenge Awards Q4 2010

JOHNSON & JOHNSON – Sales and Logistics Company, LLC 3/09- 8/10 Account Executive: Giant Eagle Fort Washington, PA

• Achieving 2009 quota at 105% for the Giant Eagle Consumer Health Care business ($12MM shipments)

• Conducted market analysis and identified growth opportunities for Oral Care, Wound Care, Sanitary Protection and Women’s Health categories

• Developed growth strategy with aggressive in-store and in market advertising for key brands that lead to sales trends that outpaced national consumption trends

• Lead Private Label and Brand co-exist strategy using key shopper insights and market research

• Executed best in class merchandising strategy for the First Aid “Aisle of the Future”

• Received PINNACLE AWARD recognition for development of the Field Sales NACDS presentations JOHNSON & JOHNSON – Sales and Logistics Company, LLC 6/07- 2/09 Customer Business Analyst: Rite Aid Fort Washington, PA

• Managed analysis of POS and shipment trends for J&J’s 4th largest OTC Drug customer ($145MM shipments)

• Competitive tracking and promotional analysis for the Zyrtec Launch, influenced Rite Aid’s PL pricing and development of new Zyrtec promotional vehicles

• Partnered with internal OTC Sales Strategy for shopper insights to develop the 1st in market Zyrtec Loyalty Reward program

• Developed a Women’s Wellness marketing platform including sales forecast, ROI projections, and display

• Designed and Implemented test of an Oral Care “Aisle of the Future” with regimen “Brush, Floss, Rinse” messaging to increase basket size and drive incremental sales

JOHNSON & JOHNSON – McNeil Consumer and Specialty Pharmaceuticals 9/06- 6/07 Media and Advertising Sr. Financial Analyst Fort Washington, PA

• Developed media strategy and spending optimization analysis for entire McNeil portfolio of brands

• Partnered with Media Buying and Planning agencies to coordinate +$220MM in media spending

• Worked with market research and marketing teams to understand marketing mix analysis and align media investment

• Negotiated annual agency compensation plan and scope of work with Marketing and Procurement teams

• Managed the team consisting of a media analyst and full time intern

• Developed agency compensation performance metrics and compensation models based off of copy performance JOHNSON & JOHNSON - Financial Leadership Development Program 01/02- 9/06 Multiple Positions Multiple

CARDENAS Oil & Vinegar Taproom 05/13-current

Founder & Owner Philadelphia, PA

Raja Yoga & Meditation Center of Greater Philadelphia (501c3) 06/15-current Board of Directors – Treasurer Philadelphia, PA

EDUCATION Drexel University - The Lebow College of Business 09/08-08/10 LEAD MBA with Marketing Specialization Philadelphia, PA The Pennsylvania State University - Smeal College of Business 08/99-05/04 Bachelor of Science in Finance State College, PA

GPA 3.74

200 Hour Yoga Teacher Training Certification 06/10-12/10 Raja Yoga Philadelphia, PA

The Universidad Pompeu Fabra 01/04-05/04

The International Education of Students Program Barcelona, Spain

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