Marketing Communications Coordinator

KAREN A. HOLLIDAY

**** ***** ********* ******, *******, Illinois 60613 773-***-**** ***************@*****.***

SUMMARY

A resourceful and entrepreneurial marketing professional, with demonstrated expertise in strategic business development, new channel innovation, technical product knowledge, classic strategic marketing and new product innovation management. Leadership skills with extensive aptitude in collaborative cross-functional team management, developing strategic go-to-market plans. Adaptive interpersonal skills to work with numerous functions both within organization and with customers, resulting in increased productivity and accelerating revenue channels. Launched more than 40 products for global Fortune 50 brand names. Lead and develop digital omnichannel marketing campaigns that generated than $100 million in new sales over 24-month timeframe. I am passionate about working with teams with diverse skill sets and talents and am a highly skilled communicator and storyteller – traits that help me easily form relationships and build networks to get things done.

KEY COMPETENCIES

Global Product Management

Global Account Management

P&L Responsibilities

CRM/Salesforce Expert

Cross-Functional Team Leader

Digital Omnichannel Marketing

Entrepreneurial Approach

NPD Launch Management

Global Business

Development Leadership

Strategic Planning

Quantitative Analysis

Expert Presenter

EXPERIENCE

BELL FLAVORS & FRAGRANCES, NORTHBROOK, IL

MARKETING & CONSUMER INSIGHTS MANAGER, OCTOBER 2021 – CURRENT

An accomplished, dynamic leader whose passion is developing consumer insights studies and programs to get the most out of their data and their people. I am a connector who links diverse talent, ideas and resources together to achieve business results. With an innate ability to extract key insights from data and people – skills that allow me to quickly learn about new industries, grasp complex subject matters, provide data-driven assessments of white spaces, gap analysis, and advise on new product/category development priorities. My previous roles in marketing leadership and contribution of key consumer insights allow me to align with cross-functional teams as an immediate contributor.

RESULTS DELIVERED

Led large scale quantitative and qualitative primary consumer research study with global CPG brand leader to drive sales and margin growth of 15%-20% and volume growth of 8% in a flat growth market (YOY)

Developing market research driven gap analysis to allow a global beverage brand leader to increase targeted consumer leads by 17% and improved sales closure rate by 25% via thorough market and consumer analysis, a more effective marketing campaign and improved CX experience strategy

Designed primary consumer needs analysis study to uncover and develop health & wellness white space that led to $100mm in new category sales over 2-year timeframe

INGREDION, WESTCHESTER, ILLINOIS GLOBAL CATEGORY DIRECTOR, JANUARY 2017-APRIL 2021

Lead and delivered profitable growth with global, strategic customers, managing a $110M+ book of business and more than 5,000 products across all food and beverage categories. Responsible for setting and delivering aggressive innovation horizons that included metrics, targets, and profit goals. Developed and delivered strategic new product programs addressing customer needs to ensure growth targets worldwide. Lead and coordinated global activities across 5 global regions. Directed cross-functional and regional teams in close collaboration with internal and customer leadership teams. Engaged in strong customer collaboration by building and expanding relationships at all levels. Acted as main point-of-contact for engagement of Ingredion executive team with relevant peer-to-peer relationship development for global new product launches and developed a unique Stagegate process to communicate with all active team participants. Directly managed team of 5 marketing and statistics professionals

RESULTS DELIVERED

Developed multiple global strategic plans that identify and anticipate future customer needs; demonstrating understanding of the value delivered to the customer through accurate quantification, and built a strong opportunity pipeline based on customer needs and aligned with regional-and corporate targets.

Accurately targeted white space and market penetration plans to launch Ingredion products into new CPG and club store channels.

Gained Strategic Global New Product Innovation status at key global account allowing deeper communication and opportunities at executive global level.

Driving results, established high performance goals that were realized and exceeded for new product P&L.

ARCHER DANIELS MIDLAND, Chicago, Illinois

GLOBAL STRATEGIC MARKETING DIRECTOR, SEPTEMBER 2014-OCTOBER 2017

Spearheaded high-profile marketing initiatives to global accounts to ensure achievement of strategic growth objectives for ADM’s Specialty Ingredient Division. Drove sales, promoted ADM’s innovation and new product knowledge, and gained market share and profit for 3 of ADM’s crucial, high-profile acquisitions. Created targeted business plans, marketing innovation plans, and ra road map of objectives to top management and internal commercial team to ensure achievement of key profit goals. Developed annual marketing budgets and forecasts in alignment with overall strategic vision. Collaborated with customers on ideation, development, and co-manufacturing of new products, including supplier procurement.

RESULTS DELIVERED

Served as integral contributor to growth of new technology platforms, achieving and exceeding budget expectations with year-over-year growth of new products at 14% above target.

Worked across global organization, utilizing multi-functional resources, such as managing global new project pipeline of approximately $22,00,000 with matrixed customer teams, including R&D, marketing, operations, and quality assurance.

Implemented “go-to-market” technology plans for key portions of 4,000-plus product portfolio within customer base.

Expanded critical relationships with global accounts by promoting and deepening customer knowledge of wide breadth of product offerings, including flavors, specialty ingredients, and health and wellness ingredients.

Recognized for effective leadership style and communication methods through the successful delivery of company vision and goals, resulting in clear direction on customer projects by taking leadership role on defined objectives and expectations.

Built strong customer relationships with high-level stakeholders, resulting in partnership opportunities to be “preferred supplier” for ADM’s Specialty ingredients portfolio.

SENSIENT TECHNOLOGIES, Indianapolis, Indiana

STRATEGIC ACCOUNT MANAGER, JANUARY 2011 – AUGUST 2014

Developed strategic business alliances, oversaw implementation, and fostered sales growth with national CPG food and beverage manufacturers. Created financial, operational, and marketing strategies for overall business objectives in conjunction with stakeholders at key accounts. Developed in-depth reports on complex customer organizations and presented customer strategy plans to c-suite with strategic business recommendations.

RESULTS DELIVERED

Served as top-selling manager in Flavors Division, with sales of more than $5,000,000 over target for 2012.

Met sales budgets and exceeded targets by 10% to 22% with several nationally-recognized, high-profile brands.

Led the collaboration with internal and external global technology managers to ensure consistency and continuity for top-selling products across major global regions for a key multinational food-service brand.

Presented new, solutions-focused products and technologies to targeted national accounts, resulting in surpassing year- over-year forecasted sales.

KERRY INGREDIENTS, Beloit, Wisconsin

DIRECTOR OF MARKETING, AUGUST 2000 – DECEMBER 2011

Oversaw full scope of marketing functions for rapidly growing and highly successful Sweet and Cereal Division. Executed $4,100,000 annual marketing budget, supervised inside and outside agency activities, and served as spokesperson and expert for category-related PR and trade-show seminars. Supervised multiple direct reports, including market research analyst and marketing communications associates. Organized category-specific quantified market research, communicated findings, and devised action plans to executive team. Directed global cross-functional commercial team in development of new products pipeline to meet market needs, increase margins, and establish strategic relationships in food industry.

RESULTS DELIVERED

As key advisor on new market and platform penetration for C-Suite, advised on new capital investments, new market penetration, customer relationships, packaging options, and use of market research to gain a competitive edge.

Led creation of strategy to penetrate nutritional-bar market while still growing underdeveloped category.

Gained crucial inroads with key brands by marketing as trend expert and go-to supplier for multiple components of nutritional bars, and drove innovation pipeline via R&D with first-to-market concepts.

Contributed to growth of company sales in energy-bar market to $100,000,000 by 2009 through focused strategy development and targeted marketing initiatives.

Leveraged leadership abilities in B2B environment, transitioning marketing from traditional support function to integral component of executive management team.

Streamlined marketing communications programs to maximize impact of messaging and expand market reach.

Positioned as global industry trendsetter recognized for introducing innovative concepts first to market.

Formulated annual strategic marketing plans for key categories, including opportunity analysis, target-market objectives, marketing communications tactical plans, and quantifiable market and consumer research methods.

Developed successful print and trade advertising programs to expand customer reach and further develop brand.

ADDITIONAL EXPERIENCE

GUERNSEY BEL, Chicago, Illinois, Marketing Manager, 1998-2000. Performed marketing operations with limited funding and resources. Oversaw multiple simultaneous projects that involved presentation development, pricing, customized menus, trade-show management, and product management. Directed marketing coordinator, as well as coordinated in-house and outsourced marketing communications programs. Increased brand awareness through strategic B2B marketing initiatives, such as trade advertising, public relations, information kiosks at trade shows, high-impact presentations, incentive programs, and incorporation of market research to fuel new product development.

WFLD CHICAGO/FOX 32, Chicago, Illinois, Editorial Production Asst., 1998. Member of editorial-desk team, where responsibilities included management and input of updates from various sources for breaking and on-going news items. Follow-up on critical facts and updates on stories, as assigned to me, by editorial team. Managed information flow of incoming data from tip-line and phone calls to station. In-field fact gathering with camera crew for on-air reporters. Management and delivery of scripts to on-air cast, during live news programs.

CHICAGO TRIBUNE, Chicago, Illinois, Freelance Journalist, 1997-1998. Created story ideas and pitched concepts to various editorial teams at Tribune Co. Focus on timely, relevant, and global news items that related to Chicago readers and the regional business marketplace. Gathered, assessed, and developed news stories. Presented finished written pieces to editorial team for publication. Published with bylines in multiple sections of Chicago Tribune.

EDUCATION

DEPAUL UNIVERSITY, Chicago, Illinois

M.B.A., Marketing, 2000

COLUMBIA COLLEGE, Chicago, Illinois

B.A., Journalism, 1998

PROFESSIONAL DEVELOPMENT

Princeton School of Management Symposium, Building Strategic Business Cases, 2012

Constructive Collaboration, Kellogg Executive Education Programs, 2011

Food Marketing Institute, New Product Development Workshop, 2009

Counselor Sales Management, Wilson Learning, 2008

Karrass Negotiation Training, 2006

AFFILIATIONS

Women’s Business Administration, 2000-Present

Institute of Food Technologists, 1998-Present

COMPUTER SKILLS

Microsoft Office Suite; Salesforce.com; Power BI; Nielsen and IRI database interfaces; Adobe Office Suite

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