Coca Cola Business Development

ROBERT VALIATTI

CPG Executive Category Business Development Strategist Brand Marketing Expert

310-***-**** • *********@*****.*** • https://www.linkedin.com/in/robert-valiatti/ EXPERTISE

Brand Strategy & Marketing * Revenue Growth * Portfolio Management * Data & Analytic Management * Market Share Expansion * Creator of Efficiencies * New Category Opportunities * Case Studies * Business Plans * Business Reporting * Strategic Brand Campaigns Sales and Marketing Training * Distributor Network Expansion * Team Training and Leadership * Corporate Communications * Presentations * Brand Integration * Corporate Policy Management PROFILE

CPG Executive, Brand Marketing Expert, and Business Advisor with two decades of diversified experience helping brands and companies launch, scale, and elevate

Senior corporate and advisory roles, masterminding with top executive teams in the retail, entertainment, food and beverage industries

Conceived and led growth initiatives at Nestle USA, Coca-Cola, Exxon-Mobil, Anheuser-Busch, and United Pacific Oil

Career highlights include launching Zazen Herbal Beverage and earning ‘Best Product of the Year Award’

BA in Public Relations and Minor in International Marketing; invited to speak at colleges and conferences EDUCATION

California State University, Long Beach (CSULB), Long Beach, CA Major: Public Relations Management; Minor: International Marketing (Honors) Bachelor’s Degree, June 2001

Irvine Valley College (IVC), Irvine, CA

Major: Business/Economics

Associate of Arts Degree, June 1998

Varsity Tennis Team Captain (Honors)

PROFESSIONAL EXPERIENCE

Category Insight and Development

Launched thousands of CPG brands nationwide in all categories and channels of trade

Re-Branded Marquis Organic Beverages, Perricone Juice, Texas Ale, Rosa Espinosa Spirits, Pavo Real Spirits

Re-positioned brands to be able to communicate on-shelf and capture their three target consumers

Created sales decks, distributor presentations, collateral materials, and presented to customers nationwide

Created point-of-differentiation for brands highlighting and educating on ingredients benefits and science

Dissected and researched entire organic category to identify and fill the gaps that existed by other brands

Developed marketing, brand and PR campaigns for companies and products Retail Execution Strategy

Created retail merchandising standards for all channels of trade: small/large format, organic sector, education, hospitality, health & wellness, on-premise, food service, and independent segment

Established and enforced vendor compliance procedures: expectations, defining success, timing, payments

Created efficiencies through weekly scheduling tools which focus on priorities: WIPs (Wildly Important Plans)

Assessed and developed talent to retain top performers, train properly, empower, elevate, and give autonomy

Develop annual evaluation process to develop career path, reduce turnover rates resulting in company profit

Created quarterly and annual incentive program to keep team members motivated, engaged, and positive Leadership

Conducted all business practices with Integrity, honesty, ethical consistency, and being transparent with team

Focused on transformational leadership, strategic management, team building, change management, human capital, and well-assessed conflict resolutions

Utilized decisiveness to create business efficiencies and to lead with immediate problem resolution policy

Maintained strong and collaborative departments with effective communication initiatives company-wide

Defined success prior to entering meetings, appointments, projects, and brand marketing campaigns

Reverse-engineered solutions with retailers, distributor partners, and internal initiatives and projects 2

WORK HISTORY

VMG Consulting, Director of Category Insights (Oklahoma City) April 2013 – Present

Target audience's demographic information, economic priorities and shopping behavior to Create new growth strategies for food and Beverage brands, and expand retail authorization and overall footprint

Utilized various software platforms to process data and identified Consumer purchasing trends

Strategically integrated demographic and economic data to identify opportunities and optimize current consumer base and market share

Develop retail small/large format, and wholesaler business for regions, selling in innovation, increasing presence on shelf, and executing customer specific marketing programs

Build and manage distributor network: Anheuser-Busch, MillerCoors, Coremark, Lenore, KeHE, and DSD United Pacific Oil, Director of Category Development (Los Angeles) May 2009 – April 2013

Oversaw all procurement across all retail categories: Frozen Foods, Baked Foods, Fast Food, Bakery, Concessions, dispensed/packaged beverages, confections, general merchandise, salty-snack

Analyzed weekly, monthly, and quarterly profit by segment and category

Consumer insights across all demographics and geographics,

Increased category sales revenue by an average +29% for two consecutive years

Grew monthly C-Store sales for two years

Increased internal annual revenue by +33% over four-year period

Increased major grocery supplier contract revenue by +15% over four-year period

Enhanced sales, margins, inventory efficiency, service levels, supply audits, and product assortment

Communicated all pricing, promotions, merchandising, distribution, new items and distributor changes Anheuser-Busch (Kona, Red Hook, Widmer), Regional Sales Director, (Seattle) March 2007 – May 2009

Managed annual budget to increase volume, market share, incremental distribution, and enhance overall brand presence in marketplace

Managed top Anheuser-Busch distributors in Washington: Crown, Columbia, Sound Beverage

Increased Red Hook volume +13% in territory by rebuilding on-premise distribution (first time in a decade)

Increased Widmer Hefeweizen draught distribution +21% in territory by building brand champions

Drove Sound Distributing to become the #1 AB distributor in the state of Washington for CBA +25%

Established supportive brand beachheads with three-tiered network: AB, distributors, and retailers ExxonMobil PBD, Beverage Category Director (Los Angeles) January 2002 – March 2007

Ensured profitability, volume, efficient assortment, execution, and overall chain performance 750 Stores

Market Research Specialist analyzing category across 800 locations in Eight states across the country

Analyzed Nielsen/IRI data to optimize all sales opportunities within categories, brands, and packages

Negotiated and secured corporate contracts with all beverage suppliers: Coca-Cola, Pepsi, KDP, Red Bull, Monster, Rockstar, Fiji Water, Nestle Waters, and dozens of Fortune 100 brands

Increased beverage category revenue by +47%, confections +36%, salty-snack +34% over tenure

Directed staff of 20 analysts, Field Marketing Representatives, and Marketing team members

Developed new markets in the western region, Northern California, Arizona, Texas, Louisiana, and Florida Coca-Cola Enterprises, Key Account Manager (Los Angeles) January 2000 – January 2002

Led and managed Key Account team members including marketing, category management, finance, pricing, and space management

Signed first CMA in six years with 7-Eleven 1200 western locations: product placement, promotions, pricing, point-of-sale, marketing, displays, and equipment funding

Increased volume +17% within 18-month period by engaging 17 sales centers with 7 Eleven field team

Annual President’s Club Awardee as top Coca-Cola division in the country

Conducted monthly alignment reviews with National Buyers at 7-Eleven and Chevron HQ

Created consumer programs for three national accounts to increase volume and maximize profitability

Presented, communicated, and tracked division progress to ensure execution of all program elements

Supervised all aspects of pricing, promotions, POS, brand positioning, Hispanic consumer marketing initiatives, division presentations, sales analysis (track, rank, publish), and program post analysis

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