WENDELL HALL Dallas, TX 75219 | (214) 908-1705 | [email protected] | www.Wendell-Hall.com | http://www.linkedin.com/in/wendellhall MARKETING, E NGAGEMENT , I NSIGHTS & ANALYTICS STRATEGIST CAREER PROFILE - Proven executive and strategist, while at Big Brothers Big Sisters achieved improved client engagement efficiency and application generation per capita of 43% in the second year, with dwindling human resources and severely reduced marketing spending, all while in an operations capacity constrained environment. - A creative, results-focused professional with years of success in client support, marketing, branding, new product development and product & channel management that achieved business growth objectives 10 out of almost 13 years at ConAgra. - Proven abilities in developing and executing strategic plans through the use of marketing research and category knowledge to deliver growth as demonstrated by 3 “Tomato-Rama” and “Hunt Club” awards for topline and profit margin growth at ConAgra. - A collaborative team builder adept in fostering cross-functional cooperation to deliver, consumer insights driven, value added products as noted by the ABC (Above And Beyond) Award for product development and innovation of 4 new products in one year. - Change agent who altered the direction of the Ziploc “Alt-use” media strategy and media mix to access new users and usage occasions, which maintained double digit growth in a flat category. AREAS OF E XPERTISE Agency Management Staff Coaching and Leadership P&L Management and Analysis Digital Marketing Strategy Social Media Strategy Social Media Analytics CRM Sales Support Media Mix Strategist (Digital and Traditional) Customer Engagement-B2B Consumer Engagement-B2C Customer Service Product Development Product Management Strategic Messaging Branding and Brand Management Org & Product Positioning Consumer & Shopper Insights Forecasting Budgeting Annual & Long Range Planning DEMONSTRATED CORE C OMPETENCIES Product portfolio optimization for effective product life-cycle management, from launch to rationalization. (Example: A +1,000 SKU Cookie and Cracker category culled down to 400 high performing SKUs.) Full P&L accountability across a multi-product / multi-category portfolio. (Example: $125MM portfolio covering 10 categories.) Product development and product innovation projects, from concept, through research phases, to commercialization. (Example: Over 30 new product development projects taken to “Business Case” Go/No-go decision points.) Breakthrough creative and agency collaborations in advertising, promotion and PR using the following Media: broadcast, print, social media, e-marketing, direct campaigns, collateral, events, packaging and label design. (Example: optimized $12-$40MM advertising & promotion (A&P) budgets.) Mega-user of consumer / shopper insights, marketing research and syndicated data to position, strengthen or augment the product mix using impactful strategies and tactics. (Example: Through successful data mining, created and positioned Sidewalk Café Gourmet Cocoa and Cappuccino, which added $4MM incremental profit to Swill Miss Cocoa with less than 5% cannibalization to Swiss Miss.) Activated growth via consumer / customer knowledge and development of targeted marketing and/or specific solutions. (Example: Launched the vending snack line at Quaker which improved SKU margin 15 pts. per SKU) Relationship building with customers and clients (internal and external) through consultative problem solving. (Example: A super successful new product, Orville RTE Kettle Corn, designed for Costco, which did 22x lift on promo.) General Management skills given day-to-day oversight of group activities, plans execution, marketing program development, product launches with forecasting. AWARDS “ABC Award” (Above and Beyond the Call) in 2002 – Received for developing 4 new products, in partnership with Sam’s and Costco, that added $11.5MM in incremental revenue and $3MM in incremental PBT “Hunt Club” in 2000 for the best revenue and profit percent growth, vs. plan, across channels 3-time “Tomato-Rama” contest winner for exceeding revenue and profit objectives relative to plan in 2000, ‘03, and ‘04
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CAREER PROFILE - Proven executive and strategist, while at Big Brothers Big Sisters achieved improved client engagement efficiency and application generation
per capita of 43% in the second year, with dwindling human resources and severely reduced marketing spending, all while in an operations
capacity constrained environment.
- A creative, results-focused professional with years of success in client support, marketing, branding, new product development and product &
channel management that achieved business growth objectives 10 out of almost 13 years at ConAgra.
- Proven abilities in developing and executing strategic plans through the use of marketing research and category knowledge to deliver growth as
demonstrated by 3 “Tomato-Rama” and “Hunt Club” awards for topline and profit margin growth at ConAgra.
- A collaborative team builder adept in fostering cross-functional cooperation to deliver, consumer insights driven, value added products as
noted by the ABC (Above And Beyond) Award for product development and innovation of 4 new products in one year.
- Change agent who altered the direction of the Ziploc “Alt-use” media strategy and media mix to access new users and usage occasions, which
maintained double digit growth in a flat category.
AREAS OF EXPERTISE Agency Management Staff Coaching and Leadership P&L Management and
Analysis Digital Marketing Strategy Social Media Strategy Social Media Analytics CRM Sales Support
Media Mix Strategist (Digital and Traditional)
Customer Engagement-B2B Consumer Engagement-B2C Customer Service Product Development Product Management Strategic Messaging
Branding and Brand Management
Org & Product Positioning Consumer & Shopper Insights Forecasting Budgeting Annual & Long Range
Planning
DEMONSTRATED CORE COMPETENCIES Product portfolio optimization for effective product life-cycle management, from launch to rationalization.
(Example: A +1,000 SKU Cookie and Cracker category culled down to 400 high performing SKUs.)
Full P&L accountability across a multi-product / multi-category portfolio. (Example: $125MM portfolio covering 10 categories.)
Product development and product innovation projects, from concept, through research phases, to commercialization. (Example: Over 30 new product development projects taken to “Business Case” Go/No-go decision points.)
Breakthrough creative and agency collaborations in advertising, promotion and PR using the following Media: broadcast, print, social media, e-marketing, direct campaigns, collateral, events, packaging and label design.
Mega-user of consumer / shopper insights, marketing research and syndicated data to position, strengthen or augment the product mix using impactful strategies and tactics.
(Example: Through successful data mining, created and positioned Sidewalk Café Gourmet Cocoa and Cappuccino, which added $4MM incremental profit to Swill Miss Cocoa with less than 5% cannibalization to Swiss Miss.)
Activated growth via consumer / customer knowledge and development of targeted marketing and/or specific solutions. (Example: Launched the vending snack line at Quaker which improved SKU margin 15 pts. per SKU)
Relationship building with customers and clients (internal and external) through consultative problem solving. (Example: A super successful new product, Orville RTE Kettle Corn, designed for Costco, which did 22x lift on promo.)
General Management skills given day-to-day oversight of group activities, plans execution, marketing program development, product launches with forecasting.
AWARDS
“ABC Award” (Above and Beyond the Call) in 2002 – Received for developing 4 new products, in partnership with Sam’s and Costco,
that added $11.5MM in incremental revenue and $3MM in incremental PBT
“Hunt Club” in 2000 for the best revenue and profit percent growth, vs. plan, across channels
3-time “Tomato-Rama” contest winner for exceeding revenue and profit objectives relative to plan in 2000, ‘03, and ‘04