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Resume for William P. for Executive Manager / Food, Tobacco & Beverage Production in Omaha, Nebraska

Occupation: Executive Manager Industry: Food, Tobacco & Beverage Production
Country: United States City: Omaha
State: Nebraska ZIP: 68118

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William Craig P.

Jackson Street

Omaha, NE


CPG trained general manager / P&L expert Product management & Roadmapping Brand positioning & Architecture articulation

Insights driven consumer innovation Business model optimization Portfolio Collaboration Metrics driven marketing plan development

Overview:   Accomplished consumer products executive proficient at inspiring high performance, consumer directed teams focused against maximizing impact by continually uncovering insights that enable margin accretive, market disruptive innovation. 

Work Experience

Innovation Economy, LLC. April, – Present

  • Principal consultant of a fullservice consumer products consultancy specializing in strategic planning, innovation pipeline development, portfolio value maximization and next generation commercialization strategies
  • Developed and qualified a $MM packaging innovation for launch in the CPG materials space
  • Evolved copacker business model by readying a selfcontained convenience meals launch $MM market potential 
  • ConAgra Foods, Inc. July, – April,

    VP Marketing/GM – Healthy Choice Franchise     / – /

  • Responsible for the general management of the Healthy Choice frozen foods franchise $MM sales includes single serve/handheld meals and ice cream novelty businesses
  • Franchise lead for entire $B Healthy Choice portfolio frozen/handheld meals, ice cream, rts soup, refrig meats, microwave popcorn
  • Grew core business net sales +% and profit before tax +% over three years in a slow growth category
  • Repositioned all consumer messaging using attitudinal and behavioral segmentation significantly exceeded copy and packaging testing hurdles
  • Redirected spending mix by tripling consumer support and reduced trade spend %
  • Developed the “Start! Making Choices” consumer platform with the American Heart Association launched with a degree consumer immersion.
  • Successfully penetrated a secondary consumer target health motivated males by leveraging Indy Racing assets increasing HH penetration +%
  • Restaged and rationalized the entire frozen meals portfolio increasing gross margin contribution by +.pts
  • Launched +$MM new product innovation Cafe Steamers and Panini's that expand brand reach into new dayparts and eating occasions 
    recognized with IRI’s pacesetter award for the new food/beverage launch during
  • Facilitated international brand expansion into Canada & Latin America and evolved stewardship guidelines to accommodate new markets
  • Led organizational rewiring initiatives Marketing Effectiveness  Trade Promo Transformation    Common Information Interfacing

    Sr. Marketing Director – Healthy Choice Frozen Meals    / /

  • Responsible for the general management of the Healthy Choice frozen meals business line +$MM
  • Restaged the overall product proposition in order to establish a sustainable point of preference nutritional profile and messaging improvements
  • Successfully launched “Green is Good” national marketing campaign
  • Qualified and successfully launched new line extensions that expanded our retail presence and delivered a +% gross margin improvement
  • Replanned fiscal year that yielded +% increased market share and +% topline growth

    Marketing Director Banquet Frozen MultiServe Meals    / /

  • Responsible for the general management of the Banquet frozen multiserve meals business line +$MM
  • Led an overall portfolio restage dna identification and positioning exploratory, packaging optimization and competitive product superiority initiatives
  • Drove business model evolution on boneless chicken business yielding % increases in HH consumption
  • Delivered a % net sales increase following months of sustained declines
  • Worked closely with key customers to double retail distribution in less than months maximizing visual mass and achieving merchandising leverage
  • Led the integration of newly launched line of business into our established multiserve portfolio
  • Received "Trailblazer" award for superior business performance
  • General Mills, Inc. May, – July,

    Sr. Marketing Manager Betty Crocker Baking Products, Growth Initiatives    / /

  • Responsible for nonGrocery channel development for all Betty Crocker Baking Products $MM Sales
  • Led a new product development effort that staged the commercialization of a $MM Dessert line
  • Led a new product commercialization effort that readied the launch of a $MM Savory Bread line
  • Evaluated M&A opportunities with the purpose of infusing transformational competencies/products into the Betty Crocker baking portfolio

    William C. P. Resume page of  

    Sr. Marketing Manager Snacks Division Chex Mix, Gardetto’s, and Bugles    / /

  • P&L responsibility for $MM Salty Snack sales
  • Developed a revised Salty Snack portfolio architecture that improved margins +%, reoriented the marketing mix and significantly increased retail merchandising mass
  • Flawlessly led integration efforts of the newly acquired Gardetto’s Snack business into the established portfolio
  • Repositioned the Gardetto’s brand delivering a proposition that increased purchase intent +pts and buying rate +%
  • Expansion lead for the Snacks Ventures Europe joint venture with Pepsi $MM European JV

    Marketing Manager / /

      Big G Child Cereal Portfolio

  • P&L responsibility for $MM sales across nine cereal consumer brands exceeded both unit and profit objectives
  • Developed and executed nutritional platform that provided competitive differentiation and drove % baseline volume growth in a declining category
  • Managed divisional Disney relationship and developed a breakthrough consumer promotional tiein with the Toy Story II movie launch
  • Drove an effort that successfully delivered a three phased product improvement against the Trix brand reversing seven years of volume declines
  • Led an effort to vertically integrate core raw material manufacturing, delivering savings and competitive product advantages $MM annual savings
  • Developed and executed plans to extend Lucky Charms, flank Cookie Crisp, and relaunched the Monsters franchise
  • Received Chairman’s Performance Award four given annually and Advertising Excellence Award

      Snacks Channel Marketing  Mass, Club, Convenience, Drug, and Vending Channels

  • P&L responsibility for snacks division alternate channel market development $MM sales
  • Achieved % unit volume growth and % profit growth on established businesses and became the largest business unit within the organization
  • Restructured alternate channel organization which became the corporate model for design and performance
  • Played significant role in the evaluation, acquisition, and integration of the Ralcorp cereal and snack food businesses
  • Responsible for the development of eight marketing professionals
  • Recognized with Divisional Performance Award one given annually

    Associate Marketing Manager / / 
    Fruit Rollups

  • Led crossfunctional team through the development and execution of the two strongest line extensions in franchise history
  • Developed a value strategy responsible for a brand turnaround after three years of volume declines yielded % net sales growth
  •   Pop Secret Popcorn 

  • Implemented a plan that penetrated alternate distribution channels while defending price brand infiltration within the grocery channel
  •   New Salty Snacks 

  • Assessed the longterm viability of newly launched salty snack products and led advertising/promotion agency activation

    Finance, Market Research, Information Systems progressed through seven positions and/or levels    / /

  • Led an effort to assess the effectiveness of joint promotional support between core dessert brands, resulting in the most successful key baking season in baking division history
  • Developed a regional profit planning framework used in assessing incremental spending & volume opportunities
  • Designed 'early warning' methodology for estimating financial trade liability on a dealtodeal basis
  • Managed $MM+ trade promotion expense for ten nationally branded products in the SPF Snacks category
  • Designed General Mills initial category management model and presented to multiple accounts
  • Responsible for developing a 'common language' for  information usage between sales and marketing divisions


    /  University of St. Thomas, St. Paul, MN

          Master of Business Administration

          Major Marketing Management 

    /  University of St. Thomas, St. Paul, MN

          Bachelor of Arts, Cum Laude

          Major Financial Management    Minor Computer Science 

    Ctrl + Click the below link to see my example of impact oriented leadership

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