03/2001 to 05/2003
Director of Sales and Marketing
Voortman Cookies, Inc./Traditional Baking, Inc.
Manufacturer of Cookies, Wafers
Position Background: Joined this west coast cookie manufacturer to introduce a new brand, Traditional Baking, to major grocery, drug and mass merchandise retailers throughout the nation. Also responsible for building recognition and expanding distribution of the Voortman brand in the western region of the United States. Company production facilities consisted of two tunnel system oven lines capable of producing wire cut, rotary dye, and extruded cookies. A third line was added shortly after my departure.
Product Development: Aligned production and packaging capabilities to the merchandising and price point requirements of the target retail segments without new capital investment. Launched the new products simultaneously to the major classes of trade with appropriate POS packaging, case, and pallet configurations.
1) Club Stores-Four Pound multi-packs
2) Drug and Grocery Chains-One pound Roll Pack (Cello flow Pack)
3) Grocery In Store Bakery- One pound Poly Trays
4) Convenience/Food Service-2pc cello packs in counter displays
5) Institutional/Food Service (non branded) – 2 pc cello packs in bulk case.
Brand Introduction: Planned and implemented the campaign for simultaneous roll out to national chains under the Traditional Baking brand. Some of the major new accounts opened include Rite Aid, Walgreens, Wal-Mart, Albertsons, AHold Group, Smart & Final, Ralph’s (Private Label In-Store), Wornick (Military MRE, Meals Ready to Eat).
Strategic Planning: Developed a 3 year strategic marketing/sales plan with annual objectives by class of trade and associated product lines. The plan called for and aggressive national approach to grow revenues from $ 5 million to $20 million during the period, increase margins, and provide the capital base to expand productive capacity.
Marketing Communications: To gain both chain management and consumer awareness, integrated corporate capabilities with consumer branding through trade publications and promotional programs. Established web sites that created consumer awareness, enabled additional promotional activities, and promoted corporate identity. Enabled the dissemination of marketing materials and promotional programs via internet download to brokers and distributors.
Sales Organization: Built a national food brokerage network along three divisions; Grocery retail, In-Store Bakery, and the Food Service/Institutional segments. The resulting national sales force allowed for a well coordinated national campaign spanning multiple retail classes of trade and industry segments.