Elaine Burchfield

Guide the development of marketing and advertising plans that support Bob Evans Dinner Side Dish Business ($370MM), new product launches, e-commerce and shopper marketing efforts

• Effective integration/alignment of business plans with cross-functional teams.
• Developed 3-year Innovation Pipeline rooted in a deep understanding of Consumer Insights.
• Successfully launched four new items from concept to commercialization in under 12 months, estimated sales year 1 of $6 million.
• Hired and managed a team of five direct reports and established a high degree of connectivity throughout the pandemic.

Provide clients with new outlets for their good ideas and design the path to market around the idea. Assist team in bringing new ideas to market with minimal additional investments in time or capital.

• Guide clients through the innovation commercialization process, develop detailed timelines and workflows
• Facilitate communication between client and co-manufacturer; manage the vendor relationship
• Skilled in consumer insights, brand management, product innovation, and strategy
• Collaborate marketing, sales, and innovation to create presentations rooted in consumer and category insights

Managed new product processes for the retail division from concept to commercialization.

• Contributed to the development of the Dip and Dressing innovation 3-year pipeline, ensuring financial sufficiency.
• Partnered with Consumer Insights to generate new product concepts test concepts, validate (BASES Snapshot, TURF) and develop business case, including 5-year projections and Financial Proforma.
• Developed project critical path, detailed timelines, and workflows to guide cross-functional teams through project execution in a fast-paced and frequently changing environment.

Managed day-to-day consumer marketing activities for Bob Evans Retail Sausage Business $100 million.

• Developed and executed annual marketing plans within brand strategy and on budget.
• Managed agency partners to execute assigned marketing activations.
• Owned and implemented the business strategy for the sausage business including planning new product external launch and release while managing the cross-functional implementation of the plan.

• Implemented Trade Marketing processes and disciplines, which resulted in year one savings of $20M, directly impacting annual revenue
• Managed cross-functional team on implementation of a new sales planning tool, developed training materials, and held training sessions for 30 sales managers.
• Created key account Category Reviews, Annual Business Reviews, and New Item Presentations.
• Balanced profit, volume and share objectives to deliver long-term growth.

Managed the day-to-day consumer marketing activities for the $350million Food Products Division consisting of refrigerated sausage products, side dishes, main dish entrees, and frozen food items.

• Responsible for a $10 million marketing budget.
• Directed Agency on the annual marketing plan, executed plan on brand strategy and on budget.
• Initiated and managed development and implementation of Sales Broker Website to improve communications with sales and broker network.
• Built and fostered integrated partnerships with Columbus Zoo, Clippers, Blue Jackets, Crew, OSU Athletics, and Dayton Dragons.

Developed and managed the marketing functions for Marzetti’s $70- million Specialty Brands.

• Managed cross-functional teams to ensure successful and timely newproduct commercialization.
• Formulated brand strategies, including positioning, packaging, costing, advertising, and promotions.
• Developed and executed annual marketing plans.

• Collaborated on the marketing plans for $150-million Produce Dressing, Veggie Dips, and Crouton business, executed all day-to-day brand responsibilities.
• Executed and managed all aspects of packaging graphic updatesfrom the design stage through print production.
• Instrumental in the successful introduction of key new items, developed all selling and collateral material to support new product launch.

• Provided leadership and direction to seven department managers andthirty sales associates.
• Successfully completed the 20-week management trainee programManaged all store operations including: scheduling, payroll, and budgeting.
• Assisted in mass recruiting and hiring of department managers andsales associates for the first Columbus, Ohio Walmart.