Hi, I’m
Alexander Foster
Product Management, Strategic Marketing, and Analytics
Los Angeles,CA
“The world needs dreamers and the world needs doers. But above all what the world needs most are dreamers that do.“
Sarah Ban Breathnach, Author, philanthropist, and public speaker
Summary
Versatile, customer-centric Product Manager and Strategic Marketing Team Leader with 9+ years' experience in visible, cross-functional roles at large companies, as well as early-stage startups.
7+ years working on new product development (NPD), with 4+ years direct P&L ownership. Strong track record achieving growth through enterprise-wide digital, innovation, and analytics programs.
In my past 2 roles, I've managed teams of 5-20 individuals from more than 5 different departments and have collaborated with key SMEs, stakeholders, and suppliers to build 4 “zero to one'' MVPs, scale 2 enterprise-wide digital programs, and launch 2 MVP pilot programs, contributing over $4M in incremental revenue by unlocking net new, digitally-enable revenue streams.
Overview
11
years of professional experience
6
years of post-secondary education
Work History
AgeroLos Angeles, CA
Senior Product Manager
05.2022 - 12.2022
Job overview
- Spearheaded inaugural Electric Vehicle (EV) product team; gathered and analyzed market data and facilitated product ideation & discovery sessions, that produced a 7-phase product development plan and 18-month product roadmap.
- Built Sigma dashboard using data from Snowflake to collate, synthesize, and visualize core business KPIs (e.g., EV out-of-charge events), establishing capability to deploy pilot programs and measure pilot results vs. market baseline.
- Launched 2 pilot programs for EV Mobile Battery Charge solution in partnership with SparkCharge; secured $200K after building business case and analyzing prelim market test data and identifying $4M opportunity over 3-years at low risk.
Rich Products
Senior Product Manager
2021 - 2022 (1 education.year_Label)
Job overview
- Promoted to lead 13-person product development team at f'real foods, implement Agile, and staff Digital Product Office (DPO), create digital product roadmap to add $5.5M contribution margin in 3-years launching 2-3 MVPs/ year.
- Proposed $1.8M budget, optimizing funding to develop 3 prototypes in ~9 months, collaborating with engineering, sales, finance to execute build and field test 3 MVPs with 3 key accounts, scaling 2 MVPs 3 months after analysis of pilot data.
- Launched 3 MVP pilot programs including 1 prototype that reduced stock outs ~30%, recapturing $1.2M lost sales annually through location analytics and installation of cost-effective shelf camera- and sensor-based technology solution, yielding $130K savings Q1.
Rich Products Corporation
Senior Product Marketing Manager
01.2020 - 06.2020
Job overview
- Oversaw $1.7M annual budget for trade marketing, in-store brand activation, digital marketing, in-app promos at 25 top accounts (1,800+ distribution points).
- Developed and implemented Covid-19 digital transformation plan for lead generation strategy and equipment marketing tactics that aligned with leadership goals, 20% margin target while boosting website traffic by 220% YoY.
- Led annual joint business planning with top retailers (annual revenue ~$28M+), collaborating with Sales Directors to pitch annual GTM plan and develop $1-2M joint-funded promo calendar negotiations.
- Conceptualized and implemented protocol for A/B testing lead capture page, resulting in 30% YoY increase in marketing qualified leads (MQLs) and optimized, e-commerce promos to increase form fills, which went up by +15%.
Rich Products CorporationSan Francisco, CA
National Trade Marketing Manager
10.2018 - 12.2020
Job overview
- Developed $100K digital ad campaign targeting independent F&B retailers; analyzed spend ROI and achieved 20% higher CTR, 15% higher CTOR email campaign vs. historical avg. and industry digital marketing metric baselines.
- Leveraged syndicated data (IRI, Nielsen, NPD Crest) to analyze seasonality impact on ROI for BOGO/$1 OFF, uncovering insights resulting in changes to promo recommendations at JBP plan 2021.
- Hired, coached, and mentored 1 demand planner and 2 marketing analysts; as a team built new sales forecasting methodology, quarterly leadership updates and account-level recommendations.
- Improved data quality and equipment data reliability that enabled our team to refresh account segmentation and improve targeting, Q4 trade marketing ROI up 10%.
Anheuser-BuschLos Angeles, CA
Sales Analytics Manager
06.2017 - 10.2018
Job overview
- Coordinated annual sales planning cycle for $1.3B plan (+8% growth initiative) across 5 states, collaborating closely with 4 regional SD’s, 7 county-level DMs, and 20+ state-wide wholesalers and 3-tier distribution partners.
- Led rolling sales forecast product and brand-level monthly sales and set KPIs in partnership with Developed sales incentives (SIPs) and leveraged advanced analytics and statistical forecasting to determine regional KPIs.
Anheuser-BuschNew York, NY
GMBA, Global Management Rotational Program
06.2017 - 08.2017
Job overview
- Orchestrated 3-month project to optimize promotions and discount spend ROI by building hypothesis tests to gauge impact of new methodology to z poor performing promotions and bucket these into 4 categories that dictated specific tactical promo recommendations at regional distributor & wholesaler level.
Anovax ConsultingShanghai, China
Senior Consultant
03.2012 - 02.2016
Job overview
- Hired, coached, and mentored 4 junior consultants and business analysts; maintained relationships with 10+ onshore (Mainland China-based) suppliers, ensuring quality recruitment and sampling, exceeding client expectations on $1.5M research projects across Automotive, CPG/FMCG, and Technology sectors.
- Coordinated 18-month strategic consulting project supporting HARIBO's expansion into China, including market sizing, consumer survey research, consumer, and market segmentation across Tier 1, 2, and 3 cities, and delivered advertising testing methodology and standardized testing tool to benchmark and evaluate packaging promotions and flavor perceptions among research respondents over 18 months.
Education
London Business SchoolUnited Kingdom
MBA from Business Administration
2016 - 2018 (2 education.years_Label)
University of California, Santa BarbaraSanta Barbara, CA
Bachelor of Arts from Political Science And Government
2007 - 2011 (4 education.years_Label)
Skills
Research and trend analysis
Campaign management
Problem-Solving
Product discovery
Value Propositions
Go-to-Market Plans
Integrated marketing technique
Market intelligence
Marketing strategy
Brand awareness
Additional Information
- (1) Obsess about your customers and relentlessly focus on creating value with solutions that solve real, tangible problems facing your customers daily (2) Retain a healthy dose of skepticism while also staying open to new ideas and fresh thinking and using logic to sift through feedback that can improve your product and operations. (3) ‘Strategic empathy’ pays dividends – learn from the perspectives of others – including customers – and then adjust your actions, plans, and investments accordingly.
Availability
See my work availability
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wednesday
thursday
friday
saturday
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morning
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Timeline
Senior Product Manager
Agero
05.2022 - 12.2022
Senior Product Manager
Rich Products
2021 - 2022 (1 education.year_Label)
Senior Product Marketing Manager
Rich Products Corporation
01.2020 - 06.2020
National Trade Marketing Manager
Rich Products Corporation
10.2018 - 12.2020
Sales Analytics Manager
Anheuser-Busch
06.2017 - 10.2018
GMBA, Global Management Rotational Program
Anheuser-Busch
06.2017 - 08.2017
London Business School
MBA from Business Administration
2016 - 2018 (2 education.years_Label)
Senior Consultant
Anovax Consulting
03.2012 - 02.2016
University of California, Santa Barbara
Bachelor of Arts from Political Science And Government
2007 - 2011 (4 education.years_Label)