Alexandra Terry
Brighton,CO
Summary
Data driven professional with distinguished experience in CPG and FMCG industries with proven leadership abilities. Expert in finding the story in large data sets and driving results.
Overview
10
10
years of professional experience
Work History
Senior Category Manager
Miyoko’s Creamery
03.2022 - 01.2024
- Data lead for all syndicated, consumer, retailer, and distributor data including foodservice.
- Developed and implemented Merchandising Assortment Pricing and Shelving (M.A.P.S.) strategy and documents.
- Frequently worked with leadership to lead and develop plans, provide insights, and drive category strategy.
- Led cross-functional projects including forecasting and innovation increasing accuracy and communication.
- Built category reviews for key retail accounts, KPI trackers and reports on distribution, velocity, assortment, and other metrics
- Develop sales materials for key categories to give sales clear path to success, including national sales decks
- Improved category sales performance by conducting in-depth market research and analysis.
- Enhanced product assortment strategies through regular collaboration with cross-functional teams.
- Developed successful promotional plans by analyzing customer purchase data and trends.
- Built effective annual business plans by closely collaborating with key stakeholders across various departments for all channels.
- Spearheaded pricing strategy adjustments to maintain market competitiveness while preserving profit margins and reduce trade spend.
- Continuously monitored industry trends to proactively adapt category strategies accordingly, staying ahead of competitors.
- Developed insightful presentations for senior leadership and key accounts, providing updates on category performance metrics, challenges faced, accomplishments achieved, as well as future growth plans.
- Identified and reported key performance indicators to define successful category management.
- Identified growth opportunities for company by developing innovative strategies and evaluating competitor trends. Including 2 year innovation plan
- Identified trends and patterns in large datasets, leading to actionable insights for business growth.
Category Analyst
Amy's Kitchen
05.2019 - 03.2022
- Perform category reviews for key retail accounts
- Participate in annual sales planning for key accounts
- Maintain scorecards and dashboards for sales team to track key retailers
- Participate in deep dive of categories and provide insights and recommendations in the 4 P’s
- Use syndicated, distributor, and retailer portal data to develop insights, identify and analyze key competitors and related products.
- Enhanced category performance by conducting comprehensive market research and analysis.
- Provided strategic guidance by delivering data-driven, actionable category-level insights.
- Built partnerships with assigned retailers and buyers through presentation of market trends and shopper data.
Pricing Manager
Breakthru Beverage Colorado
11.2016 - 02.2019
- Responsible for build, approval, input and adjustment of annual pricing and promotional structures based on Target Gross Profit, DA Support, FOB and channel deals agreed upon with management and suppliers
- Attend regular customer and supplier meeting to review, identify and negotiate Gross Profit issues and revenue gaps
- Build any needed reports for analysis across all divisions (wine, spirits, beer) using DSS, SAP, Webi, and more
- Managed all Total Wine NIF and pricing for state
- Created streamlined process for post-off pricing, saving time and consistency
- Implemented new 25% margin pricing to chains from mark up to capture pennies and GP
- Received Bevvy Awards every year for performance.
Sales Analyst
C.R. Goodman
01.2014 - 11.2016
- Built scorecards for all suppliers.
- Financial reporting.
- Streamlined communication between sales and support teams, resulting in increased efficiency.
- Supported sales team with timely and accurate sales reports, contributing to informed decision making.
- Managed high-volume order processing tasks, ensuring accuracy and timely delivery of products to customers.
- Built all marketing materials.
- Helped coordinate GABF & other large events hosted by company.
- Onboarded new ERP system.
- Responsible for employee onboarding.
Skills
- Consumer Panel Data (Numerator, NCP)
- Data-informed Recommendations
- Process Building and Implementation
- Cross-functional Project Management
- Category Reviews and Deep Dives
- Annual Sales and Budget Planning
- Syndicated Data (SPINS, IRI, Nielsen)
- Category Growth & Brand Management
- Strategic Planning
Timeline
Senior Category Manager
Miyoko’s Creamery
03.2022 - 01.2024
Category Analyst
Amy's Kitchen
05.2019 - 03.2022
Pricing Manager
Breakthru Beverage Colorado
11.2016 - 02.2019
Sales Analyst
C.R. Goodman
01.2014 - 11.2016