Amanda Crabtree
Rogers,Arkansas
Summary
Adept at strategic planning and trust-based leadership, I spearheaded marketing solutions driving revenue for CPG brands YOY. My expertise in omnichannel marketing solutions has consistently enhanced market share and ROI, showcasing my ability to deliver solutions that ladder back to business goals.
Overview
14
14
years of professional experience
Work History
Sr Director Omni Strategist
New Engen
11.2024 - Current
- Developed comprehensive marketing plans in alignment with overall business goals and objectives.
- Led cross-functional team to launch new products successfully, ensuring alignment with customer needs and market trends.
- Fortified competitive advantage by conducting thorough market research and competitor analysis to inform strategic decisions.
- Spearheaded market research initiatives to identify trends and opportunities for growth.
- Managed marketing budget for maximium ROI.
- Orchestrated successful influencer marketing campaign, amplifying brand message and reaching untapped audiences.
- Increased customer engagement by developing and implementing multi-channel marketing strategy tailored to diverse audience segments.
Sr Sales Director
Acorn Influencer, Subsidiary of New Engen
02.2022 - 11.2024
- Elevated brand visibility and market share with launch of highly successful digital marketing campaigns.
- Developed comprehensive digital marketing plans for clients encompassing social media advertising, content marketing, and programmatic media solutions.
- Drove share by 18 basis points for brand in a declining category. Stealing share from top competitors. This same brand experienced a 21% sales lift with est. incremental dollars sales being $2.6M.
- Boosted brand visibility by designing and executing multi-channel digital marketing campaigns tailored towards specific audience segments.
- Helped beverage brand reach and retain new consumers across both hero and halo skus. 16% of purchases across hero skus came from new buyers with 71.6K making three subsequent purchases during the campaign. 22% of purchasers were new across halo skus with 126.9K making three subsequent purchases during the campaign.
Sr Director Shopper Marketing
Advantage Solutions
10.2018 - 02.2022
- Managed shopper marketing plans for Walmart, Sam's Club, Costco and BJs across multiple brands from an omnichannel perspective.
- Sought out white space opportunities within total Advantage Enterprise and with existing clients to increase agency revenue.
- Leveraged insights to develop an omnichannel approach laddering back to KPIs and retailer initiatives.
- Responsible for selling shopper marketing programs to various levels of senior leadership as well as key retailers.
Director, Shopper Marketing
Advantage Solutions
01.2012 - 10.2018
- Managed multiple direct reports and several cross functional teams (both internal and external) to ensure program objectives and timelines are met.
- Developed and monitored execution of 360-degree marketing plans rooted in insights delivering against client objectives.
- Sold in Walmart marketing programs to buyers and marketing teams.
- Helped CPG client secure additional month of product distribution.
- Partnered with CPG client and Walmart to increase sales by 74% over a 3-year window.
- Drove category growth by 4% for CPG client and total fresh sales by 6%.
Project Manager
Walmart
01.2011 - 01.2012
- Developed and implemented ideas to improve execution for modular fixtures and signing at store level.
- Developed execution plans for feature, seasonal events and brand launches.
- Value engineer fixture solutions to satisfy merchant needs and deliver to budget guidelines, in-store due dates and execution expectations based on merchant strategy.
- Collaborated with sourcing teams to review all fresh permanent fixtures to drive costs out of the system.
- Brought Fresh Grocery signing budget in 50% below plan by value engineering elements.
- Reduced fixture cost in bakery by $800,000 by re-evaluating existing fixtures and driving efficiencies.
- Reduced store labor by 10% in produce through innovative signing applications.
Education
Bachelor of Social Work -
Missouri State University
Springfield, MO05-2000
Skills
- Decision-making
- Strategic planning
- Relationship building
- Brand building
- Solutions driven
- Trust-based Leadership
Timeline
Sr Director Omni Strategist
New Engen
11.2024 - Current
Sr Sales Director
Acorn Influencer, Subsidiary of New Engen
02.2022 - 11.2024
Sr Director Shopper Marketing
Advantage Solutions
10.2018 - 02.2022
Director, Shopper Marketing
Advantage Solutions
01.2012 - 10.2018
Project Manager
Walmart
01.2011 - 01.2012
Bachelor of Social Work -
Missouri State University
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