Amanda Craig

Own Joint Business Planning process with Walmart and Sam’s Club to create long term profitable partnerships. Lead sales volume planning process to deliver growth and profit objectives. Advise Sales team of business risks and opportunities while representing customer strategies to key internal constituents. Translate national go to market strategies into customer specific activation while managing customer level quotas and trade budgets.

• Facilitated and supported negotiation of 3 year $12M investment agreement for the Meow Mix Brand delivering an additional 18k points of distribution and $120M in incremental topline growth including acceptance of 6 innovation concepts
• Facilitated and supported negotiation of yearly $8M investment agreement that delivered an additional 8k points of distribution and $17M in incremental topline growth including 5 promotional features for the Dog Snacks segment.

Owned P&L for $1.3B, 122 SKU Retail Poultry Category. Led Sales and Marketing planning process to develop growth and profitable partnerships with Walmart, Sam’s Club and other key retail accounts. Directed packaging merchandising design team along with 6 vendors and 5 production locations across 17 equity and private label brands. Partnered cross-functionally to investigate and resolve SKU performance issues. Established and executed category strategies to meet sales volume, revenue, and target inventory goals.

• Leveraged sales data and customer insights to improve demand forecasting accuracy, cutting average packaging inventories by 5 days and generating annual savings of $1.5M
• Achieved $1.3M in incremental revenue by formulating a strategic pricing and operational facility supply plan, eliminating 13M pounds of annual excess product
• Generated $950K in annual profit by leading on-trend product innovations and coordinating successful commercialization
• Streamlined packaging and merchandising redesign process, integrating on-hand inventories with projected customer launch dates, lowering project completion timelines 8 days and minimizing packaging write-offs
• Saved $750K through instituting operational improvements to boost efficiencies and facilitate packaging improvement and sustainability efforts
• Lowered pricing discounts 15% by creating and tracking plans to reduce aged, on hold, and excess inventory in collaboration with operations, logistics, and quality assurance teams.

Owned P&L for $550M pound Tenderloin and Wing category. Partnered with Sales and Marketing to create and implement strategies to meet sales volume, profit, and target inventory level goals. Determined category volume and net sales financial projections for rolling 1-year period every quarter. Partnered cross-functionally to investigate and resolve performance issues. Led new product innovation and commercialization process.

• Increased revenue over $19.5M annually by reducing highly unprofitable international exports 50% or 1.5M pounds per week through execution of incremental whole bird sales development
• Achieved additional $2M annually in profit through creating and completing strategy to lessen order shortages on individually frozen segments by 50K pounds per week
• Reduced pricing discounts by implementing plans to reduce aging, on hold, and excess inventory
• Drove product life cycle for category, including innovation, optimization, and deletion of SKUs, producing incremental profit and minimizing inefficiencies and write-offs
• Maintained internal and external customer expectations for quality, service, and value through work with supply chain and operations teams, minimizing order shortages, resolving customer complaints, and retaining customers
• Produced international export sales plan using future volume forecasts, seasonality patterns, demand history, and raw material supply projections, allowing sales team to pre-book deals to curb shortages, maximize sales price, and minimize storage/freight costs.