ANNA BELL
Ripon,CA
Summary
Collaborative leader inspired by leading and growing organizations. Skilled in strategic planning, innovation, problem-solving, and communication with good understanding of business principles, project management and team leadership. Collaborative with relentless work ethic.
Overview
28
28
years of professional experience
Work History
Senior Vice President Marketing (CMO) Pet Segment
Central Garden & Pet Company
01.2022 - Current
- Accountable for end to end marketing for segment and business units, including digital, insights, innovation, strategy, communications and customer care as well as marketing talent management
- Drove company branding efforts to increase market presence and brand recognition for two key portfolio brands, including Brand ID, Packaging, and Communications Strategies
- Lead quarterly consumer insights and analytics review with executive leadership group driving to significantly improved quarterly earnings
- Led and executed integrated brand planning process, including but not limited to on boarding internal and external omni-channel media, PR, digital, SEO, social teams and partner with sales to establish National Sales Meeting for FY24
- Lead Pet Innovation Council to drive consumer and ROI led stage gate process driving higher percentage of profitable and incremental launches for the total Pet portfolio
- Created and implementing Brand Strategic Frameworks Process into business units to drive long term strategic planning resulting in more efficient and effective innovation and marketing strategies
- Partner with Digital marketing COE to establish first party data strategies and best in class content across Central and individual Business Unit initiatives
- Steering committee chair for first ever Women in Leadership council, in partnership with the office of the CEO and a number of key female leaders to develop a Women in Leadership development program and ERG for the organization
Vice President Marketing
E&J Gallo Winery
01.2018 - 12.2022
- Lead End to End business for 14 of the largest wine brands in the E&J Gallo Winery, including Barefoot, Black Box and Apothic, representing over 60% of the commercial wine portfolio
- Lead all innovation, brand marketing, e-commerce, experiential and multicultural marketing teams (40 direct, 60 indirect employees including sales, digital marketing, e-commerce and content marketing teams)
- Implemented Agile marketing, resulting in significant increases in efficiency and speed in marketing operations and program development
- Developed and aligned with executive leadership and Board, a 3 year OGSM, portfolio strategy and long term vision for the commercial wine portfolio
- Responsible for strategic leadership of the three largest retail channel teams for the wine industry: delivering innovation both in commercialization as well as new products and/or packaging formats and thought leadership to the organization and channel stakeholders
- Developed the annual vision for the national Barefoot sales organization and partnered with the Gallo Sales organization to deliver omni-channel plans, delivered 20% increase in national distribution in 2020 through both base and new items
- Over-delivered revenue and profit plan growth annually for 4 consecutive years
- Established and negotiated multiple major global brand strategic partnerships and sponsorships such as the Official Bubbly of New Years Eve Times Square
- Delivered first of its kind award winning Augmented Reality app and multi-media music and video campaign with Barefoot and the Black Eyed Peas, in only 6 weeks from ideation to inception
- Lead strategic projects that included an enterprise wide organizational re-design to drive increased prioritization and strategic business imperatives for sales and marketing
- Evaluate and recommend opportunities for commercial acquisitions and partnerships
- Responsible for enterprise leadership of our integrated marketing process that drove the majority of the annual consumer and customer marketing investments
- Partner with R&D, winemaking and supply chain to develop long term wine blend recommendations for key brands and new innovation opportunities for the portfolio
Sr. Marketing Director
Barefoot
10.2016 - 11.2018
- Full P&L leadership and accountability for Barefoot, including all work related to strategic planning, equity positioning, content, marketing, multi-media, product extensions and leadership of sales execution strategies
- Led redesign of the Barefoot Business model resulting in new go-to-market strategy that significantly improved brand effectiveness and efficiency, Barefoot business growth has doubled since execution of the re-design
- Identified and established breakthrough communications and media approach leveraging national celebrities and an integrated influencer strategy that significantly improved brand engagement and consumer affinity
- Marketing lead for certain key corporate board committees and special projects
Marketing Director
Spirits Brands
02.2014 - 10.2016
- Full P&L accountability, strategic planning and business lead for majority of E&J Gallo spirits brands
- Developed and implemented new strategic go-to-market for all new, premium spirits brands since 2014 resulting in significantly more efficient and successful test markets for 5 new brand launches in 2015-2016
- Lead long term vision, strategies and execution of all commercialization of new product/brand launches in the Gallo Spirits portfolio developing new business go-to-market approaches, ambassador opportunities and new brand marketing plans
- Over-delivered top and bottom line growth plans for all brands in portfolio during my tenure
- Lead new strategic planning, equity development and business review process for Business Unit and committee sponsor to implement across all wine and spirits brands
- Senior marketing lead for domestic and international partnership and acquisition projects in the Spirits business
Marketing Director
Popular Drive Brands
12.2011 - 02.2014
- Led reposition and evolution of The Naked Grape, delivering a brand turnaround and creating a long term strategy of innovation in a new growing space for the wine category
- Developed and launched the new 3 Liter premium box as a challenger offering driving major incremental growth to the brand and the category immediately from launch period
- Created new seasonal strategy for the Gallo Family Vineyards brand, leading the first ever national seasonal program in the wine category
Category Manager (Marketing Director)
S.C. Johnson & Son, Inc.
09.2011 - 11.2011
- Full P&L and strategic responsibility for Off! the number one insect repellent brand in America
- Leadership responsibility for all innovation and base business associated with Off!
- Strategic and Integrated Communication lead for all consumer communication programs
Sr. Brand Manager
Glade
12.2009 - 09.2011
- Full P&L and strategic responsibility for the two largest segments in the air care business for SC Johnson, delivering nearly 10% revenue growth over budget
- Led a series of major brand innovations to return to a place of leadership and drive incremental growth in the category, received an Officers Award for excellence in project leadership
- Drive integrated consumer communications planning and development process
Brand Manager/Sr. Brand Manager
Raid
11.2006 - 12.2009
- Led two major strategic initiatives driving significant incremental revenues and share growth in new categories for SCJ
- Initiated a major restage for the base business delivering significant base news through packaging and communication in partnership with R&D and Regulatory
- Achieved record business performance on Raid for 2 consecutive years- ‘2008 Brand of the Year'
- Led both the national and Hispanic integrated marketing communication programs– ‘Advertisement of the Year' in 2008
Marketing Manager
Paterno Wines International
06.2005 - 11.2006
- Led the business and marketing planning and strategy for the four family owned tasting room brands (Chimney Rock, Sanford, Rutherford Hill and Alderbrook )
- Partnered with Winery GM and Winemaking leadership to establish consumer acquisition strategies and create new products and innovation
- Led the business and marketing strategy for three luxury import brands from major categories (Champagne, Super Tuscan and Chianti)
- Delivered >10% revenue growth for five of seven brands and turned around 2 brands
- Led a new product development initiative that resulted in seven new projects and led to three brand launches, including the now highly successful Seven Daughters Wine brand
Global Associate Marketing Manager
WM. Wrigley Jr. Company
07.2004 - 06.2005
- Developed, communicated and executed the vision, strategic plan and portfolio role for the worldwide Juicy Fruit brand
- Created a product migration path that resulted in a 50% increase in pipeline development projects
Brand Manager
Wrigley Co.
08.2002 - 07.2004
- Full P&L responsibility for five brands - 30% of the annual business profit and 50% of the 2004 business growth
- Developed and implemented a through-the-line marketing campaign globally that re-ignited the Airwaves brand to a premium lifestyle brand, resulting in significant growth to the business within the first 8 months of campaign
- Led the R&D, Supply Chain, and Operations team through all aspects of new product development
Finance Director
Wm. Wrigley Jr. Company
07.2001 - 08.2002
- Led strategy and management for all global investment assets and cash management, approximately $1.5B
- Increased effectiveness of the global foreign exchange program through establishing a strategic planning approach and improving overall execution
- Management over both Treasury Services and Payroll teams with global dotted line responsibility for international cash management programs
- Treasury and AP lead for SAP and PeopleSoft implementations worldwide
Manager
Treasury Services
11.1997 - 07.2001
Financial Development Analyst
Baxter Healthcare Corporation
02.1996 - 11.1997
- 6 month rotations in International and Domestic financial assignments within differing disciplines throughout the company, including corporate finance, international transfer pricing, mergers and acquisitions and medical management consulting
Education
Masters in Business Administration - Marketing & Finance
University of Chicago
Chicago, IL2001
Bachelors of Science - Finance, French
Indiana University
Bloomington1995
Skills
- Strategic Planning and Portfolio Strategy
- Global Sales and Marketing
- Revenue Generation
- Thought Leadership
- Large Team Development
- C-Level and Board Level Relationship Management
- E-Commerce and Direct to Consumer Sales and Marketing
- Omni-Channel Consumer and Retail Media Effectiveness
- Competitive Intelligence and Consumer Insights
- Contract Negotiation
Affiliations
American Diabetes Association - Advocates team
Center for Human Services, Modesto – Board Member
Temple Israel - Foundation Committee and Marketing Lead
Leadership California – Marketing Committee
Advisory Experience
Mai Vino - Board Advisor
Moxy Kitchen, LLC (E-Commerce/D2C Spice Company) - Owner
Languages
French
Limited Working
Russian
Native or Bilingual
Timeline
Senior Vice President Marketing (CMO) Pet Segment
Central Garden & Pet Company
01.2022 - Current
Vice President Marketing
E&J Gallo Winery
01.2018 - 12.2022
Sr. Marketing Director
Barefoot
10.2016 - 11.2018
Marketing Director
Spirits Brands
02.2014 - 10.2016
Marketing Director
Popular Drive Brands
12.2011 - 02.2014
Category Manager (Marketing Director)
S.C. Johnson & Son, Inc.
09.2011 - 11.2011
Sr. Brand Manager
Glade
12.2009 - 09.2011
Brand Manager/Sr. Brand Manager
Raid
11.2006 - 12.2009
Marketing Manager
Paterno Wines International
06.2005 - 11.2006
Global Associate Marketing Manager
WM. Wrigley Jr. Company
07.2004 - 06.2005
Brand Manager
Wrigley Co.
08.2002 - 07.2004
Finance Director
Wm. Wrigley Jr. Company
07.2001 - 08.2002
Manager
Treasury Services
11.1997 - 07.2001
Financial Development Analyst
Baxter Healthcare Corporation
02.1996 - 11.1997
Masters in Business Administration - Marketing & Finance
University of Chicago
Bachelors of Science - Finance, French
Indiana University
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