Brandi P. Wiley-Williams
Summary
I am a marketing professional that is passionate about finding the story that lies within the data. My experience over the last 12 years in various merchandising roles, has allowed for me to understand the importance of exemplifying superior customer service, adapting effortlessly to rapid change, building solid internal and external relationships, working cross functionally to achieve success and understanding what it takes to drive best in class results. With a recent pivot towards marketing, within Brand Management, I am utilizing my past career experiences to build brands that connect with current and potential consumers by turning data into actionable strategies to encourage and sustain brand love for our portfolio of brands.
Overview
11
11
years of professional experience
Work History
Brand Associate
The Coca-Cola Company
04.2021 - Current
- Coordinated innovative strategies to accomplish marketing objectives and boost long-term profitability for Kids Nutrition portfolio for United States and Canada
- Conceptualized brand identity and developed unique accompanying graphic style and tone for use in communications.
- Developed and implemented favorable pricing structures balancing firm objectives against customer targets.
- Improved and boosted brand image by implementing focused marketing campaigns and engaging in professional networking to support outreach.
- Monitored online advertising and social media campaigns to assess success of different strategies.
- Compiled product, market and customer data to generate informed sales and profit projections.
Category Strategic Advisory Analyst
THE COCA-COLA COMPANY
11.2019 - 04.2021
- Identifies and articulates key category growth ideas and opportunities to maximize, 's category growth potential while creating value for Coca-Cola at Family Dollar
- Develops, recommends, and facilitates the sell-in of customer specific space merchandising tactics that align to the Value channel by proactively recommending category growth opportunities with Family Dollar Customers in order to increase Coca-Cola availability of products at their stores
- Partners with Sales Leads to strengthen relationship with Family Dollar category team
- Researches retail trends and utilizes the trends to influence strategy and development of category initiatives within Family Dollar
- Leads the delivery of space strategy plans and proposed action to Family Dollar
- Develops schematics in alignment with Coca-Cola merchandising standards, Value Channel direction, and Family Dollar's goals and objectives
- Leads dialogue and analysis with both Family Dollar and Coca-Cola Family Dollar customer team on strategic placement of Coca-Cola's products
- Leads discussion and analysis of recommended schematics based on beverage performance and category growth opportunities at Family Dollar regarding both Coca-Cola products and competitive brands
- Lead point of contact between Coca-Cola and Family Dollar merchandising teams
- Utilizes internal Family Dollar POS system (1010) to develop both ad-hoc and scheduled reporting delivered to Family Dollar internal team, Coca-Cola Sales Team, and Coca-Cola Bottling Partners
- Instrumental in driving +40%/+$9MM during the August 2020 20oz Incentive event at Family Dollar by providing accurate report tracking delivered to bottlers prior and during the Event to ensure adequate inventory levels
National Client Insight Manager
Acosta Sales & Marketing
05.2017 - 05.2019
- The one point of contact, within Business Intelligence, nationally for Colgate-Palmolive within the category/categories assigned
- Coordinated with Client Development Managers and/or Colgate-Palmolive to ensure that the appropriate Business Intelligence services were being provided
- Assisted in preparing for national business reviews, sales meetings and executive client meetings
- Jointly developed business development strategies and objectives with Colgate-Palmolive in the following areas: -Reducing redundant Business Intelligence activity both within Acosta and between Acosta and Colgate-Palmolive -Maximizing Acosta’s Sales Teams time in front of Category Managers
- Oversee/developed specific Colgate-Palmolive reports using syndicated or customer scan data to include sales tracking, price tracking, new item success tracking, distribution tracking, and special business initiative tracking, all to be measured against jointly set objectives
- Oversee/developed sales presentations at a national level that could be adapted to each local market for customer calls
- Coordinated with the National Client Space Manager to measure against regional/national objectives for shelving in the categories in which Colgate-Palmolive compete(s).
Customer Advisor II
Acosta Sales & Marketing
Charlotte, NC
05.2016 - 05.2017
- Establishes and maintains a partnership with business managers responsible for selling in items under the Clorox umbrella of products and several other Health and Beauty manufacturers for Southeast Grocery retailers, including Delhaize, in the development of strategic plans for category management within those specific customer teams
- Works as an integral part of assigned team assisting business managers and/or space technologists in the presentation of category management reviews to customers
- Analyze base insights presentations for assigned clients represented in the customer team
- Maintains frequent internal contact with the category managers and or key customer personnel externally in the market, hub, client or customer team and assist them in their category management process
- Coordinate efforts with category analysts to manage the completion of all base presentations in order to meet the time frames and needs of the customer team
- Maintains and updates all syndicated scanning databases needed in the analysis for customer, client and/or market reviews
- Utilizes and understands IRI and ACNielsen syndicated scanning data, customer point-of-sale and loyalty data and systems and uses them to generate the information for category reviews
- Performs post promotional analysis to present to both client and customer to help determine incremental sales activity for specific period of time
- Develops and maintains category specific scorecards for Delhaize team to measure category and brand performance for all Health and Beauty manufacturers
Dedicated Category Analyst Manager
DSD Partners
Charlotte, NC
02.2014 - 05.2016
- Worked on site at Family Dollar corporate office and maintained company relations, assisted in retailer category management, and achieved desired sales and operational expectations for dairy products for 8200+ stores that sold 68.2 million dollar in dairy products for FY 2014
- Was Responsible for category insights, analysis, and support to Family Dollar Inc with an emphasis on food/beverage/DSD products that lead to a 4% sales increase in comp sales $ for FY 2014
- Instrumental in coordinating between retailer and distributor to successfully execute 752 grand and soft openings across the country during FY 2014
- Interfaced between retailer and distributor network, that consisted of 101 unique companies, to develop/maintain/enhance current and future business and revenue sources
- Created and maintained 200+ unique planograms using Spaceman space planning software
- Organized and developed recurring quarterly reports, weekly sales reports, and product rationalization analysis
- Coordinated retailer, distributor, and consumer issues and resolutions
- Assisted Family Dollar in everyday operational tasks such as ad hoc reports, phone surveys, and field support
E-Commerce Merchandise Assistant
Talent Bridge, Belk
Charlotte, com
04.2013 - 02.2014
- Compiled and analyzed weekly and monthly sales reporting to identify trends in sales in order to reach FY goals
- Ensured that vendor provided web content was accurate and suitable for the customer and filtered the items to the CMP and Image team to get new items online
- Expanded product features and updated previous product descriptions in order to provide a better customer experience that resulted in an increase in conversion rate of the tabletop area
- Wrote rules for special Limited Time Offers and advertising in order that ensured a consistent message from brick and mortar to Belk.com
- Assisted with brand, category, and product links for Facebook and email marketing
- Conducted several weekly link tests for email campaigns, interactive catalogs, and special offers that lived on the Tabletop landing pages
- Attended weekly turn in with sample coordinators and provided direction on photo shoot needs for images that were used for the website
- Instrumental in creating the assortment for specialty, seasonally relevant brand shops that highlighted key items that aided in increased sales +5% over FY 2012.
Modular Manager
Walmart US Stores, Walmart Inc
Bentonville, AR
06.2012 - 04.2013
- Infant Hardlines
- Worked on a cross-functional merchandising team that supports 2 buyers that buy 16 categories that do $800 million dollars in total sales and revenue
- Was responsible for drawing all 407 in-house planograms, including items, fixtures, displays, signage, graphics and special instructions for the infant hardline business to support all 3600 Walmart US stores including small formats
- Worked as an in house category advisor to pull and analyze historical and current sales and item data and provide buyer with recommendations for cut downs, updates to merchandise, or changes to assortment were needed to ensure profitability within the category
- Collaborated with planner to come up with the most efficient and profitable exit strategy for deleted items prior to modular department resets
- Worked with replenishment team to ensure timely item set up so that all modular resets could happen on time and with no errors to ensure that modular based orders could be created instead of ordered manually
- Established solid relationships with suppliers to ensure that item information, production timelines, and the item creation process was carried out according to the schedule to ensure that timelines were not compromised
- Conducted focus groups before each major modular reset, compiled information, and presented to buyer and DMM before final decisions were made on what items the buyer would buy
- Managed and resolved all store questions about any issues regarding the planograms and modular resets to ensure proper execution and a great in store presentation
- Was responsible for managing the Modular Specialist by assisting them in career development, carrying out tasks, and training them on the duties of the Modular Manager
E-Commerce Merchandise Assistant
Sam’s Club Dotcom
Bentonville, AR
08.2010 - 05.2012
- Electronics, Portable Electronics, Video Games, Software, & Batteries
- Assisted the categories in driving a 10% increase in sales over LY by closely monitoring and managing a wide array of online and brick and mortar competitors
- Managed the team Back End Allowance process to help recover over $1M in back end rebates and Price Protections to help boost category profit numbers
- Maintained content, pricing, and item assortment in a high volume area that included 5 product categories consisting of 1903 active items that do a total of over 10 million dollars in sales
- Set up new items and upload corresponding content to our website by utilizing content software, including but not limited to, cross sells, images, and key search terms in a timely manner to ensure products are online and ready for purchase by projected date given by buyer
- Built solid relationships with suppliers and in club counterparts to enable clear communication and increase sales
- Managed departmental communications and resolved internal and external member opportunities by serving as the initial contact for suppliers, clubs, and distribution centers
- Created subcategory templates for adding new items to the website to ensure consistency across the categories
- Partnered with in club replenishment team to insure consistent inventory levels during crucial sale periods
- Worked with email marketing team to highlight and promote key items during each campaign week
Education
Bachelors of Science - Merchandising/Textiles/Design
University of Arkansas
Skills
- Microsoft Excel, Word, PowerPoint
- Office365
- Microsoft Power BI
- Walmart Retail Link
- IRI
- RSI
- Market Advantage
- Nielsen
- Spectra
- JDA ProSpace Space Management Application
- Blue Martini Web Platform
- ATG Web Platform
Timeline
Brand Associate
The Coca-Cola Company
04.2021 - Current
Category Strategic Advisory Analyst
THE COCA-COLA COMPANY
11.2019 - 04.2021
National Client Insight Manager
Acosta Sales & Marketing
05.2017 - 05.2019
Customer Advisor II
Acosta Sales & Marketing
05.2016 - 05.2017
Dedicated Category Analyst Manager
DSD Partners
02.2014 - 05.2016
E-Commerce Merchandise Assistant
Talent Bridge, Belk
04.2013 - 02.2014
Modular Manager
Walmart US Stores, Walmart Inc
06.2012 - 04.2013
E-Commerce Merchandise Assistant
Sam’s Club Dotcom
08.2010 - 05.2012
Bachelors of Science - Merchandising/Textiles/Design
University of Arkansas