Brian R. Mullen

Generate sustainable, long-term revenue and profit growth by leveraging data-driven, actionable insights. Develop strategies to ensure the right product is offered to the right consumer, at the right price, on the right occasion. Create a 3-year vision to build and implement RGM capabilities, processes, and mindsets across the entire enterprise. Leverage analytic tools and capabilities to synthesize data, identify trends, uncover insights, and facilitate decision-making with actionable recommendations. Optimize pricing, promotion, trade, and establish channel pricing architecture through price pack architecture. Report directly to the Chief Customer Officer, and oversee the development of a high-performing, diverse team of 103 associates across the disciplines of Sales Planning, Category Management, and Commercial Strategy. Foster a culture of inclusion, empowerment, engagement, and accountability, focused on building capabilities to provide career advancement opportunities within the organization.

• Developed a data-driven, analytical, customer-centric pricing discipline to identify misalignment between brand strength and pricing, to maximize value, and tap into the consumer’s willingness to pay (March ’25 Go Live).
• Improved top 10 customer profit pool in +0.6 pp (’24 vs. ’19)
• Offset inflationary pressures by successfully leading four pricing actions in 2021-2022, delivering +$1.6B in pricing.
• Established trade disciplines, reducing trade rates to 19.1% in '23 (reduced 4.6 pp vs. ’19)
• Reinvested trade savings into brand-building activities to grow Variable Contribution Margin by 4.1% (CAGR 2023-2021).

Reorganized a decentralized planning team of 59 associates into a center of excellence to establish a national, disciplined approach to planning. Created and implemented BBU’s annual customer planning process, which included sequencing activities, communicating expectations and deliverables, and coordinating the approval of the customer plans with senior leadership. Led monthly strategic planning reviews to analyze business performance for gaps versus the plan, and led the development of contingencies and solutions. Directed promotional strategies to avoid market disruption, optimize trade spend, improve ROI, and ensure promotions were within brand pricing guardrails.

• Improved profit of $169 million in 2021 through pricing actions of $74 million and trade efficiency initiatives of $95 million.
• Increased revenue of +1.2% leading to share gains of +0.3 percentage points in 2021.
• Created a cross-functional project team to implement the first universal customer communications platform.
• Developed a winning and inclusive culture, scoring 89 on the Mercer engagement study, which is 14 percentage points above the total BBU.

Reorganized the customer planning team to efficiently support the newly created Northeast Business Unit. Led all aspects of trade promotion management (~$500MM) and worked cross-functionally to plan, forecast, and execute effective and meaningful trade for the consumer, the retailer, and BBU.

• Achieved a +4.2% profit CAGR and a +2.6% revenue CAGR over 4 years.
• Removed $18.5 million in inefficient trade; led the deployment of a new TPM system.

Developed specific customer strategies, promotional plans, and tactics for the North Business Unit by working closely with senior sales management and finance. Served as the Marketing Liaison for the North in communicating new products, packaging, and marketing initiatives. Worked closely with the North Sales Management and Finance teams to develop business unit and customer-specific programs to maximize sales, price realization, and profit growth, while driving increased productivity.

• Led trade investment strategies for $325 million spend; boosted ROI by 1.0 percentage points.
• $7.7 million in profit growth and a 0.6 percentage point share gain were delivered.

• Managed a $125 million business, leading to successful launch of five new brands generating $9.1 million in revenue.
• Recognized as Top Sales Executive twice within North Division for outstanding performance.

• Managed $640 million P&L across dairy, bakery, frozen, deli, and checkout categories.
• Drove $26 million in new sales and $5 million in profit through assortment optimization and vendor partnerships.
• Launched 'urban perishables' pilot, generating over $9.5 million in incremental revenue.

• Generated $136 million in incremental sales and $41 million in profit over two years through strategic promotional planning.
• Established first Beer and Wine department in Maine, achieving over $7.7 million in sales.
• Evaluated vendor proposals based on price competitiveness, quality standards, service level agreements and reliability.

• Charged with managing a $165MM portfolio. Created profitable and efficient display plans driving incremental sales. Created weekly ads and programs to exceed budgeted sales and profits, while ensuring compliance with all guidelines of state liquor laws. Provided support for 271 beer and wine stores and resolved all store and vendor issues on a timely basis. Completed proofing of ad layouts for upcoming promotions. Collaborated with the legal department to ensure all licenses and renewals were up to date.
• Spearheaded the opening of the first Stop and Shop Beer and Wine Department in the state of Maine, including securing a liquor license and developing a program.
• Boosted sales for the Beer and Wine portfolio by +$7.7MM and profits +$940K through efficient promotional strategies and assortment adjustments in the Connecticut and New York beer aisles.

• Optimized net coupon expense of $900 million to ensure budget compliance.
• Analyzed inquiries from buyers and category managers, resolving issues with coupon funding.

• Marketing Analyst (2002 – 2004)
• Marketing Sales Representative (2002)
• Territory Sales Supervisor (2001)