CHERYL PINKHAM
Mooresville,NC
Summary
Award winning marketing leader excelling in the art of marrying storytelling and data science. Thrives in complex organizations requiring collaboration across departments and divisions to build innovative campaigns, bridging connections between brands and customers, supporting omnichannel marketing evolution, loyalty & personalization, commercial planning (brick and mortar/eCommerce) and media monetization.
Overview
25
25
years of professional experience
Work History
Omnichannel Marketing & Monetization, Manager
Food Lion, LLC
Salisbury, North Carolina
05.2018 - Current
- Currently lead development and execution of Food Lion’s Omnichannel CPG (Consumer Packaged Goods) Shopper Marketing corporate strategy, monetized programs, and vendor relationships contributing nearly $1B annually in incremental sales and $50M in direct income.
- Spearheaded creation of integrated Omnichannel cross functional team leveraging Marketing, Category Management, Ad team, Digital Media teams and suppliers to provide data driven annual omnichannel commercial plans
- Developed Food Lion's strategic engagement plan for creating and monetizing Marketing Campaigns in support of hunger through Food Lion Feeds Charitable Foundation. Results to date: 30M meals
- Stood up Food Lion’s ecommerce site in 2019 through development of monetized media programs and assets made available to CPG partners.
- Led the development of multiple pilots to acquire digitally engaged customers within Food Lion’s Loyalty program, Shop & Earn, increasing engagement by 7% vs PY
- Chaired the development of Food Lion’s monetization analytics portal, APEX>
- Developed LEAN omnichannel process across multiple departments resulting in increased operational efficiency and reduction in financial write offs.
Adjust Professor, Marketing
Fashion Institute Of Technology
New York, NY
09.2021 - Current
- Developed Omnichannel Shopper Marketing curriculum and lesson plans for Undergraduate and Graduate level students teaching Sales & Shopper Marketing via virtual instruction. Lessons were adopted by Department Co-Chairs and implemented across multiple courses
- Guest Lecturer
Executive Consultant
Cheryl Pinkham Consulting
, North Carolina
03.2008 - Current
- Executive Level Strategic Business Planning, Operations, Strategy and Marketing consultative services to small businesses, non-profits & corporations where they do not conflict or compete with in assigned full time business focus.
- Current Client: ISNATION LLC, a first of its kind, mission driven Total Body health and wellness social platform. Currently acting as ISNATIONs Chief Strategy and Operations Officer
- Previous Clients: Literacy Volunteers of America, Energizer Personal Care/Edgewell, Amplitude Marketing, MatchPoint Marketing Group, TracyLocke, Kimberly Clark, Winn Dixie, Matthew Jalowiec for Probate Judge, District 18 State of Connecticut (campaigns 2010, 2014, 2018),
Group Account Director
Acosta Mosaic
Chicago, IL
07.2011 - 10.2017
- Directed Retail New Business and East CPG Shopper Marketing Teams. comprised of 8 Top Manufacturers with combined annual budget of $225M and direct team of 12 across US. Grew annual retainers by 27% and acquired new business yielding total increase in annual EBITDA of 11%
- Led Acosta’s key Corporate Social Responsibility Campaigns, including the groundbreaking, Believe in Heroes® Program. Total Impact more than $40M raised between 2011 and 2015
- Key responsibilities include managing more than 170+ Key Retail (Grocery Chain) supporters and 40+ CPG manufacturers, govern a cross-functional team comprised of 100+ people across the Acosta Sales & Marketing US & Canadian enterprise,& Mosaic, as well as setting the vision and goals for future programming years.
Education
Bachelor of Science - Corporate Communications
Southern Connecticut State University
New Haven, Connecticut05.1999
Skills
- Media Monetization
- Omnichannel Commercial, eCommerce and Shopper Planning & Execution
- Loyalty & Personalization
- Operations, LEAN Process
- Corporate Social Responsibility
- Data Analysis
- Brand Strategy
- Team building, navigating complex organizations
- Microsoft Office
- G-Suite
- Workfront, Workamajig, Basecamp
Timeline
Adjust Professor, Marketing
Fashion Institute Of Technology
09.2021 - Current
Omnichannel Marketing & Monetization, Manager
Food Lion, LLC
05.2018 - Current
Group Account Director
Acosta Mosaic
07.2011 - 10.2017
Executive Consultant
Cheryl Pinkham Consulting
03.2008 - Current
Bachelor of Science - Corporate Communications
Southern Connecticut State University
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