Summary
Overview
Work History
Education
Skills
Awards
Timeline
Generic

Cori Walters

Rogers,AR

Summary

Marketing Strategist with a proven track record of exceeding collective business objectives by bringing thought leadership to retailer partners through actionable insights and innovative solutions. History of successful implementation of a variety of tactics - from in-store category reinventions to product sampling to social media, print, and more.

Overview

11
11
years of professional experience

Work History

Sr. Manager, Shopper Marketing – Sam’s Club

Kellogg's
03.2015 - 05.2016
  • Collaborated with Sam’s Club Merchandising, Marketing, and Membership teams as well as Kellogg’s Sales, Customer Marketing and Brand teams to align on strategies to deliver against mutual and individual sales, share and profit goals
  • Utilized shopper insights to uncover opportunities for growth, and provided ground-breaking solutions to address them
  • Developed and executed the strategic omni-channel shopper marketing plans to influence the shopper with the right message at the right time along her path-to-purchase
  • Plans included strategic category share builders, innovation launches, multi-brand platforms, core item support, and brand plan amplification
  • Oversaw preparation of copy, images, videos, signage, social media, packaging, display and other materials to deliver effective creative assets
  • Managed agency and vendor relationships, budgets, and expectations
  • Managed omni-channel marketing campaign for Back to School at Sam’s Club that produced unprecedented results – record sales for Kellogg’s at Sam’s Club in a 4 week period, Kellogg’s and Sam’s Club’s share increased in 3 categories, plus donation of 80,000 books to 600 schools in need
  • Grew yearly Sam’s Club shopper marketing budget by 10 times from 2015 to 2016 by proving that shopper marketing works in the club channel

Sr. Director, Marketing and Strategy

Shopper Events
10.2010 - 08.2012
  • Led team of marketers and operations managers responsible for collaborating with Walmart Marketing, Merchandising and suppliers to develop strategic integrated events, garnering over $75MM in revenue
  • Evaluated employee performance and conveyed constructive feedback to improve skills.
  • Established performance goals for employees and provided feedback on methods for reaching those milestones.
  • Managed key supplier and merchant relationships with a focus on planning, concept development, execution excellence, and positive results to meet or exceed client's priorities and initiatives, which drove over $35MM in sales for clients
  • Initiated, created, and sold in SuperFridge merchandising program to deliver nearly $10MM in incremental revenue per year
  • Leveraged data and analytics to make informed decisions and drive business improvements
  • Used industry expertise, customer service skills and analytics to resolve customer concerns
  • Maintained positive customer relations by addressing problems head-on and implementing successful corrective actions

Manager, Shopper Marketing – Walmart Team

Nestlé USA
09.2007 - 09.2010
  • Developed and executed yearly strategic omni-channel plans designed to increase brand loyalty, build awareness, drive trial, communicate value, and obtain incremental display, that drove over $35MM in incremental sales
  • Led new brand and item launch campaigns driving new item sales totaling nearly $130MM
  • Collaborated with all divisions and brands to ensure omni-channel messaging specific to Walmart tactics was seamless as well as integrated into commercial brand plan
  • Maintained communication with retail team to empower store level incremental display opportunities and flawless compliance
  • Managed strategic alignment and facilitated execution of all Walmart Co-op programs to drive $32MM in incremental sales
  • Utilized shopper insights to contribute strategic direction for category planning, modular development, in-store signage, packaging design, and marketing program development to internal sales and category team as well as Walmart DMMs, Buyers, and Marketers
  • Co-developed Nestlé USA shopper marketing roles and responsibilities, retailer engagement models, budget structure, execution processes, modular relay contribution, shopper insights synthesis and delivery, and integrating shopper marketing into Integrated Commercial Planning process
  • Chosen by Executive Leadership to represent Shopper Marketing on the planning team for the 2009 Nestlé Marketing Summit to ensure content garnered support, engagement, and action from the entire Nestlé Marketing organization
  • Co-founded the Nestlé Cross-opco marketing team that led to strategic partnerships and economies of scale across Nestlé operating companies
  • Served on the Good Food. Good Life. Quality Action Team and developed insights around the Nestlé shopper to build a more strategic platform for Nestlé multi-brand programs
  • Co-founded Women in Nestlé to bring education, networking, charitable contribution, and career leadership opportunities to Nestlé women on the Walmart team
  • Developed and maintained relationships at executive levels within Nestlé to ensure support, alignment, and investment in shopper marketing
  • Utilized extensive knowledge about current Walmart overarching strategies to keep leadership educated and informed
  • Brands: Stouffer's, Lean Cuisine, Hot Pockets, Toll House, Juicy Juice, Coffee-mate, Taster's Choice, Nespresso, Carnation Breakfast Essentials, Boost, Wonka, Raisinets, Nesquik, Libby's, and more

Account Executive, NWA

Saatchi & Saatchi X
03.2005 - 09.2007
  • Developed and maintained close relationships with clients to understand their brands, business challenges, goals, budgets, funding, and org structure in order to lead them to incremental sales, elevated brand perception, and improved brand/category shopping experiences
  • Managed cross-functional team in developing strategic and innovative shopper marketing solutions including Environmental Design, Category Assessments, Category Reinventions, Shelf Education, Shop-a-longs, Shopper Intercepts, National Sales Conferences, and Booths
  • Led the Project Blue Walmart Home Department Reinvention, which achieved a 40 - 76% lift in initial sales over plan in test stores
  • Managed the Walmart Baby Food Category Reinvention, achieving an increase in Walmart Baby Food category sales by 13% in 100 test stores
  • Led the Walmart Cold & Cough Category Reinvention, which attained a +7% category sales vs
  • Control store and +19% sales for client's brands in a 29 store test
  • More than tripled client’s shopper marketing budget
  • Clients: Walmart – Home & Food Dept; Novartis Consumer Health (Walmart, CVS, Walgreens); General Mills (Walmart); Sara Lee Apparel (Walmart); Hallmark (Walmart); The Jones Center

Education

BS - Mass Communications

University of Tennessee
12.2000

Skills

  • Team Leadership
  • Idea Development and Brainstorming
  • Data-Driven Decision-Making
  • Strategic Planning
  • Project Management
  • Partnership Development
  • Budget Oversight
  • Troubleshooting and Problem Resolution
  • Cross-Functional Collaboration
  • Stakeholder Engagement

Awards

  • Nestlé Very Best Spirit Award for serving on 2009 Marketing Summit team
  • 2 Excellence in Achievement Award Nominations for Best Client Development – SSX, 2006
  • Star Player: SSX, 1 nomination in 2006, and 2 nominations in 2007
  • Account Executive of the Month: SSX, 2005
  • 16 ADDY Awards – 2001, 2002
  • ADDY Award – Signature Advertising, Creative Intern, 2000

Timeline

Sr. Manager, Shopper Marketing – Sam’s Club

Kellogg's
03.2015 - 05.2016

Sr. Director, Marketing and Strategy

Shopper Events
10.2010 - 08.2012

Manager, Shopper Marketing – Walmart Team

Nestlé USA
09.2007 - 09.2010

Account Executive, NWA

Saatchi & Saatchi X
03.2005 - 09.2007

BS - Mass Communications

University of Tennessee

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Cori Walters