Danyel O'Connor

Executive leader reporting to CEO and Board of Directors. Owner of the commercial business results and strategy- marketing, sales, research and development, project management, customer success, and commercialization.

• Assessed and implemented customer and sku rationalization going from 143 sku to 67 high performing sku.
• Lead research based rebrand and repositioning of Good Foods entire product portfolio.
• 60% growth in retail and club branded revenue from 2018-2022.
• Key contributor to EBITDA growth of nearly 5x from 2018 - 2021.
• Attained double digit gross revenue growth year-over-year, achieving over $225MM in sales.
• Provided direction and leadership to total of 40 direct and indirect reports.
• Established Foodservice channel and team - gaining our first eight-figure QSR contract.
• Established Customer Success team reinforcing our premium positioning throughout customer journey.
• Managed commercial pricing strategies leveraging positioning, market data, and commercial insights.
• Shaped solutions and approaches by leveraging trends in customer marketplaces and industries. Example: development and launch of our plant based dips, highlighted by #1 retail Plant-Based Queso-style dip in market.
• Oversaw multi-million dollar sales, marketing, and R&D budget management.
• Resourcefully identified, built, and managed co-man relationship to execute commercialization of grab and go products; filling gap in our product portfolio.
• Spearheaded development of ESG 3 year strategy and KPIs with our VP of Technical Services. Established best practices implementing supplier code of conduct, audit strategy.
• Initiated blockchain partnership and test based on industry foresight and potential value creation for QA, customers, and consumers.
• Participated in COOP planning during unprecedented COVID onset, and risk mitigation strategy to manage inflation and recessionary impact to business.
• Developed innovative sales and marketing strategies to facilitate business expansion and improved brand awareness.
• Identified and assess strategic acquisition targets for fit and future value generation in sales, brand, and operational synergies.
• Improved performance management system and introduced personalized MBO program to develop future leaders, and channel based profit sharing incentive for sales teammates.

• Serve as advocate and ambassador for organization by fully engaging, identifying and supporting implementation of practices that advance organizations mission.

• Participated in assessment of acquisition targets for long term value generation, synergies, and strategic fit.
• Offered sales and marketing expertise in form of product innovation, development and positioning.

• Owned and lead the operations of a boutique Sales & Marketing firm.
• Managed P&L, business plan, payroll, accounting, and key business partnerships including contract review.
• Established and executed partner goals resulting in building $25MM+ in annual gross revenue.
• Executed rebranding work: companies like LaClare Family Creamery- name, packaging, web, and social design and strategy.
• Worked closely with growth organizations like Good Foods to execute pricing strategies, assess competitive landscape, create positioning statements, build product portfolio, and sales strategies.
• Executed product innovation for clients like Saputo Specialty Cheese.

• Assessed market opportunity based on IRI snack cheese data, and innovation in children's space, including focus group studies.
• Developed bench-top formulations and work with CDR to build commercial production strategy.
• Created research based brand positioning, logo, and package design.
• Launched white-space snack cheese concept in test markets - HyVee, Stop & Shop, and other independent retailers.
• Managed co-packing agreements and forecasting.
• Managed marketing plans and execution.

Marketing Minor, focus on Design