ELIZABETH BERNABO
Sales Planning Leader| CBP Strategist | Cross-Functional Collaborator
Eden Prairie,MN
Summary
Personable and hard-working CPG professional with 15+ years of experience spanning customer business planning, business development and category strategy. Proven success managing top customer portfolios by driving business growth through strategic planning and trade investment optimization. Adept at influencing cross-functional teams and senior stakeholders in fast-paced, matrixed environments. Skilled in leveraging syndicated and POS data to drive insights, improve forecast accuracy, and inform trade and sales strategies. Recognized for strong judgment, problem solving skills, adaptability, and clear communication—translating complex analytics into actionable, results-driven plans.
Overview
16
16
years of professional experience
Work History
Sales Planning Manager
Hain Celestial
09.2022 - Current
- Own strategic sales planning across 20+ brands and 175 product groups across Target, Kroger, UNFI/KeHe, Amazon, Convenience, and Natural channels.
- Serve as planning lead for annual and quarterly reviews, consolidating insights to align with brand and trade strategy goals.
- Partner closely with Sales and Revenue Growth Management to design promotional plans, optimize trade spend, and analyze ROI performance.
- Drive execution through accurate forecasting in Trade Planning Systems, identifying risks/opportunities, and developing contingency plans.
- Leverage syndicated and retailer data (IRI, Nielsen, SPINS, POS) to identify white space, improve forecasting, and inform distribution/shelving strategies.
- Developed centralized sales planning tools to improve executive reporting, annual planning, and enterprise-wide communication.
- Recently involved with Convenience Team who doubled revenue through gained distribution and refined promotional strategy managing through the P&L side.
- Successfully onboarded 7+ new account managers and broker partners to sales planning processes and trade systems.
- Quickly adapted and led planning across multiple business segments with unique go-to-market styles, leveraging financial acumen to deliver rapid impact.
Sr. Customer Business Planning Analyst
Hain Celestial
10.2019 - 08.2022
- Supported customer business plans for Kroger and Distributor teams, managing +$250MM in revenue and trade budgets.
- Collaborated across Sales, Trade Marketing, and Finance to secure funding for key initiatives and mitigate revenue risk.
- Led post-event analysis and created best-practice models to improve promo execution and planning accuracy.
- Resolved systemic data integrity issues in trade systems through partnership with internal IT and Finance.
Sr. Business Development Analyst / Analyst
Hain Celestial
04.2016 - 09.2019
- Supported $70MM Target account, providing insights to guide category reviews, trade optimization, and JBP materials.
- Presented findings from data-driven analyses to senior management, influencing strategic decision-making processes.
- Created digital marketing briefs and partnered with Target Roundel team to drive new item launches and promotional campaigns.
- Managed item setup, contract compliance, and POS content to enable flawless execution and retail readiness.
Category Manager, Church & Dwight – Target
Advantage Solutions
04.2015 - 03.2016
- Promoted to lead category strategy for Oral Care at Target, leveraging Nielsen and competitive analysis to inform shelf planning and drive incremental sales.
- Completed Nielsen University and delivered actionable business insights that enhanced promotional planning and retailer alignment.
Business Account Administrator, Church & Dwight
Advantage Solutions
10.2012 - 03.2015
- Led Target.com item audit and compliance, trade deduction resolution, and online execution across the Pet & Laundry businesses.
- Identified areas for deduction management improvement and implemented process changes, resulting in exceeding post audit recovery goals while improving financial accuracy.
Administrative Manager & BAA (Various Accounts)
Advantage Solutions
10.2009 - 09.2012
- Managed client-facing deduction teams supporting top-tier CPG clients, keeping aged deductions within 30 days, achieving consistent financial and service KPIs.
Education
B.B.A. - Banking & Finance
Hofstra University
Hempstead, NYSkills
- Strategic Sales Planning & Forecasting
- Trade Spend Optimization & ROI Analysis
- Joint Business Plan & QBR Support
- Cross-Functional Collaboration & Communication
- Microsoft Office Suite (Advanced Excel)
- Scenario Planning & Executive Reporting
- Data-Driven Decision Making (Nielsen, SPINS, Power BI)
- Trade Planning & POS Systems (APO, TPM, SAP)
Timeline
Sales Planning Manager
Hain Celestial
09.2022 - Current
Sr. Customer Business Planning Analyst
Hain Celestial
10.2019 - 08.2022
Sr. Business Development Analyst / Analyst
Hain Celestial
04.2016 - 09.2019
Category Manager, Church & Dwight – Target
Advantage Solutions
04.2015 - 03.2016
Business Account Administrator, Church & Dwight
Advantage Solutions
10.2012 - 03.2015
Administrative Manager & BAA (Various Accounts)
Advantage Solutions
10.2009 - 09.2012
B.B.A. - Banking & Finance
Hofstra University
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