Emma Johnson

Work History

Digital Manager of Loyalty Strategy & Lifecycle

Altria Group Distribution Company

06.2024 - Current

Spearheaded national digital strategies and sales and led Section 11 strategic plans across over seven markets, representing over $960M, optimizing digital interactions, onboarding processes, education, pivoting with analytical plans resulting in achieving over 100% incentive payouts.
Facilitated 5,500+ field interactions to resolve digital issues including sales programs, APIs, tech stack, payments, and third parties.
Exceeded digital trade program sales and onboarded to over 30 major retail chains and 1,000+ independent locations, enhancing customer satisfaction and personalized value delivery by 25%.
Developed strategic plans for 80+ Sales Managers and 11 Senior Leaders, increasing sales performance by 40%. Utilized Salesforce, Power BI, and Databricks to create targeted growth targets, achieving a 96% upsell rate based on recommended targets.
Designed L&D courses to upskill employees on digital programs and AVT, resulting in a 4.8 out of 5 success rating when polled by over 150 employees.
Cultivated relationships with external partners to expand digital reach and collaborative opportunities.
Developed and implemented data-driven plans, optimizing performance through analytics and feedback.
Streamlined internal processes, resulting in increased efficiency within the digital team.
Delivered robust reporting on digital metrics, identifying areas for improvement and future growth opportunities.
Established strong relationships with external partners, negotiating contracts that maximized ROI on through our digital reach.
Led a team of professionals in executing high-impact digital initiatives that drove measurable results for the business.

Clover/Dezi National Launch Project Lead

Altria Group Distribution Company

02.2023 - 06.2024

Led initiatives to close scan gaps and boost retailer acceptance, collaborating with Clover and Fiserv teams, resulting in an 85% increase in retailer acceptance in targeted locations.
Communicated best practices and insights to field and headquarters staff, ensuring consistency in strategic execution, improving execution consistency by 55%.
Created KWYS reports to inspire field teams and maintain Fiserv accountability, contributing expert feedback to influence the National Clover Dezi/Launch, impacting launch outcomes by an additional 100+ locations.

Account Manager

Altria Group Distribution Company

07.2004 - 06.2024

Led strategic sales initiatives across CT, MA, and NY, driving digital program adoption, legislative activations, and new store integrations, resulting in a 25% increase in digital program participation.
Created and provided bi-weekly insights on Scan, Loyalty, and P+ programs to improve performance and retention, achieving a 40% reduction of issues by leveraging Salesforce CRM and data-driven insights.
Oversaw a $12M territory and managed 10 Key and 2 Wholesale Accounts, expanding market share through strategic relationships, profitability assessments, promotional planning, and market trend analysis.
Achieved market leadership by signing 72 stores to Helix contracts and 71 stores to NJOY contracts, the highest counts in the market for both brands.
Drove premium placement by securing 50 Helix and 55 NJOY Platinum/Gold-level store signings, setting the highest market totals.
Surpassed sales targets, achieving 102% of Helix volume goal and earning 100% volume payout.
Sold the highest number of ace pods (104 units) and maintained the largest number of in-stock for NJOY.
Exceeded 100% of 500+ new brand and program launch targets during role.
Accelerated P+ program adoption, helping the market achieve over 25% state participation by signing 30+ additional stores.
Analyzed sales data to identify trends, informing business decisions and strategies.
Developed tailored proposals, addressing specific client needs and driving revenue growth.
Cultivated long-term relationships with key stakeholders in assigned accounts, fostering trust and loyalty among clients.
Drove revenue growth by identifying new business opportunities within existing accounts.
Developed targeted presentations for key accounts, effectively communicating value proposition and securing commitments.
Fostered lasting relationships with customers through effective communication and quick response, resulting in long-term loyalty and expanded client base.

Global Account Leadership Experience

Altria

09.2021 - 12.2021

Conceived and executed an employee contest, motivating Multi-Can Ambassadors to upsell two cans alongside the Cope WG Packs launch, securing Global Co-funding of $0.50 per unit, amplifying campaign impact.
Drove execution through a one-month contest supported by product wave, strengthening in-store engagement and sales momentum, achieving a 16% increase in sales.
Accelerated Skoal and Copenhagen Multi-Can sales by designing a targeted upselling strategy aimed at increasing product take rates, achieving measurable success with multi-can sales up by 10%, Copenhagen sales rising 1.4%, and both Skoal and Copenhagen showing year-over-year gains in share and volume.
Demonstrated strong organizational and time management skills while managing multiple projects.
Skilled at working independently and collaboratively in a team environment.

CT State Scan Focus Agile Project

Altria

09.2021 - 12.2021

Developed project plans that allowed me to exceed scan targets by 17.1%, advancing strategic initiatives and driving growth objectives.
Sold and onboarded multiple high-volume locations, expanding program reach statewide and achieving a 99% customer satisfaction rating.
Drove a 17.1% year-to-date increase in scan volume, elevating market performance from 43% to 60.1%.
Delivered compelling business presentations leveraging Power BI data, third-party insights, and HQ resources to onboard high-volume independent stores across Connecticut to the Digital Trade Program.
Proven ability to adapt quickly to new technology and software applications.

Region One On! Agile Project

Altria

05.2021 - 08.2021

Directed a 90-day strategic sprint to achieve on! Volume objectives, ensuring all team members dedicated at least 50% of their efforts to expand market presence, resulting in a 2.5% increase in market share.
Led the Time Allocation & Motivation Team, driving alignment, engagement, and execution excellence across sales channels, improving team productivity by 85%.
Achieved a 18% increase in sales volume by implementing strategic initiatives and optimizing team efforts.
Established performance benchmarks and launched a badge recognition program to motivate teams and celebrate milestones throughout the Summer of on! Initiative.
Simplified communication by consolidating all on! Updates into a single, accessible local hub, #keepsummeron! Enhancing visibility, prioritization, and promotion of available funding and offers.
Collaborated with SAGE to produce a video highlighting tenured employees' stories, connecting their perseverance in building Marlboro's legacy to the current on! Growth journey and the organization's 10-Year Vision.

Learning Experience

Royal Farms

03.2020 - 10.2020

Designed a comprehensive accountability and incentive framework, leveraging internal and external research to motivate employees and Royal Farms management, resulting in a 10% increase in employee engagement.
Integrated benchmarking insights from top-performing chains and ROFO survey findings to identify growth opportunities, achieving a 5% improvement in sales performance.
Monitored CGM and Field Sales Force launch presentations to ensure data-driven tracking of program performance, leading to an 8% increase in program efficiency.
Formulated and implemented a strategic plan to elevate Marlboro loyalty transactions, introducing an employee incentive program aligned with operational levels and senior management at Royal Farms.
Secured account approval and investment commitment of $10K to execute the rollout plan successfully.
Achieved a +2% overall lift in Marlboro loyalty transactions, with select stores realizing gains up to +9%, and boosted new loyalty membership enrollment by +8%.
Passionate about learning and committed to continual improvement.
Self-motivated, with a strong sense of personal responsibility.

Section Promotion Focus

Altria

03.2020 - 04.2020

Developed a corrective action plan for the Section team, driving initiatives to reset product promotion preferences and update supplier information, improving accuracy by 40%.
Liaised with WAMs to eliminate promotional and revenue-related blocks, restoring product visibility and sales flow, increasing sales by 13%.
Cleared 62% of existing blocks within two weeks and boosted new brand penetration by more than 30%.

Summary

Overview

Work History

Digital Manager of Loyalty Strategy & Lifecycle

Clover/Dezi National Launch Project Lead

Account Manager

Global Account Leadership Experience

CT State Scan Focus Agile Project

Region One On! Agile Project

Learning Experience

Section Promotion Focus

Education

Bachelor of Science - Business Administration, Marketing, Communication

Skills

Accomplishments

Certification

Work Preference

Work Type

Location Preference

Important To Me

Timeline

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