Erica Yang
Cincinnati,OH
Overview
10
10
years of professional experience
Work History
Shopper Marketing & Industry Relations Manager
Perfetti Van Melle
Florence, KY
06.2024 - Current
- Develop and execute shopper marketing initiatives across Mint, Gum, and Candy categories and across all retail channels, delivering measurable in-store awareness, consideration, and conversion
- Direct end-to-end management of shopper programs, including planning, execution, and post-event analysis to optimize ROI
- Identify shopper insights and translate them into actionable marketing strategies and retail activations, working closely with Brand, Sales, Insights, and Leadership teams
- Lead planning and execution of key industry and sales events, including Sweets and Snacks Expo and The NACS Show
- Oversee trade advertising strategy by securing annual contracts, budgeting, and managing creative development
Senior Merchandising Consultant
84.51º
Cincinnati, OH
08.2022 - 04.2024
- Partnered with Kroger Category Managers and key stakeholders to provide customer and data-driven insights and opportunities, influencing 30+ categories in the first year
- Analyzed shopper data from 84.51° Stratum, Circana/IRI, PowerBI and partnering CPGs to help develop the 3-year vision, strategy, and tactics for the category
- Developed actionable recommendations and strategies to build customer loyalty and grow share and margin in Kroger
Senior Loyalty Campaign Manager
84.51º
Cincinnati, OH
06.2018 - 08.2022
- Managed and owned the execution of Kroger Precision Marketing and Loyalty campaigns from start to end accurately and on time
- Built internal and external client relationships to understand key business problems, being the go-to person for any creative or campaign execution questions
- Consulted with and trained CPG clients on Kroger Customer 1st Guidelines, processes, and 84.51° tools
Account Executive
IN Connected Marketing
Cincinnati, OH
10.2016 - 06.2018
- Assisted in building shopper marketing programming across Keurig Dr Pepper brands using insights-driven consumer intelligence to influence shoppers along the path-to-purchase
- Managed the execution of shopper marketing initiatives, including digital and social media campaigns, consumer promotions and coupons, events, and national partnership programs
- Collaborated with KDP to develop strategic concepts and annual marketing plans
Education
MBA - Certificate in Marketing
University of Cincinnati
Cincinnati, OH12-2015
Bachelor of Arts - Music Education
Bowling Green State University
Bowling Green, OH05-2012
Skills
- Marketing
- Campaign Management
- Merchandising
- Insights
- Communication
- Microsoft Office Suite
- Leadership
- Strong Work Ethic
Timeline
Shopper Marketing & Industry Relations Manager
Perfetti Van Melle
06.2024 - Current
Senior Merchandising Consultant
84.51º
08.2022 - 04.2024
Senior Loyalty Campaign Manager
84.51º
06.2018 - 08.2022
Account Executive
IN Connected Marketing
10.2016 - 06.2018
MBA - Certificate in Marketing
University of Cincinnati
Bachelor of Arts - Music Education
Bowling Green State University