Janine Schoos
Buffalo,NY
Summary
Dedicated CPG professional with a history of meeting company goals utilizing consistent and organized practices. Skilled in working under pressure and adapting to new situations and challenges to best enhance the organizational brand.
Overview
23
23
years of professional experience
Work History
Director of Trade Marketing and Sales Operations
FIFCO USA
04.2023 - Current
- Lead the Trade Marketing and Sales Operations team, responsible for all in-store and on premise programming designed to drive specific shopper behaviors and a sales operations team that tracks and communicates sales team progress towards goals (shipments, depletions, distribution and incentives).
- Lead Trade marketing planning inclusive of shopper strategies for all FIFCO USA brands on national level.
- Proven track record of shopper programs designed to drive specific shopper behaviors.
- Lead team to improve and maximize trade investment ROI by completing promotional analysis and validating against expected results.
- Lead team of 10
- Responsible for driving growth with $6.7M Trade Budget, $3.3M Sales Operations, $2.8M Price Promotion
Director of Marketing, Labatt USA
FIFCO USA
01.2020 - 01.2021
- Drove growth on core business (Labatt Blue and Labatt Blue Light) in declining segment
- Launched line extension into new segment to premiumize brand and take more drinking occasions
- Improved brand profitability
- Re-established brand trust and credibility with key stakeholders (Top 10 Wholesalers, Senior Leadership, Internal sales team)
Associate Director of Marketing, Genesee, Cream Ale, Honey Brown, Dog Bite & Imperial
FIFCO USA
01.2017 - 01.2019
- Rebranded Genesee Cream Ale value brand to near premium and lead strategic plan to re-launch to increase gross contribution and create long term viable to plan for the Genesee brand
- Developed and launched expansion strategy for Cream Ale to grow brand with a new equity campaign and go-to market strategy starting with introducing brand to the right consumer, at the right account in the right way
- Led strategy to position Genesee as a key contributor to the Rochester community to build credibility as the high quality, hometown brewery, and build awareness to beer drinkers 21-35
Associate Marketing Director, Imports and Heritage
North American Breweries
01.2015 - 01.2017
- Drive profitable growth and build equity for Labatt and Genesee beer brands
- I lead the development and execution of the brand plans and strategies, with incorporation of sales strategies and tactics to grow market share, volume and profitability across markets
- Lead national advertising creative campaign strategy and creative, manage multi-million dollar budgets, focus on building consumer brand loyalty, Labatt packaging re-design, price strategy, leverage major brand sports sponsorships to drive sales & consumer engagement, manage agency relationships with Creative, Public Relations, Packaging, and Sports Sponsorship agency partners, innovation development from concept through launch, develop key relationships with major wholesaler & retailer partners
Labatt and Genesee Brand Manager
North American Breweries
01.2013 - 01.2015
- Lead and manage all aspects of the Labatt and Genesee brands including brand strategy, communication plan & execution, innovation, packaging, and consumer programs
Genesee Brand Manager
North American Breweries
01.2010 - 01.2013
- Manage all aspects of the brand for Genesee, Dundee Ales & Lagers, Honey Brown Lager and Dog Bite HG Lager
- This includes packaging development; new product launches and consumer programs from media to events
- Major accomplishments: Led strategy, development and building of entire brand experience
Associate Brand Manager Genesee
North American Breweries
01.2009 - 01.2010
- Support brand manager through management of all products, packaging, and budget as well as drove consumer programs
Associate Brand Manager, Lip Care, Eye Care and Skin Care
The Mentholatum Company
01.2006 - 01.2009
- New product development with significant R &D requirements, led packaging refresh on entire Rohto eye drops line, coordinated all healthcare consumer programs (i.e
- FSI’s, print ads)
Account Manager
Buffalo Envelope Company
01.2003 - 01.2006
- New customer development, service current customer base on print and packaging solutions
- Drove growth with bringing new customers to Buffalo Envelope such as AAA and building out print portfolio with Blue Cross Blue Shield
Education
Master of Business Administration -
Canisius College
Buffalo, NY01.2005
Women in Business Leadership Program - Certificate Program
Canisius College
Buffalo, NY01.2007
Bachelor of Science - Communication, Business
SUNY Fredonia
Fredonia, NY01.2002
Skills
- Strategic planning
- Team development
- Excellent collaborator
- Master problem solver
- Key account management
Accomplishments
- Stabilized Labatt business in market with declining segment trends with new packaging, creative and go-to-market strategy in core markets.
- Created immersive Genesee brand experience through the building and creation of the Genesee Brew House.
- Developed new craft brand, GBH, based on consumer insight that drove incremental volume and gross contribution for company. Launch involved creating values-based positioning, visual brand identity which lead to packaging, liquid development, market, channel, package & price strategy.
- Won annual awards for leading cross-functional groups on projects aligned with the corporate values: 2018 Purpose and Value Awards: Celebration (140th); 2016 Purpose and Values Awards: Shared Value (Tap it Forward Fest); 2016 Purpose and Values Awards: Imagination (Zubaz); 2016 Overall Purpose and Value Champion Award: Loving Michigan program.
Continual Learning
- 02/01/18, Media Training
- 10/01/17, Resilience Training for Managers
- 07/01/16, AMA Developing Executive Leadership
Timeline
Director of Trade Marketing and Sales Operations
FIFCO USA
04.2023 - Current
Director of Marketing, Labatt USA
FIFCO USA
01.2020 - 01.2021
Associate Director of Marketing, Genesee, Cream Ale, Honey Brown, Dog Bite & Imperial
FIFCO USA
01.2017 - 01.2019
Associate Marketing Director, Imports and Heritage
North American Breweries
01.2015 - 01.2017
Labatt and Genesee Brand Manager
North American Breweries
01.2013 - 01.2015
Genesee Brand Manager
North American Breweries
01.2010 - 01.2013
Associate Brand Manager Genesee
North American Breweries
01.2009 - 01.2010
Associate Brand Manager, Lip Care, Eye Care and Skin Care
The Mentholatum Company
01.2006 - 01.2009
Account Manager
Buffalo Envelope Company
01.2003 - 01.2006
Master of Business Administration -
Canisius College
Women in Business Leadership Program - Certificate Program
Canisius College
Bachelor of Science - Communication, Business
SUNY Fredonia