JENNIFER PARFIDIO
Bronx,NY
Summary
Natural leader experienced in driving great team successes by coaching and motivating team members to increase financial profitability, operational efficiency and customer satisfaction. Record of performance in meeting organizational objectives. Excellent interpersonal skills, to work well with others, in both supervisory and support staff roles.
Overview
17
17
years of professional experience
Work History
Senior Marketing Customer Manager
PepsiCo
06.2021 - Current
- Elevated role of dispensed marketing capability among key customers and internal partners resulting in best-in-class innovations and programs to date
- Lead strategic agenda for C&G while partnering closely with XF teams to develop dispensed innovation and maximize total store impact
- Resulted in Mtn Dew Purple Thunder fountain #4 PEP CSD & frozen Mtn Dew Purple Thunder & Pitch Black #1 VPO for Circle K & 7-Eleven
- Establish new activation proof point for Sam’s Club Café with 360-degree approach reinforcing brand and customer food and beverage priorities
- Advance key partnerships connecting PepsiCo digital capabilities and diversity teams to bring forth actionable solutions to drive business impact.
Brand Manager
PepsiCo
03.2019 - 06.2021
- Led Lipton turnaround by influencing the commercial pillar resulting in #1 category growth driver, #1 brand in Green Tea, and double-digit growth
- Implemented robust agenda, leaning into ‘Better for You’ health credentials focused on product innovation and execution, refreshed graphics, music and sports pillars, and consumer targeted vehicles across multi-channels
- Influenced prioritization with key stakeholders and oversaw analyst
- Enabled packaging transformation by leading strategic rationale for the 64oz multi-serve bottle ($18MM CAPEX) and 18oz single-serve bottle
- Harnessed shopper insights to build a holistic meal solution strategy that incorporated meal bundling, execution tools and local influencers
- Led Luke Bryan partnership and NFL strategy and programming drive organizational focus and incremental space
- Managed multiple stakeholders, implemented post program analysis, and led RFP process for ‘20 Super Bowl activation that spanned across talent, sampling, social, and retail.
Associate Marketing Manager
PepsiCo
04.2017 - 03.2019
- Led commercial agenda for Pure Leaf Chilled ensuring flawless development and execution of national and retail specific activation achieving 105 Index to plan and double-digit retail sales growth
- Developed brand materials for internal and external stakeholders
- Developed Pure Leaf Chilled and Tazo Annual Plans for 1st Look and presented to entire NAN Field Org.; Recipient of Bruce Wayne Bevvie Award
- Managed innovation execution of Herbals, Peach, Graphics Refresh, Apple Cider Limited Time Offer, and Club Pack advancing initiative through stage gate process, driving cross functional collaboration and alignment, sell-in, forecasting, and in-market launch plans.
Senior Marketing Analyst
PepsiCo
09.2015 - 04.2017
- Oversaw multiple agencies in creative development and optimization along with on time delivery of 1893 media campaign
- Led 1893 mixology pillar in Foodservice
- Partnered with mixologists to develop recipes and led creation of custom assets, bar kits and activation
- Launched bar residency at Caesars Palace which resulted in 28% of total bar sales, 80MM impressions and content engagement rate 2X industry
- Led commercialization and key program milestones for Pepsi Cherry Vanilla & Keith Urban Music Program
- Resulted in $48MM and 7MM 8oz cases.
Marketing Analyst
PepsiCo
09.2013 - 09.2015
- Led brand development and execution of Annual Operating Plan including media, grassroots, and consumer promotion for Starbucks Brewed to Personalize Iced Coffee
- Resulted in +$24MM retail sales, #1 SKU in Category and Beverage Industry Top ‘14 innovation
- Pioneered the 1st ever Holiday Limited Time Offer and supported Crafted for Home Portfolio campaign which led to Starbucks coffee share leadership.
Brand Finance Analyst
01.2007 - 09.2013
- Supported brand share reporting and analysis of category, channel & competitive landscape through use of Symphony IRI
- Managed $22MM budget
- Accurately tracked, forecasted, and managed year-end close, accruals, and marketing priorities.
Education
Master of Business Administration - Marketing
Iona College
New Rochelle, NYMaster of Science in Marketing Communication Management -
Manhattanville College
Purchase, NY05.2023
Skills
- Brand Awareness
- CRM software proficiency
- Training programs
- Sales proficiency
Timeline
Senior Marketing Customer Manager
PepsiCo
06.2021 - Current
Brand Manager
PepsiCo
03.2019 - 06.2021
Associate Marketing Manager
PepsiCo
04.2017 - 03.2019
Senior Marketing Analyst
PepsiCo
09.2015 - 04.2017
Marketing Analyst
PepsiCo
09.2013 - 09.2015
Brand Finance Analyst
01.2007 - 09.2013
Master of Business Administration - Marketing
Iona College
Master of Science in Marketing Communication Management -
Manhattanville College