JENNIFER RIOFRIO
Encino,CA
Summary
Consumer-packaged goods professional with 18 Years of Sales and Marketing leadership experience. Have managed multiple product categories ranging from food and beverage to consumer healthcare. Strategic and creative thinker with a passion for the consumer and a proven track record of positive results growing brands. Inspirational leader, well-rounded marketer who enjoys teamwork, and has demonstrated ability to manage complex projects to completion. Omni-channel marketing and sales executive with experience across different functions ranging from shopper marketing, trade marketing, sales strategy, customer development, category management, field sales, international business, brand management, etc.
Overview
18
18
years of professional experience
Work History
Senior Director of Shopper Marketing & Sales Strategy
Dole Packaged Foods
Los Angeles, CA
05.2023 - Current
- Operating a 1.6 billion-dollar portfolio with full P&L responsibilities
- Leading a team of 8 Sales Strategy and Shopper Marketing executives and senior managers
- Developing omni-channel strategic plans to drive revenue growth
- Identifying key accounts, target markets, and customer segments to focus on
- Developing sales tactics and initiatives aligned with the overall business objectives
- Translating national brand/sales initiatives and shopper insights into retail marketing strategy for all retail channels – brick and mortar and online
- Overseeing distribution, shelving (digital and brick and mortar) and merchandising plans for company and customer specific strategies, while adhering to promotional guidelines and budgets
- Launching our vitamins and supplements business as DTC subscription options for our consumers
- Building playbooks, scorecards, and compliance tools that help deliver flawless execution of in market activities
- Designing and executing end-to-end shopper marketing campaigns that integrate online and offline touchpoints
- Leveraging shopper analytics, market research, and competitive intelligence to gain deep insights into shopper behaviors and trends, to identify opportunities for enhancing the overall shopper experience
- Continuously monitor campaign performance, measure ROI, and optimize strategies based on data-driven learnings
- Fostering partnerships with key advertising agencies, leveraging their expertise to elevate our shopper marketing initiatives.
Senior Sales Director
PEPSICO
Los Angeles, CA
05.2021 - 05.2023
- Operated a 2.5 billion-dollar portfolio & 400+ customer base
- Full P&L responsibilities
- Managed all classes of trade ranging in B2C - grocery, mass, drug, club, ecommerce to B2B (hospitals, universities, golf courses, shopping centers, theme parks, etc.) Led a team of 12 sales executives and senior managers
- Managed and creating internal strategic marketing plans, regional sports partnerships for frontline execution
- Built strategic plans to deliver sales, profit and market share
- Align and deliver against customer priorities and initiatives
- Partnered with Key Account Managers to develop customer specific marketing tactics to drive additional perimeter displays and incremental sales
- Partnered with Sr
- Sales Directors, Director of Sales and Key Account Managers on Growth Summit Planning, QBPs and new business opportunity Identification
- Educated the broader organization and external partners on the value of Hispanics on our economy and business, while identifying new market opportunities, business models, and solution gaps; and build strategies around market requirements.
Sales Director
MARS WRIGLEY CONFECTIONERY USA
Los Angeles, CA
05.2019 - 05.2021
- Led 32 Territory Sales Managers and 3 Retail Supervisors across the Western part of the United States
- Managing P&L for the entire West Coast
- Generated incremental sales at Albertson’s Safeway via District Manager network, resulting in $3.5MM in the first quarter of 2021
- Managed seasonal and non-seasonal in-store and digital activation programs for top brands such M&M’s & Snickers across the grocery channel ranging from customers such as Kroger to Albertson’s Safeway
- Ensured full execution of perfect store initiatives at retail in order to secure primary placement in-store across our retail customers.
Category Development Manager
MARS WRIGLEY CONFECTIONERY USA
Los Angeles, CA
05.2016 - 05.2019
- Define in-store and digital strategies/plans that drive seasonal and non-seasonal category growth for all confectionery segments for the following grocery customers: Stater Bros, Food Maxx, Raley’s, Save Mart, Lucky, Bashas’, and Albertson’s Safeway Divisions
- Develop in-aisle confectionery planograms based on best-in-class shelving principles, and distribution opportunities driving category growth +1.5MM
- Predict future consumer demand for each confectionery season through the Sequoya forecasting tool
- Validate store level orders in order to maximize each season +7%, and to keep markdowns within a minimum
- Monitor promotional trends, initiatives and competitor activities by category, the grocery channel, and key customers
- Develop Hispanic playbook for grocery channel that will guide cross-functional teams with go-to-market strategies on how to target this shopper at retail
- Reinvent the front-end at key retailers in order to drive sales for not only the confectionery business, but also for other key categories that fall across the various checkout choices: refresh, reward, remind as part of our transaction zone vision.
Sr. Category Insights Analyst
RED BULL
Los Angeles, CA
05.2015 - 05.2016
- Created, developed, and delivered regular category reviews, plans, and strategies with retail partners ranging across all class of trade
- Leveraged market research studies via Mintel and Experian in conjunction with shopper studies to support sales recommendations to both Off-Premise and On-Premise Teams
- Conducted post-promotional analyses on key promotions for top three Energy category brands across all channels of trade ranging from convenience channel to grocery channel
- Utilizing these results and insights to provide action items to Category Development Managers at a national level
- Developed conceptual sales decks on key company-wide initiatives to assist Category Development Managers with tools in selling in programs at store level that will help drive sales for the entire Energy category
- Identified opportunity gaps in volume, share, pricing, promotion, shelf space, and product distribution.
Sr. Shopper Marketing Analyst
JOHNSON & JOHNSON
Bentonville, AR
05.2014 - 05.2015
- Delivered best in class shopper marketing plans
- For example, led first ever Healthy Essentials database email blasts, and an outstanding digital marketing plan bundled with customer support
- Consequently, this resulted in 400 MM impressions and $10MM in sales lift for Walmart while increasing the number of J&J Walmart buyers by +6%
- Strengthened international growth plan by leading Joint Business Planning Process in over 13 countries across the globe by monitoring metrics such as inventory, sales, profit, etc
- Analyzed category data across different suppliers via statistical tools such as Minitab in order to uncover distribution opportunities in an unbiased manner across different store formats at Walmart in the U.S
- (i.e., Neighborhood Market Stores)
- Partnered with eCommerce team in order to ensure that our go to market strategy globally integrates online and in-store activities as a way to drive consistency with customer
- Led quarterly business reviews with over 13 countries globally in order to identify opportunities around global KPIs, market share, format development, supply chain, category, etc
- Managed forecasting, promotional plans, marketing activations, sales and inventory analytics, identifying distribution opportunities, and post-promotional analysis using POS and statistical analysis.
Associate Retail Solutions Manager
JOHNSON & JOHNSON
Bentonville, AR
05.2013 - 05.2014
- Identified seasonal in-store activation programs in high-indexing suncare stores by leveraging POS analytics, and retail sales agency Crossmark to uncover potential retail opportunities at store level
- This translated into the placement of semi-permanent sun care displays, and $7.2MM in retail dollars during the summer of 2013
- Leveraged analytics via Retail Link POS, Nielsen consumption data, and APT statistics to identify key markets where enhanced retail coverage can take place, as well as opportunities for brand specific retail activation programs at Walmart
- As a result, implemented new retail coverage model by securing an increased budget of $11MM in 2013, a 55% increase in investment versus prior year
- Drove share and penetrated WalMart operations through development of regional selling opportunities across various business units tied to media and key promotional events
- Consequently, secured $12.8MM in shipments versus $7.3MM in prior year
- Managed broker relationship with Crossmark nationally
- Led 300 sales representatives in executing sales plan for ranging from display compliance to distribution and merchandising initiatives.
Associate In-Store Strategy Manager
JOHNSON & JOHNSON
Los Angeles, CA
05.2011 - 05.2013
- Led distribution and display efforts for the Neutrogena brand at untapped Hispanic grocery retailers in the Los Angeles market in partnership with sales agency Advantage Sales & Marketing
- I received an Eagle Award recognition from the North America National Leadership Team for leading the Neutrogena brand to secure distribution in a high indexing Hispanic market
- Managed $2 billion dollar Skincare businesses within the Beauty Global Business Unit through retail marketing programs across different classes of trade ranging from the mass channel to the drug channel (i.e., Target and Walgreens)
- Generated $2.5 million dollars in incremental dollars via retail activation programs across different beauty brands during first seven months in role by leveraging trade budgets across different BUs
- Served as the In-Store connection point back to key Marketing and Sales Strategy stakeholders by communicating retail project results, In-Store Team capabilities, and insights observed in the competitive landscape.
Retail Sales Specialist
JOHNSON & JOHNSON
Los Angeles, CA
05.2009 - 05.2011
- Led 68 Retail Sales Representatives and 5 Retail Supervisors across the Western part of the United States through broker partner
- Managed product knowledge training across 4 GBUs – Beauty, Baby, Over-the-Counter, and Consumer Healthcare
- Generated incremental sales at Walmart via Market Manager Program
- Drove 11 incremental programs in 2010 leading the team to deliver $13 million in incremental programs back to the Walmart customer focus team at Johnson & Johnson.
Sales Business Analyst
NESTLÉ USA
Glendale, CA
05.2008 - 05.2009
- Developed marketing collateral and merchandising guides for field sales force in order to achieve +10% growth in display sales across Specialized Nutrition division
- Created business scorecards for five Specialized Nutrition businesses that track new item performance, sales, and consumption across all customer teams and classes of trade
- Monitored sales forecasting systems on a weekly basis and worked with key account managers in order to minimize salvage or the destroying of display vehicles.
Retail Sales Representative
NESTLÉ USA
San Jose, CA
05.2006 - 05.2008
- Participated as a Regional Trainer within the Nestle Sales Division
- Sold promotional surveys for displays at retail stores, indirect accounts, and headquarter accounts
- Challenged accounts (i.e., Target) that utilize planograms to allow end-cap displays aside from those displays developed at the corporate level by Target account managers at Nestle
- Verified that scanning prices reflect current promotional allowances and zone pricing
- Gained trust from store personnel to order cases of product in all departments across retail chains, which led to truckloads of product and dual placement of our products
- Utilized Nielsen data to support my merchandising and sales objectives at retail.
Education
MBA -
Cornell University
05.2014
MBA -
Queen’s University
05.2014
B.S., Industrial and Labor Relations -
Cornell University
05.2006
Skills
Mining consumer & trends insights
Managing base brand P&L
Developing innovation and marketing strategies
Building and executing innovation/renovation pipeline
Executing commercial launches
Building marketing processes and team expertise
Shopper Marketing expertise
Category management and Data Analytics
Trade Marketing and Sales Strategy
International business acumen
Community Service
- UCLA ANDERSON SCHOOL OF MANAGEMENT, Riordan Scholars Programs
- Saturday Business Institute Mentor at Luskin Academy High School in Inglewood, CA
- Riordan Scholars Program, Career Panel Speaker
- Riordan College to Career Program Mentor
Languages
English
Native/ Bilingual
Italian
Native/ Bilingual
Spanish
Native/ Bilingual
Timeline
Senior Director of Shopper Marketing & Sales Strategy
Dole Packaged Foods
05.2023 - Current
Senior Sales Director
PEPSICO
05.2021 - 05.2023
Sales Director
MARS WRIGLEY CONFECTIONERY USA
05.2019 - 05.2021
Category Development Manager
MARS WRIGLEY CONFECTIONERY USA
05.2016 - 05.2019
Sr. Category Insights Analyst
RED BULL
05.2015 - 05.2016
Sr. Shopper Marketing Analyst
JOHNSON & JOHNSON
05.2014 - 05.2015
Associate Retail Solutions Manager
JOHNSON & JOHNSON
05.2013 - 05.2014
Associate In-Store Strategy Manager
JOHNSON & JOHNSON
05.2011 - 05.2013
Retail Sales Specialist
JOHNSON & JOHNSON
05.2009 - 05.2011
Sales Business Analyst
NESTLÉ USA
05.2008 - 05.2009
Retail Sales Representative
NESTLÉ USA
05.2006 - 05.2008
MBA -
Cornell University
MBA -
Queen’s University
B.S., Industrial and Labor Relations -
Cornell University
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