KAREN THERESE WOLF
Alameda
Overview
20
20
years of professional experience
Work History
Director, Amazon Business Development
PEET’S COFFEE
03.2021 - Current
- Leader of our fastest growing top customer posting double digit growth YTD vs YA and continued 1.4X growth versus the category.
- Executed smooth transition of UPC change impacting 60%+ of business, negotiating SAS to achieve this with no incremental funding to Peet’s YOY.
- Achieved reduction in chargebacks YOY through dedicated team, operational improvements, and rollout of pallet program.
Director, Planning & Business Development – Direct Ship Business
PEET’S COFFEE
12.2019 - 03.2021
- Increased Amazon sales +80% YOY in 2020 following +94% growth in 2019 while maintaining flat spending YOY during 2021 terms negotiations.
- Achieved +24% growth in club net sales to PY in 2020 along with +1.1pts YOY GM improvement, securing first national MVM on bags for 2021.
- Led planning and business development team across our club, Amazon and Mighty Leaf Tea business growing the total business +27% in 2020.
- Maintained Mighty Leaf Tea gross margin by simplifying pricing strategy, reducing tiers from 85 to 23, a -73% decrease.
Director, Planning & Business Development - Peet's Beverages
PEET’S COFFEE
11.2017 - 12.2019
- Partnered with Keurig Dr. Pepper to launch 8 Peet’s beverages in under 2 years, transitioning from partnership to full licensed partner.
- Led launch of Peet’s Iced Espresso line into 50,000 accounts nationally, achieving 1 share for CA AOC + Convenience and .3 share nationally within first year.
Director, Alternate Channels & Partnerships
PEET’S COFFEE
11.2015 - 11.2017
- Managed club and ecommerce operations to enhance team performance.
- Launched products into CVS and secured Walgreens appointment for distribution in 2018.
- Grew club 7% vs. PY and ecommerce 44% vs. PY through targeted search investment.
Sr. Sales Planning Manager
PEET’S COFFEE
02.2014 - 11.2015
- Led a cross-functional team that developed and launched Peet’s K-Cups with Keurig Green Mountain 12 weeks from signing of the contract to shipping product to customers.
- Winner of the Consumer Extra Mile Award, awarded to 8 Peetniks each year who have gone the extra mile in a customer-facing role to drive the business.
Sales Planning Manager
PEET’S COFFEE
09.2012 - 02.2014
- Led P&L and pricing strategy for DSD and our direct CPG business on initiatives including competitive pricing and new line launches including 20oz bags and Peet’s Reserve.
- Developed and launched Peet’s Single Cups, 36oz Gaia organic, Peet’s tea and a Costco exclusive gift pack responsible for incremental net sales vs YA.
National Account Manager, Safeway
DIAMOND FOODS
03.2012 - 09.2012
- Managed five brands for Safeway account across direct ship and DSD.
- Secured front end caps for Kettle Chips for the first time with highest level of display ACV ever at Safeway at 84% and secured distribution across check stands nationally.
National Account Manager, Strategic Accounts
DIAMOND FOODS
10.2010 - 02.2012
- Managed our SSI, WinCo, HEB, Hawaii & Stater Bros with double-digit growth over PY.
- Managed four different broker business managers and four broker business analysts.
- Moved Kettle from a DSD business to DSD, growing brand 20% YOY.
Account Manager: Safeway Account
KRAFT FOODS
09.2008 - 10.2010
- Co-managed five Kraft cheese categories for Safeway, accounting for $145MM in revenue.
Management Development Associate
KRAFT FOODS
07.2006 - 09.2008
- Selected as one of 16 candidates nationally into Kraft’s competitive two-year cross-functional leadership training program in sales and operations.
- Mentor for a Cambodian exchange student taking her through applying to a U.S. college and graduating in 4 years, securing a job with a clean energy firm in Phnom Penh.
Education
MBA - Double Emphasis: Marketing & Finance
University of San Francisco, Masagung School of Management
San Francisco, CA07-2011
Bachelor of Science - Business Administration, Marketing
University of Illinois, Urbana-Champaign
Champaign, IL05-2006
Bachelor of Arts - Spanish
University of Illinois, Urbana-Champaign
Champaign, IL05-2006
Skills
- Strategic planning
- Business development
- P&L management
- Market analysis
- Data-driven decision making
- Channel management
Hobbies and Interests
- Marathon Runner
- World Travel
- Reading
Volunteer Experience
SHE-CAN, 08/01/15, present
Timeline
Director, Amazon Business Development
PEET’S COFFEE
03.2021 - Current
Director, Planning & Business Development – Direct Ship Business
PEET’S COFFEE
12.2019 - 03.2021
Director, Planning & Business Development - Peet's Beverages
PEET’S COFFEE
11.2017 - 12.2019
Director, Alternate Channels & Partnerships
PEET’S COFFEE
11.2015 - 11.2017
Sr. Sales Planning Manager
PEET’S COFFEE
02.2014 - 11.2015
Sales Planning Manager
PEET’S COFFEE
09.2012 - 02.2014
National Account Manager, Safeway
DIAMOND FOODS
03.2012 - 09.2012
National Account Manager, Strategic Accounts
DIAMOND FOODS
10.2010 - 02.2012
Account Manager: Safeway Account
KRAFT FOODS
09.2008 - 10.2010
Management Development Associate
KRAFT FOODS
07.2006 - 09.2008
MBA - Double Emphasis: Marketing & Finance
University of San Francisco, Masagung School of Management
Bachelor of Science - Business Administration, Marketing
University of Illinois, Urbana-Champaign
Bachelor of Arts - Spanish
University of Illinois, Urbana-Champaign