KELLY MELANITIS
La Mirada,CA
Summary
Analytical professional with knack for transforming data into strategic business insights. Known for effectively translating complex data into clear, actionable strategies that drive performance. Committed to fostering collaborative environments and adapting to changing business needs, leveraging skills in data analysis and team leadership.
Overview
18
18
years of professional experience
Work History
SR. CATEGORY INSIGHTS MANAGER
Archer Jerky $400M Consumer Packaged Goods
01.2024 - Current
- Translate syndicated, shopper, and consumer intelligence into actionable channel specific strategies, informing commercial priorities, sales planning and retailer growth initiatives.
- Built and deployed insights led selling narratives that drove +28% distribution gains (TDPS), supporting retailer category expansion, and advancing Archer’s $500MM growth objective.
- Deployed Space Planning software and created best-in-class Meat Snacks planogram, driving improved shelf productivity and supporting the +28% TPD gains.
- Lead monthly executive business reviews, synthesizing complex category performance, competitive dynamics, and retailer trends into clean channel narratives that support strategic decision making.
- Own primary research design and execution, fielding surveys and analyzing qualitative data to identify growth opportunities across priority channels and inform innovation pipelines.
- Managed strategic relationships and contract negotiations with leading data providers, securing a 3-year contract extension (up from 1-year) with expanded offerings with no price increase, ensuring best-in-class access to syndicated, panel and consumer research insights.
- Championed organization-wide AI integration initiative; directed end-to-end vendor relationship to automate critical reporting and presentation deliverables to improve speed and quality of channel insights delivered to commercial stakeholders.
SR. MANAGER ANALYTICS AND FORECASTING
Vytalogy Wellness, $500M Consumer Packaged Goods (Vitamins and Supplements)
01.2021 - 01.2024
- Synthesized complex research findings into executive-ready reports and presentations, translating insights into clear strategic recommendations for the Executive Leadership Team.
- Improved shipment and consumption forecast accuracy by +30 percentage points within seven months, enabling stronger alignment across demand, supply, and commercial planning.
- Provided forecasting, strategic planning, and analytics support for the Natrol and Jarrow brands across Natural, Amazon, International, and key strategic accounts including Costco.
- Partnered cross-functionally with Operations, Supply Planning and Marketing to ensure accurate, executable supply plans for successful innovation launches and minimization of core product supply disruption.
SR. CATEGORY INSIGHTS MANAGER
Vytalogy Wellness, $500M Consumer Packaged Goods (Vitamins and Supplements)
01.2021 - 01.2024
- Leveraged retailer margin and profitability analytics to build a breakeven volume model quantifying the impact of a $3MM SKU discontinuation, successfully securing reinstatement at Walmart.
- Applied advanced Category Management principles and data-driven insights, increasing share by +4.6pts in 11-months and delivering +$7.1M in incremental marketplace revenue.
- Uncovered root cause of segment performance declines through deep analytic and shopper insights, presenting strategic recommendations that secured incremental trade and marketing investment to restore category growth.
- Secured the company’s first Category Advisor role with Target by expanding retailer revenue and positioning Natrol as a trusted strategic partner.
- Integrated advanced data analytics into daily sales operations, identifying high-impact opportunities for distribution expansion, promotional optimization and share growth across top retailers.
SYNDICATED DATA MANAGER eCOMMERCE, HUMAN INSIGHTS
Clorox Companies, $6.2B Consumer Packaged Good Company
01.2020 - 01.2021
- Drove best-in-class omni-channel data reporting providing a complete picture of consumer purchase behavior in a rapidly evolving retail landscape.
- Lead data mapping process for migration of all syndicated data sources into Azure required for measuring the success of Clorox’s omni-channel retail presence.
- Conducted COVID analyses to provide insight into shifts in consumer and shopper behavior across brands and channels; insights garnered supported Investor Relations and fiscal-year planning.
CATEGORY & INSIGHTS MANAGER
Bonduelle Fresh Americas, $750M Packaged Salad MFG
01.2019 - 01.2020
- Directed annual budget and sales plans for top 10 retail and foodservice accounts by developing a Joint Business Planning (JBP) framework.
- Leveraged POS and shopper data to craft the “Why Bonduelle” sales story, driving a $4.1M Private Label contract.
- Developed first research-grounded sell sheets in partnership with Marketing to align on strategic priorities.
COMMERCIAL ANALYTICS MANAGER
Craft Brew Alliance, $180.2M Craft Brewer
01.2017 - 01.2019
- Defined optimal pricing and pack strategy for new SKUs by collaborating with Sales, Marketing, and FP&A enabling first national distribution distribution.
- Conducted post-promotional ROI analyses, pricing, and brand equity studies for executive leadership to guide channel investment decisions.
- Introduced BASES Concept Testing to the Brand team, ensuring optimal flavor, ABV, and calorie profiles, enabling multi-million-dollar Hard Seltzer launch.
CATEGORY INSIGHTS MANAGER
Campbell Soup Company, C-Fresh Fresh division accounting for $1B in annual sales
01.2016 - 01.2017
- Optimized product assortment and shelf space by collaborating with FP&A, Marketing, and Customer Development, providing brand-level strategy guidance to Sales teams.
- Leveraged consumer insights and point-of-purchase data to drive $250K+ incremental revenue through the launch of ultra-premium beverages.
- Developed category-specific selling stories to support multi-category product launches and identify distribution, pricing, and promotional opportunities.
ASSOCIATE CLIENT DIRECTOR
Nielsen, $6.3B global information and market research measurement leader
01.2008 - 01.2015
- Drove $9.8M in new and recurring revenue through distribution insights, RFP leadership, contract negotiations, and management of the region’s largest multidisciplinary analytics team.
Education
M.B.A. - Finance & Strategy
Claremont Graduate University, Peter F. Drucker & Masatoshi Ito Graduate School of Management
B.A. - Psychology, Minor in Speech Communications
California State University Fullerton
Skills
- Category Management and Insights
- Retail & Consumer Insights
- Data-Driven Sales Stories
- Distribution Expansion
- Assortment & Pricing Optimization
- Competitive Analysis
- Joint Business Planning (JBP)
- Qualitative Research & Survey Design
- E-commerce insights
- Project management
- Executive Level Reporting & Influence
- Assortment & Pricing Strategy
- MS Suite of Tools, Google, Proficient with Power BI and Tableau
- NielsenIQ, SPINS, Circana, Numerator, Kantar, 8451, Stackline, Tracksuit, Appinio, Space Planning
Timeline
SR. CATEGORY INSIGHTS MANAGER
Archer Jerky $400M Consumer Packaged Goods
01.2024 - Current
SR. MANAGER ANALYTICS AND FORECASTING
Vytalogy Wellness, $500M Consumer Packaged Goods (Vitamins and Supplements)
01.2021 - 01.2024
SR. CATEGORY INSIGHTS MANAGER
Vytalogy Wellness, $500M Consumer Packaged Goods (Vitamins and Supplements)
01.2021 - 01.2024
SYNDICATED DATA MANAGER eCOMMERCE, HUMAN INSIGHTS
Clorox Companies, $6.2B Consumer Packaged Good Company
01.2020 - 01.2021
CATEGORY & INSIGHTS MANAGER
Bonduelle Fresh Americas, $750M Packaged Salad MFG
01.2019 - 01.2020
COMMERCIAL ANALYTICS MANAGER
Craft Brew Alliance, $180.2M Craft Brewer
01.2017 - 01.2019
CATEGORY INSIGHTS MANAGER
Campbell Soup Company, C-Fresh Fresh division accounting for $1B in annual sales
01.2016 - 01.2017
ASSOCIATE CLIENT DIRECTOR
Nielsen, $6.3B global information and market research measurement leader
01.2008 - 01.2015
B.A. - Psychology, Minor in Speech Communications
California State University Fullerton
M.B.A. - Finance & Strategy
Claremont Graduate University, Peter F. Drucker & Masatoshi Ito Graduate School of Management
Awards
Recipient Vytalogy Data Excellence corporate recognition, June 2022, Recipient of Kona Voyager Award peer recognition, December 2018, Recipient of multiple Platinum, Gold, Silver and Bronze Nielsen Simply Excellent awards
CORE COMPETENCIES
- Channel Strategy & Execution
- Retail & Consumer Insights
- Data-Driven Selling Stories
- Distribution Expansion Strategy
- Assortment & Pricing Optimization
- Joint Business Planning (JBP)
- Cross-Functional Leadership
- Shopper & Consumer Insights
- ECommerce Analytics
- Executive Level Reporting & Influence
- Revenue & Growth Strategy
- Channel Execution Toolkits
INSIGHTS LEADER | CATEGORY MANAGEMENT | COMMERCIAL STRATEGY
Category Strategy & Consumer Insights leader with 15+ years of experience translating business objectives into channel and retailer specific execution plans that drive volume, share and revenue. Deep expertise transforming syndicated, shopper and consumer intelligence into persuasive selling stories that influence executive strategy and unlock retailer growth. Trusted cross-functional partner to Sales, Marketing, Revenue Management who converts insights into strategy and measurable commercial results.