Michelle Anderson
Montgomery,TX
Summary
Inspirational results-driven business leader with a diverse background creating and leading strategic and tactical business initiatives in Marketing, Brand Positioning, Product Marketing, Digital Marketing, Revenue Management, Accounting, and Finance. Expertise in large-scale business transformation and change management to consistently exceed company objectives. Proven track record in delivering business growth strategy and innovative customer-centric solutions using data-driven insights. Ability to develop a vision and lead cross functional teams to work together to deliver against that vision. Passionate about motivating, energizing, and developing high-performing teams.
Overview
29
29
years of professional experience
1
1
Certification
Work History
Senior Director Channel Growth & Loyalty Strategy
Sysco Foods Global Support Center
Houston
08.2021 - Current
- Developed strategy, vision and execution of a new customer loyalty program with a cross functional team of 30+ members and 7 external consultants to drive the evolution of the company's first customer loyalty program to achieve growth targets and deepen customer engagement and retention. Exceeded first year revenue projections by 3x and reduced churn in first year by 70%.
- Lead Digital Marketing department with 5 direct reports and expanded team of 25+
- Build growth strategies across all digital channels of business to include Paid Social, Search, SEO, Display, Social media, Social influencers, Email, and Web
- Develop multi-channel marketing campaigns to drive leads and repeat purchases with a keen focus on optimizing what is working and thinking big and broad about new ways to reach customers
- Focus intensely on quantitative analysis, customer insights and analytics using newly created dashboards, reporting, and insights to drive personalization to grow the business
- Develop strategy and lead a new direct to customer offer initiative for building new technology capabilities and creating personalized direct-to-customer promotions and targeted offers through new channels including our e-commerce site Shop.Sysco.com, email, paid media, and SMS text to drive customer acquisition, engagement, and retention
- Work closely with merchandising, product marketing, revenue management, and customer insights teams to drive sales growth with high focus on private brand and local assortment while keeping a customer first mindset to ensure recommended offers/promotions are relevant to the customer
- Participate in leadership alignment and monthly measurement reporting meetings with CEO and executive leadership to update on key initiatives
- Create and manage budget for all of Marketing advertising, promotional offers and loyalty program.
- Drive strategic improvements to enhance operational and organizational efficiencies.
- Instituted formal operating procedures and enforced adherence to policies and regulations that impacted bottom-line.
Senior Director Marketing Communications
Sysco Foods Global Support Center
Houston, Texas
05.2019 - 08.2021
- Oversee the planning, development, and implementation of the marketing department in delivering data-driven marketing, digital transformation, and brand strategy
- Build and lead marketing team: recruitment, org structure, training, coaching, workshops, in addition to all agency relationships and digital partnerships
- Hired and developed a high-performing digital marketing team of 15+ team members to include social media, email, paid media, paid search, programmatic, SEO, web
- Also oversee fleet branding, events, sponsorships, print, magazine, and culinary events
- Lead the development and execution of the annual marketing calendar across all business units working cross functionally with leads from Product Marketing, Corporate Communications, PR, Creative, Merchandising, Field Sales and Finance
- Maintained brand standards globally and ensured compliance across all marketing and communications channels
- Oversee the Global rebranding of acquired companies (France, Belgium, Spain, Sweden, Ireland, Costa Rica, Hawaii, Bahamas)
- Consolidated social media accounts in the US from over 75+ accounts to one channel for Facebook, Instagram, Twitter and You-tube
- Created and executed strategy for new customer acquisition tools and brought in-house media buying for Facebook/IG, Twitter, LinkedIn, YouTube, SEM, SEO, Display, Paid Search, Programmatic
- Ran A/B testing, experimentation, and iteration to design, analyze and interpret marketing results and improved impressions, CTR, and conversions 2X what outside agency was able to achieve
- Managed annual Marketing budget including $26M advertising budget to support business goals.
Market Marketing Director
South & Pacific, Sysco Foods Global Support Center
Houston, Texas
06.2017 - 05.2019
- Led the Marketing for two Markets (South and Pacific)
- Key member of the Market executive team responsible for developing and deploying marketing programs and promotions to 26 business sites
- Partner closely with Sales, Merchandising, Pricing, and Marketing for each of the sites to create alignment, execute strategy, optimize processes, provide reporting and insights, and ensure visibility to all marketing priorities
- Coach and developed 26 Marketing Managers to deliver profitable growth, trained on available resources and platforms and leveraged best business practices to create efficiencies
- Act as a liaison between the sites and Corporate to communicate and execute center led strategies
- Deployed and trained on new social media tool; Salesforce Marketing Cloud Social Studio to bring efficiencies and branding consistency for social media channels
- Created a return on investment (ROI) calculator that was deployed nationwide as tool for reporting ROI on all marketing promotions
- Worked directly with Market Presidents and VP of Sales, Revenue Management, Finance, Operations, and Merchandising to drive results and achieve sales and financial goals.
Director of Revenue Management
Sysco Foods Central Texas
10.2015 - 06.2017
- Responsible for building and providing analytics and performance data to inform on margin and growth trends for all categories, including brands, case penetration, new and lost business, and pricing opportunities.to help predict customers' behavior to develop marketing and sales strategies to maximize case and gross profit growth
- Present and participate in weekly Executive staff meetings
- Lead the implementation and execution of enterprise sales and marketing initiatives and technology solutions
- Act as subject matter expert on applicable processes and programs impacting margins and conduct coaching for sales management on a weekly basis
- Trained and educated the sales team (220+ sales associates) on a new pricing platform in Salesforce CRM: “PMT” and pricing strategy tool
- Deal Manager” to accelerate case growth
- Worked with Corporate team to test and validate these new platforms before launching
- Analyze profitability of products, market trends, and competitor information
- Set pricing and margin thresholds weekly on key items to increase profit and case growth
- (Increased margins FY16 +24bps and FY17 up +29bps)
- Implemented a new optimal pricing strategy on the top 15 key commodity items in September 2016 that was later adopted as a new pricing strategy for the South Market
- Actively assisted Marketing and Merchandising in the design and development of marketing promotions to support sales goals
- Provided tracking and analysis utilizing the new reporting tool (SEED)
Director of Marketing
Sysco Foods Central Texas
03.2007 - 10.2015
- Designed, developed and executed all marketing strategies for Central Texas area
- Led a marketing staff of 12+ to include Graphic Designers Culinary Chefs, Social Media Specialist, Marketing Manager and Business Review Specialists
- Coordinated the preparation and execution of all local and corporate marketing campaigns, promotional materials, brochures, and flyers
- Led the planning and execution of all food shows, sales meetings, and supplier product trainings to drive sales objectives
- Conducted market research to develop marketing and social media strategies for growing our brand
- Architected and launched a new company website to market our local suppliers, products and brands resulting in increased website traffic by over 35% in first year
- Identified trends in the restaurant industry and presented solutions and marketing ideas in customer business reviews to increase customer traffic and profit
- This included recommendations and strategies for website design, SEO, email marketing, direct marketing, social media and food costing
- Created local partnerships with other providers including Google Maps and Secret shoppers to provide discounted rates for our customers
- Represented company in different branding activities – trade shows, sales meetings, and marketing conferences
- Provided support to sales associates and business review specialists
- Implemented and trained sales team on new marketing programs and business solutions
- Developed various marketing materials such as brochures, power point presentations, and flyers for business resource team.
Senior Director of Finance & Controller
Sysco Foods Central Texas
07.2003 - 08.2007
- Supervised and directed a staff of 45+ associates including Accounting, Profit Management, Accounts Receivable, Accounts Payable, Risk Management and Inventory Control
- Responsible for preparing the Annual Profit Plan, monitoring the company's progress and accomplishment of goals
- Participated in weekly Executive staff meetings to develop marketing and sales strategies to maximize case and gross profit growth
- Led earned income meetings with Merchandising/Marketing weekly to ensure we achieved margin plan
- Assisted Merchandising/Marketing with annual marketing program negotiations with suppliers
- Provided all analysis, tracking, and recommendations for rates on annual contracts
- Participated in meetings with suppliers to develop marketing goals
- Responsible for all marketing budgets and approving marketing spend for events
- Assisted Marketing with design and development of marketing programs and provided tracking on marketing promotions to ensure sales goals were achieved
- Responsible for reporting current and accurate operating results to the President and CFO
- Ensured all financial reports were accurately prepared and submitted timely
- Analyzed profitability of products and trends
- Ensured proper internal controls and procedures were established and followed in accounting, warehouse, and safety.
Sole Practitioner, Owner
Michelle Anderson, CPA
07.1998 - 07.2003
- Provided business consulting services including bookkeeping, cost accounting, budgeting, increasing efficiencies and internal controls
- Performed accounting and business consulting services for clients, primarily for Sysco Foods.
Senior Auditor
Padgett, Stratemann, & Co. LLP
07.1994 - 07.1998
- Performed Audits, Reviews, Compilations, and Tax Services to a wide range of industries including banking, construction, federal government, manufacturing and wholesale.
Education
Certified Public Accountant -
Bachelor of Business Administration (BBA) - Accounting, Marketing
Southwest Texas State University
1994
Skills
- P&L Responsibility
- Collaborative Leadership
- Pipeline Development
- Key Performance Indicators (KPI)
- Data Analytics
- Strategic Vision
- Culture Transformation
- Market and Competitive Analysis
- Project Management
- Promotional Campaigns
- Digital Marketing
- Marketing and Advertising
- Budgeting and Allocation
- Digital Communications
- Financial Budgeting and Reporting
Certification
Certified Public Accountant
Timeline
Senior Director Channel Growth & Loyalty Strategy
Sysco Foods Global Support Center
08.2021 - Current
Senior Director Marketing Communications
Sysco Foods Global Support Center
05.2019 - 08.2021
Market Marketing Director
South & Pacific, Sysco Foods Global Support Center
06.2017 - 05.2019
Director of Revenue Management
Sysco Foods Central Texas
10.2015 - 06.2017
Director of Marketing
Sysco Foods Central Texas
03.2007 - 10.2015
Senior Director of Finance & Controller
Sysco Foods Central Texas
07.2003 - 08.2007
Sole Practitioner, Owner
Michelle Anderson, CPA
07.1998 - 07.2003
Senior Auditor
Padgett, Stratemann, & Co. LLP
07.1994 - 07.1998
Certified Public Accountant -
Bachelor of Business Administration (BBA) - Accounting, Marketing
Southwest Texas State University
Certified Public Accountant
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