MICHELLE TOBESON
Charlotte,NC
Summary
B2B/B2C BRAND MARKETING LEADER: Highly collaborative, analytical, and innovative leader with extensive experience across consumer goods and service industries. Excellent communication skills and adept at influencing stakeholders cross- functionally and at all levels in a matrixed organization.
Overview
11
11
years of professional experience
Work History
Brand Manager
NEWELL BRANDS
06.2022 - Current
- Managed innovation funnel and product launches for Rubbermaid Commercial Cleaning Products
- Led of Innovation Pipeline for Commercial Cleaning and Microfiber Cloths, Mops, Charging Buckets, and Cleaning Accessories
- Developed innovation pipeline for new product development, including 20+ products annually
- Worked cross-functionally with engineering, finance, sourcing, packaging, sales, and marketing to create commercialization timelines with key deliverables and stage gate preparation
- Streamlined brand messaging by creating and maintaining a consistent visual identity across all platforms.
- Enhanced brand recognition by developing and executing targeted marketing campaigns.
- Increased customer loyalty through effective management of consumer feedback and timely resolution of concerns.
Business Program Lead
CAMPBELL’S
01.2020 - 01.2022
- Managed commercialization and go to market strategies for snacking portfolio & market share
- Lead the planning of Campbell Snacks new product development (NPD) project initiatives for 50+ projects annually across Snyder's of Hanover, Lance, Pretzel Crisps, Pop Secret, & Emerald Brands
- Drove Cross-Functional Commercialization Processes through Stage Gate Optimization
- Managed Stage Gate logistics and cross-functional decision-making including resource allocation
- Drove project prioritization across Salty Snacks BU and Cookies, Crackers & Bakery BU
- Provided insights into C-Snacks NPD capabilities and necessary improvement to Senior Management.
- Improved business program efficiency by streamlining processes and implementing automation tools, resulting in increased productivity for commercialization.
Senior Marketing Manager, Data Insights & Vendor Management
ARAMARK
01.2018 - 01.2020
- Oversaw end-to-end services marketing and supported operations team to increase demand for CPS dining program
- Partnered with supply chain and vendors to develop new innovative products for the K-12 segment, which assisted in the overall growth in meals by 5%
- Synthesized customer insights, market trends, and internal company data to highlight flavor profiles and consumer dining experiences to create strategies for account growth against P&L statements
- Led a team of 20 Food Service Directors to implement quality standards and to optimize growth strategy
- Aligned cross-functionally to develop menus that grew the dining program
- Strengthened brand identity through the design of “dining brand” kits to transform school cafeterias into grab-n-go cafés which saw a 15% increase in location participation
- Responsible for all front-line communications; partnered with operators to develop marketing campaigns, promotions, and special events to increase dining program awareness and participation
- Championed taste preference testing which led to 3x increase in the Kosher and Halal dining program
- Created social media campaigns to increase dinning program participation by 8% over 2018-19 SY
- Datasessential, IRI data, to identify dig sites and build out sales materials/ sell-in materials
Senior Foodservice Manager
Grecian Delight | Kronos
02.2017 - 08.2018
- Designed and implemented re-branding, new packaging, and marketing collateral for 45 top selling SKUs
- Managed a digital database portfolio of 300 products, including nutrition and distribution compliance
- Created digital marketing campaigns with Target, Costco, and Wal-Mart to promote retail penetration
- Designed and created sales material and product launch campaigns
- Drove innovation for Flamed Broiled Beef Gyro Slices Off the Cone-Managed innovation commercialization project from inception, capital install, and product creation to sell into Costco, HEB, Sam’s
- Partnered with sales team to create strategic sales strategy and pricing
Category Manager-Data Analyst
KROGER
01.2015 - 01.2017
- Drove marketing strategy and SKU mix to maximize sales potential for Kroger branded bakery items
- Managed $9MM budget and internal resources to ensure successful marketing and sales strategies for 60 Kroger branded bakery products including planogram setups and product setups internally
- Synthesized 84.51, IRI, ACNielsen, loyalty card, and customer insights to identify 4 new customer segments to target
- Drove brand revitalization strategy for in-store bakery utilizing product marketing/communications roadmaps spanning digital campaigns, brand, direct, and partnership marketing to exceed organization’s growth objectives
- Developed and implemented databases and data collection systems against industry trends to increase Kroger bakery item sales by 2.3% in the grab-n-go segment
- Delivered presentations of findings in meetings with department chairs and category directors for promotional planning and SKU mix suggestions to increase sales
- Partnered with product management team to conduct iterative consumer tests to gauge consumer flavor profiles, build out new products, and to adjust messaging that resulted in a 6% growth for the scratch bakery program
- Analyzed SKU performance against P&L statements to ensure successful SKU mix and sales growth
- Reduced inventory costs through effective vendor negotiations and optimizing product assortments.
- Increased overall category sales by developing and executing strategic merchandising plans.
Growth Category Manager
GIVN GOODS INC.
01.2013 - 01.2015
- Managed marketing strategy and execution for product placement and promotion in retail outlets
- Developed and executed marketing plan exceeding launch goals and delivering a +20% in trial rate and a usage rate of 3% through geographic brand expansion
- Used IRI, ACNielsen, shopper data, and consumer insights to inform product positioning and marketing strategy
- Marketing launch yielded company-wide record-breaking social media coverage with over 200 brand ambassadors and over 400MM impressions
- Created and delivered press releases, media content, case studies, corporate newsletters, and social media content, aligning the company’s social mission with the brand position and promise
- Leveraged personas/journey mapping, Voice of the Customer, and product testing to deliver best in class customer experience that was featured by Inc
- Magazine as a top performing B corporation.
Education
MBA - Corporate Innovation & Entrepreneurship
Pennsylvania State University
State College, PA08.2022
Bachelor of Arts - Marketing & Management
Pennsylvania State University
State College, PA12.2016
Skills
- Product Innovation (NPD)
- Data Analytics
- Product Launch & Management
- Procurement
- Commercialization
- Post Launch PMR Tracking (KPI)
- Integrated Marketing
- P&L Management
- Project Management
- Agency Management
- Marketing Plan Creation
- Sales Strategy
- Microsoft Office: Project
- Excel
- PowerPoint
- Word
- IRI & AC Nielsen
- CRM
- Salesforcecom
- Adobe Photoshop
- Confluence/ Jira
- Brand Positioning
- Margin Monitoring
- Campaign Planning
- Supply Chain Management
- Category Growth
- Market Analysis
- Social Media Campaigns
- Brand Strategy
- Product Management
- Marketing Support
- Sales Tracking
- Trade Show Management
- Market Research
Timeline
Brand Manager
NEWELL BRANDS
06.2022 - Current
Business Program Lead
CAMPBELL’S
01.2020 - 01.2022
Senior Marketing Manager, Data Insights & Vendor Management
ARAMARK
01.2018 - 01.2020
Senior Foodservice Manager
Grecian Delight | Kronos
02.2017 - 08.2018
Category Manager-Data Analyst
KROGER
01.2015 - 01.2017
Growth Category Manager
GIVN GOODS INC.
01.2013 - 01.2015
MBA - Corporate Innovation & Entrepreneurship
Pennsylvania State University
Bachelor of Arts - Marketing & Management
Pennsylvania State University
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