Summary
Overview
Work History
Education
Skills
Additional Information
Timeline
Generic

NANCY M. DRINKWATER

Franklin,MA.

Summary

A proven strategic Shopper Marketing leader with more than 25 years of Grocery Retail and Brand Management experience. A consultative, dynamic Marketing and Brand Development professional who thrives in a fast-paced innovative and collaborative work environment. Proven Track record of developing successful CRM/Loyalty strategy though to execution. A results-oriented marketing professional known for executing through trust, integrity and building strong client and team member relationships.

Overview

41
41
years of professional experience

Work History

VP

PromoWorks
Chicago, IL
09.2015 - Current
  • PromoWorks , premier in-store engagement agency that drives shopper engagement and drives purchase intent like no other through solid market knowledge, insights, innovation and thought leadership.
  • Lead portfolio of 8 major retail chains developing and executing Shopper Engagement Strategies.
  • This includes defining experience, go to market strategy and establishing KPI's to ensure mutual success for both Retail and CPG partners.
  • Develop and execute strategic plans for major retailers located in very different markets across US to deliver unique, best in class in-store engagement experience for their shoppers.
  • Align with Retailers Marketing Plans and Loyalty Strategy to create programs that deliver against their goals and objectives.
  • Maintain relationships with Senior leadership across all retailers in portfolio.
  • Create programs that are aligned with Retailers Customer Segmentation strategy to ensure a coordinated experience at store level.
  • Develop KPI's for program activation for effective evaluation and ROI.
  • Consistently deliver against all sales and revenue goals, often exceeding plan by +50.

VP Loyalty

Linkable Networks
Boston, MA
01.2013 - 09.2015
  • Linkable Networks, a start-up organization in Boston allowed consumers the opportunity to link offers direct to their credit card.
  • The savings are then credited back into the consumer's account upon successful completion of the transaction.
  • As the VP Retail, I launched their entry into the Grocery Retail and CPG vertical.
  • The goal was to provide a loyalty platform without the expense associated with launching a loyalty card.
  • Successfully worked with Lund's and Byerly's in launching the card-based loyalty solution.
  • Shopper Marketing Strategy development and program sell-in with the customer and Retail partner.
  • Developed Marketing plans to drive consumer linkage and redemption of offers.
  • Leveraged POS date from the Credit Card Companies to create campaigns that delivered targeted offers based on historical purchase date to drive optimal redemption, loyalty and ROI.
  • Developed ROI Projections based on past campaigns results and analytics for optimal campaign design.

VP Marketing and CPG Sales

Modiv Media/Catalina Marketing
Boston, MA
06.2006 - 01.2013
  • Recruited to lead the Grocery Retail Acquisition and Marketing Strategy for Upromise, a college savings loyalty platform.
  • Played an instrumental role in successfully developing and executing the Brand Strategy for our Grocery and Club Network for successful acquisition and growth.
  • Developed best in class go to market strategies for optimal Consumer Engagement, shopper insights, and analytics.
  • Sold the Upromise platform into several top ten Grocery Accounts, and QSR resulting in the rapid and successful growth of our platform.
  • During my tenure, we achieved a network comprised of 70% grocery ACV and 50% drug ACV.
  • Key Account Responsibility for several Blue Chip Retailers such as Stop & Shop, Safeway, Publix, AUSA, Hannaford, Sweet Bay, King Soopers, Harris Teeter, SuperValu, CVS and BJ's, McDonald's and idine.
  • Managed several CPG and QSR Partnerships developing best in class Loyalty Marketing Strategies and tactics to help them leverage the Upromise platform including Coca-Cola, P&G, Kimberly Clark, Kellogg's, Gorton's, Bayer, McDonald's.
  • Grew membership by 250% in year 1 and by 700% in the first 3 years.
  • Successfully and consistently met and exceeded sales and revenue goals.
  • Managed Client Service Team.
  • Managed Marketing and Advertising Budget over $2MM annually, As the Director, Business Development I was primarily responsible for presenting to new and working with established Retailer clients including AUSA, Meijer, and Kroger on their Mobile Shopper Solution.
  • This role provided services as a brand marketing and sales strategist for senior-level executives and delivered solutions against the Retailer's business strategy.
  • Developed new and innovative business solutions that tied to the launch, adoption and on-going retention of their Mobile shopping customers; provided best practices in marketing, analytics, and reporting, and flawlessly executed against the Retailer's desired KPI's.
  • Gained active endorsement, pilot testing and the full rollout of the handheld and mobile solution.
  • Acted as an effective consultant and trusted advisor to my Retail Partners.
  • Developed and implemented marketing and CRM programs to drive consumer trial, engagement, and adoption of Mobile shopping.
  • Built and managed relationships with Retailers to gain access to key decision-makers in all departments including VP of Marketing, Operations, Research, IT, and Loss Prevention to gain agreement, support and required resources for pilot and rollout process.
  • Actively worked with key CPG's on campaign development that solidified the value of delivering targeted and real-time offers to this highly engaged set of consumers.
  • Achieved and exceeded revenue goals by serving as a marketing consultant that identified client objectives and sold outcome-based programs designed to deliver measurable success against the clients' key performance indicators.
  • Consistently delivered against sales and revenue goals, often exceeding the plan by +20%.
  • Successfully developed a business plan that incorporates Catalina's new digital capabilities to increase client participation which led to incremental revenue growth.
  • Analyzed data to design efficient and effective program solutions.
  • Manage revenue forecasting, budgets and accounts receivable.
  • Acted as a Strategic planning partner to ensure Catalina digital assets were included in all CRM initiatives and overall Digital Strategy.
  • Key liaison between CRM Senior Management Teams.

VP Retail Marketing and CPG Sales

Upromise
Newton, MA
01.2002 - 01.2006
  • Recruited to lead the Grocery Retail Acquisition and Marketing Strategy for Upromise, a college savings loyalty platform.
  • Played an instrumental role in successfully developing and executing the Brand Strategy for our Grocery and Club Network for successful acquisition and growth.
  • Developed best in class go to market strategies for optimal Consumer Engagement, shopper insights, and analytics.
  • Sold the Upromise platform into several top ten Grocery Accounts, and QSR resulting in the rapid and successful growth of our platform.
  • During my tenure, we achieved a network comprised of 70% grocery ACV and 50% drug ACV.
  • Key Account Responsibility for several Blue Chip Retailers such as Stop & Shop, Safeway, Publix, AUSA, Hannaford, Sweet Bay, King Soopers, Harris Teeter, SuperValu, CVS and BJ's, McDonald's and idine.
  • Managed several CPG and QSR Partnerships developing best in class Loyalty Marketing Strategies and tactics to help them leverage the Upromise platform including Coca-Cola, P&G, Kimberly Clark, Kellogg's, Gorton's, Bayer, McDonald's.
  • Grew membership by 250% in year 1 and by 700% in the first 3 years.
  • Successfully and consistently met and exceeded sales and revenue goals.
  • Managed Client Service Team.
  • Managed Marketing and Advertising Budget over $2MM annually.

Senior Manager

The Stop & Shop Supermarket Company
Quincy, MA
01.1985 - 01.2002
  • During my 17 year tenure, I held several positions all with increasing responsibility.
  • Key accomplishments included successfully repositioning the Stop & Shop brand after 75 years resulting in double-digit YOY sales increases.
  • Also responsible for launching their Loyalty Card and Private Label Credit Card well ahead of others in the market giving them a key competitive advantage.
  • Worked directly with the Senior Marketing and Merchandising Teams to develop strategies and objectives for advertising and promotional programs to successfully deliver pre-established YOY same-store sales growth.
  • Developed and executed the Marketing Brand Strategy, objectives and tactical executions to deliver consistent growth leveraging transactional data to identify an opportunity for category and overall sales growth.
  • Managed Advertising Budget over 25 MM annually.
  • Managed 47 person Advertising/Marketing Teams including Manager of Sales Promotion Marketing, CRM and Creative.
  • Responsible for the recruitment and management of AUSA Ad Agency, Media Buying Agencies and CRM Agency Director of Sales Promotion Marketing Led the review, approval, and implementation of all Sales Promotion events including Sports Sponsorships, Vendor Co-op Radio, and TV Advertising programs and Cause Marketing Initiatives.
  • Designed the Triple Winner Game in 1989 to benefit the Jimmy Fund.
  • This program, still in existence has raised over 30 Million Dollars for the Jimmy Fund with expansion into the New York and Baltimore Markets making this the single largest fundraising event in the United States.
  • Developed a Co-op TV and Radio Platform for CPG's to participate in price/item advertising generating revenue more than $1 Million per year.
  • Negotiated agreement with Peapod, a Home Delivery Solution with AUSA.
  • After 8 years, participated in the negotiation to purchase PeaPod which today operates as a wholly-owned subsidiary of AHOLD ( now ADUSA) I also held positions at Stop & Shop as Manager of Electronic Media including TV and Radio Production; Public Relations; Corporate Communications and Event Planning.

Education

B.A - Communications and Marketing

Massachusetts College of Liberal Arts, Suffolk University School of Management

MBA -

Suffolk University
Boston, MA

Skills

  • Loyalty Strategic Planning and Execution
  • Account Management and Development
  • CRM/Consumer Insights
  • Brand Management
  • Loyalty and Digital Marketing
  • Omni-Channel Marketing
  • Digital Media
  • Customer Segmentation
  • Creative Leader
  • Budget/P&L Management
  • Performance metrics analysis
  • Targeted marketing
  • Relationship building and retention

Additional Information

  • AWARDS / RECOGNITION , AUSA Person of the Year for my achievements and growth of the Triple Winner Program Member of the AHOLD Global Sales and Promotions Executive which takes one representative from each of the operating companies to strategize and identify and implement best practices and identify areas for additional overall collaboration

Timeline

VP

PromoWorks
09.2015 - Current

VP Loyalty

Linkable Networks
01.2013 - 09.2015

VP Marketing and CPG Sales

Modiv Media/Catalina Marketing
06.2006 - 01.2013

VP Retail Marketing and CPG Sales

Upromise
01.2002 - 01.2006

Senior Manager

The Stop & Shop Supermarket Company
01.1985 - 01.2002

B.A - Communications and Marketing

Massachusetts College of Liberal Arts, Suffolk University School of Management

MBA -

Suffolk University

Similar Profiles

CREATE PROFILE
NANCY M. DRINKWATER