Nicholas Williams
Boise,ID
Summary
Dynamic Product Marketing Leader with deep expertise in brand building, go-to-market strategy, and innovation pipeline development across foodservice and CPG categories. Proven track record delivering strategic growth through consumer-driven innovation, market analysis, and cross-functional leadership. Known for launching 60+ successful products, elevating brand equity, driving operator value, strengthening category positioning, and enabling sustained market share expansion.
Overview
16
16
years of professional experience
Work History
Product Marketing Manager – Snacking & Formed Categories
J.R. Simplot Company
Boise, USA
07.2025 - Current
- Lead strategic planning and brand-building efforts across 4 brands and 550MM lbs., strengthening competitive positioning and long-term category growth.
- Developed a multi-year innovation pipeline, aligning with emerging culinary trends, operator needs, and consumer behaviors.
- Successfully launched 4 new items in FY26, focused on: solving operator pain points, driving traffic and menu relevance, meeting evolving consumer expectations, and supporting business growth and market share gain.
- Partner with Finance to improve P&L performance, enhance profitability, and guide pricing strategy.
- Direct cross-functional commercialization teams to optimize portfolio performance and core product productivity.
- Collaborate with agency partners to develop brand strategy, creative marketing campaigns, and demand-generating communications.
Product Marketing Manager – Avocado Category
J.R. Simplot Company
Boise, USA
09.2022 - 06.2025
- Executed a full brand refresh, improving brand differentiation, clarity of positioning, and category visibility.
- Launched 4 new avocado products, strengthening competitive advantage and unlocking incremental growth opportunities.
- Built and executed GTM strategies that delivered category growth ahead of the total market.
- Served as category SME, leveraging deep operator and consumer insights to inform sales enablement, customer training, and strategic planning.
Project Manager – Sales Solutions
J.R. Simplot Company
Boise, USA
07.2021 - 08.2022
- Led cross-functional project teams to deliver 4 new product launches, enhancing customer partnerships and strategic alignment.
- Managed major account transitions, improving margin performance and customer satisfaction.
- Delivered enterprise-level strategic solutions supporting sales, operations, and marketing teams.
Startup Team – Production Manager, Simplot Argentina
J.R. Simplot Company
Argentina
07.2019 - 06.2021
- Directed the operational ramp-up of new production capabilities in Argentina, supporting key global QSR customers.
- Led the development and launch of 7 new products, balancing speed-to-market with quality and capability buildout.
- Trained and developed 80+ employees, improving plant performance and operational excellence.
Product Marketing Manager – Conventional & Clear Coat Categories
J.R. Simplot Company
Boise, USA
08.2017 - 06.2019
- Managed 11 brands and 240MM lbs., leading innovation and lifecycle management to strengthen category performance.
- Launched 30+ SKUs through stage-gate, enhancing brand relevance and customer engagement.
Product Marketing Manager – Frozen & Dehydrated Hashbrown & Mashed Categories
J.R. Simplot Company
Boise, USA
02.2016 - 07.2017
- Drove innovation strategy for 8 brands and 40MM lbs., launching 22 SKUs and expanding distribution across key customer segments.
- Strengthened category positioning through consumer-driven product and brand development.
Operations Management & Product Quality Roles
J.R. Simplot Company
USA
01.2010 - 01.2016
- Led teams in production and quality assurance, ensuring compliance, operational excellence, and product integrity across multiple facilities.
- Self-motivated, with a strong sense of personal responsibility.
- Worked effectively in fast-paced environments.
- Skilled at working independently and collaboratively in a team environment.
- Excellent communication skills, both verbal and written.
- Worked well in a team setting, providing support and guidance.
Education
Bachelor of Business Administration - Marketing
Eastern Oregon University
La Grande, OR06.2010
Mini MBA - Brand Management
Mark Ritson
PMP Certificate of Training Completion -
10.2025
Skills
- Brand Strategy
- Brand Building
- Go-to-Market Strategy
- Commercialization
- Innovation Pipeline Development
- Portfolio Management
- Market Research
- Consumer Insights
- P&L Ownership
- Financial Acumen
- Cross-Functional Leadership
- Strategic Planning
- Market intelligence
Accomplishments
- Launched over 60+ products across multiple categories and global markets.
- Recognized for strategic execution, innovation leadership, and cross-functional excellence.
- Delivered brand refresh initiatives that significantly boosted awareness, engagement, and category vitality.
Timeline
Product Marketing Manager – Snacking & Formed Categories
J.R. Simplot Company
07.2025 - Current
Product Marketing Manager – Avocado Category
J.R. Simplot Company
09.2022 - 06.2025
Project Manager – Sales Solutions
J.R. Simplot Company
07.2021 - 08.2022
Startup Team – Production Manager, Simplot Argentina
J.R. Simplot Company
07.2019 - 06.2021
Product Marketing Manager – Conventional & Clear Coat Categories
J.R. Simplot Company
08.2017 - 06.2019
Product Marketing Manager – Frozen & Dehydrated Hashbrown & Mashed Categories
J.R. Simplot Company
02.2016 - 07.2017
Operations Management & Product Quality Roles
J.R. Simplot Company
01.2010 - 01.2016
PMP Certificate of Training Completion -
Bachelor of Business Administration - Marketing
Eastern Oregon University
Mini MBA - Brand Management
Mark Ritson