Summary
Overview
Work History
Education
Skills
Timeline
Generic

Page Baermann

Summary

Manager with verifiable year-after-year success achieving revenue, profit and market growth objectives. Led and motivated teams and managed P&L for major retailers exceeding $400MM in annual revenue. Combined with in-depth product lifecycle and project management expertise with branded, private label, and licensed product experience. Excellent analytical, organizational, and problem solving skills. Recognized as an innovative strategic thinker, sharp analyst, and exceptional communicator. Adept at serving multiple stakeholders and navigating complex organizations with diplomacy Demonstrated success in building and managing cross-functional teams.

Overview

14
14
years of professional experience

Work History

Category Insights Executive

Molson Coors
Irvine, CA
03.2022 - Current
  • Develop critical insights and solutions for regional chains to grow the size and the value of the customer's beverage category, while capturing a disproportionate share of growth
  • Serve as the interface between chain selling organization within Molson Coors, the Customer Solutions team, and the category management organization, ensuring alignment of Molson Coors category and brand goals with retailers' goals
  • Synthesize category insights into selling stories and category/business reviews

Commercial Development Manager

Molson Coors
Irvine, CA
03.2019 - 03.2022
  • Facilitate and provide stewardship of the planning process (Volume and Distribution) from national to specific distributor focused initiatives and the Molson Coors Brand-Package portfolio
  • Managed NPD process and launched over 25 new private label wines in less than 6 months
  • Executed 1st successful 5c Wine Event for the company in more than 2 years - contributing to +6% in sales, +10% in profit dollars and 40% private label penetration Led a team of 2 Wine Buyers, Assistant Category Lead, and Merchandise Coordinator

Category Strategy Lead - Wine

BevMo
Concord, CA
04.2018 - 02.2019
  • Responsible for over $250MM wine business and developing a data informed strategy to drive sales, margin, inventory productivity, market share and build private label growth/penetration
  • Managed supplier relationships, optimized cost investments and implemented EDLP pricing strategy improving gross margin +200BP
  • Managed NPD process and launched over 25 new private label wines in less than 6 months
  • Executed 1st successful 5c Wine Event for the company in more than 2 years - contributing to +6% in sales, +10% in profit dollars and 40% private label penetration
  • Led a team of 2 Wine Buyers, Assistant Category Lead, and Merchandise Coordinator
  • Model-building, forecasting and scenario planning

Innovation Commercialization Manager

Coca-Cola
Irvine, CA
08.2015 - 03.2018
  • Developed MU plans with defined Picture of Success, accountabilities and timelines to drive $400M in Revenue
  • Analyzed consumer insights to steward action plans for identified for local opportunities
  • Successfully launched over 150 new SKUs in 2016-2017
  • Region Lead on new item launch coordination with supply chain and sales including developing the region commercial launch plan, execution scorecard and stewarding results
  • Manage the Stages & Gates process, PRF process, development and implementation of new item launch plans
  • Led the SKU optimization process; successfully eliminating 80 unproductive SKUs in 2016
  • Developed and maintained Innovation Scorecard and Long-Term Scorecard for tracking new item performance
  • Worked with Sales team to eliminate Aged Inventory to minimize BD&L risk
  • Led the development and implementation of regional promotional packages into the commercial stewardship process
  • Led the Division S&OP process for Innovation with weekly product and supply review sessions

Merchandise Manager

Pacific Division, Walmart
Irvine, CA
07.2013 - 07.2015
  • Responsible for program execution and quality compliance, worked with corporate merchants/marketing to customize store assortment based on market demographics, executed local vendor sales programs
  • Implemented SKU Optimization process for the Region to aid in identifying unproductive SKUs, excess inventory and opportunity gaps
  • Developed a quarterly Holiday Sales Review with Operations teams to identify sales opportunities for Market Managers and Store Managers
  • Initiated merchandising opportunities to drive sales through category management/analysis and store tours; ensuring execution of sales programs and in-store marketing to meet local needs
  • Guided the space and assortment expansion of Adult Beverages across new/remodeled/existing stores
  • This initiative resulted in double-digit YOY growth in Adult Beverage business
  • Merchandising layout planning and competitive market review for successful rollout of 20+ CA Neighborhood Markets

Senior Category Manager - Wine, Beer & Spirits

Raley's
Sacramento, CA
05.2012 - 06.2013
  • Wine, Beer & Spirits, Reinvented Raley's $280MM Adult Beverage business and reversed downward sales trend of -2% and grew sales +5%
  • Developed strategic plan driving improved merchandising/assortment plans, new pricing strategy, promotional calendar and advertising/marketing strategies to increase sales and enhance profitability across total alcohol beverage
  • Implemented Category Advisor and Validator roles held by key distributors/suppliers to execute schematics, resets and provide routine analysis
  • Developed Private Label wine program that increased profitability by +300bps

Division Finance Analyst

Delicato Family Wines
Napa, CA
01.2011 - 05.2012
  • Identified risks and opportunities in divisional earnings and initiated measures to improve net revenue
  • Maximized profitability $300K by supporting Division teams with analysis/insight regarding channel performance, depletion allowance monitoring, pricing analysis and post-program effectiveness
  • Managed all financial reporting to Division teams, including volume planning, depletion analysis, channel trends, competitive activity and pricing analysis
  • Managed and provided direction regarding price structures, pricing management, distributor margin analysis and ensure brand pricing standards are executed throughout Division
  • Managed New item & Line Extension RFP process including financial forecasts and P&L analysis

Senior Buyer - Wine

Walmart
San Francisco/Bentonville, CA/AR
06.2007 - 07.2010
  • Managed $400MM category for 1,900 stores nationwide, with double-digit sales growth
  • Defined merchandising plans and product assortment, through scan data analysis, consumer insights, Nielsen/IRI data and industry trends
  • Developed store clustering model to create “store of the community” and executed merchandising plans specifically designed for each store cluster
  • Worked closely with Regional Vice Presidents and Directors to address store issues related to product assortment, inventory, distributor support and regional programming
  • Directed cost negotiations with hundreds of Suppliers/Distributors
  • Developed one of the company's 1st Private Label wine brands and created the 1st national display planner/programming

Education

B.B.A - Finance

University of the Incarnate Word

Skills

    MS Office (Excel, Word, PowerPoint, Access), IRI, SAP, Anaplan, and Business Intelligence Systems – ie, Retail Link, Margin Minder, and Tableau

Timeline

Category Insights Executive

Molson Coors
03.2022 - Current

Commercial Development Manager

Molson Coors
03.2019 - 03.2022

Category Strategy Lead - Wine

BevMo
04.2018 - 02.2019

Innovation Commercialization Manager

Coca-Cola
08.2015 - 03.2018

Merchandise Manager

Pacific Division, Walmart
07.2013 - 07.2015

Senior Category Manager - Wine, Beer & Spirits

Raley's
05.2012 - 06.2013

Division Finance Analyst

Delicato Family Wines
01.2011 - 05.2012

Senior Buyer - Wine

Walmart
06.2007 - 07.2010

B.B.A - Finance

University of the Incarnate Word

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