Ruth Madeja
DALLAS,TX
Summary
Strategic-thinking professional with expertise driving business growth to exceed expectations. Successful at stepping into diverse positions and making immediate positive contributions. Focused on optimizing key client relationships and building teams to achieve new and existing revenue growth. Skilled in identifying opportunities and implementing practical business strategies with commitment to staying informed about latest trends, technologies and best practices.
Overview
21
21
years of professional experience
Work History
SVP Partnerships
Roots Food Group
01.2020 - Current
- Negotiated and led major client contracts worth over $30mm in revenue
- Negotiated and led key vendor contracts in marketing and customer service
- Led relationships for key clients including the largest healthcare provider in the US
- Led go to market strategy and execution for all clients
- Hired and managed team of Account Executives to manage day to day client relationships
- Responsible for client success and program KPI’s for company
- Led cross functional strategy across all divisions, including operations, technology, finance and marketing to ensure successful program launches
- Launched company’s largest client to-date in 4 months, including custom technology and product offerings.
Sales Director, NAM/APAC
Kat Burki Skincare
01.2022 - 01.2023
- Led division strategy and growth for multimillion-dollar wholesale channel
- Drove existing sales growth +70% increase YOY
- Created national distribution strategy and wholesale growth strategy
- Negotiated and opened new brick & mortar and e-commerce accounts, including Saks Fifth Avenue, Dillard’s, Sephora
- Developed and managed wholesale budgets, including sell-in, sell-through, sales channel expenses, salaries, marketing, merchandising and samples
- Hired, managed and developed global sales and education team of 8 sales and education executives
- Strengthened key partnerships and improved company performance in key retailers.
Head of Sales
Kjaer Weis
01.2019 - 01.2022
- Lead division strategy and growth for multimillion-dollar wholesale channel
- Responsible for 60% increase in sell-in revenue in the first 6 months of 2021
- Developed and managed wholesale budgets, including sell-in, sell-through, sales channel expenses, salaries and oversee strategy for retail marketing co-op spend, merchandising and sample spend
- Achieved 94% increase in weekly sales from new top door program in first 3 months
- Strengthened channel partnerships and streamlined distribution to strengthen revenue
- Hired, managed and developed global sales and education team of 8 sales and education executives
- Built and managed global sales and wholesale budgets and P&L by key account
- Created monthly, quarterly and yearly gross and net shipment plans and profitability forecasts
- Launched first exclusive product launch that resulted in moving up brand ranking within the account
- Negotiated and launched new retail distribution in both e-commerce and brick & mortar
- Expanded distribution into 20 new doors with a focus on current retail partners
- Analyzed sell-through performance by account, trouble-shooting as necessary to attain sales plans
- Partnered closely with internal teams to ensure global brand priorities and initiatives were supported cross-functionally, including NPD, Sales, Operations, Planning and Marketing
- Planed sales strategy by key retailer, including marketing calendars, marketing spend, sampling, staffing support, education and gratis strategy
Senior Vice President, Business Development and Strategic Partnerships
Twila True Collaborations
01.2018 - 01.2019
- Led newly created sales channel for a beauty incubator startup
- Strategized, developed and directed effective partnership activities and relevant partnerships, acquisitions and new business opportunities across the retail, beauty and lifestyle landscapes that aligned with Corporate growth goals
- Negotiated licensing opportunities; closed the first licensing deal for Twila in beauty category with major lifestyle brand valued at $5mm
- Provided division leadership and strategy to grow the company’s emerging brands in beauty, fashion, and lifestyle in all aspects of retail sales
- Developed strategic partnerships for Twila; pioneered the first retail relationship with Macy’s for Twila resulting in a long-term strategic partnership for company
- Identified new revenue streams; provided new revenue stream for Twila by building licensing partnerships to develop new brands for retail, total value of $10+mm revenue
- P&L responsibilities; developed/managed department P&L, sales plans, T&E and other expenses.
Director of Partnerships
Chef’d, Inc.
01.2015 - 01.2018
- Led key account business development for DTC company, creating additional revenue streams and clients with national CPG companies
- Clients included PepsiCo, Campbell Soup Company, Nestle, Pier 1, Conagra, Kraft Heinz, QVC, Beyond Meat, Aramark, and Coca-Cola
- Launched the most successful partnership for the company, resulting in 300mm impressions, and 11% conversion rate, well above the average 4% for Quaker Oats/PepsiCo
- Developed marketing strategy that moved major CPG food brand (Quaker Oats/Pepsico), from #4 to #1 as the most talked about brand on- and offline in 2017
- Hired and led new Account Management team with 7 employees
- Collaborated with marketing and PR agencies to develop programs for clients, including marketing plans, ecommerce and site merchandising, social media initiatives and influencer programs to drive new product sales and awareness
- Speaker and panelist at industry events, including Campbell’s North America, Nestle Innovations, and the Food Writers Symposium 2017.
Director, Global Retail Marketing
Murad, Inc.
01.2012 - 01.2015
- Created and led retail marketing division for the brand
- Developed retail marketing strategy for $35mm business, both professional spa/salon and retail, including the Murad Properties – the Murad Inclusive Health Spa and Murad Flagship store, as well as Sephora, Ulta, Nordstrom, Beauty Brands, Dermstore, and Beauty.com
- Planned and executed all marketing initiatives, including marketing calendars, social media, digital marketing, press, visual merchandising, collateral, PR, special events and staff training and communication
- Developed 360 marketing plan to launch new products within all retailers, including Sephora, Ulta, Beauty Brands, Nordstrom, Military accounts, professional and dotcom accounts, as well as a new category of medical aesthetic services within MIHS
- Led, hosted and managed special PA events with Dr
- Murad at MIHS, Sephora and Ulta, with average event results of $18,000 - $20,000 in sales per event
- Managed operational strategy for retailer promotional items and new product launches, including forecasting and budgeting, and collaborated with Operations, Planning and Warehouse teams to ensure on time delivery of key assets
- Spearheaded the concept, design, build-out and launch of the first domestic Murad Flagship retail store.
Sr. Manager, Education Program Development and Retail Marketing
philosophy, Inc.
01.2003 - 01.2012
- Developed education strategy for over 1650 philosophy consultants at accounts such as Macy’s and Nordstrom, and 75 seminars in a fiscal year, resulting in a +40% increase in new product sales and a +30% increase in overall sales in each market following the seminars
- Created retail event strategy that doubled event business in two years to over $28 million in sales, inclusive of event themes, execution by retailer, field training and all relevant event materials
- Event sales trended +50% over ly while basic business was trending +5% over ly for Ulta, Sephora, Nordstrom, Macy’s.
Education
University of Minnesota, Twin Cities
Minneapolis, MNSkills
- Strategic leadership
- Policies and Procedures
- Operational Excellence
- KPI Tracking
- Business Development
- Staff Development
- Strategic plans
- Corporate presentations
- Partnership Development
- Program Management
- Leadership and People Development
Websites
Training
- Harvard Business School Online, Become a Resilient Leader in Turbulent Times, 9/21
- Rebecca Hefter, Creative Communication Services, New York, NY, Executive Development Training, Facilitation Training, Curriculum Writing/Instructional Design
- Cary Pfeffer, ClearComm Consulting, Phoenix, AZ, Media Training, on-camera training
- Joyce Newman, The Newman Group, New York, NY, Media Training, on-camera training
Timeline
Sales Director, NAM/APAC
Kat Burki Skincare
01.2022 - 01.2023
SVP Partnerships
Roots Food Group
01.2020 - Current
Head of Sales
Kjaer Weis
01.2019 - 01.2022
Senior Vice President, Business Development and Strategic Partnerships
Twila True Collaborations
01.2018 - 01.2019
Director of Partnerships
Chef’d, Inc.
01.2015 - 01.2018
Director, Global Retail Marketing
Murad, Inc.
01.2012 - 01.2015
Sr. Manager, Education Program Development and Retail Marketing
philosophy, Inc.
01.2003 - 01.2012
University of Minnesota, Twin Cities
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