Sandra Urti
North Royalton,OH
Summary
Skilled sales and marketing strategist who transforms plans into workable solutions and benchmarks performance against key operational targets. Highly motivated, results-driven sales and marketing professional bringing 20 years of CPG experience. Expertise in strengthening brand position with effective use of insights and retail shopper marketing supporting cross-channel strategies. Solutions oriented towards assurance in foundational marketing effectiveness through evaluation of promotion results in search of positive ROI. Skilled at cultivating proactive internal cross-functional partnerships while maintaining long term relationships with brokers, retail category buyers, and internal stakeholders.
Overview
27
27
years of professional experience
Work History
THE KELLOGG COMPANY
- Leveraged retailer shopper loyalty data to deepen understanding of the shopper and category trends resulting in successful innovation sell in, +4 items and increased shelf space for Kellogg’s portfolio of +2 feet.
- Awarded Kellogg’s Central Region “Best-In-Class” 2007; Awarded Kellogg’s Central Region Best-In-Class Q3 2009; Awarded Kellogg’s Annual Team Winner 2009.
Director of Strategic Accounts & Shopper Marketing, North America
HIMALAYA WELLNESS CO.
01.2023 - 09.2025
- Led planning and execution of effective sales promotions and development of new item proposals for strategic account development with Kroger, VitaCost, Rite Aid, CVS, Walgreens, Target.com, London Drug, and Loblaw’s.
- Led the development of category insights and sell in strategy resulting in expanded distribution and new item assortment of ayurvedic supplements at Kroger and Fred Meyer +970 distribution points. Developed and executed shopper marketing tactics to support the items leading to increased sales turns and profit.
- Responsible for the development of Drug Channel profitability strategy resulting in increased sales +34% at CVS while establishing positive profit margin and maintaining distribution.
- Managed broker partners for FDM US & Canada and developed expertise in volume planning, projection of sales expenses, P&L management & operations over all B&M in Canada & B&M Drug USA.
Senior Manager Shopper Marketing, USA
HIMALAYA WELLNESS CO.
02.2021 - 12.2022
- Leading the successful development, coordination, execution, and evaluation of account-specific plans that meet the specific needs of the brand, the customer and the shopper.
- Managed customer specific marketing budgets and adjusted activities as necessary to deliver on profit and volume targets.
- Development and execution of effective Shopper Marketing Omni-Channel Strategy leading to innovation acceptance in the Drug and Natural Channels.
- Delivered retailer-centric presentations supporting key marketing and business objectives, cultivating category buyer and broker relationships.
Key Account Manager, Kroger & Safeway/Albertson’s
LUCKY FOODS
12.2017 - 10.2020
- Leader of all broker related activities, strategic planning, execution of price and promotion strategies, business development, sales analysis, and promotion effectiveness. (Gains of +1500 points of distribution 2019; +1000 points of distribution in 2020) at Kroger and Safeway-Albertson’s respectively.
- Executed effective promotions leading to a +74% increase in sales at Kroger.
National Shopper Marketing Manager & Brand Manager/ Stonyfield
THE DANONE COMPANY
05.2016 - 03.2017
- Created and executed national shopper marketing plans, aligning with retailer strategies for Kroger, Wal-Mart, Safeway, Publix, and Organic retailers and effectively managed marketing budget and promotion evaluation.
- Worked cross-functionally with brand, internal creative team, finance, and legal team to develop the commercialization of Stonyfield’s brand message and core values, resulting in stabilization of market share across its largest customers and 10% growth in Stonyfield Kid Yogurt sales.
Portfolio Shopper Activation Manager/Dannon- Central Division
THE DANONE COMPANY
01.2015 - 04.2016
- Developed compelling digital and in-store marketing communications focused on value to core shoppers; Supported brand message and strategies for Danone’s largest brands at Kroger, Target, and Meijer, developing strong digital content appealing to their best customers.
- Executed a shelf activations increasing brand awareness, on pack promotions, and innovation to increase Danone’s shelf by 2.5 points in highly competitive space.
Manager Shopper Marketing/Dannon Kroger Team
THE DANONE COMPANY
02.2014 - 01.2015
- Developed, managed, and executed large scale shopper marketing in store and digital campaigns across the Danone portfolio resulting in a high level of shopper engagement leading to increased, +5%.
- Effectively managed creative agency resources and retail shopper dollars, leading to creation of relevant and effective shopper-centric engagements achieving sales growth and bonus targets.
Sr Manager, Shopper Marketing/Kellogg Kroger Team
THE KELLOGG COMPANY
01.2010 - 12.2013
- Led all shopper marketing activity in support of new item innovation across the portfolio.
- Developed effective marketing campaigns alongside agency partner that delivered relevant communication strategies to Kroger’s core shoppers, resulting in increased loyalty and trial of Kellogg’s brands.
- Differentiated Kellogg’s as a thought leader of large-scale total store shopper engagements by creating relevant and targeted conversion-based plans that included, in-store displays and cross-promotions increasing sales & Kellogg shopper basket size by 3.5 points.
- Creation of unique packaging for Special K cereal and Keebler Snacks that led to (+2) incremental Kellogg events for 3 consecutive years, resulting in over $2.5MM in topline growth annually.
- Awarded Golden K National Account Team of the Year 2011.
Sr Manager, Category Management/Kroger Team
THE KELLOGG COMPANY
11.2007 - 01.2010
- Leader in support of Kroger’s center aisle strategy and Preferred Partner as Category Captains.
- Effectively managed people, process, and insights influencing retailer category decisions, in pursuit of growth for Kellogg brands, +1.0 market share.
Category Business Manager/Kroger Team
THE CLOROX COMPANY
11.2006 - 11.2007
- Performed post-promotion analysis, forecasted sales, executed trade promotion plans, and created new item presentations supporting Hidden Valley Ranch, Fresh Step and Kingsford Charcoal brands.
- Established category management principles to drive assortment increases across multiple categories leveraging space to sales, household and consumer panel data, and syndicated data supporting Kroger shelf resets and awarded the Team MVP 2006-2007 for business and relationship development.
Project Manager / Director Client Service/ Director of Operations
IRI
10.1998 - 11.2006
- Designed and sold in multi-million-dollar contracts delivering core services and complex analytics resulting in increased market share for clients.
- Developed long-term strategies for CPG clients supporting overall corporate objectives and simplified operational functions for increased productivity in the areas of Category Management, Marketing, and Shopper Insights.
Education
Bachelor of Business Administration - Marketing and Management
UNIVERSITY OF CINCINNATI
Cincinnati, OHSkills
- Integrated brand and shopper marketing
- Category, Consumer & Shopper Insights
- Team Building & Leadership
- Sales Planning & Execution
- Account Management & Growth
- Strategic Planning & Budget Management
- Retail Marketing & Conversion Strategy
- Competitive & Market Analysis
- Broker team leadership
Timeline
Director of Strategic Accounts & Shopper Marketing, North America
HIMALAYA WELLNESS CO.
01.2023 - 09.2025
Senior Manager Shopper Marketing, USA
HIMALAYA WELLNESS CO.
02.2021 - 12.2022
Key Account Manager, Kroger & Safeway/Albertson’s
LUCKY FOODS
12.2017 - 10.2020
National Shopper Marketing Manager & Brand Manager/ Stonyfield
THE DANONE COMPANY
05.2016 - 03.2017
Portfolio Shopper Activation Manager/Dannon- Central Division
THE DANONE COMPANY
01.2015 - 04.2016
Manager Shopper Marketing/Dannon Kroger Team
THE DANONE COMPANY
02.2014 - 01.2015
Sr Manager, Shopper Marketing/Kellogg Kroger Team
THE KELLOGG COMPANY
01.2010 - 12.2013
Sr Manager, Category Management/Kroger Team
THE KELLOGG COMPANY
11.2007 - 01.2010
Category Business Manager/Kroger Team
THE CLOROX COMPANY
11.2006 - 11.2007
Project Manager / Director Client Service/ Director of Operations
IRI
10.1998 - 11.2006
THE KELLOGG COMPANY
Bachelor of Business Administration - Marketing and Management
UNIVERSITY OF CINCINNATI
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