Shelly Tallabas
Dallas,TX
Summary
My proven expertise lies in strategic thinking and optimizing business processes to ignite breakthroughs. Leveraging over two decades of experience in fiercely competitive and intricate industries, I specialize in identifying and resolving complex business challenges to amplify profitability and brand stature. I excel in delivering tangible results, quantified through increased revenue, reduced costs, and expanded market share.
My knack for uncovering strategic opportunities positions businesses for growth. I thrive in orchestrating resources to consistently drive measurable improvements in performance and efficiency
Overview
24
24
years of professional experience
1
1
Certification
Work History
Founding Partner
Vivid Integrated Solutions
Dallas, TX
09.2019 - Current
- Established an advisory firm that aids business owners in stabilizing their operations so they can expand strategically and profitably. In first two years, we earned $2.5M in Revenue
- We constructed and executed tailored operating plans, pinpointed root causes, and identified precise measures needed for correction or adjustment to attain breakthrough profitability in their business. On average, productivity surged by 30% and profitability by 12%
- Once our clients' operations were stable, we assisted them in securing $250 million in private funding for expansion
- Our company has become the trusted advisor for more than 160 investors, offering guidance on investment decisions. Renowned Private Equity firms utilize our assessment tool for M&A validation, ERP readiness, and capital formation.
Head of Innovation and Manufacturing
Private Equity Owned Manufacturer
Santa Barbara, CA
12.2018 - 11.2019
- Led the entire lifecycle of product launches for a top consume brand in California, ensuring maximum return on investment from conception to market debut
- Managed the research, development, and marketing efforts for two brands, resulting in a diverse product portfolio of over 30 items
- Pioneered the company's expansion into new markets resulting in new revenue increase of $6.5 million
- Oversaw co-manufacturing partnerships across 11 states in the U.S., ensuring strict adherence to quality standards to drive market growth
- Implemented an innovative go-to-market strategy aimed at streamlining effectiveness, execution, and return on investment for product launches while managing costs
SVP - Innovation
Privately Held Alternative Medicine Company
Culver City, CA
02.2018 - 10.2018
- Introduced company's inaugural proprietary brand within a rapid 90-day span, aiming for substantial financial gains, projecting margin boosts of over 30% for the public launch
- Managed recruitment, training, and supervision of an 11-member team, overseeing expenses and capital budgets exceeding $100 million with precision
- Formulated and communicated strategic roadmap for R&D and product commercialization, ensuring alignment with organizational goals
- Directed product development, ensuring compliance with quality standards and regulations.
- Aligned commercialization, R&D, and engineering initiatives with short and long-term product roadmaps
Sr Director - Customer Development
Farmer Brothers Coffee
Ft. Worth, TX
06.2015 - 01.2018
- Successfully advocated for and gained approval from the board for a new business unit poised to generate $25M in revenue
- Effectively managed a portfolio of 63K+ customers, 414 routes, and 114 branches, optimizing both new and existing accounts for maximum return on investment and retention
- Selected to exclusively collaborate with the Board of Directors and Executive Management Team for M&A due diligence, evaluation, and selection
- Implemented utilization of market intelligence-driven sales tools like Nielsen and Salesforce to invigorate growth in underperforming segments and branches
- Conducted training sessions to enhance performance in persuasive selling and conflict management for DSD and National Account teams
Revenue Officer
Private HedgeFund
Dallas, TX
10.2014 - 05.2015
- Developed branding and marketing plans for two hemp-infused beverages and a CBD shot
- Advanced brand sales within the Texas and Colorado markets
- Networked with industry professionals to expand product distribution across niche markets
- Reduced operating expenses (opex) 35% through strategic partnerships
Vice President, Shopper Marketing
Keurig/Dr. Pepper Snapple Group
Plano, TX
04.2008 - 10.2014
- Led a team of 15 to develop custom marketing plans for 32 national accounts, enhancing sales for a $6B portfolio
- Implemented analytic training to refine strategic briefing processes, elevating analytical rigor in planning
- Achieved a significant increase in ROI from 123% to 257%, reversing a trend of negative to flat performance over the previous four years
- Introduced new brand placements that drove volume and display for priority brands including Dr Pepper, 7UP, Canada Dry, Snapple, Motts, Clamato, Squirt, and Penafiel
- Increased display rates by 50% on base brands and drove center-store conversion by 25 – 40%
- Developed the first digital platform (Mylifemyflavor.com) combining earned and owned-media, achieving a 135% ROI in its first year and driving brand conversion while increasing retailer traffic
- Represented as a subject expert in retail in executive meetings with CMO, CFO, Sales Presidents, and SVPs
- Received the President’s Action Champion Award for delivering exceptional business results, driving efficiency, and embodying the corporate vision of being the best.
Director, Shopper Behavior & Syndicated Data
Keurig/Dr. Pepper Snapple Group
Plano, TX
09.2011 - 06.2013
- Directed a Shopper Insights team of 10 to define strategic direction for cross-functional partners in retail
- Spearheaded corporate adoption of syndicated resources for integration and analysis, managing a $52M budget
- Implemented organizational training on syndicated data analysis for 1500+ sales team members and bottlers to enhance fact-based selling capabilities
- Conducted evaluation of syndicated data resources, leading to a $12M reduction in expenses
- Negotiated expanded data coverage, increased service levels, and achieved a mandatory 15% reduction in overall spend
- Influenced commercial planning process with marketing insights and analytics to guide in-store merchandising, selling stories, shelf sets, and shopper marketing promotions
- Developed quantitative decision-tree models to optimize shelf management and in-store programming
- Introduced the company's first shopper-based segmentation, identifying unmet shopper needs across channels and monetizing trip-mission
- Received the CMO’s Marketing Excellence Award for outstanding performance and innovative contributions to business growth.
Director, Pipeline Innovation & Brand Equity
Keurig/Dr. Pepper Snapple Group (U.S., Mexico, Canada)
Plano, TX
04.2008 - 09.2011
- Directed a team of 12 to provide strategic direction for national product launches and advertising campaigns
- Oversaw a $23M program budget to validate brand provisioning and advertising for the brand portfolio
- Led and cultivated an insights team to prioritize all aspects of national commercialization, including innovation, product development, advertising, graphics, packaging, and pricing
- Conducted simulated-test markets and controlled store tests to enhance prediction accuracy of product demand and forecasting, achieving a 90% accuracy rate for modeled predictions post-launch
- Identified and modeled price elasticities for key brands/packages to optimize bottler economics and margins
- Managed consumer sensitivity testing on advertising messages, commercial length, and media weights
- Closely tracked the brand health of the Dr Pepper Snapple Group portfolio comprising 51 brands, delivering precise insights to the Executive Team to refine brand strategies and enhance competitive edge
Senior Manager – Pipeline Innovation & DMA Excellence
Yum Brands
Taco Bell (Irvine, CA) & KFC (Louisville, KY)
07.2004 - 03.2008
- Identified product pipeline, validated product launches, and drove advertising for Taco Bell and KFC
- Led controlled in-store market tests to ready products for market launch and identify operational and financial risks prior to national roll-out, resulting in the prevention of 100+ failed launches
- Notable launches include: Baja Blast, Crunchwrap, FourthMeal, KFC Variety Bucket, and Snackers
- Leveraged partnerships with PepsiCo and Frito-Lay to increase store traffic and increase check average 54%
- Collaborated with franchisees to grow their businesses with customized menu options without stressing back of house execution
Manager to Director – Product Marketing (Technology)
Fiserv/Td Ameritrade
Denver, CO
01.2000 - 07.2004
- Spearheaded product development, competitive intelligence, and go-to-market strategy for a $4.5B sales portfolio and $19B in assets
- Identified relevant data sources to enrich corporate databases, offering strategic guidance on business development initiatives
- Achieved an increase of $58B in assets by onboarding new institutional clients
Education
Master of Business Administration -
University of Dallas
Master Marketing Research Certification -
University of Georgia
Bachelor of Science: Business Administration -
University of Phoenix
Skills
- Leadership
- Strategic Thinking
- Decision Making
- Problem Solving
- Customer Relations
- Business Negotiation
- P&L Management
- Project Management
- Process Improvement
- Market Research
- Resource Management
- Crisis Management
Certification
- Trained Decision-Process Facilitator (Kepner-Tregoe Approach)
- Trained Group Moderator (Burke)
- Certified Ideation Facilitator (Synectics)
Leadership Affiliations
- Path to Purchase - League of Leaders
- National Association of Women Business Owners
- Guest Marketing Speaker (University of Tennessee, University of Mississippi)
- SMU Advisory Council for Digital Acceleration
Timeline
Founding Partner
Vivid Integrated Solutions
09.2019 - Current
Head of Innovation and Manufacturing
Private Equity Owned Manufacturer
12.2018 - 11.2019
SVP - Innovation
Privately Held Alternative Medicine Company
02.2018 - 10.2018
Sr Director - Customer Development
Farmer Brothers Coffee
06.2015 - 01.2018
Revenue Officer
Private HedgeFund
10.2014 - 05.2015
Director, Shopper Behavior & Syndicated Data
Keurig/Dr. Pepper Snapple Group
09.2011 - 06.2013
Vice President, Shopper Marketing
Keurig/Dr. Pepper Snapple Group
04.2008 - 10.2014
Director, Pipeline Innovation & Brand Equity
Keurig/Dr. Pepper Snapple Group (U.S., Mexico, Canada)
04.2008 - 09.2011
Senior Manager – Pipeline Innovation & DMA Excellence
Yum Brands
07.2004 - 03.2008
Manager to Director – Product Marketing (Technology)
Fiserv/Td Ameritrade
01.2000 - 07.2004
Master of Business Administration -
University of Dallas
Master Marketing Research Certification -
University of Georgia
Bachelor of Science: Business Administration -
University of Phoenix
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