Tracy Aquila
Atlantic Beach,FL
Summary
Visionary executive with strong experience driving strategic initiatives and leading high performing teams in the CPG and Retail sector. Proven track of a growth mind set that leads to financial and market share wins.
Overview
21
21
years of professional experience
Work History
Vice President of Merchandising, Dairy and Frozen
SOUTHEASTERN GROCERS
2018.10 - Current
- Responsible for leading and managing the dairy and frozen categories by setting department vision to execute tactics to deliver financial goals of $1B
- Support and align department vision for growth around corporate strategic platforms that include new store growth and own brand penetration
- Actively led and built the initiative for Joint Business Planning Scorecards to be used across the entire merchandising department that allows SEG to have one voice with vendor partners
- Lead and develop a team of 13 including category managers, category coordinators and an analyst
- Launched the partnership with Relocalize to pilot ice manufacturing in the world’s first autonomous micro-factory to eliminate waste and drive sustainability for SEG and our community
- Thru strong collaboration with her business partners, implemented a new strategic direction for natural and better- for-you product offerings by streamlining the process
- 2024-2025 Chairperson for National Frozen and Refrigerated Food Association
- 2024 recipient of The Champions of Change award presented by the International Dairy Deli Bakery Association and Super Market News
- 2023 recipient of Top Women in Grocery award presented by Progressive Grocery through the cultivation of strong supplier partnerships to exceed target sakes
- 2023 recipient of Women of Influence presented by Shelby – Southeast for putting our customers at the center of every decision made.
Senior Director of Merchandising, Dairy and Frozen
SOUTHEASTERN GROCERS
2019.08 - 2021.07
- Responsible for leading and managing the dairy and frozen categories by setting department vision to execute tactics to deliver financial goals
- Responsible for leading and growing $1B worth of business across dairy and frozen categories
- Developed and executed the strategic vision for the department around pricing, promotion, and placement that lead to market share growth wins versus Food and MULO
- Instrumental in the testing and launch of our new Smart Localization process and led one of two key pilot teams that helped shape what Smart Localization is today
- Active role and leader within the Women’s Development Network thru the Learning and Development Committee
- Appointed to the SEG Gives Foundation Board.
Director of Merchandising, Non-Foods
SOUTHEASTERN GROCERS
2018.10 - 2019.08
- Responsible for leading and managing the performance of the taxable grocery and general merchandise categories by establishing and executing strategies and tactics that deliver on financial goals
- Responsible for leading and driving $550MM business across taxable grocery and general merchandise categories
- Engage with vendor partners to grow strategic partnerships that will allow for growth for both companies with a focus on vision and executable tactics
- Successfully built and executed JBP Plans with Kimberly Clark that drove 18% sales growth versus prior year for the paper category
- Engaged and challenged SCJ to change the conversation from tactical to strategical and accountable leading to successful Joint Business Planning aligning both companies for success
- Direct responsibility for driving the category and planning process for the $90MM Paper Category
- Lead and develop a team of 4 Category Managers and 3 Category Coordinators.
Director of Sales, Natural Channel
KETTLE CUISINE
2017.09 - 2018.10
- Responsible for leading and managing the Whole Foods and Trader Joe’s fresh soup programs
- Achieved regional sales targets of $50MM through effective territory management and relationship building with key clients.
- Launched 24 new products successfully into the market, coordinating marketing initiatives and comprehensive sales campaigns with the launch of Whole Foods Global Soup Initiative
- Increased sales revenue by developing and implementing strategic plans and setting performance with the Whole Foods South Pacific region to identify seasonal promotions and timing that resulted in 300% growth
- Analyzed market trends to identify opportunities for product expansion, leading to increased revenue streams that identified low performing items and adjusting the SKU mix reducing out of stocks for the customer
Director of Sales, Southeast and Ahold
KEURIG GREEN MOUNTAIN COFFEE
2015.10 - 2017.06
- Responsible for leading, managing, and prioritizing strategic initiatives to ensure overall account performance goals are achieved and volume and profit objectives are exceeded
- Responsible for growing the $150MM in sales volumes of brewers, beverages, coffees and accessories
- Drove growth +20% at Harris Teeter thru actionable Joint Business Planning developed around the 4Ps
- Manage multiple broker networks across the Southeast and Northeast including Ahold, Publix, Harris Teeter, SEG, Dollar Channel, and Military
Team Lead Southeastern Grocers
UNILEVER NORTH AMERICA
2013.04 - 2015.09
- Responsible for driving sales across the full Unilever portfolio of Brands, managing a dedicated broker team, building strong relationships with senior leadership of Bi Lo Holdings all during significant transition and change happening at customer (store closures/acquisitions) over last two years
- Responsible for developing and growing Joint Business Plan targeting $100MM in sales volume across total Unilever brands
- Manage a team of 6 dedicated brokers across sales and category management
- Developed and implemented a hybrid pricing strategy on key items that enabled Souetheastern Grocers to drive their baseline volume for growth with key success across portfolio with exception wins on Hellmann’s with baseline growth of +50% upon implementation and Dove with baselines growth of +150%, driving new buyers down the PC aisle
Customer Business Manager, Giant Eagle
UNILEVER NORTH AMERICA
2011.01 - 2013.04
- Managed the Personal Care and Slim Fast business, responsible for identifying opportunities that will deliver and drive long and short term Unilever and category growth while delivering sales, share and profit targets
- Managed $25MM sales volume that delivered double digit growth each year
- Delivered 18% growth across Personal Care in 2012
- Established Joint Business Planning that coupled the brand objectives and Giant Eagle strategies, to deliver mutual growth
Trade Marketing Manager, East Sector, Hair and Deodorant
UNILEVER NORTH AMERICA
2010.06 - 2011.01
- Responsible for identifying opportunities that deliver strong returns, adhere to national promotional strategies and drive incremental sales volume within the Drug, Value and Grocery channels
- Managed $45MM Trade Budget and $440MM of Sales Volume.
Customer Brand Planning Manager, Hand/Body and Face
UNILEVER NORTH AMERICA
2009.06 - 2010.06
- Responsible for building and implementing brand plans and national promotional cross channel strategies that deliver the growth objectives for Vaseline, Suave Lotions, and Pond’s Face Care, a combined portfolio of $300MM
- These plans optimize the return on brand activation and customer investment inclusive of consumer promotion, trade promotion, customer specific marketing, and special pack funding.
Customer Brand Planning Manager, Spreads and Skippy
UNILEVER NORTH AMERICA
2007.08 - 2009.06
- Responsible for building and implementing brand plans and national promotional cross channel strategies that deliver the growth objectives for Country Crock Spreads, Imperial and Skippy, a combined portfolio of $800MM
- Role was the strategic liaison between brand marketing and field sales on planning, strategy, and opportunity management.
Category Management Strategy Manager, Slim Fast, Tea, Sauce and Oil
UNILEVER NORTH AMERICA
2005.04 - 2007.08
- Responsible for growing sales across all customers through knowledge based selling to capitalize on all opportunities
- Worked as the liaison between the Customer Marketing Director, Consumer and Shopper Insights Managers and the Marketing teams to provide selling stories that combine insights with customer benefits
- Success: Delivered and developed the Weight Management Category story that incorporated the brand vision in conjunction with customer specific actions for Target, Wal-Mart, Kroger, Safeway, and SUPERVALU, Walgreen’s, and CVS.
Category Development Manager, Special Markets
WYETH CONSUMER HEALTHCARE
2003.09 - 2005.04
- Responsible for providing consumer insights on Wyeth’s brands and its competitors, category trends, and highlighting opportunities for overall category growth to category managers of Club stores, Value Discounters, Convenience stores, and the Military channel through the utilization of tools such as IRI, Spectra, RSI, and Retail Link.
Education
MASTER OF BUSINESS ADMINISTRATION - Business Administration
Baruch College, Zicklin School of Business
05.2001
BACHELOR OF SCIENCE - Business Administration
University of South Carolina
12.1993
Skills
- Strategic thinker with strong executional wins
- Demonstrated leadership experience
- Strong financial and business accumen
- Data driven decision maker
Timeline
Senior Director of Merchandising, Dairy and Frozen
SOUTHEASTERN GROCERS
2019.08 - 2021.07
Vice President of Merchandising, Dairy and Frozen
SOUTHEASTERN GROCERS
2018.10 - Current
Director of Merchandising, Non-Foods
SOUTHEASTERN GROCERS
2018.10 - 2019.08
Director of Sales, Natural Channel
KETTLE CUISINE
2017.09 - 2018.10
Director of Sales, Southeast and Ahold
KEURIG GREEN MOUNTAIN COFFEE
2015.10 - 2017.06
Team Lead Southeastern Grocers
UNILEVER NORTH AMERICA
2013.04 - 2015.09
Customer Business Manager, Giant Eagle
UNILEVER NORTH AMERICA
2011.01 - 2013.04
Trade Marketing Manager, East Sector, Hair and Deodorant
UNILEVER NORTH AMERICA
2010.06 - 2011.01
Customer Brand Planning Manager, Hand/Body and Face
UNILEVER NORTH AMERICA
2009.06 - 2010.06
Customer Brand Planning Manager, Spreads and Skippy
UNILEVER NORTH AMERICA
2007.08 - 2009.06
Category Management Strategy Manager, Slim Fast, Tea, Sauce and Oil
UNILEVER NORTH AMERICA
2005.04 - 2007.08
Category Development Manager, Special Markets
WYETH CONSUMER HEALTHCARE
2003.09 - 2005.04
MASTER OF BUSINESS ADMINISTRATION - Business Administration
Baruch College, Zicklin School of Business
BACHELOR OF SCIENCE - Business Administration
University of South Carolina
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