Summary
Overview
Work History
Education
Timeline
Accomplishments
Philanthropy
Generic

William Kloss

Oxford,PA

Summary

Respected leader skilled in creating and implementing marketing strategies, executing budgeting plans and utilizing market research to identify customer needs. Demonstrated ability in increasing brand visibility and market share. Possesses excellent communication and customer service skills, with a genuine passion to develop strong stakeholder relationships and mentor future talent.

Overview

19
19
years of professional experience
8
8
years of post-secondary education

Work History

Senior Brand Manager: Fresh Foods

Wawa
Media, PA
12.2022 - Current
  • Responsible for P&L of $3B business: including all category & brand related strategies of private label Foodservice Program.
  • Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
  • Responsible for all ingredient supplier partnerships, including cost negotiations and commodity hedging.
  • Work intimately with Product Development to stay on-trend with innovation and maintain best-in-class product quality.
  • Champion forward facing customer brand strategies, including: Primary TV Campaigns, Kiosk & Digital menus, and Social Media
  • Regularly analyze and report on KPIs to senior leadership to validate success of marketing campaigns, innovation, menu planning, etc.

Senior Category Manager: Center Store

Wawa
Media, PA
04.2020 - 05.2022
  • Responsible for P&L of $2.5B business: including all category related strategies & Category Captaincies (Hershey, Altria, Jacks Links & Frito Lay).
  • Proven ability to learn quick and adapt to new situations: inherited category at start of COVID crisis, still beating budgeted GP by +5%.
  • Rebuilt Packaged Goods Ecommerce offer, growing delivery sales 63% from charter year.
  • Created "Permissible Snacking" offer in all 1000 stores to elevate offer and further compliment Foodservice baskets.
  • Reset all major snack categories 1-2 times annually using IRI, loyalty, & anatomized data to become market share leader within channel.

Senior Category Manager: Beer, Wine & Tobacco

Wawa
Media, PA
04.2018 - 03.2020
  • Responsible for P&L of $2B business: including all category related strategies & Anheuser Busch captaincy.
  • Worked closely with treasury and accounting to optimize self distributed tobacco warehouse with full stamping capabilities.
  • Managed relationships with 40+ DSD vendor partners.
  • Owned Age Restricted training process and associate handbook policies.
  • Implemented first company Loyalty program to capitalize of user based pricing, exclusive discounts, and targeted communications.
  • Built and implemented $5MM business case to sell Beer & Wine in 20 PA stores.
  • Partnered with various trade organizations, attorneys, and lobbyists to navigate changing legislative landscape including executive orders, judicial stays, and FDA bans.
  • Rolled out first Wawa Branded Beer, selling out in 2 days and gaining 50MM media impressions.

Merchandising Manager

Wawa Inc
Media, PA
09.2016 - 04.2018
  • Manage 50 person remote org with $4MM in fiscal admin accountability.
  • Rebuilt & expanded Southeast team (including 5 incremental positions) to proactively support new market growth plan.
  • Successfully recruited & onboarded 8 full-time & 16 temporary positions.
  • Created category reset models resulting in first on time/on-budget tobacco & cold door resets in 3 years.
  • Completed 75 remodels, 50 new stores, and 3000 resets in 1 year with no delay or impact to budgeted sales weeks.

Project Manager

Wawa Inc
Media, PA
12.2013 - 08.2016
  • Successfully led multiple cross functional teams to develop, test, and implement various critical LRP capital projects:
  • Protein Hot Holding: Help team adapt to constant scope creep, still meeting all deadlines and delivering $2MM in project savings.
  • Coke Freestyle Platform: $5MM Project App. Completed VA & FL (114 stores) in 8 weeks, MA sites (455 stores) in 17 weeks.
  • Taylor Soft Serve Units: Completed rollout to 150 units, with full grassroots frozen dessert program.

Assortment Manager: AM Foodservice

Wawa
Media, United States
01.2010 - 11.2013
  • Owned P&L and all related project/vendor relationships for Breakfast Foods category.
  • 4 straight years of consecutive category growth while on desk, equating to CAGR of 11% in Units and 13% in Profit.
  • Developed and implemented Sizzli Breakfast Sandwich production process. Grew unpromoted sales +30%.
  • Led development and go-to-market strategies for both Breakfast Burrito & Breakfast Hoagie programs. Categories now contribute $85MM dollars per year in Profit.
  • Managed dynamic 3rd party Bakery relationships: fresh, daily delivered business selling over 100MM units per year.

Adjunct Professor

Delaware Valley University
Doylestown, PA
09.2009 - 05.2011
  • Developed curriculum & delivered undergraduate level classes in Food Marketing and Restaurant Finance

Assistant GM, Merchandiser, Category Analyst

Wawa Inc
Media, PA
09.2004 - 01.2010
  • AGM: 2 Years Store Operations running all aspects of business
  • Merchandiser: Specialized field support for 200 NJ locations
  • Analyst: Responsible for annual category budgeting, forecasting models, & overall business performance for $500MM category.

Education

Global Supply Chain Management - Certificate

University of Pennsylvania
Philadelphia, PA
09.2023 - 11.2023

Certificate: Project Management -

University of Delaware
Newark, DE
10.2012 - 12.2012

MBA - Food & Agribusiness

Delaware Valley University
Doylestown, PA
09.2005 - 05.2007

Bachelor of Arts - Culinary Arts & Service Management

Paul Smiths College
Paul Smiths, NY
01.2000 - 05.2004

Associate of Applied Science - Hotel Restaurant Management

Paul Smiths College
Paul Smiths, NY
09.2002 - 05.2004

Timeline

Global Supply Chain Management - Certificate

University of Pennsylvania
09.2023 - 11.2023

Senior Brand Manager: Fresh Foods

Wawa
12.2022 - Current

Senior Category Manager: Center Store

Wawa
04.2020 - 05.2022

Senior Category Manager: Beer, Wine & Tobacco

Wawa
04.2018 - 03.2020

Merchandising Manager

Wawa Inc
09.2016 - 04.2018

Project Manager

Wawa Inc
12.2013 - 08.2016

Certificate: Project Management -

University of Delaware
10.2012 - 12.2012

Assortment Manager: AM Foodservice

Wawa
01.2010 - 11.2013

Adjunct Professor

Delaware Valley University
09.2009 - 05.2011

MBA - Food & Agribusiness

Delaware Valley University
09.2005 - 05.2007

Assistant GM, Merchandiser, Category Analyst

Wawa Inc
09.2004 - 01.2010

Associate of Applied Science - Hotel Restaurant Management

Paul Smiths College
09.2002 - 05.2004

Bachelor of Arts - Culinary Arts & Service Management

Paul Smiths College
01.2000 - 05.2004

Accomplishments

  • 2021: CStore Decisions "40 Under 40 Leaders to Watch"
  • 2013: Wawa "Wings of Excellence" Presidents Club
  • 2007: Delaware Valley University, Summa Cum Laude

Philanthropy

Current:

Jennersville YMCA: Board of Advisors 

Oxford School District: Board of Directors ($68MM Annual Operating Budget)

Oxford Golden Bears Youth Football: Coach

Penningtonville Presbyterian Church: Deacon


Former:

Octorara School District: Board of Directors ($56 MM Annual Operating Budget)

Families United Network: Fostered Children for 5 years 

School District of Philadelphia: C&T Industry Advisory Committee

Parkesburg Churches Community Outreach: Revolving Triage Hotline Operator 

Philabundance Fare & Square Market: Volunteer/Consultant 

Atglen Borough Zoning Hearing: Board of Directors 

Similar Profiles

CREATE PROFILE
William Kloss