Progressive Grocer

JUN 2016

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34 | Progressive Grocer | Ahead of What's Next | June 2016 Senior-LeveL executiveS cheryL Maduzia vP, Strategic advisors, acosta Sales & Marketing Maduzia developed pro- prietary, critical insights for clients to maximize current business and uncover new areas of growth, including a new trade promotion strategy that resulted in significant savings, and identifying white space, positioning and concepts for a new product launch. She became manager of the Advanced Analytics practice area, impacting clients' bottom line by setting volume or mar- gin-enhancing retail pricing, increasing the effectiveness of trade promotion budgets. Maduzia implemented efforts to enhance measure- ment of ROI for Strategic Advisors programs, including syndicated retail modeling shopper marketing initiatives. MeLinda WiLLiaMS vP, natural/ Specialty Sales, acosta Sales & Marketing Williams spearheaded the first national In-Store Brand Ambassador Program for Whole Foods Market's (WFM) Global Grocery team, and trained more than 2,600 WFM associates to deliver in-store assisted selling, creating more than 50,000 consumer impres- sions and increased brand awareness and product knowl- edge among employees and customers. The initiative led to significant sales increases for both brand and retailer. She led the development and implementation of a national display compliance audit-reporting system for the global grocery team, in which its findings are used to strat- egize trade spend; it has since become WFM's standard format for all brokers to submit data. vaLerie BernStein SvP Business development, advantage Solutions/ advantage Marketing Partners division As business development lead for Advantage's shop- per marketing practice, IN Marketing, Bernstein forged a path into the new verticals of toys, premium beauty and adult beverage. By diversifying beyond CPG food, she spearheaded $15 million in new revenue in 2015 alone and opened up an 18-month pipeline of $45 mil- lion in incremental revenue. In her role of business team lead for the consumer and shopper marketing division, Bernstein provided best- in-class RFP responses and established a winning 60-day onboarding process for new clients. KriSti caSSidy vP, Business development, advantage Sales & Marketing/ the Sunflower Group Cassidy devised a good/ better/best initiative to sim- plify sampling for national- brand marketing teams, tai- loring their sampling plans according to the priority and strengths of each retailer, while keeping the program transparent, on budget and easy to buy for clients. Her cross-selling kept clients' entire sampling budgets with The Sunflower Group and demonstrated the breadth of excellence avail- able from her colleagues on the experiential team. Cassidy created an entry- level program for new clients that features an easy-to-bud- get price, and her sales talent invariably led to upgrades. MarGie arion chief human resources officer, acosta Sales & Marketing Arion created Acosta's holistic human capital manage- ment strategy and transformed human resources operations to directly align to business needs through a human resources business partnership strategy. She transferred a decentral- ized, geographically dispersed human resources organization into a centralized enterprise model directly aligned to sup- port business operations. Arion introduced a suite of measurable, core human resources processes, including succession planning and per- formance management, and established the 2020 Human Capital Management Strategy aligned to achieve long-term business priorities. carLen hooKer SvP, Business Solutions, acosta Sales & Marketing As Acosta's manager of client relationships for suppliers to Walmart, Hooker identified and implemented new methods to optimize Walmart operations, including a redesign of the retail execution model using predictive analytics, resulting in an increased ROI for retail execution. Many of these meth- ods were deployed across the entire organization. She automated all weekly retail reporting, standardizing dashboards and introducing enhanced software, resulting in a reduction of input time. Hooker was instrumental in developing strategic partner- ships to elevate Acosta's ana- lytics insights team in Walmart and Sam's Club stores.

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