catherine fox

Lead the strategic direction and ongoing management of the Retail and Foodservice segments including innovation, channel and customer marketing and Masterbrand strategies that reflect innovative approaches to a rapidly changing industry to achieve the goals and business objectives of the Dairy Foods division.

I lead the strategic direction, growth and profitability for all of our Land O'Lakes retail businesses: butter and spreads, Cheese, Kozy Shack desserts, deepen innovation, Masterbrand strategy and management of our licensing partnerships. I am responsible for delivering 95% of retail earnings and 80% of Dairy Foods divisional profit. Last year, my butter team delivered a record in total retail profitability - a 24% increase over previous year by introducing new products and revitalizing the brand with new packaging, positioning, website and advertising strategy. In addition, we delivered topline and bottom line growth in deli cheese for the first time in 5 years with new focus on American cheese, operator engagement, shopper marketing and consumer targeting. I led the Masterbrand strategy, #ALLTOGETHERBETTER, featuring our farmer members. This campaign generated over 600MM impressions and drove purchase intent and brand awareness by over 10 points with an optimized marketing communications plan.

Responsible for the strategic direction, profitability and growth of the Foodservice division (channels and products) within Dairy Foods. I tripled the pre-tax earnings of the foodservice division in 5 years by streamlining the portfolio to focus on “performance dairy” products, higher margin, differentiated products, versus commodity. Aligned division and cross functional resources in support of new strategies. Growth in 2015 on Performance dairy products was 15% over last year. Channels growth was 7X industry growth. Developed and launched new operator need based innovation to drive market penetration and growth I led the strategy, development and repositioning of the foodservice division to focus on operator solutions which drove awareness of Land O’Lakes as value-added dairy partner versus commodity supplier. This included a new direct marketing campaign customized to specific operator segments.

Managed the development and launch of Toaster Scrambles Marketing manager for Toaster Strudel.

Provided strategic direction for the residential utility market and energy management products. Full responsbility for the engineering, pricing, marketing , sales, installation and profit for the channel and energy management products.

Responsible for developing new products against emerging technologies.