Craig F.

Brand Management, E-commerce, Channel Marketing & Content Creation/Photography/Stop-Motion Marketing Full-Time, Part-Time & Fractional. Craig has a diverse set of necessary skills and experiences from strategy, analytics and retail media strategy/execution that are essential to corporate FMCPG, retailers and agencies. He is open to short and long-term opportunities. Inquire for more info on more roles. -Channel Marketer at GAF (North America's largest roofing and waterproofing manufacturer) in Parsippany, NJ from Oct - Dec 2025

Portfolio brand management on four key business units: Amore Italian Cooking Pastes, MIDEL cookies and pie crusts, Sesmark crackers and Chatfield's baking products. Results-driven Brand Manager overseeing a diverse portfolio of specialty/natural food brands across center store. Spearheaded P&L for profitable margin analysis, in-depth Spins/Nielsen IQ analytics, end-to-end product commercialization, licensing partnership, and integrated shopper marketing / retail media and social media campaigns that drove KPIs: TDP growth, >10% annual growth, outperforming social media industry benchmarks for optimizing low CPMs, high ROAS, CPE and CPA. Lead cross-functional teams in optimizing go-to-market strategies, expanding retail distribution, and enhancing consumer engagement through digital and experiential channels. Relied on for blending strategic insight with creative execution in a dynamic lean CPG infrastructure.

Audited the Marketing Department and set up frameworks for Brand & Trade Marketing strategies including annual MarCom plan, consumer segmentation, budgets, syndicated data, retail presentations, retailer shopper marketing programs, dot com, CRM email & social media. 🍫 🍪 🫐 🍒

Crispy Fruit: Air-dried and Freeze-dried fruit snacks merchandised in Produce & center store Grocery aisles. Made in China 🍓 🍎 🥭 🍍 🍌 🍊 🍐. Available nationwide and DTC online in seven all-fruit varieties, in multipacks and singles. * Joined the Leadership Team to audit and evaluate two business units in the freeze-dried fruit and shelf-stable air-dried snack categories. Provided various recommendations for CEO & CFO to rebuild a Brand Management department and GTM. Oversaw two staff internally on the marketing / eCommerce departments, hired and led a new social media agency, redeveloped SEO strategy, built a new Shopify eCom site, Amazon vendor central, set-up shopper surveys, refreshed brand style guide, and directed all-new Back To School (BTS) ad campaign responsible for BTS key account retail growth with analytical approach. Analyzed sales on Crownanalytics and SPINS IRI Powertabs syndicated data, etc. Analyzed Nielsen household panel data, CRM email, SMS and social media campaign executions.

SNOW's premium teeth whitening + oral care product portfolio 🦷🪥👄 specialized in getting you a vibrant smile in just minutes a day. SNOW ❄️ sold transformational confidence through premium oral care products to keep you smiling. By merging beauty with oral care, established credibility across unisex segments of varying ages and lifestyles. * Directed Brand Marketing initiatives and supported Product Development pipeline for omni-channel including retail, DTC dot com website, Amazon, US and European launch. Instrumented Marketing Integration which generated product launch harmony across Marketing Teams, Ops, Sales, and Leadership, along with agency partners such as consumer market research. Orchestrated cross-functional leadership and bridged communication gaps between SNOW organization vertically and horizontally. Launched dozens of products in <1 year.

The Greater Knead was a self-manufacturer of gluten-free and top 9 allergen-free baked goods 🥯🥨🍘 available in retail frozen aisle and dot com. Offering various NY-style dense and chewy bagels and soft baked pretzel nuggets, chips and flours for consumers throughout their dietary journey. * Hired to establish Trade Shopper Marketing Program, Consumer Marketing & Develop NPD Innovation and be acquired. Created all-new Spicy Buffalo soft pretzel nugget SKU that was authorized at Sprouts Farmer's Market nationwide, gaining distribution nationally for the 1st time in company's 15-year history. *Restructured sales team, GTM strategy and overall marketing and sales planning. Included promotional strategy and responsible for analysis of Nielsen-IRI syndicated data, Wegman's shopper data, Whole Foods Market portal shopper data. Guided Product Innovation R&D with CEO. Implemented Innovation guardrails and roadmap. Launched soft pretzel business unit across new and existing retailers + Dtc via social media influencer/affiliates. Launched new DTC Shopify eCommerce website. Hired and managed PR, SEO, Dev/IT and various vendors. Implemented new DTC social media, performance marketing social ads, revamped Klayvio CRM email marketing flows and segmentation, hired influencer content creators, UGC content, recipe creators, developed an affiliate program, as well as art-directed creative content via Canva for social and website.

Dr. Praeger’s Sensible Foods was a family-owned frozen self-manufacturer of plant-based meat alternatives and veggie-forward portfolio of appetizers and finger foods 🍔 🌱🥕🥔🧅🥗🚜. With +80 SKUs in the frozen food CPG category / Food Service in USA and Canada. * Contributions over 5-year tenure helped enterprise surpass objectives/sales 40% yoy expectations which led to the sale of the company in January 2021 to private equity. Helped to increase Market Share nearly 10% and household Penetration 2x becoming a top natural brand via TTL US consumption data 2017-2021. * Oversaw Omni-channel Trade/Shopper Marketing & Consumer Brand Building strategic initiatives in the USA and Canada. Conducted brand equity tracking to view plant-based/veg shopper views and attitudes on healthy eating, meatless, which provided insights for brand positioning and multiple brand campaigns. Analyzed Nielsen household panel data on repeat purchasers and developed email shopper surveys. Responsible for Spins IRI syndicated and ship data reports for internal stakeholders and buyer presentations, led trade shows, led national demo/event sampling program in-store, customer-specific shopper marketing programming for national and geo-targeted regional customer. Conducted brand equity shopper insights and executive social and programatic paid ad campaigns. Oversaw agencies including: Branding, PR, Social Media, SEO, Dev, Influencers, Affiliates, etc.

Hired and promoted at Dr. Praeger's Sensible Foods receiving outstanding performance reviews, ongoing.

Dr. Praeger's acquired this new business unit, consisting of six all-natural granola bar 🍫 SKUs, developing consumer and shopper marketing strategies for multiple years. * Assisted in the rebrand of Nothin' But cookies and granola bars in 2017. Responsible for establishing consumer strategy (voice, tone and positioning), social media ramp up, email marketing, DTC eCom conversion, and work closely with sales on trade/retail shopper marketing programs at key customers increasing distribution and growing acv at the shelf. Assist on developing customer ppt presentations, rebuilding Shopify eCommerce site (order fulfillment) managing KPIs, and syndicated data analysis at key distributor and retailer customers. Attended Expo West and tabletop trade shows, shipper shows, managing both experiential and in-store sampling demo program. Involved in budgeting for an integrated marketing plan connecting with the LOHAS family consumer.

Promomash provided a SaaS in-store sampling / event management and retail deductions logistics platform 📱🧑🏻‍🤝‍🧑🏻💻 for Brand Managers across categories and industries for retail clients. Oversaw customer sales acquisition launching the Beta Saas platform. Responsible for growing client roster +110% garnering +50 new natural brands +10k demo activations. Developed sales prospecting pipeline CRM outreach (warm/cold) via webinars, pitches at Expo West, Fancy Foods and advertising (inbound and outbound sales funnel drip) to sell to Whole Foods Market / Sprouts Farmers Market approved natural brands, spirits/alcohol, experiential demo/sampling agencies and other CPG retailers.

V/NO = Alcohol-removed wine beverages were ahead of its time as a manufacturer of premium alcohol-removed red, white, rosé wines 🍷 with patented reusable single-serve flute packaging from Napa Valley, California. Launched primarily in greater NYC and online DTC via Wordpress woo commerce site. Each of V/NOs three de-alcoholized wines (red, white and rose) were available in a one of a kind patented single-serve 187ml bottle-and-flute/cup combination dialing in taste, practicality, nutrition and travel convenience.