Erin Ransom

Board Member @ Plant Based Foods Association

About

Erin is a metrics-driven CPG executive leader. She builds brand identity, architects sales strategy and commercializes products, centered around the voice of the consumer. With audience insights she crystalizes product development programs and channel expansion blueprints, focused on current and future consumer need-states. Driving category leadership in hyper-growth and emerging markets, she balances B2B education with B2C demand generation, to build enduring brand relevance and growth. Erin is a passionate mentor and industry speaker; energized by dynamic teams with big ambition. Her creative organization was recently awarded "Best Brand Campaign, 2021," by publisher NOSH, for a climate change action platform. She is on the board of the plant-based foods association and co-chair's the marketplace council. Prior to joining Tofurky, Erin held various leadership roles at National and globally networked advertising agencies, focusing on both consumer durable goods as well as packaged goods.

Country

United States

City

Hood River

Industry

Food Production

Skill

Customer Engagement, Sales & Marketing, B2B Marketing Strategy, Sales Management, Team Management, B2C Marketing, Branding & Identity, Budgeting, Customer Loyalty, Demand Generation, Business Development, Leadership, Event Management, Partnerships, Forecasting, Sales Operations, Fast-Moving Consumer Goods (FMCG) Sales, Product Development, Social Media, Team Leadership

Experience

Board Member

Plant Based Foods Association

2024-12 - Present · 1 yr 10 mos

Chief Growth Officer & Board Member: Tofurky, Acquired by Morinaga Milk (JP)

Tofurky

2024-1 - Present · 2 yrs 9 mos

SVP Marketing, Sales, Product

Tofurky

2020-8 - 2023-12 · 3 yrs 5 mos

Hood River, OR

Executive leader with M&A sell-team competency. Member of managing council with reporting responsibility to publicly-traded, multi-national owner. Identifies and leads product development priorities, branded identity, go-to-market strategies and demand generation. • 5-year revenue forecasting; by channel, customer, item/service, profit center • Price model architecture for core/NPD products, mapped to org P&L • ROI analysis on expense/cap-ex forecasting, projected to modernize branded user experience • Cultivation of a strong employer brand to attract and grow talent • Development of challenger-brand portfolios (Indie brand entry @ >10% share, & 358% growth) with mature portfolios (Tofurky key categories @ 74% share, & 5% growth) • Modernizing product lifecycle lead-gen, retention, and personalization • Driving distribution & dollar volume beyond natural & conventional retail marketplace

Vice President Marketing

Tofurky

2019-1 - 2020-7 · 1 yr 7 mos

Lead global brand and product innovation roadmap. Value chain mapping and forecasting resource application for product lifecycle profitability and growth. Championed evolution and change-management across executive team for hyper-growth environment. • Product concept-to-commercialization oversight for internal and co-man development • Channel introductions and rationalization for balanced resource application and revenue diversity • Developed structure for demand generation and consumer loyalty marketing • Evolved brand ideology and lifestyle associations; tying consumer ethos to brand relevance

Director of Marketing

Tofurky

2014-7 - 2018-12 · 4 yrs 6 mos

Hood River, OR

• Lead rebrand effort to modernize 20+ y/o identity; reposition for Millennial consumer • Re-defined mission, vision and values to lead future campaign work • Digital platform redesign: website, social, email marketing, search • Architected new trade dress and field activations for 360 brand consistency • Directed packaging redesign and marketplace transition plan w/minimal disruption • Global budgeting, ROI analysis and contract negotiations • Oversight of US/UK/AU trade materials, sales platforms and events

Partner

Devise Agency™

2011-1 - 2014-7 · 3 yrs 7 mos

Built and managed brand + digital installation efforts CDG and CPG organizations. Responsible for client acquisition / retention and staff development for a full-service interactive agency. • Enterprise-level website redesigns and cross platform integrations for: Sun Valley Resort, Extensis, Superfeet, Sigma Photo, DPS Skis • Identity development and go-to-market strategies for: Horizon Food Group • Ecommerce customer acquisition/retention (email, digital ads, loyalty programs) for: Nike

Digital Account Supervisor

STRUCK

2009 - 2010 · 1 yr

Portland, Oregon Area

Agency account lead for client Pepsi Co.’s: (Quaker Oats) digital properties. Oversaw website redesign, SEO, PPC and digital retail campaign development with complementary national PR and brand teams. • Digital-to-POS, $1MM campaign with A-list celeb, aimed at shelf ACV target • National retailer promotions strategy, leveraging distributors and store merchandisers

Digital Account Manager

Summit Projects

2005 - 2009 · 4 yrs

Portland, Oregon Area

Tactical hands-on oversight and implementation for website redesigns, ERP integrations, content development strategies and media flighting. Clients included: Nike Golf, Nike Tennis, Victorinox-Swiss Army, SmartWool & Dr. Martens. • Account and project management of design & development teams, budgeting & ROI • Emerging technologies analysis & growth recommendations for brand strength

Video Production; Account Executive

Havas Creative Network

2002 - 2005 · 3 yrs

Portland, Oregon Area

Client-facing production manager for television ads and corporation video development. Trafficking of project progress through phase-gates, organizing vendors and managing efficient team communication. Clients: Microsoft, Conair, Brookstone. • Production and project lifecycle management (Pre-pro, Shoot, Editing/CG) • Talent contract negotiations and media flighting support