Kim Barker

Provide fractional & interim Shopper, Retail, & Omnichannel Marketing leadership for emerging & growth-stage brands, stepping in to lead strategy, execution, & customer planning during launches, periods of rapid growth, team transitions, leaves, or excess workload. ✅Scope & Impact -Lead go-to-market, shopper, retail, & omnichannel strategy, translating insights into clear briefs that drive velocity, conversion, & retailer confidence -Build & manage annual marketing budgets, customer plans, & integrated promotional calendars across grocery, mass, drug, club, convenience, pet, DIY, & ecommerce -Establish shopper & retail marketing foundations, including processes, KPI discipline, scorecards, and post-promotion analysis -Own customer planning & execution across Retail Media Networks and third-party vendors, ensuring integration of media, in-store, trade, & ecommerce -Develop sales playbooks, retailer toolkits, & activation frameworks to support sell-in, sell-through, & execution at shelf -Act as a senior cross-functional leader aligning Sales, Brand, Finance, Agencies, & Vendors to deliver on retailer & business objectives ✅Key Problems Solved -Building Structure & Process: Designed & implemented integrated shopper & omnichannel marketing frameworks that improve planning discipline, speed to market, & execution quality -Launching & Scaling Brands: Led successful launches and growth programs for JOYBA Bubble Tea, Milk-Bone Brushing Chews, Take Root Organics, REÁL MESA Pet, Del Monte Fruit Refreshers, & others—driving trial, distribution expansion, & growth -Speed to Market: Developed retailer-specific marketing plans pre- and post-distribution to support sell-in and accelerate velocity -Campaign Optimization & Measurement: Defined KPIs, optimized promotional performance, & delivered measurable results through scorecards, dashboards, & post-promo learning Known for plug & play leadership, disciplined execution, & protecting retail momentum.

Lead Shopper & Omnichannel Marketing initiatives to drive category growth & ROI for Fortune 500 and emerging CPG brands. • Primary client lead shaping the shopper/omnichannel/integrated marketing visions and structure for Eagle Foods, Enjoy Life Foods, Foster Farms, McCormick and Sara Lee, including budget allocations, customer segmentation, program parameters, post promotion analysis, and business reviews. • Directed $50M+ annual shopper marketing investments, across 40+ retailers and 800+ promotions, optimizing retail media and 3rd-party platforms to deliver measurable ROI. • Spearheaded new product launches (Joyba Bubble Tea, Milk Bone Brushing Chews, Cretors Popcorn, Take Root Organics, Del Monte innovations), driving incremental category growth. • Translated consumer, shopper, category and retailer insights into brand-building strategies that achieve sales goals and strengthen brand equity. • Partnered cross-functionally with Fortune 500 client teams to uncover growth opportunities, streamline processes and ensure strong execution (brand, sales, CP, finance, creative services and research). • Secured strategic partnerships in cause marketing, sports and CPG collaborations to generate incremental awareness and profitability. • Led creative and executional excellence across POS, packaging, displays and media. • Coached & mentored 20+ cross-functional agency team members to deliver on-strategy plans across channels. • Built proprietary warehouse of retailer capabilities, trends, vendors and technologies enabling faster planning cycles and stronger retail activation. • Created scorecard & dashboards and managed post-campaign performance including Marketing Mix Analysis. • Drove consistent agency growth through new business development, P&L management, & YOY revenue increases. Clients: Brown-Forman, Del Monte, Eagle, Enjoy Life, Foster Farms, Freudenberg Household, Hillshire Farm, J.M. Smuckers, Mars Ice Cream, McCormick, Molson Coors, Real Mesa Pet, Sara Lee

Drove Brand Marketing, In-pack Premium development, Partnerships and Retail Activation programs to strengthen brand equity and shopper engagement. • Directed $30M+ marketing investments, delivering campaigns on-time, on-budget. • Delivered customer-centric retail events for Best-Buy generating incremental traffic and promotional tie-ins for Disney Pictures adding millions in media value. • Supervised the strategy and execution of 5 national PETsMART events annually and 10-15 General Mills in-pack premium promotions from concept through production. • Mentored 20+ cross-functional team members, improving omnichannel marketing execution and client satisfaction +15%. Clients: Best Buy, General Mills, PETsMART, Disney Pictures

Developed and executed brand campaigns and shopper-centric programs that drove category growth and measurable sales for national CPG brands. • Directed $25M+ in budgets, executing 300+ shopper marketing programs, driving 5–15% incremental sales. • Led multi-million-dollar CPG product launches across TV, radio, and in-store, producing double-digit sales increases. • Negotiated sponsorships including the 2002 Winter Olympics® and Minor League Baseball®, generating 100M+ incremental impressions. Clients: American Heart Association, Keebler/Kraft, Kimberly Clark, Pillsbury/General Mills, Wagner Spraytech

Led brand management, new product launches, licensing and shopper-driven go-to-market strategies to grow portfolio sales and market share.