Mindy Perry

In 2024, I joined Altria, a $25B+ company at a transformational time to help realize a the vision to create a future beyond smoking and to responsibly lead the transition of adult smokers to a smoke-free future. Potentially one of the most significant public company transformations for the benefit of public health. After leading marketing inside of an Operating Company for almost two years, I’m honored to step into this new role in the CXO to contribute to collaborative growth at the Altria family of companies. Throughout my journey, I’ve witnessed firsthand Altria’s unwavering commitment to transformational change, advancing tobacco harm reduction, and delivering quality, innovative, science-based alternatives for adult smokers. I’m energized to continue to be a part of: Driving Impact: Altria’s strategic investments, responsible marketing, and relentless focus on consumer experience are positively impacting public health, shaping a future where adult smokers have access to less harmful alternatives. Team Excellence: I’m proud to work alongside a responsible, talented team dedicated to creating a smoke-free future - one step at a time. Purpose-Driven Leadership: Progress is possible when we lead with integrity based on rigorous peer-reviewed science, keep consumers at the center, and focus on what matters most: supporting adult nicotine consumers in making informed choices and reducing harm from combustible tobacco use. Let’s connect and share insights on how science, innovation, and consumer-centricity can drive meaningful change in our industry.

Leaders Built By Sport. A study by the Women's Sports Foundation (WSF) and espnW found that 94% of women in the C-suite played sports growing up and more than 52% played at the collegiate level. For women to achieve parity in the workforce, it's critical to ensure continued opportunities for girls and women in athletics. And for there to be continued professional support post-college. This is where The Post comes in. The Post is the only private membership network connecting leaders Built By Sport. Collegiate, Olympic, and professional athletes to further develop an identity beyond the field of play that makes them some of the most influential and effective leaders across all industries.

Lecturer for Journalism 350: Sports Marketing Communications 3-credit asynchronous online course, part of the Sports Marketing Certificate Program’s 4 week summer program (May-June ‘25 & May-June ‘26). • Designed and delivered an engaging online course on Sports Marketing Communications for UW-Madison with focus on professional development skills (over memorization and theory) • Guided students through real-world applications of sports marketing strategies amid industry changes. • Facilitated a semester-long project simulating brand marketing leadership, enhancing practical skills. Overview: This course explores the principles and practices of sports marketing communication with a focus on how brands, athletes, sports leagues, and media adapt to a rapidly shifting environment. Students will learn how to research audiences, build communication strategies, select marketing assets (e.g., athletes, leagues, events), navigate image management, adapt to changes in the advertising space, contemplate the role of entertainment and community relations, and create and effectively communicate compelling campaigns across channels. The semester-long project challenges students to act as head of brand marketing, navigating this evolving ecosystem to achieve real business outcomes

Proud to serve RIP-IT Sports' Board of Directors as an Independent Director and contribute. Responsibilities include: • Advise on growth strategy, brand positioning, and product innovation for a high growth female-focused sports brand • Support governance and development of commercialization, go-to-market strategy, and expansion opportunities across channels • Provide perspective on consumer engagement, category development, and long-term value creation RIP-IT IS 100% DEDICATED TO FEMALE ATHLETES Our mission at RIP-IT is to ignite the power within every female athlete, elevating HER performance, and empowering HER to surpass limits. We believe that every woman possesses exceptional athletic potential, and it is our passion to inspire, equip, and support HER in reaching their highest level of achievement.

I strive to make an impact. At Daily Harvest I was part of helping make it easier for people to take small steps towards better eating choices, reducing negative health outcomes by almost 15%. As a former collegiate athlete, helping people take small steps towards better choices that improve their health outcomes is a passion of mine, which is why I’m proud to join a $20B+ company at a transformational time to create a future beyond smoking. In this new chapter, I begin what is likely to be the hardest and most rewarding work of my career with amazing people at NJOY and Altria. I’m inspired by the bold Vision to responsibly lead the transition of adult smokers to a smoke-free future, and excited to be part of potentially one of the most significant public company transformations for the benefit of public health. Altria’s passion for their employees is equally inspiring as they remain committed to flexible work removing the challenge many working Moms are faced with. This means I can join a Virginia based company, make an impact at scale, and stay in Wisconsin to raise our two young children near family. I’m grateful that my values of family and career contributions are viewed in equal importance.

- Distribution Expansion: Helped lead company evolution from DTC to omnichannel retail (Exclusive launch: 18 Banners under Kroger + future growth expansion with additional retailers) - Marketing Modernization: Led Earned, Paid and Owned consumer experience ecosystem (brand, PR, eCommerce, Performance, CRM) - New Category Commercialization: Collaborated on product commercialization and category expansion (20+ SKUs) - Financial Acumen/Pricing Strategies: Partnered cross-functionally across product, operations, and finance to improve margin and growth performance - Crisis Communications: Joined company amidst crisis to lead corporate, consumer, and issues management communications strategy - Team Building & Transformation: Executive team led heavy org design to align talent/resources with company goals. Aligned strategic focus/building camaraderie across diverse teams, often in crisis-charged situations. Continued execution of strategy led to Chobani acquiring Daily Harvest in May, 2025. Aligned Daily Harvest as a critical part of Chobani's strategic expansion based on Circana data; health-conscious consumers in the US spend more than half a trillion dollars on food and beverage. The market intelligence firm estimates that nearly two thirds (64%) of healthy eaters prefer foods that are free from artificial ingredients, and almost the same proportion (62%) think food can be as powerful as medicine (Source: Circana, A Pulse on Consumer Well-being, US food & beverage 2024) https://www.dairyreporter.com/Article/2025/05/27/why-chobani-acquired-daily-harvest-entering-the-us-prepared-meals-market/ ---- Daily Harvest helps you stock your home with delicious food that’s built on real fruits + vegetables and made to keep up with your life. We believe in a world well-fed, so we make it really easy to eat more organic fruits + vegetables every day. After all, they are the foundation of a happier, healthier life and more sustainable future!

asis to: Led 100+ person cross-functional organization spanning marketing, eCommerce, CX, and communications Partnered with CFO and Board on 3-year enterprise strategy Drove EBITDA outperformance + digital transformation Modernized customer data, loyalty, and personalization systems Led cross functional integration, rethinking how to connect w/ consumers during '21 Mother's Day. Bold pivot to think different resulted in most successful Mother's Day ever. Delivered rev and EBITDA targets for H1, +13% increase in brand awareness, ~ +50% in EMV from PR/social/influencer strategies & +21% increase in May ecomm traffic v LY. Cultivated an empowered team to move fast & make decisions. Ultimately led to team harnessing TikTok #BamaRush fall '21. Team saw trend early & immediately pushed social mentions to a VIRAL SENSATION generating 10B impressions in ~10 days. A 'never been done before' brand moment! The Regional Retail Marketing teams scaled from 2k -> 11k+ local philanthropic partnerships/events. Huge progress with Retail Marketing from a tough '19 to EOY '21 where effective collaboration with Retail/Sales team resulted in event store revenue exceeding plan MoM. Incredible engagement score increases were a true reflection of success. Grew local efforts utilizing campus ambassadors/GEM's in new ways Thought holistically about wholesale accounts to drive incremental excitement/traffic Took on Customer Care responsibility in April '20. By EOY the team had best most consistent SLA's in years. Pivoted to take on proactive customer outreach, create connections that kept folks coming back. Evolved Creative Team from primarily executing to collaborating with Design early/often. Resulted in storytelling to connect "what/products" to "why/purpose." Ramped up team to deliver more world class assets to meet growing assortment/personalization efforts Built Loyalty team & introduced new approaches to personalization & targeted offers; delivered material impact

Led development & execution of cohesive NM marketing strategy that accounted for both consumer and cultural insight to set direction & inspiration for creative & customer centric brand expressions Oversaw performance of NM brand & category marketing & content strategy against brand marketing budget / ROI models Helped define optimal NM audience strategy – both who to engage and how to engage them – based on a cohesive journey that accounts for the motivations, influences and actions of customers Partnered closely with GMM's, DMM's, Buyers, & Fashion & Lifestyle Director to inject the NM Fashion & Lifestyle POV while balancing data and consumer/culture insights to drive customer relevance in all facets of the NM marketing strategy across all channels Oversaw the management of brand partner (co-op) program, ensuring high quality strategies and value creation for partners Drove the successful stand up and execution of the NM brand publishing strategy, ensuring brand partner understanding/engagement with NMB’s customer segments Accountable for strategies/investments across paid performance, organic & brand media channels to achieve sales plans & customer acquisition & retention goals. Collaborated on all aspects of eCommerce business planning; online/offline customer data integration for personalization, program patches, UX design and technical roadmap, performance media, and reporting. Skills: Transformation · Paid Media Advertising · Performance Management · Integrated Marketing · Digital Strategy · Digital Media · Media Planning · Mobile Marketing · Media Buying · Online Marketing · Marketing Strategy · Marketing Research · SEM · SEO · Interactive Advertising · Social Media · Media Strategy · Search and Shopping · Affiliate · Social · Remarketing · Email · Mobile · SMS · Programmatic · Influencer · Branded content · OOH · Audio · Podcast · Video · Promotion · Omnichannel · Store Experience · AI Artificial Intelligence · ML Machine Learning

- Global Organizational Change/Turnaround: Improved campaign planning, optimization and measurement of $50M+ marketing in Americas Region across licensed brand watches including: Michael Kors, Tory Burch, Kate Spade, Marc Jacobs, Diesel, Burberry, +DKNY. • Led new process with Sales, Wholesale, Merchant & Marketing leadership to effectively shift coop dollars to more effective mix of owned and emerging digital marketing tactics, attracting new customers, driving incremental traffic and boosting wholesale (traditional and eComm pure-play) account’s eComm revenue, including more efficient mix of AMS and AMG spend on Amazon (1P). - M&A and Integration: Involved in Misfit Brand (wearables start-up fitness and sleep tracker) M&A. Led integration into Fossil Group as well as global marketing; agency management, budget planning/marketing mix, brand positioning; Delivered 30% net sales growth YOY (+13% eComm) and 400% growth in social. - Category Expansion/Commercialization: Drove wearables category best practices/partnerships (Google, Qualcomm) across 8 brands to launch 140+ SKUs of wearables in 40 countries and 20+ languages in ~1 year. Delivered double digit revenue vs. plan. ---- Skills: · IoT · Internet of Things · Software · Hardware · Technology · Electronics · Google Analytics · Product Development · UAT · Sprints · Rebranding · Branding · Promotion · Pricing · Paid Media Advertising · Performance Management · Integrated Marketing · Digital Strategy · Digital Media · Media Planning · Online Advertising · Mobile Marketing · Media Buying · Online Marketing · Marketing Strategy · Marketing Research · SEM · SEO · Interactive Advertising

Brand steward and global marketing lead for Danish inspired lifestyle brand, Skagen. Oversaw global consumer marketing (Americas, EMEA, APAC) including channel and digital marketing strategy and execution to drive preference, engagement and build brand loyalty with existing fans while cultivating new and emerging brand fans. Team responsible for developing and executing on and offline communications, media planning and placement, social media, PR, events and telling the stories around our collaborations. Managed global campaign development and oversaw team responsible for ensuring all global creative assets and collateral aligned with strategy and complied with brand identity guidelines. Worked cross-functionally (shared services, legal, product and channel merchandising, PD, planning, and sales) and guided global agencies on developing and activating against global initiatives and priorities.

Led the global Hilton Worldwide Account at The Marketing Arm, responsible for overseeing consulting and negotiations, partnership management, and hospitality. Delivered strategic guidance and direction as well as P&L management for TMA, and budget management to Hilton Worldwide for their global sponsorship programs. Highlights included successful execution and integration of Hilton HHonors' Olympic partnerships with Team USA, the Chinese Olympic Committee, the Canadian Olympic Committee and various National Governing Bodies and athletes. Led a team effort on the agency side to build the overarching strategy and executed programs pre, during and post the London 2012 & Sochi 2014 Olympic Games with the Hilton HHonors Brand and Hilton Worldwide Partnerships Team. Across my work with Hilton Worldwide and their Hilton Honors loyalty program, I was heavily engaged in strategy and traditional brand work. From 2011-'13, that work helped contribute to Hilton accomplishing the biggest ever hotel IPO, a stock market value of $19.7B, and unprecedented opportunities for 44M Loyalty members.

Developed and executed strategy and promotional/activation plans on Frito-Lay Accounts for some of the largest food brands in the United States - Doritos Brand Snacks, Cheetos Brand Snacks, and Lay’s Brand Potato Chips. DORITOS: Day-to-day agency lead for the Doritos Crash The Super Bowl V program including the first integration of PepsiCo partner, PepsiMAX, into the program giving consumers the opportunity to have their original ad aired on the world's largest advertising stage. Oversaw planning and budget management for event execution at the Super Bowl. Partnered with Creative Director on in-store and packaging creative executions to support overarching program. CHEETOS: Shopper Marketing-centric role coinciding with launch of Cheetos' brand repositioning. Developed in-store strategy to leverage key retailers in key markets. Led project management and partnered on creative development. LAY'S: Focused on development and execution of Lay’s ‘Locally Grown’ campaign with innovative customized marketing by state that brought a national campaign to hyper-local relevance and drove unprecedented results.

LAY'S: Managed Lay’s sponsorship of 7 NFL teams including; Bears, Browns, Eagles, Patriots, Ravens, Redskins and Steelers. Executed the 'Lay’s Football Fan Experience' promotion including season long activation in local markets, stadium signage and collateral creation, game-day fan tailgates and fulfilled promotion prizes including VIP game-day experiences for consumers and sales force. Drove retailer excitement and involvement with program to secure incremental perimeter space. Oversaw Lay’s day-to-day partnership with the Make-A-Wish Foundation and the execution of the award-winning national cause marketing campaign Destination Joy® presented by LAY’S®. Kicked off partnership by working with Tim McGraw and Good Morning America to grant a child’s wish on-air with a private concert. In 2009, my work contributed to Frito-Lay North America's $13.2B performance (+6% YOY), where the "Lay’s Local" campaign made the Lay’s brand the strongest performer in the Frito-Lay portfolio. Even more amazing because unlocking the "local" message at scale was the single factor to finally bend the trend on Lay's multiyear declining performance. TOSTITOS: Contributed on multiple aspects of Tostitos first-ever dual sponsorship of the Fiesta Bowl and Tostitos National Championship Game including halftime execution, stadium signage, ticket management and golf tournament. DORITOS: Part of original Doritos’ Crash the Super Bowl promotion/execution. Program was winner of Canne Lions International Festival of Creativity's Creative Award.

Certificate in Business

The immersive SMU DIGITAL ACCELERATOR meets the same high academic standards of SMU's graduate programs, with a challenging interdisciplinary curriculum designed to prepare working executives/professionals to excel in the digital world. The eight module certificate program covers: Digital Strategy, Customer Experience, Design Thinking, Digital Marketing, Social Media, Driving Innovation, Big Data, and Digital Transformation.

Omnicom Group has an exclusive alliance with HBS to provide world class executive education experience for senior executives across its worldwide network of agencies.