Oliver P.

Business Unit Director, Frozen Snacking - Totino’s Pizza Rolls & Totino’s Pizzaa

I transformed Duke Cannon's marketing approach, driving substantial growth and brand recognition. • Revamped foundational brand documents to strengthen consumer connections and brand identity. • Successfully onboarded award-winning creative and media partners, enhancing campaign effectiveness. • Managed a diverse team of 13, overseeing creative, eCommerce, media, and partnerships to ensure cohesive marketing efforts.

I excelled in driving marketing strategies that resulted in substantial growth and brand engagement. • Expanded the marketing team by 4 members, enhancing our capabilities across various disciplines. • Negotiated a best-in-class partnership with the Minnesota Wild, leading to successful consumer promotions. • Championed the return of Red Bull Heavy Metal, culminating in a nationally recognized broadcast event.

• Directed a team of 12 marketers, focusing on strategic innovation for a $700 million food service portfolio. • Developed a comprehensive 3-year strategic growth plan, enhancing brand positioning in Pizza and Asian offerings. • Successfully recruited and onboarded 5 new team members, strengthening team capabilities and performance.

Marketing Director overseeing strategy and brand growth plans for the Boxed Cereal Portfolio of brands at Post. This portfolio is made up of such iconic brands as Honey Bunches of Oats, Pebbles, Honeycomb, Great Grains, Grape Nuts and the return of Oreo O's.

Marketing lead overseeing strategy and brand plans for the Hot, Adult and Kid Portfolios. This portfolio is made up of such iconic brands as Pebbles, Honeycomb, Great Grains, Grape Nuts and Better Oats.

• Led development of new brand strategy and re-evaluation of creative agency culminating in a change in agency of record for the brand • Guided developed of new product centric Yabba Dabba Do! marketing campaign • Initiated 3 year innovation road map • Implemented partnership strategy to better reach targets across relevant platforms resulting in strategic partnerships with ROBLOX, DreamworksTV, WWE and Cartoon Network

• Delivered dollar growth across all brands managed • Lead team of 15+ cross-functional, consumer insights, finance, R&D and operations experts, with 5 direct reports • Chex Mix – Identified new brand strategy & campaign (Deliciously Unpredictable) • Modernized marketing plan by shifting from a TV-centric plan in F15 to a full 360 multi-touch point campaign • Developed Partnership Strategy resulting in the signing of Woodbridge Wine Summer Event, Bud Light March Madness promotion and Dr. Pepper Game Day customer event to drive in-store merchandising and display • Kicked-off Packaging renovation project to elevate taste hedonics and increase appeal with Millennial consumers • Food Should Taste Good – Created comprehensive brand book with revised brand purpose and strict product guidelines to ensure consistent brand building across Operating Units • Developed marketing plan focused on key foothold customers (Whole Foods, Kroger & Costco) anchored by heavy event and in-store sampling and grass roots marketing efforts

Entrepreneurial innovation incubator to fuel the next generation pipeline of growth for General Mills • Pillsbury Pancake Batter (Ready to bake refrigerated Batter) - Lead and executed in-market regional test to determine size of prize •Kefir Market assessment - Led cross functional effort through Consumer First Design in partnership with the Yoplait New Ventures team to develop 3 different TPOs with which to enter the market • Green Giant Veggie Blend-Ins (vegetable puree) - Recommended Project as an outbound licensing opportunity as a new way to continue learning without burdening 301 resources after assessing market opportunity

• Guided development of 2 marketing campaigns (“Faster Than…” & “Don’t wait for Awesome”) with agency (Bromley Communications) resulting in 14 :15 TV spots in English and Spanish, digital surround, Sabado Gigante product integration and the hiring of the brand’s first social community manager • Delivering consecutive record sales years and share growth through focused campaign and commitment to multicultural marketing approach (doubled category growth rate with Hispanic consumers) • Secured first ever General Mills/WWE partnership leading to Totino’s being named “Fan Engagement Partner of the Year (2014)” • Lead creative development and in-market execution of Totino’s BOLD rolls launch including partnerships with Machinima (9 custom videos), Playstation live (Sponsorship of annual Halloween Game Tentpole Sale), and College Humor (3 custom videos)

Liberté is a Canadian, premium, all-natural yogurt brand to which General Mills acquired the US distribution rights in July 2011 • Led cross-functional integration team to ready brand for US re-launch in July 2012 • Guided cross-functional team through new product development and commercialization of two product lines launched in the US (Liberté Greek & Liberté Méditerranée) • Orchestrated first-ever advertising campaign in the US, beginning with campaign brief through execution of print, digital and social elements • Developed business model to secure capital to ready manufacturing plant for launch

Wheaties & Oatmeal Crisp Brand Team • Developed briefing documents for F’12 advertising leading to the DJ Steve Porter Wheaties FUEL Remix series, cited by Ad Age as a top 10 viral video for two weeks in July 2011 • Executed multi-partner cause marketing campaign (Wheaties Fuel a Future), comprised of a kick-off event featuring NBA all-star Kevin Garnett, radio and digital promotion, a pledge drive and corporate donation to the Boys & Girls Clubs of America • Planned and executed two newspaper sampling drops which drove +20% Wheaties FUEL baselines

- Developed go-to-market strategy for Listerine near term innovation project, $30 million year-one opportunity - Recommended pricing and promotional strategy to align with existing price tiers and meet goals of 40% retailer margin and premium price positioning - Liaised with agency partners to develop package and label design concepts for consumer testing

Sales liaison to the Baked Goods unit within the Pillsbury USA Division ($1 billion in annual sales) - Directed Annual Sales Planning process to develop efficient trade strategies for Field Sales implementation, resulting in 15% reduction in trade spending - Evaluated tactical recommendations and opportunities between Field Sales and Marketing teams to achieve profitable volume growth across all regions and customers - Authored sales materials for the launch of six new items across the Frozen and Refrigerated categories

Developed key category initiatives with Trade Marketing Directors, Product Sales Managers, Marketing and Consumer Insights teams for four Business Units (Progresso, Old El Paso, Betty Crocker Dinners, Wanchai Ferry) - Partnered with Wal-Mart Sales team to create strategic plan to gain category captaincy for D1 Expanded Food Format Stores, identifying $10 million opportunity within meals aisle - Led cross-functional team to leverage consumer insights and develop an alternative soup shelf set that delivered a 2% sales increase in test markets

Liaison between the Ahold/Delhaize and Eastern Region teams and Trade Marketing, managing Pillsbury USA and Green Giant frozen brands - Facilitated relationship between region teams and Product Sales Managers, developing tactical recommendations regarding variances in trade fund spending to help customer teams meet and exceed annual volume goals

General Mills representative to Meijer headquarters; responsible for all dry meals brands including Progresso, Old El Paso, Hamburger Helper and Betty Crocker Potatoes. - Administered $5.5 million in annual trade funds used for product promotion and merchandising. - Drafted communications regarding monthly priorities to over 30 General Mills Retail Representatives responsible for in-store merchandising and display execution. - Reduced waste spending and optimized promotions to eliminate $300K in inherited overspend, while continuing to drive volume growth.

Promoted twice in two years while supporting business planning and category management initiatives. Managed the relationship between the Consumer Promotions team and Account Managers to develop account-specific promotions with GMI corporate events, such as NASCAR sponsorship and Box Tops for Education.

Consortium for Graduate Study in Management Fellow (full merit based scholarship); First Year Project – Riazul Tequila; Admissions Associate; Tuck Diversity Conference Co-Chair

Year abroad

Did High School things here