Vanessa Walker

CPG Consulting Firm. Executive specialists in Concept to Commercialization. Build Roadmap to Revenues - new & turnaround brands.

Celsius Holdings, Inc., is maker of CELSIUS energy drink, a global, publicly traded company (NASDAQ, CELH). In almost 3 years, as one of 2 senior execs at the HQ, I rebranded leading a team of in/out-of-house marketers and designers to create the iconic C logo mark, tagline Live Fit, rebrand all packaging and reflavor with new skus. This positioning of healthy energy with a twist, also lead to phrase Performance energy which Nielsen recognizes, and our team dubbed. With sales in Asia, Europe, and North America, this rapidly expanding brand is winning over consumers learning of Celsius' seven, great tasting flavors, with the healthy energy benefits of this vitamin enriched metabolic booster and its proprietary MetaPlus blend.

Created new mission statement and revitalized brand beginning 2008. Pioneered sparkling category growth and commercialization strategy from positioning/marketing and sales standpoints. Formed and lead sales and marketing team of 22, within greater parent company. Lead LaCroix Sparkling Water brand marketing and sales strategy for 8 years.

Worked remotely with Tiny Nelson and the headquarter staff of Big Red, LTD., Waco, Texas. Initially employeed while working in NYC as a consultant through The Perfect Pitch, LLC. This proprietary entity was formed in 2003. Other clients included North American Beverage, WaddaJuice, TransZipp Packaging and BarCharts. Big Red, LTD., extended an employment offer to be the Director of Marketing and relocate to South Florida to serve in a dual field role by calling on the newly acquired Cadbury Schweppes FL/GA division, formerly SE Atlantic.

First sales person hired at award-winning IN ZONE Brands, Inc., Atlanta, GA. Makers of BellyWashers and TummyTickler licensed children's beverages. I was responsible for creating the national accounts strategy, hiring and developing the team. I traveled for over four years developing the vast convenience store channel, calling on 20 major national accounts including: 7-Eleven, Chevron, Shell/Texaco, BP, Sheetz, Sunoco, Hess, SSA, Valero, Circle K, Exxon Mobil, the 7-Eleven FOA President/Chapters and more. I worked to develop wholesaler relationships with McLane, JT Davenport, SouthCo, Farner, Eby Brown and more. After attending tradeshows for wholesalers to gain broader distribution through key warehouses, our charter changed and we flipped the network into a DSD system, largely the DPSU group. I led a team of five, nationally, thru the switch in networks and did so while retaining all retailers but one. With over 121 distributors across the US, my role changed to include distributor call points, management of communication and coordination of pricing for national account promotions. I also put together the brand's first inventory management system entitled "The BrandMaster", which allowed the company to utilize the same UPC while changing out character toppers, or products, to remain fresh / relevant, while avoiding costly slotting or markdowns.

Regional Buyer for GA, AL, SC, NC, TN area Target Stores. Worked directly with vendors including CCE, PBG, Cadbury, Nabisco, Pepperidge Farm, Keebler, Barber Dairy, Frito Lay, Flowers Baking, etc., to implement national rollout plans of new items, create localized category management/planograms, negotiate ad pricing and maintain margins. Worked on the SuperTarget rollout team for the initial stores in the GA, AL and FL markets combining the existing market strategy with the expanded grocer mix. Reported directly to SE Region Director and dotted line to Minneapolis Market Dept. Senior Buyers, Target Stores, Minneapolis.

International Business degree, Executive MBA program included trip to Asia to experience business in Hong Kong and China mainland. Program utilized real world settings with detailed briefings from key ex-pat executives at global and transnational business operations operating in Asia and beyond. Entities included: McDonalds, IBM, Lee Kum Kee, Coca-Cola Swire, Chinese Stock Exchange, and others. Course work focused on economics of global sourcing and expansion for US businesses abroad including challenges faced by cultural changes, labor issues and governmental regulations.