rachel s. kell presentation ro
TRANSCRIPT
RACHEL S. KELL
Presentation forBrand Manager – Primers
July 21, 2010
July 21, 2010
Category Management Experience• Comprehensive management
of business segment.• Responsible for the Cabinet
Hardware and Household Hardware product categories at retail for Amerock Corp.
• Increased margins and sell through for both employer and retailers
• Developed tactical plans to build category sales using sales data, market dynamics, and competitor data
• Directed development of new marketing programs
• Creative ways to increase brand awareness
July 21, 2010
Strategic Planning Experience• Key Player in the development of marketing
strategy:• Product – Increase SKU count in upward trending
styles and finishes and maintain competitiveness in OPP, continuous product innovation
• Price – Place enough of the right products in retailer's “sweet spot” price zone
• Promotion – Attack competition using POP, advertising, cross merchandising, sales promotions and branding
• Place – Focus on growth channels/customers, maintain in flat areas, and get out of down trending businesses
July 21, 2010
Analytical Experience
• Extensive experience crunching POS and IRI numbers to identify customer and product category trends
• Evaluated category, market and sales trends to choose the right mix of products for retailers
• Analyzed margins and sell-through data for existing programs to recommend up-dates to keep programs current
July 21, 2010
Project Management Experience
• Developed and implemented new packaging design for entire line
• Developed and implemented new display system
• Converted almost all major accounts in a timely and effective roll-out process
• Created display component system to streamline development process and reduce display inventory
July 21, 2010
Merchandising, POP & Packaging Experience
• Display Cases – POP, in-line & special order
• Cross merchandising vehicles• Co-op Advertising• Collateral material• Packaging
– Poly Bag– Clam Shell– Cut carton– Blister Card
July 21, 2010
Merchandising, POP & Packaging Experience
• Display cases– In-Stock– Special Order– Pallet programs
July 21, 2010
Merchandising, POP & Packaging Experience
• Cross Merchandising
• Add-on Sales• Take home pieces
July 21, 2010
Merchandising, POP & Packaging Experience
• Co-op advertising • PR campaign
July 21, 2010
Merchandising, POP & Packaging Experience
• Trade Shows• Co-op Markets
July 21, 2010
Fun Facts about Rachel Kell
• Community Involvement/Volunteerism– YMCA Volunteer – Chamber of Commerce– On The Waterfront – Junior Achievement – Neighborhood board
member
• Commitment to living– 4x marathoner
(Baltimore(1), Chicago(2), Philadelphia (1), NYC here I come!
– Amusement parks– Love to travel and explore
July 21, 2010
My Strengths
• Category Management experience• Strategy Planning experience• Implementation of strategy using
analytical skills• Project management experience• Team player, multi-tasker• Goal oriented, time-line driven