The College of William and Mary - The Mason School of Business

The College of William and Mary

Chief Learning Officer empowering first movers in eCommerce, digital and beyond

Greater Boston

- Fortune favors the first.  BUT how can CPG / FMCG brands remain first in such a disruptive omnichannel marketplace when “first” requires that their entire organizations upskill at the pace of change?

-  We are 𝗳𝗶𝗿𝘀𝘁𝗺𝗼𝘃𝗿, your Satellite Center of Excellence (COE) for eCommerce Education & Change Management, founded by fellow practitioners on a mission to leave no leader behind the change curve.
We are here to help you...

-  𝗘𝗫𝗣𝗟𝗔𝗜𝗡 with Industry Education, Events and Strategy Insights to keep you up-to-date on change and how to respond

-  𝗧𝗥𝗔𝗜𝗡 with Custom Digital and eCommerce Training Programs, Certifications and Strategy Assessments to upskill CPG execs, teams and organizations for action

-  𝗦𝗨𝗦𝗧𝗔𝗜𝗡 with Strategic eCommerce Advisory and Long-Term Digital Capabilities to integrate and scale digital transformation

You've always been a first mover.  Let's make it official!

-  𝗺𝗮𝗸𝗲 𝗵𝗶𝘀𝘁𝗼𝗿𝘆! <a href="mailto:hello@firstmovr.com">hello@firstmovr.com</a>

-  𝗔𝗻𝗱 𝗱𝗼𝗻'𝘁 𝗺𝗶𝘀𝘀 𝗳𝗶𝗿𝘀𝘁𝗺𝗼𝘃𝗿 𝗼𝘂𝘁 𝗮𝗻𝗱 𝗮𝗯𝗼𝘂𝘁

firstmovr

Chief Learning Officer + Co-Founder

- Serve as an Institute Distinguished Faculty member through a) co-leadership of the Institute's Learning Lab program and omnichannel shopper marketing course curriculum and b) keynote speaking, presentations and content thought leadership across current and past summits, events and share groups.

Path to Purchase Institute

Distinguished Faculty, Executive Educator & Keynote Speaker

- Hired into executive leadership role with content and event strategy, execution and P&L responsibility for Global Education at Edge by Ascential™ (Formerly Brand View, Clavis Insight, One Click Retail and PlanetRetail RNG) which gives global brands and retailers the knowledge to win in digital commerce by providing data, analytics, insights and strategic consulting.

-  𝗦𝗘𝗟𝗘𝗖𝗧 𝗔𝗖𝗖𝗢𝗠𝗣𝗟𝗜𝗦𝗛𝗠𝗘𝗡𝗧𝗦:
-  Relaunched and rebranded a client-first Global Executive Education program driving >7 net ROI in both program revenue and new business accounts and Net Promoter Scores (NPS) of 50-90 - some of the highest satisfaction KPIs in the industry and at Ascential
-  Organized, led and executed 12 E^HACKATHON eCommerce summits, 15 share group roundtable meetings and multiple virtual interactive learning programs to-date across US and Europe, engaging over 1000+ commercial leaders across 200+ consumer brand organizations, including J&J, Coca-Cola, L'Oreal, RB, P&G, HP, Kimberly-Clark, LEGO, Diageo and more
-  Supported the Global Advisory team on key client strategy consulting projects, training programs and keynotes at National Sales Conferences, including J&J, RB, Georgia-Pacific, Irving Consumer Products, Coca-Cola and more.
-  Speak and teach on latest industry trends and topics at key external and internal conferences, events, workshops and webcasts as an eCommerce practitioner and Edge by Ascential champion.

Edge by Ascential

VP of Global Executive Education + eCommerce Advisory

- Hired into the senior leadership role with full channel P&L responsibility on eCommerce business development and account management team, heading eCommerce customer partnerships, annual strategic joint business planning, channel marketing and sales strategy development, digital 4P excellence and performance measurement and automation for full Kellogg's brand portfolio across 4 business divisions for North America at all key pure play and omnichannel retailers.

-  𝗥𝗘𝗧𝗔𝗜𝗟𝗘𝗥 𝗘𝗫𝗣𝗘𝗥𝗜𝗘𝗡𝗖𝗘:
Engaged and partnered directly with over 20+ pure play and omnichannel retailers, including Amazon, Amazon Fresh, Walmart, Sam's Club, Kroger, Albertsons, Target, Peapod, Instacart, Shipt and more.

-  𝗦𝗘𝗟𝗘𝗖𝗧 𝗔𝗖𝗖𝗢𝗠𝗣𝗟𝗜𝗦𝗛𝗠𝗘𝗡𝗧𝗦:
-  Developed and executed plans that achieved +56% annual eCommerce net revenue and profitability growth in 2018 vs. 2017 (+61% in 2017 vs. 2016), exceeding category growth trends.
-  Regained #1 online market share leadership for Kellogg’s across multiple major categories
-  Secured Top 5 or higher partnership status with top 15 eCommerce retailer partners
-  Negotiated multiple major $10MM+ annual retailer joint business partnerships
-  Co-led Amazon Advertising and Walmart Media Group partnership, optimizing media budget to drive optimized P&L investment mix, improved partnership credibility and and measurable ROI through occasion-based, event-centric and always-on marketing approach
-  Consulted the global team and co-developed new eCommerce strategy and education framework
-  Hired and established a dedicated team and center of eCommerce expertise of 9 direct reports and 10+ cross-functional leads to support business growth and continued internal and external eCommerce capability development.

Kellogg Company

Sr. Director of eCommerce

- Hired into senior leadership practitioner and advisory role leading eCommerce product and content strategy and development and consulting and research projects for Planet Retail RNG global clients across both retailer and manufacturer/CPG partnerships.  Also, supported the Executive Education program development via leadership of and major contributions to full-day Amazon and eCommerce workshops on-site for key clients, as well as Planet Retail RNG's North America Digital Share Group, Global Digital Officers Share Group and Mid-Year Forum.

PlanetRetail RNG (Now Edge by Ascential)

Director of eCommerce Advisory

- Hired into senior leadership role with full P&L responsibility on eCommerce business development and account management team, heading eCommerce customer partnerships, channel marketing and sales strategy development, annual strategic joint business planning, digital 4P excellence and global expansion for full WellPet brand portfolio at key pure play and omni-channel retailers.

-  𝗥𝗘𝗧𝗔𝗜𝗟𝗘𝗥 𝗘𝗫𝗣𝗘𝗥𝗜𝗘𝗡𝗖𝗘:
Engaged and partnered directly with over 10+ pure play and omni-channel retailers, including Amazon, Amazon Canada, Amazon Fresh, Chewy, Wag, PetFlow, Pet360, Petsmart, Petco and many more as we continue to expand globally.

-  𝗦𝗘𝗟𝗘𝗖𝗧 𝗔𝗖𝗖𝗢𝗠𝗣𝗟𝗜𝗦𝗛𝗠𝗘𝗡𝗧𝗦:
-  Drove +30% (2016 vs. 2015) and +75% (2015 vs. 2014) annual net revenue and profitability growth for the eCommerce business, exceeding category trends, team stretch goals and KPIs.
-  Led Wellness Natural Pet Food to become #1 Brand in US eCommerce pet food sales and #3 Brand in US eCommerce CPG sales in 2015. (Source: 1010data)
-  Hired and established a dedicated team and center of digital and eCommerce expertise to support business growth and continued internal and external digital and eCommerce capability development.

WellPet, LLC

Director of eCommerce

- Promoted to senior leadership role on US eCommerce business development team, leading digital and omni-channel shopper marketing strategy planning and tactical execution for full RB brand portfolio at key retailers.

-  𝗥𝗘𝗧𝗔𝗜𝗟𝗘𝗥 𝗘𝗫𝗣𝗘𝗥𝗜𝗘𝗡𝗖𝗘:
Engaged and partnered directly with over 15+ pure play and omni-channel retailers, including Amazon, Staples, Costco, Walmart, Sam’s Club, Walgreens, <a href="http://drugstore.com">drugstore.com</a>, Target, Peapod and many more.

-  𝗦𝗘𝗟𝗘𝗖𝗧 𝗔𝗖𝗖𝗢𝗠𝗣𝗟𝗜𝗦𝗛𝗠𝗘𝗡𝗧𝗦:
-  Drove +38% (2014 vs. 2013) and +68% (2013 vs. 2012) annual net revenue and profitability growth for the eCommerce business, exceeding team stretch goals and KPIs.
-  Led digital and omni-channel shopper marketing planning and activation across path-to-purchase for key retailers with multi-million dollar P&L and budget responsibility.

Senior Brand Manager, eCommerce + Digital Marketing

- Promoted as brand manager on new entrepreneurial US eCommerce business development team, leading digital and omni-channel shopper marketing strategy planning and tactical execution for full RB brand portfolio at key retailers.

-  𝗥𝗘𝗧𝗔𝗜𝗟𝗘𝗥 𝗘𝗫𝗣𝗘𝗥𝗜𝗘𝗡𝗖𝗘:
Engaged and partnered directly with over 15+ pure play and omni-channel retailers, including Amazon, Staples, Costco, Walmart, Sam’s Club, Walgreens, <a href="http://drugstore.com">drugstore.com</a>, Target, Peapod and many more.

-  𝗦𝗘𝗟𝗘𝗖𝗧 𝗔𝗖𝗖𝗢𝗠𝗣𝗟𝗜𝗦𝗛𝗠𝗘𝗡𝗧𝗦:
-  Drove +200% annual net revenue and profitability growth 2012 vs. 2011 for the eCommerce business, exceeding team stretch goals and KPIs, by building strong retailer relationships, advancing RB product online presence, including enhanced content, reviews and distribution, to drive maximum conversion, developing and executing path-to-purchase marketing strategies and optimizing all activities based on available analytics to maximize ROI.
-  Lead digital and omni-channel shopper marketing planning and execution across path-to-purchase for key retailers with multi-million dollar P&L and budget responsibility.
-  Achieved preferred partner status across key retailers through effective programming, account engagement and relationship building, and test-and-learn marketing innovation behind new acquisition and retention strategies/tactics.
-  Led e-tailing shopper insights market research study to uncover digital path to purchase and category triggers / barriers for RB product categories online, which now serves as foundation for all digital marketing and social media plans.
-  Identified significant, incremental revenue stream opportunity via online retailer affiliate programs and managed affiliate integration, tracking and optimization across all media and marketing activities.

Brand Manager, eCommerce + Digital Marketing

- Promoted to brand management and product innovation role, responsible for all base business and new product development activities on market-leading brand.

-  𝗦𝗘𝗟𝗘𝗖𝗧 𝗔𝗖𝗖𝗢𝗠𝗣𝗟𝗜𝗦𝗛𝗠𝗘𝗡𝗧𝗦:
-  Led the development of short and long-term strategic planning, including annual business plans, media, promotion and innovation pipeline strategy with P&L and budget responsibility.
-  Led major new product launch, including product development, positioning, pricing, packaging design, media, consumer promotions, account sell-in and retailer activation.  New product packaging earned prestigious 2012 Paperboard Packaging Council Excellence Award.
-  Served as cross-category eCommerce champion, but most notably developed and activated new subscription-based business model via <a href="http://Amazon.com">Amazon.com</a>, supported by full-year advertising campaign, generating significant brand sales and annual purchase frequency growth.
-  Proposed and activated professional marketing and partnership program (25% net revenue growth opportunity), involving professional product line launch, sales and marketing strategy, event advertising and sponsorship, supply logistics, pricing and CRM development.
-  Championed critical cross-category GM improvement projects netting $1MM+ cost savings per year for 2 years running.
-  Recommended and gained management approval to execute new, previously untested marketing activities in 2011, including full-year print and regional TV media, SEO website development work and social media monitoring.

Associate Brand Manager, RID-X®

- Hired into brand management role on the RB global flagship brand, responsible for all base business activity on two key brand segments, one market leader and one challenger.

-  𝗦𝗘𝗟𝗘𝗖𝗧 𝗔𝗖𝗖𝗢𝗠𝗣𝗟𝗜𝗦𝗛𝗠𝗘𝗡𝗧𝗦:
-  Assisted Senior Brand Manager in the development of short and long-term strategic planning, including annual business plans, media, promotion and innovation pipeline strategy with P&L and budget responsibility.
-  Led relaunch project for major brand segment, including transition to new packaging, count size and manufacturing location, media copy redevelopment, and creation of new multipack offerings for upcoming trade promotions.
-  Identified and led packaging GM improvement projects netting $2MM+ COGS savings in 2010.
-  Led SKU rationalization project, removing 20 SKUs to achieve brand stretch targets while still meeting consumer needs.
-  Gained management approval for self-proposed incremental media opportunity that increased net revenue +$2.5MM.
-  Managed 2 seasonal digital marketing brand campaigns, including creative development, website refreshes and microsite development, newsletter marketing and all agency deliverables.
-  Served as team champion in initial digital strategy development for the Lysol® Mission for Health campaign, including rollout of redesigned brand website (creative, layout and content organization), community development and management and social media and email marketing campaigns.

Assistant Brand Manager, LYSOL®

- Served in Assistant Product Marketing Manager capacity on future product marketing team for digital picture frames.

-  Analyzed syndicated industry data sources including NPD, GAP and GFK and developed pricing and product strategy tools for upcoming product portfolios and marketing strategy planning.
-  Led a team of interns to introduce new Generation Y marketing opportunities, tactics and ideas to corporate and regional marketing managers.
-  Developed the Go-To-Market product innovation plan and launch strategy for new wireless digital picture frame with social media integration.
-  Completed full in-store competitive analysis for digital picture frames at 10 different retailers, which entailed salesperson and customer interviews, price comparisons and product, stock-out and share-of-shelf audits.

Eastman Kodak Company

MBA Product Marketing Intern

- Led project to redevelop the annual career services event plan to increase student interaction and engagement
-  Identified and developed more effective methods of marketing events and employment opportunties to MBA students
-  Worked on a team with the Directors and Coordinator to implement new marketing strategies

William & Mary

Graduate Marketing Assistant

- Led B2B and B2C brand marketing initiatives, designed marketing strategy and marketing programs for new store locations, created marketing literature, print collateral and sales kits for new business development team, developed consistent communications for internal and external audiences, and conducted market research to support business.

-  Spearheaded redevelopment of customer loyalty program, including identifying shopper insights, designing promotional strategy, integrating growth structure, and developing ROI analyses.
-  Designed and executed local marketing strategy and campaigns for 4 new wholesale storefronts and new retail showroom.
-  Identified significant marketing budget cost savings by integrating synergistic marketing activities.
-  Enrolled and participated in company’s leadership and business development program.

Chris Perry

Chris Perry