Experiences at STOCKPOT, a $100-million Campbell Soup Company

Reported to the President with responsibility for directing all branding, positioning, advertising, public relations, direct marketing, and interactive efforts. Exceeded plan by 25% in first full year while cutting 25% of the budget.
- Generated $100,000 to $400,000 in new business by conceiving and executing the first-ever StockPot culinary conference for 10 major universities, including Harvard, Stanford, and Duke.
- Delivered $100,000 in new business from the concept, development, and execution of an integrated direct marketing plan including direct mail, print and online media, sampling, and telemarketing.
- Enhanced the relationship with Sysco, the largest US foodservice distributor (50%+ of StockPot's foodservice revenues and up 9% versus prior year). Chosen by Sysco Corporate to lead the category with a presentation designed to emphasize prepared soup as a strategic imperative at their national Innovation Conference. Won approval to launch Sysco-endorsed national marketing program to all regional businesses.
- Doubled StockPot's earned media coverage versus year ago by nurturing relationships with, and delivering programs to, trade publications. Supported 20+ new products with these programs, a new advertising campaign, and initiatives targeting operators, brokers, and distributors.
- Built a solid marketing organization structure and the skills to deliver world-class competence....