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RACHEL S. KELL Presentation for Brand Manager – Primers July 21, 2010

Rachel S. Kell Presentation Ro

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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