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Rachel S. Kell Presentation Ro

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

2. 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 3. 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 4. 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 5. 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 6. 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 7. Merchandising, POP & Packaging Experience

  • Display cases
    • In-Stock
    • Special Order
    • Pallet programs

July 21, 2010 8. Merchandising, POP & Packaging Experience

  • Cross Merchandising
  • Add-on Sales
  • Take home pieces

July 21, 2010 9. Merchandising, POP & Packaging Experience

  • Co-op advertising
  • PR campaign

July 21, 2010 10. Merchandising, POP & Packaging Experience

  • Trade Shows
  • Co-op Markets

July 21, 2010 11. 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 12. 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

July 21, 2010