Edward Macias

2731 Morgan Dr. #2, San Ramon, CA 94583 (415) 265-6002, ed.macias1@gmail.com

 

Summary

 

Senior Marketing professional with Integrated Traditional/ Digital Marketing and Innovation experience in Consumer Packaged Goods. Successful at developing business strategies, building brands and leading key company initiatives to drive growth. Effective leader with extensive experience developing and inspiring cross-functional teams to deliver winning brand activation programs and propositions. 

 

Professional Experience

 

EM CONSULTING                                                                                                                                                                 July 2015 – Present

BIG HEART PET BRANDS, San Francisco, California                                                                                               

Brand lead for Pet Treats portfolio for Seasonal (Halloween, Christmas, Valentine’s Day and Summer) Platform Activations.

• Developed program strategy and objectives and led team through execution of digital, social, content, eCRM, PR and consumer promotion programs.

  • Marketing campaign received one Silver Effie and two Gold Reggie Awards.   

• Led Summer NBC Universal “Secret Life of Pets” tie-in Mega Event.

DEL MONTE FOODS INC., Walnut Creek, California                                            

• Developed Healthy Snacking platform strategy and “Lean Start Up” go to market approach.

• Led branding strategy, packaging design and product optimization for new business launch initiative of Del Monte Fruit Refreshers.

  •  Product received “2017 Product of the Year Award” for Healthy Snacks category.  

 

AJINOMOTO WINDSOR, INC., Hayward, California                                                                                                          2013 – May 2015

Senior Brand Manager, Tai Pei Frozen Prepared Entrées and Appetizers

Responsible for brand strategy and planning, consumer advertising and promotions, new product initiatives and delivering volume and profit goals for the #1 Asian brand in frozen prepared food.

• Grew Tai Pei entrée sales +1.3% in declining frozen food category (-3.9%). Developed integrated marketing programs and introduced 8 new line extensions.  

• Led turn-around of underperforming multi-serve appetizer business by optimizing promotion strategy, driving channel development and re-designing package. Effort restored positive growth from double-digit volume declines and improved velocity +32%.

• Identified key consumer need states for new business development and created 3-year new products road map. Led product development, commercialization and launch planning on several key platform initiatives. 

 

EARTHBOUND FARM, Palo Alto, California                                                                                                                                   2011 - 2012

Senior Innovation Manager, Beverages

Responsible for increasing Organic eating occasions beyond core salad business through new innovation initiatives. Reported to Chief Marketing Officer. Managed the training and development of an Associate Innovation Manager.  

• Assessed organic beverage market and developed roadmap with $50MM potential. Developed product formulations and claims with a unique selling proposition, created multi-channel go-to-market strategy and led packaging structure and graphic design.

• Developed new product pipeline of 28 strategic concepts and improved overall average Top 2-Box Purchase Intent results of conscreen test by +19points. Led ideation effort, identified consumer insights, and performed feasibility assessment. 

 

AAA, Walnut Creek, California                                                                                                                                                            2008 - 2010

Senior Product Manager, Membership Services - Automotive, Discounts and Financial Services     

Responsible for managing the Membership Benefits portfolio of services including developing product strategy, optimizing the customer service experience, and monetizing the service business models. Managed the training and development for six direct reports.

• Re-launched online Auto Buying Service with new features and capabilities resulting in a +42pt. Top 2-Box improvement in customer satisfaction and 3X increase in monthly traffic to website.   

  • Integrated top JD Power rated dealer network and high-touch CRM process that enabled broader cross-sell services including insurance for first time.

  • Recognized by CEO for my adaptability in leading team through a significantly accelerated supplier review and development cycle enabling site to go live two months ahead of schedule.

 

DREYER’S GRAND ICE CREAM, INC., (Division of Nestlé), Oakland, California                                                                     2005 - 2008

Senior Brand Manager, Frozen Snacks Portfolio (Nestlé Push-Up, Eskimo Pie, Purina Frosty Paws)

Responsible for managing all marketing initiatives including strategic planning, brand positioning, packaging, promotions and profit delivery.   

• Led turn-around of underperforming Eskimo Pie business by optimizing product line offering, creating tie-in partner promotion program and re-designing package. Effort stemmed 30% volume decline, improved velocity +17% and maintained full distribution.

• Led the development of new ‘white space’ business platform projected to deliver $130MM. Gained $1MM in investment approval for project from Nestlé Ice Cream Strategic Business Unit.

 

GERBER PRODUCTS COMPANY, Parsippany, New Jersey                                                                                                        2002 - 2005

Senior Brand Manager, U.S. Gerber Nutrition (2004 to 2005)

Brand Manager, Global Gerber Baby Care (2002 to 2004)   

Responsible for profit delivery, strategic positioning, new product development, and marketing execution on Gerber’s largest and most profitable business with U.S. sales of $570MM. Managed over $20MM marketing budget and the training and development of an Associate Marketing Manager. 

• Led initiative to increase penetration of growing Hispanic segment. Launched new regional line of Baby Food with annual sales of $17MM. Developed integrated marketing program including consumer promotions, direct mail and website development.

• Increased sales of 3rd Foods business 11% by repositioning line as a developmentally appropriate transition from baby food to toddler food.  

• Established strategic platform for business and launched a $27MM breastfeeding line of products. 

• Introduced new Breast Therapy line to target new consumer segment of pre-natal moms. 

  • Introduction enabled Gerber to capture #2 position in fastest growing Breastfeeding segment.

  • Received Editor’s Choice for Best Product of the Year from Fit Pregnancy magazine.

 

CONAGRA FOODS, Irvine, California                                                                                                                                            1997 - 2002

Product Manager, Hunt’s Tomatoes (1999 to 2002)

Associate Product Manager, Orville Redenbacher Popcorn, (1997 to 1999)

Responsible for managing brand performance and all marketing activities including strategic planning, consumer promotions, packaging and delivering volume and profit goals.

• Launched new Hunt’s line of tomato sauces that delivered $22MM in annual sales. Led product development efforts that reduced recipe preparation and cook times by 50%.

• Co-developed company’s first integrated Multi-brand Summer Promotion Event involving seven ConAgra Food’s independent operating companies. Merchandising program resulted in a 67% increase in incremental volume on Hunt’s Ketchup brand. 

 

LEVI STRAUSS & COMPANY, San Francisco, California - Business Planner                                                                            1990 – 1995     

HEWLETT PACKARD, Greeley, Colorado - Management Accountant                                                                                      1988 – 1990      

 

Education

 

UNIVERSITY OF CALIFORNIA, BERKELEY, MBA, Emphasis in Marketing and Strategic Planning

ARIZONA STATE UNIVERSITY, TEMPE; BS Business Administration, Finance

 

Personal

 

Pro Bono strategic advising for small businesses: Taproot Foundation and Inner City Advisors

Enjoy rowing, running, heated power yoga, and creating music on digital audio workstation