What do you do here? How do you influence Disproportionate Mindshare?
I am the VP of Brand and Strategy for Concentric. I recently joined after over years leading teams, innovation, and growth strategy in Natural and Organic goods for Best-In-Class retailers Kroger, Whole Foods, and The Fresh Market. Our team at Concentric creates growth strategies through a foundation in research and insights. Through data and our people, we chart growth avenues for brands in a holistic, targeted, and effective manner to grow traction, loyal, and trial. We are at a crossroads in many categories, where the number 1 or 2 position is at risk to emerging and challenger brands. Whether you are a challenger or defending your category space, strategy is more important and more complex than ever before in CPG.
Where is your passion?
My passion comes from the success of those that we work with and supporting those aroung me.. I relish when I can be part of a team or act for my team as a catalyst of growth that helps them reach full potential. This involves learning. serving, and wearing many hats throughout the work day and supporting our core strengths of brand strategy and to drive sustainable growth. For a brand, the journey is important. I have discovered that without a strong growth strategy and good people, the little wins for a brand don't always culminate in big sales. Its this sort of big picture focus that enables our team at Concentric, to become the biggest difference makers for our brands.
What about your experiences make you uniquely qualified?
My background in retail is extremely unique. I have worked on the brand and sales side, retail insights, and have led initiatives in the innovation and emerging brand space for Kroger, Whole Foods, and The Fresh Market. This perspective affords me a senior understanding of how decisions are made and what retailers are truly looking for. Additionally, through a large network in the industry, I have become involved with several private equity funds, industry trade associations, and the emerging natural and organic brand community. Think about the possibilities for your brand to growth when you have better knowledge, better networks, and the most important part, a great team around you.
What one thing outside of work do you do, that reflects your spirit?
In world with so much novelty.. learning and analyzing never stop. This makes me extremely bad to go on vacation with. I have to visit every grocery store to compare or look for products, and every single meal must be an experience worth having.