1. K R I S T I N M . L A U R I E
3295 Oak Brook Road; Baldwinsville, NY 13027 kristin.laurie@me.com
Home # (315) 635-5924 www.LinkedIn.com/pub/KMLaurie
• C O N S U M E R P R O D U C T S • M A N A G I N G K E Y A C C O U N T S • T E A M B U I L D I N G • T H O U G H T L E A D E R S H I P •
Creative, results-focused Consumer Product Goods sales professional with 18 years marketing products in variety
of segments. More than 17 years negotiating and calling upon headquarters of major food retailers, such as
Wegmans, Price Chopper, Shaw’s/Star Market, Stop & Shop, BJ’s Wholesale Club, DeMoulas/Market Basket, Giant
Landover and Giant Eagle. Experience managing both direct sales teams and broker teams. Proven record of
growing shelf space, market share and revenue by utilizing creative strategies in challenging, competitive markets.
Enjoys mentoring and developing employees. Partners with customer and internal teams to create profitable
solutions for customer and corporation.
Solid Knowledge of Consumer Products
Customer Centric
Territory Management
Fostering Client Relationships
Strong Negotiation Skills
Strategic Planning
Consultative Selling
Mentoring & Staff Development
Creative Packaging & Pricing
Process Improvements
PROFESSIONAL EXPERIENCE
S.C. JOHNSON & SON, Inc., Racine, WI Feb 2004 – Present
Broker Manager, Sales Account Manager, Wegmans/Giant Eagle Syracuse, NY (2/10- present)
Account Business Manager, Wegmans Rochester, NY (1/08-2/10)
Responsible for managing all business lines at 85 Wegmans stores and a broker team at 250+ Giant Eagle stores.
 Estimated to grow current FY by an increased of $600K or +7%, once again exceeding goal YOY.
 Drove up overall Wegmans’ sales by +5.1% over PY, exceeding goal in 2013/14 fiscal year.
 Achieved net sales & base deal budgets (from 2% to 5%) and underspent functional budgets in 2013/14.
 Exploded Air Care set from 8’ to 12’ set in 80% of stores with seasonal displays and Every Day Low Prices
(EDLP), securing an incremental 18 SKUs to set.
 Coordinate cross-functional teams to accelerate growth and achieve plan objective.
 Develop and foster strong relationships, which facilitate collaborative planning process.
 Secured Family Pack options for Wegmans by partnering with SCJ Marketing.
 Assisting in planning & transition to new broker team, coordinating with Price Chopper & Giant Eagle HQs.
 Partnered with SCJ cross functional team and Wegmans to achieve retailer’s goal for “net zero inventory”.
 Chosen to represent SCJ & field sales organization, along with SCJ Executives at FMI Conference 3 times.
 Prepared and delivered presentations to retailers’ National Directors in attendance at FMI Conference.
 Chosen to participate in Process Improvement project to enhance engagement with Broker Partners.
Corporate Account Business Manager, Stop & Shop/Giant Landover Quincy, MA (8/06-12/07)
Responsible for achieving growth objectives, managed 2 direct reports & Home Cleaning business for 400 stores.
 Guided team through account strategy change to Every Day Low Price.
 Grew share in 7 segments, with strongest consumption growth on Home Storage + 1.5%, +10% in Insect.
 Increased several cleaning segments, including: Glass 1%, APC 11%, Bath 28% and Drain 10% over PY.
 Increased total Merchandising Ad & Display (MADD) in Home Cleaning by 8.4%.
 Hired and trained new Account Manager.
Major Account Business Manager, Stop & Shop/Giant Landover Edelborough, MA (9/04-8/06)
Managed multiple businesses; developed and executed strategic plans which contributed to category growth.
 Achieved sales growth and met/exceeded sales objectives in challenging, competitive market.
 Secured Holiday placement and January Bargain Aisle program for Home Storage (Ziploc) with additional
displays and tied it to circular advertisement, with 12% increase YOY.
 Identified & closed distribution void on Edge and Shout Wipes, resulted in incremental $585,000 annually.
 Utilizes POS data to gain incremental displays on Scrubbing Bubble Auto Shower; valued at $212,000.
 Reversed declining consumption trends on SCJ Glass Category from -5.11% to +5.97%.

2. KRISTIN M. LAURIE (315) 635-5924 Kristin.Laurie@me.com Page 2 of 2
S.C. Johnson & Son, Inc. (Continued)
Account Business Manager, Shaw’s West Bridgewater, MA (2/04-9/04)
Managed all business lines at Shaw’s Headquarters.
 Developed and executed business plans to achieve SCJ objectives.
 Launched 2 new items and achieved 100% acceptance of both.
 Analyzed Nielsen data to formulate promotional strategies for 10+ items.
KRAFT FOODS GROUP, Mansfield, MA Jan 1997 – Jan 2004
Customer Category Manager IV- BJ’s Wholesale Club Mansfield, MA (10/01-1/04)
Managed all Beverage, Coffee and Enhancer Business at BJ’s for Kraft Foods, over $51 MM in annual sales.
 Worked with Headquarters and brand teams to create new products specifically for customer: a “club
pack” of BBQ sauce and a specialty size of Maxwell House Coffee.
 Managed overlay marketing programs, such as BJ’s Journals (coupon booklets), Tailgate Promotions (BBQ
sauce, Grey Poupon and Heinz 57) and BJ’s Theater Programs (end caps with whole pallets on display).
 Trained 3-4 new Category Managers on internal systems for estimating and planning.
Customer Category Manager III- DeMoulas/Market Basket Mansfield, MA (10/00-9/01)
Defended shelf space, gained large incremental display programs.
 Provided incremental dollars and a convincing argument/story to defend the one-brand choice.
 Created more robust advertising plan to grow sales in aging, mature market & captured additional dollars.
 Trained 5-7 fellow Category Managers on Kraft’s Auditing Processes for spending and related regulations.
Customer Category Manager III- Shaw’s/Star Market Mansfield, MA (10/99-9/00)
Promoted to manage Shaw’s Headquarters business with larger budget & volume. Big picture thinking important.
 Managed Co-Marketing programs which created “Meal Solutions” campaign, revolutionary at that time.
o Coordinated with other non-competitive vendor (Frito-Lay) to create a joint advertisement that would
provide larger ad space and more impactful results.
o Strategized with vendor to create compelling argument in favor of joint ad for “management sign off”.
 Successfully moved customer from paying on shipments to paying based on consumptions.
 Chosen to represent the Kraft Boston Region on the National Women’s Sales Council which addressed
issues related to retention, training and career development to empower women within the company.
 Created and delivered training and support materials as a Train the Trainer model.
Customer Category Manager II- Price Chopper Albany, NY (3/98-9/99)
Called on 2-3 buyers at Price Chopper’s Headquarters to sell Enhancers and Cereal, and set up weekly circular ad.
 Negotiated customer discounts to efficiently and effectively spend trade dollars and grow business.
 Mentored/trained 2-3 Sales Reps on team; accompanied them on store calls to advise/provide feedback.
Sales Representative IV- Shaw’s New Hampshire & Vermont (1/97-2/98)
Marketed full Kraft product line to 36 stores in 2-state territory with route sales visits.
 Consistently met goals. Gained additional facings and expedited shelf placement on new items.
 Increased dollars & profits by adding displays and a program focused on selling cases of Kraft Singles.
EDUCATION
MASTER of BUSINESS ADMINISTRATION
LeMoyne College in Syracuse, NY
BACHELOR of SCIENCE in Urban & Regional Planning
SUNY - Buffalo State College in Buffalo, NY
ASSOCIATE in APPLIED SCIENCE in Architectural Design
SUNY- Delhi, NY
TECHNICAL PROFICIENCIES
Microsoft Office 2010: Word, Excel, PowerPoint, Outlook
Familiar with Nielsen data reporting and Wegmans POS system