Lori Woolfrey is a passionate marketing leader with expertise in retail, e-commerce, consumer packaged goods, food and beverage. She has experience leading high growth, mature and turnaround businesses through transformative change. As the co-founder and VP of Marketing of Oregon Chai, she was largely responsible for developing the brand from inception to its $75 million acquisition. She has held director level marketing positions at New Seasons Market and Scenic Fruit Company where she developed brand strategies and led marketing teams. Her experience spans consulting, startups, and executive leadership roles where she has delivered dramatic growth and profitability.

1. LORI WOOLFREY
(503) 704-1796
lori@woolfrey.com
linkedin.com/in/loriwoolfrey
EXECUTIVE PROFILE
Passionate, goal oriented marketing leader specializing in retail, e-commerce, CPG, food and beverage
with an expertise in shopper marketing and customer experience. Driven to build lasting brands by
translating consumer insights into powerful, purposeful brand strategies that emotionally connect to
consumers. Leverages omni-channel strategies with innovative digital media. A collaborative “roll up your
sleeves” partner with both client and agency experience. Retail channel expertise includes mass,
specialty, grocery, healthcare, drug and e-commerce.
Able to lead high growth, mature and turnaround businesses. Change agent and powerful communicator
who leads people and organizations through business cycles that achieve transformative and sustainable
results. Ethical advisor with strong integrity. Courageous, caring and candid bringing out the best in
others building high performing teams that deliver exceptional results.
EXECUTIVE STRENGTHS
-Shaping Vision, Strategy and Execution -Customer Value-Focused Business
-People Development and Cultural Transformation -Quality and Continuous Improvement
-General Management/Marketing Management -Executive Leadership, Coaching and
-Operational and Marketing Excellence Mentoring
LEADERSHIP MILESTONES
Co-founded Oregon Chai and largely responsible for developing and nurturing the brand from inception
through 10 years of explosive growth to its $75 million acquisition.
Strategic thought leader shaping distinctive initiatives to deliver dramatic growth and profitability.
Devised mid-to-long term strategy and brand positioning for New Seasons Market, Sunshine Dairy, Ruby
Jewel, Scenic Fruit Company. Leveraged all channels to increase market share by better marketing,
operations, service execution, contracts, and product offering.
Hire high performing teams by attracting, developing, and retaining top talent building deep, diverse
bench strength and succession planning at all levels.
CAREER EXPERIENCE
NEW SEASONS MARKET, Portland, OR 2013-2015
Director of Marketing
Recruited by CEO and private equity firm to define brand strategy and vision for New Seasons Market
and private label brands, build best in class marketing team/discipline and manage agency partnerships.
As brand leader, led marketing, social/digital strategy, creative, strategic partnerships, public relations,
corporate social responsibility, promotions, packaging/design and integrated marketing campaigns.
Member of the Leadership Team and Strategic Planning Team. Managed the department budget and a
team of 15. Opened 5 new stores in two years including one in San Jose, CA. Reported to CEO.
• Led, developed and effectively communicated integrated brand strategy for New Seasons and
private label across all platforms (e.g., vision, mission, values, brand personality/ and creative
brand guidelines).
• Developed marketing and content strategy for digital, social, mobile and e-commerce to drive
customer engagement, brand awareness and sales. Results included increased Facebook,
Instagram and Pinterest fan base, restructured paid search, affiliate and email strategy increasing
revenues.

2. LORI WOOLFREY Page 2
• Key lead on redesigning and launching new store prototype for New Seasons and private label to
enhance shopper experience, resulting in same store sales increase of 5%. Included innovative
sampling programs, email sign up programs and improved in-store signage.
• Reorganized the marketing team and introduced planning and execution processes, with dramatic
improvements in the quality and speed of delivery of marketing activities, integrated marketing
campaign results, and improved morale within the department.
• Introduced a customer experience focus to the strategic planning committee, bringing customer-
needs-oriented decision-making and initiatives to the company’s five-year strategic plan.
• Established private label strategy to help guide product development and labeling; Led the review
and selection of creative services agencies (Branding, PR, Digital & Advertising) for increased
quality, effectiveness and consistency of brand marketing efforts.
MARKETING & BUSINESS LEADER CONSULTANT, Portland, OR 2011-2013
Sunshine Dairy Foods
Led overall brand strategy/management, marketing, PR, advertising, CRM, consumer insights, web
development, packaging and collateral for Sunshine
Better Bean Company
Oversaw efforts to develop new brand and packaging to re-energize and re-create the bean category,
contributing to a significant increase in sales and national distribution.
Local Choice Market
As Advisory Board member, provided consultation on marketing, business development, operations, and
launch of new urban open-air market.
The Full Life Foundation & Happy Cup Coffee
Advisor/Board member to non-profit social enterprise. Consulted and provided direction on marketing
communications and general operations.
SCENIC FRUIT COMPANY, Portland, OR 2011
Director of Marketing
Led and developed the Scenic Fruit brand including positioning, packaging, brand ID, logo and interactive
marketing.
• Led the company through major packaging overhaul from outdated “commodity” frozen plastic bag
to consumer-friendly (and consumer-attracting) resealable stand up pouch featuring bold,
attractive labeling, resulting in an increase in sales of 20%.
• Redeveloped web site to satisfy both trade and consumer marketing business needs.
ZOOM+, Portland, OR 2010
Director of Marketing
Recruited by CEO to develop and execute the initial marketing strategy and plan for the company.
• Introduced search engine marketing and social media marketing programs, and led efforts to re-
design user experiences on Zoom+ online scheduling system resulting in increased revenue,
increased customer loyalty and decreased support costs.
• Introduced and led in the efforts of a brand new POS signage program that included in-clinic
signage for clinic offerings (booklets, brochures, front desk signage, menu boards).
• Developed and managed consumer-focused marketing programs for a start-up “on demand”
health clinic.

3. LORI WOOLFREY Page 3
CONSULTANT, ADVISOR, COACH, Portland, OR 2005 to 2010
• Served as a consultant, mentor and advisory board member for all-organic frozen novelty product
start-up Ruby Jewel. Worked with management, owners and board to develop strategic sales
plans, resulting in triple-digit annual growth.
• Nurture (Happy Baby), served as an advisory board member, developed business & marketing
plan and helped raise a round of initial angel investment.
OREGON CHAI, INC, Portland, OR 1994 to 2005
Co-Founder & VP Marketing
Co-Founded the company and largely responsible for developing and nurturing the Oregon Chai brand
from inception through 10 years of rapid growth to its $75M acquisition.
• Drove research and decision to move from plastic packaging to then new concept aseptic (Tetra-
Pak) packaging, significantly increasing product shelf-life, which enabled national distribution,
along with reduced breakage and spoilage costs, and more surface for brand – a turning point in
the company followed by triple-digit annual growth for more than five years.
• Developed Costco “Road Show” program – generating $400K in sales in just three months. More
importantly this established a long term channel and loyal customer base.
• Developed digital marketing programs (in the early days of the web) that engaged consumer
brand-loyalists to generate awareness and sales for food service customers.
• Created and executed go-to-market plans resulting in distribution (in mass market, retail, food
service, and c-store) in all 50 states, Canada and Europe.
• Developed and managed corporate communications and PR programs resulting in editorial
features in nationally distributed magazines, including Inc. People, Time, and Shape, as well as
featured spots on Good Morning America, and an occasional placement on “Friends.”
PRIDEAUX, SULLIVAN & PATTERSON, Portland, OR 1992 to 1994
Account Executive
A full service agency focused in the Consumer, Travel and Retail industries
• Developed and launched integrated, omni-channel marketing programs to drive sales for Subway
franchisees in Oregon and Washington.
• Developed PR, brand strategies and integrated campaigns for The Old Spaghetti Factory, The
Tire Factory, Crosswater and Sunriver Resorts.
EDUCATION
Bachelor of Fine Arts, Studio Art & Design
Dominican University, San Rafael, CA
Spanish, History and Art course abroad
University of Madrid, Madrid, Spain
PROFESSIONAL ASSOCIATIONS
Current
Girls Inc., Portland, OR
Board of Director, Marketing Committee, not for profit
Previous
Fruit & Flower Childcare Center, Portland, OR
Board of Director, not for profit
Pacific Northwest College of Art (PNCA), Portland, OR
Board of Director, not for profit
Young Audiences of Oregon & Southwest Washington, Portland, OR
Board of Director, not for profit