1. MARCE McKINNON
949.527.2762 marcemckinnon7@gmail.com
San Clemente,CA 92673 www.linkedin.com/in/marcemckinnon
SUMMARY
Creative,strategicandcollaborative marketerwith15yearsof experience inthe areaof salesandmarketing.
Innovative and detail-orientedwhothinksoutside-of-the box andcreatesinsightfulsolutionstodrive brand
growth,trade and categorygrowth.Passionate aboutwhatthe consumerneeds,thinksanddesires.
 Newproductlaunches/ProductMarketing
 Buildingbrandbyinnovating/renovating
 Effective Shopper/channel marketingprograms
 Buildingcustomergrowthandrelationships
EXPERIENCE
POST FOODS, Irvine,CA
Shopper Marketing Manager/West& Central Regions 4/12 to present
Responsible forthe holisticvisionfor retail planningandexecutionsothatstrategiesandtacticswork
synergisticallytodeliverassignedvolumeandROI.
 Develop strategies andleadintegratedshoppermarketingplansfor massandgrocery channelsin the west
and central regionsmainlyfocusingonTarget,Safeway,Costco andMeijer.
 Drive incremental volume anddisplaythrougheffective shopperinitiatives includingexclusive packsand
partnerships.Increasedshare inadecliningcategory.
 Manage and leadagenciesaswell asco-manage shopperteam toensure strategiesare implementedand
executionof shoppertacticsissuccessful.
 Developedandenhanceda“go to market”shoppermarketingprocessandtrainedsales/brokerteams.
Continuouslyshare bestpractices.
 Collaborate withShopperMarketingInsights,CustomerSalesteamandBrandteamsto achieve customer
and brandobjectives. Ensure programsare insightdriven, comprehensive and effectivelycommunicatedat
retail.
 Proactivelyidentify anddevelop customerandcategory growthopportunitiesaswell asidentifybusiness
risksto be mitigated.
 Manage regional andcustomershoppermarketingbudgets effectivelyand ensure programsdeliveragainst
assignedvolume,KPIsandROI. Performpostanalysisonexecutedprograms.
RESERVEAGE ORGANICS,Gainesville,FL
Marketing Consultant 10/11 to 3/12
Director of Marketing 2/11 to 10/11
Managed brand team to develop marketing strategies for one of the fastest growing companies in the
natural products industry. EmploymentdemandschangedfrommonthlytoweeklytraveltoFloridasoI
transitionedfromapermanentrole toa consultingrole.
 Conceived,implementedandfacilitatedexecutionof annual marketingstrategiesforbothconsumerand
trade aspectsof the organization. Focusedon healthandspecialtyaccountssuchas Wholefoodsmarkets,
VitaminShoppe,andGNC. Became #1 brand inits segmentaftersix months.
 Developedmarketingstrategies basedonkeyobjectives, knowledge of organizational units, andmarket
trends.Plannedandadministeredthe marketingoperationsbudgetof the organization.
 Managed teaminall aspectsof brandmanagementandall areasof marketing includinginceptiontolaunch
of newproducts,PR, marketresearch,consumerandshoppinginsights, webdevelopment,promotionsand
all otherprograms andcampaigns.
 Managed marketingandfunctional teamstodevelop presentations,packaging, promotionalmaterials,
marketingprintandcollateral copies.
 Developedmarketingteam,assessedandorganizedbusiness structure asneededby afastgrowing
company.

2. HERO NUTRITIONALS LLC, San Clemente, CA
Senior Brand Marketing Manager 7/07 to 2/11
Developedadultline andmanaged#1 sellingbrandfranchise inchildren’ssupplementshealthcategory. Was
responsible forall brandmarketingandbrandsupportas well asnew productlaunchesfrominceptionto
completion.
 Createdandexecutedstrategicandmarketingplantogrow core brand salesby20% and increasedmarket
share in twoyears.
 Developedandlaunchedfirstadultgummyvitaminandmostinnovativeaward-winningchildren’sfirstand
onlygummyorganicline. Creatednewsegmentwithinthe healthsupplementcategory. Mostrecently
launchedthe firstsugarfree gummyvitaminline.
 Developedandlaunchedthe firstlicensedgummyvitaminforthe companyintoFDMchannels.
 Innovatedandcreatednewproducts,new ideareview andrecommendations,conceptanddesign
development.
 Conceivedandmanagedproductionof all salesandmarketingmaterials,productandpackage design,and
merchandisingdisplaysfrominceptiontocompletion.
 Managed andleadmarketinganddesign teams
 Managed all aspectsof consumerpromotionsaswell astrade show coordination.
 Reviewedandanalyzed marketresearchthroughfocusgroupsandsyndicateddata(SPINS)analysisfor
healthchannel toestablishmarkettrendsandnew marketsegmentdevelopmentforfuture market
strategies.
 PerformedROImeasurementandeffectivenessandbudgetmanagement.
NESTLE PURINA, Pet Specialty Group, PetcoTeam, CA
Sr. Business Analyst/Marketing Manager 6/03 – 3/06
Workedon a salesteamto manage portfolioandcontributedinthe 13% growthof the channel’ssecondlargest
keyaccount.
 Increasedperformance andprofitabilityof $80 milliondollarbusinessto$90.4 millionin2.5 years.
 Developedandimplementednational marketingprogramsas well ascustomerspecificpromotions and
campaigns.
 Conceivedandworkedwithmarketingteamandaccountto execute CRMand othertargetedmarketing
plans.
 Analyzedprogram’ssuccessrate andtrackedaccount’sconsumerbehaviortodevelopfuturecampaign.
 Performedtrade ROIanalysisonpromotionsandimplementedeffectiveplans.
 Increasedloyaltyhouseholdsbyrunninghighlytargetedprogramssuchasconsumerretentionprogramsas
well asattritionandnewconsumercampaigns.
NESTLE USA,Glendale,CA
Marketing Coordinator, Seasonal, Confections & Snacks 11/99-6/03
Workedon a brand teamto helpgrowthe $200 milliondollarSeasonal confectionsbusinessacrossall Nestle
brandsby 8% in 2002:
 Analyzedbusinessandcompetitive trendstodeveloplong-termmarketingstrategies(Nielsen)
 Identifieddistributionopportunitiesworth$7.0MM invariousclassesof trade.
 LaunchednewPatrioticSeasonal program –4th
of July,Memorial DayandLabor Day.
 Developedandlaunchedtwonewskusforpatrioticholidaysin2002 generating$500M+ insales(from
conceptto market).
 Managed budgetandanalysisforseasonal marketingprograms.
 Developedandimplementedsalestoolsandmaterialsforsales/marketingteam.
 Managed creationof marketingandsalesmaterials.
EDUCATION
B.A.,CAL STATE UNIVERSITY,LongBeach
Major in Psychology,EmphasisonResearchMethods,Dean’sList