Lucia E. Umberger
Sales and Marketing Director, Specialty food manufacturing
Louisville, KY · (810) 555 0142 · name@example.com · linkedin.com/in/luciaeumberger
Key Qualifications
EXPERIENCE
Sixteen years across sales and marketing, seven leading both functions together
INDUSTRIES
Specialty food manufacturing, grocery retail, food service channel
SPECIALTIES
Combined revenue ownership, brand positioning, trade and demand generation spend, broker management
SYSTEMS
Salesforce, HubSpot, Google Analytics, Adobe Creative Cloud, Oracle NetSuite
CREDENTIALS
Professional Certified Marketer, American Marketing Association
EDUCATION
Master of business administration, University of Louisville
SCOPE
Eleven sellers, four marketers, a broker network and a two point one million dollar marketing budget
Executive Summary
Sales and marketing director at a specialty food manufacturer with two hundred forty employees, holding both functions under one leader. Owns a fifty two million dollar revenue plan, eleven sellers, a four person marketing team and a two point one million dollar marketing budget. Sixteen years across brand building and broker managed retail selling.
Signature Achievements
- Grew company revenue from thirty four million dollars to fifty one million dollars in five years while owning both the sales plan and the marketing budget.
- Repositioned the flagship brand around regional sourcing, which lifted unaided awareness in core markets from nine percent to twenty six percent.
- Built a demand generation program that now delivers a third of new food service accounts without broker involvement.
- Shifted twenty percent of trade promotion spend into brand and digital work without losing shelf placement.
- Won distribution in four national grocery banners by pairing a category story with a seller led buyer plan.
- Cut cost to acquire a new food service customer by forty one percent across three years.
Professional Experience
Sales and Marketing Director
Bluegrass Provision Kitchen, Louisville, KY 2019 to present
Both commercial functions at a specialty food manufacturer, covering eleven sellers, a four person marketing team, agency partners and a national broker network.
- Own the annual revenue plan, seller quotas, the marketing budget and the trade spend calendar as a single number.
- Set brand positioning and approve packaging, campaign creative and the content calendar.
- Run demand generation across paid search, trade media and food service events, and hand qualified leads to sellers within a day.
- Manage broker performance reviews and territory coverage across nine regions.
- Present a combined commercial review to the ownership group every month.
Director of Marketing
Ohio Falls Beverage Company, Louisville, KY 2015 to 2019
Marketing leadership for a regional beverage brand sold through grocery and convenience distribution.
- Led brand strategy, packaging design and a nine hundred thousand dollar annual media budget.
- Grew household penetration in the home market by eleven points across four years.
- Built the first customer email program, which reached ninety thousand subscribers.
National Account Manager
Twin Spires Foods, Lexington, KY 2010 to 2015
Grocery and club channel accounts covering the southeast for a private label and branded manufacturer.
- Carried a twenty eight million dollar account book across five retail customers.
- Negotiated annual joint business plans and promotional calendars with category buyers.
- Grew club channel volume by sixty percent through a packaging change and a sampling program.
Licensure and Certification
Professional Certified Marketer, American Marketing Association, 2017
Member, American Marketing Association
ServSafe Food Protection Manager certification, current
Education
Master of business administration, University of Louisville, 2015
Bachelor of science in marketing, Xavier University, 2010
Core Skills
Combined revenue ownership · Brand positioning · Demand generation · Trade spend planning · Quota setting · Broker management · Retail buyer negotiation · Marketing budget control · Campaign approval · Commercial forecasting