CF Foods Group

Founder & CEO ・Los Angeles and Singapore April 2021 – Present

• Cultivated meat CPG Company.
• Consulting services to plant-based, alt-protein and FMCG start-ups on GTM strategy, branding, NPD/Innovation pipeline development, export expansion and distribution contract negotiations.
• Innovation, Product development, brand architecture and go to market enablement
• Expertise in implementation of sustainability practices
• CRM Implementation
• Supply chain consolidation and management services

Ornua Foods North America

Regional General Manager LATAM ・ Los Angeles, USA Nov 2015 – May 2022

Collaborate with key partner customers on international rollout strategy, Costco, Walmart, Sam’s Club, HEB, Cencosud.

• Administrate Americas international portfolios P&L, sales and marketing, and supply chain operations.
• Render superior level expertise in management of 11 distribution partners across LATAM, Caribbean and Canada.
• Execute action plans for overseeing strategic launch of Kerrygold brand in Mexico.
• Consolidation of fragmented markets into “Macro-Distributor” model.
• End to end project management. Cost/benefit analysis, project justifications, status reporting, sign off criteria and executive buy-in.
• Identify and resolve brand risk as well as delivered regulatory framework.
• Perform cross functional role, coordinating with multiple Ornua stakeholders globally.
• Development of CPTs/JBPs with global partner customers.

Selected Contributions:

• Improved operational efficiency and effectiveness and stronger financial performance by developing comprehensive, integrated, and global organizational change management strategy.
• Restructured market from loss making when assumed to delivering 2019 EBITDA of €1.4M/107% ahead of budget and +453% YOY increase by restructuring pricing and utilizing innovative sales and marketing strategies. Delivering over €3M EBITDA 2020.
• Created, established, and managed contracts in a foreign country by developing and implementing new market entry strategy. Have three additional markets identified and prepared for brand launch with alternative RTM strategy for 2020.
• CRM Global rollout and system design subject matter expert for the USA/Americas businesses. Rolled out on time, developed best practices S&Ops, KPIs and post implementation adoption metrics.
• Appointed Agropur as new national importation and distribution partner for Canada.
• Oversaw development, design and launch of Canadian website.
• Design and implementation lead on global standardization project for Americas international portfolio.

Regional Sales & Marketing Manager West USA (NAM Kroger and Albertsons Safeway)・ Los Angeles, USA Nov 2016 – Nov 2018

Achieved market desired objectives by directing Ornua US west sales and marketing team across LA, San Francisco, Portland, and Seattle.

• Enhanced employees’ skills and team structure through the development and coaching of team, performance management and succession planning.
• Displayed effective management strategies to manage $130M in sales across three categories.
• Developed professional relationships with brokers, distributors, and key accounts regionally, which resulted in delivering 40% growth for region in 2018. 
• Managed national accounts of Kroger and all Albertson/Safeway west divisions as well as delivered JBP coordination with key accounts.
• Increased visibility of brand by managing regional marketing campaigns.

Selected Contributions:

• Managed directly team of fifteen Key Account Managers, sales reps, and brand ambassadors. Cross functionally led Safeway and Kroger teams nationally, 15 account managers, developed team members for promotion and succession.
• Grew Kroger +1000% and brought from #18 to top 5 customer in 18 months through the development of category leader partnership with Kroger. Executed key strategic objectives with Kroger: Brought business direct, transitioned foils from deli to dairy, secured sticks listing and dairy cheese trial listing, secured category champion partnership in butter.
• Special Project: Played an integral role in M&A and incubation architecture with global CEO, global marketing director, CEO Americas and group heads of innovation, brands, and M&A. Ornua Foods North America – Boston, USA

Sales & Marketing Executive・ North East USA Nov 2015 – Nov 2016

Key Account management of Ahold/Delhaize business, C&S, Demoulas, Burris/BJs, Albertson’s/Shaw’s/Star market, Bozzuto’s, SEG, Winn Dixie, Big Y, Katsiroubas Bros, Seacrest, Jackpot.

• Executed action plans for management of $43M in sales.
• Enhanced efficiency in management of accounts and day to day tasks as well as developed new templates ways of working and more streamlined methods of completion by collaborating with team members.

Selected Contributions:

• Negotiated +$90K in free advertising across accounts over 12-month period.
• Developed region +47% YOY and exceeded aggressive budget targets by 8%.
• Minimized organizational expenditures by reducing cost of +$100K.
• Management of broker relationships and partnership, distribution management & consolidation

Bord Bia – Irish Food Board

Marketing Consultant/Business Development Manager・ London, England 2014 – 2015

Oversaw the development of market entry strategy, annual promotional strategies, logistical streamlining to broaden export reach for four diverse companies in varying stages of UK market presence.

• Conducted regular audits, category/market research, and gap analysis.
• Accomplished significant PR for client companies through development of strong relationships with media and buyers.
• Managed development, identification of new channels of distribution, CRM, social/digital media management/strategy development.
• Provided diverse client portfolio management, covering B2B meat ingredients (Dawn Meats, Dawn Farm Foods), craft alcohol (Glendalough Distillery), premium dairy (GlenilenO, and potatoes/potato-based snacking (Keogh’s).

iFoud international/JT &P Ltd

Regional Business Development – Sales and Marketing Manager SE Asia・ Singapore 2010 – 2013

Delivered A/C management with Tesco Malaysia, FairPrice, Cold storage, and Meidi-Ya.

• Turning commodity products into premium branded items.
• Developed sales leads in SE Asia for dried fruits start-up as well as extended distribution of dried fruits and preserves in SE Asia, Malaysia, and Singapore.
• Participated in product launches/advertising creation/ NPD/packaging innovation.
• Oversaw management of on the ground sales team four reps/account managers. Dates, Honey, Saffron.

Selected Contributions:

• Boosted sales revenue by developing independent and foodservice sales strategy.
• Ensured more efficient marketing by finding new channels of distribution/lead generation.
• Led a sales team of four, designed incentive-based performance plans and exceeded targets.