ANTHONIA A WELE UDEMEH

Developed and executed long-term strategy for Breakfast subcategories and Better-for-You portfolio. Built an innovation pipeline using consumer insights from Suzy and Nielsen, launching products that achieved over 60% YoY growth. Led on-the-go market strategy and integrated marketing campaigns, refining brand positioning and partnering with key brand partners and external agencies to drive approximately $20M in annual sales growth. Coordinated cross-functional, cross-border teams to deliver cohesive plans. Evaluated North American & global innovations, developing Canadian-led Oreo bakery items that delivered 300% category sales growth. Managed category budget and identified cost-saving measures, cutting trial time for new product innovations to save 20% on NPD costs.

Led cross-functional teams including product development and regulatory to influence brand decisions for Real Fruit brand; developed pricing, sales forecast, sizing and distribution. Created 8 new sour candy SKUs for test marketing, leading to a national launch in eight seasonal and everyday varieties. Leveraged AC Nielsen and Cognos data to identify unmet needs and trends. Worked with key accounts to design low-sugar channel strategies, delivering over 40% incremental YoY growth.

Set annual sales budget in collaboration with the sales team; monitored progress to ensure budget achievement. Launched 8 fruity herbal tea variants to address diabetes, supported by consumer insights and sample programs; contributed to $30M in incremental category growth. Optimized product range through engineering for process improvements and worked with R&D on reformulation, delivering over $18M in cost savings.