Grocery Industry Icons & Innovators
SVP, Retail Media and E-Commerce Sales Strategy
Smarty Pants Vitamins (Unilever)
Cheryl brings a wealth of CPG expertise with her proven track record in sales management and strategy. She's led E-Commerce, Drug, Grocery and Natural retail channels and Broker Management, drawing on a 25+ year tenure with Nature's Bounty, Reckitt Benckiser and Heinz. Joining the executive team in 2019, Cheryl leads SmartyPants Vitamin's omnichannel strategy, overseeing the e-Commerce team which includes Amazon, DTC, T-Mall and digital retailers.
Key areas of focus have been to nurture the team to ensure SmartyPants leads & innovates the industry with best-in-class strategy & execution across all core competencies, including:
Building and promoting our digital footprint, deploying best-of-breed online content and user experience methodologies that drive engagement and conversion across our eCommerce platforms.
Researching industry trends, seeking opportunities to bridge gaps in business objectives, expand into new markets and channels, and push business forward.
Optimizing forecasting, marketing and trade spends and overall P&L management.
During her 14-year tenure at Nature's Bounty, Cheryl executed complex company channel strategy to address assortment, pricing, promotion, placement and marketing while spearheading multiple sales channels with profit and loss responsibility. Cheryl built & managed their eCommerce business, drawing on her 10+ year relationship with Amazon to include JBP processes, new business ventures, launchpad partnership and strategic opportunities through Amazon Advertising.
Prior to that, Cheryl oversaw multiple business lines including the Walgreens, which included their Private Label business, the Natural Channel and Safeway. Under her leadership, overall sales grew to $200M, growing by 8% and improved contribution to EBITA by streamlining supply chain processes and optimizing trade spend investment by 5%.
Additional roles include leadership positions at Reckitt Benckiser in Customer Strategy Management, providing category management leadership to the Safeway team. She also spent three years at Heinz as Category Analyst for the Safeway team and held multiple leadership roles over 10 years at Crossmark Sales and Marketing.