Heather Williams

Owned the end-to-end vendor relationship with strategic pet food vendors. Led negotiations, managed promotional strategy and resolved operational issues. Worked with vendors on new innovations and programs to benefit the customer and vendor. Responsible for flywheel inputs including selection and pricing. Measured on revenue and profitability growth and served as pet category profitability lead.

Charged with growing and optimizing our Amazon and marketplace businesses. Responsible for AMS, AMG, product launches, promotions, and other customer facing activities and strategies on the Amazon platform.

Launched 11 products with an additional 6 in development. Also created and executed first category focused marketing campaign.

Category Manager for PetSafe water and feed solutions. I combine my love for animals and passion for launching new products for a multi-million dollar growth category. Responsible for over 200 SKUs including portfolio, new product development, value improvements and maintenance of business. Own responsibility for NPD roadmapping, product messaging and claims, financial targets including gross sales, margin and category growth, as well as sales support programs and category promotional materials.

My position was in the Consumer Products department which is part of the Integrated Business Units (IBU) of Whirlpool. Food Preservation was a new category in which I owned all marketing portions of the business including product, brand, strategy and execution. I served as project leader for food preservation, driving timeline, execution, organizing team members and aligning with internal engineering and major category project leads. I also created the category's first comprehensive long range plan. I invented a product going through the stagegate process. Product responsibilities include: product redesign and relaunch, product attribute and design strategy lead, owner of relationship with outside engineering design firm and liaison with internal design resources, refrigeration product integration, owner of relationship with packaging supplier and approving design and tooling, technology/chemistry supplier exploration and selection, claims evaluation and oversight, work with engineering on quality standards and operations, support finished product sourcing group, and manage safety protocol adherence. Brand responsibilities include: serving as brand manager, agency management, brand evaluation, rebranding of current product, lead consumer brand insights and research, packaging and display artwork, advertising collateral, merchandising opportunities, and alignment with target consumer. Strategy responsibilities include: product roadmap creation, identification of unmet consumer needs, collaboration with strategic alliance group, and marketing strategy. Selected to participate in innovation sessions for two other major categories within the company. Engagement responsibilities include: 2013 Consumer Products Department Engagement Lead planning department engagement activities, member of IBU Engagement Advisory Council. Co-leading first internal company innovation competition. Co-leading Young Professionals fundraising event.

Spring semester: Member of 5 person team working for one of the top CPG companies in the world on rebranding of 40 year old food brand to appeal to younger market segment. Work included primary market research, focus groups, secondary market research, and competitor analysis. Recommendations included product attributes and opportunities, packaging artwork, and advertising campaign strategy. Fall semester: Member of 3 person team working for I.T. and security start up consulting firm on growth and market strategy. Created marketing and social media strategy to penetrate target segment and enhance sales funnel.

Generating content for Krannert Master's website including faculty and student profiles.

I worked on 4 exciting projects; - 2012 Marketing Strategy for the new Camp Apparel business. This included recommendations for financial projections, market sizing, sales strategy, product portfolio and camp relationship management. - Created a tiered national advertising campaign for Business Outfitters including product giveaways, sponsorships, advertising placement and guerilla marketing tactics. - Presenting the weekly financial business update to the leaders of Lands' End Business Outfitters throughout the summer discussing weekly sales and promotional impacts. - Led a cross-functional team of undergraduate interns in a corporate project to redesign classic winter coat and creation of the business case for redesign.

3 weeks in Bangalore researching and providing recommendations of implementation of a viral video campaign as well as comprehensive social media plan for youth scooter brand.

Non-profit organization supporting youth marching musical arts with $9.8M in revenue. Assisted in event planning and vendor relations.