Lara Adkins

Drive positive business results through the successful development and execution of end-to-end seasonal marketing campaigns across the global Starbucks footprint. FY18 Summer Afternoons campaign delivered +6.5% sales YOY to the business. Lead account team of 10+ employees charged with acting as the primary liaison between creative and business organizations, forging strong relationships to ensure dynamic customer experiences deliver against business goals. Creative minded with innate ability to lead internal and agency studio teams, while also bridging across enterprise disciplines: marketing, product and tech; proven success in sell-in to leadership. Identify insights and translate to clear strategy to maximize investment and motivate conversion creating long-term value. Pioneered product launch campaign, “Blonde Breaks Rules”, this highly disruptive campaign designed to challenge expectations and pique interest, resulted in the highest awareness for a new product launch, driving +8% sales lift to the whole beverage category. Continually driving for work optimization to ensure teams and the business are running as efficiently as possible. In FY18 initiated a new creative work flow process giving back over $1MM in G&A back to the bottom-line. Mentor direct reports with clear, honest communication, ensuring opportunities for growth and development are prioritized. Nimble and calm when faced with tight timelines, changing priorities and navigating competing projects. FY’18 developed and executed multiple campaigns simultaneously; on-time, under budget and with positive business comps.

Successfully launched multiple National promotions driving transactions beating year over year targets (seamlessly executed Summer FY18 campaign in four weeks from concept to release) Managed multiple competing priorities in a fast-paced environment adjusting where necessary Led and tracked project schedules ensuring results were delivered on time and within budget Responsible for annual budgets of over $20M while managing the needs of multiple stakeholders


Proven track record in building product strategies by translating in-depth market and customer insights to inform seasonal campaigns (consistently beating prior targets, at times upwards of +14%) Developed strategic GTM plans and tactics for Starbucks largest seasonal promotion while managing the business against budget to achieve financial and business objectives Responsible for seasonal online and email marketing strategy (product launch and CRM), creative development roadmap, and promotional/seasonal

Created and translated the Brand strategy into reality across all platforms including product, marketing, communications and sales laying the ground work for increased customer loyalty and subsequently increased sustained sales Developed and implemented product strategy beating short and long-term goals Established strategy across disciplines of brand communication (products, pricing, distribution, sales, marcom, pr, digital)

Grew Tea category through introduction of new products, platforms and optimization of current product portfolio globally Grew sales year-over-year by +20% in Tea Latte platform Led development and launch of innovative product platforms optimizing efficiencies operationally and negotiating raw material costs down to increase GM by 5%

Successfully managed $1BN US Espresso portfolio across multiple channels and stakeholders Developed company and regional sales targets, inventory strategies and risk mitigation plans Grew total Holiday Espresso beverage platform sales by +5% vs. previous year Drove sales in Tea category by $500M, +26% vs. previous year through product innovation, and strategic pricing strategies


Served as critical consultant serving 40+ international countries providing guidance and influence of corporate strategies and initiatives ensuring global execution and alignment Implemented strategic regional beverages and marketing programs maximizing sales and growing overall businesses Established, grew and maintained crucial relationships across cultures, time zones and languages enabling global success of Starbucks

Led 20-member cross-functional team to deliver innovative products and programs against budget, on time, further defining the in-store Starbucks experience. Managed and developed the product-line business against 12-month operating plan and P&L budget goal of $84M Exceeded 80% product assortment sell-thru goal against plan for four consecutive years Reversed three-year negative comp trend in Serveware by achieving 37% growth year-over-year in top line sales and delivering +39% comps

Managed tactical implementation in developing and launching new marketing programs and products ensuring ease of execution for store partners while meeting financial objectives. Led cross-functional team from initial product concept to a finished good beating established timelines, pricing models and quality expectations across all business channels. Created sales analysis tools and presentation materials that set the standard in how we communicate consistent assortments across all categories with efficiency and clarity. Selected Accomplishments: • Analyzed research and past sales history in city mug category reversing the negative sales trend, increased profitability and ensured the right product got in the right stores achieving optimal sell-thrus.

Led the Coffee Journey initiative to develop and implement a field training tool designed specifically to increase consumer coffee knowledge, resulting in increased whole bean sales. Provided strategic direction to design group for creative execution to coordinate and prioritize in-store messaging. Ensured thorough communication and coordination among all departments while working closely with retail and field operations ensuring proper execution. Selected Accomplishments: • Created a budget tracking tool which was later adopted by entire retail marketing team.

Managed $3MM OOS budget exceeding WA Lottery rates of play and exposure. Built executive-level relationships and managed daily work flow of concurrent projects to ensure deliverables are completed on time, on budget and on strategy
. Clients: Washington State Lottery, Subway and Spirit of Washington Dinnertrain.

Key stakeholder in branding campaign and product development of Lucky for Life, new game launched by The Washington State Lottery in September 1998 while leading in the production of print, broadcast and point of sale materials. Partnered in strategic direction of new products and campaign launches for $6.5+ MM budget. Teamed in presenting concepts and strategies in client meetings obtaining campaign approval to proceed on time and on budget.