Mike Tonetti

FreshDirect is a leading e-commerce grocery retailer that serves markets in the Northeast. My role is to develop and drive the execution of marketing and merchandising strategies across each part of the customer journey including awareness, acquisition, onboarding, retention and growth for FreshDirect's B2B division.

While in this role, I was responsible for setting and executing the merchandising and product marketing strategy for FreshDirect's B2B division to drive sales per customer. These grew by 2.1% after 2 years of steady declines prior to my start. I oversaw product assortment, pricing, visual merchandising and product marketing. The role was highly cross-functional and required driving alignment and partnering with supply chain, merchandising, operations, marketing, analytics, and application development teams.

Jet.com is a Walmart owned e-commerce retailer that provides products across most retail categories. While in this role, I consulted on strategic planning and the launch of Jet’s private brand foods. I created a category analysis tool to identify private brand assortment opportunities and worked with the supply chain team to determine the most efficient way to buy and distribute the private brand items. The program launched with 50 items and over 300 in development.

I used this time to explore launching a start-up focused on providing a web-based platform to connect tenants in apartment buildings with local service providers such as dry cleaners and dog walkers. The goal was to offer convenient, reputable and on-demand services to tenants while offering economies of scale and new customers to service providers.

Daymon Worldwide is an international retail branding & sourcing company focused on private brand development & experience marketing. The Strategy & Growth Team was responsible for setting turnaround and growth strategies for the organization and working with each division to implement these strategies. While in this role, I developed a new method for corporate allocations to provide better insight into each account’s profitability and garnered support from the executive team to implement this methodology for Daymon’s 47 North American accounts. In addition, I assisted with the implementation of new strategic sales practices by developing e-learning modules and consulting on business development sales pitches. The pitches resulted in saving one mid-tier account and landing a consulting project with a top-tier account

FreshDirect is an e-commerce grocery retailer that serves markets in the Northeast. While in this role, I outperformed financial targets by 12% by improving the order to cash process and re-merchandising the assortment.

Lunds & Byerlys is a specialty grocery retail chain with stores in the Minneapolis-St. Paul metro area. While in this role, I had P&L Responsibility for about $50M in retail sales across multiple categories & product tiers and brought the account to profitability within the first year by outperforming new item development goals and implementing new product marketing programs.

The Management Development Program is a highly selective, rotational learning program that trains associates on the retail industry, private brands & Daymon’s operations. H-E-B is a leading grocery chain with $16B+ in annual revenue. While in this role, I created Daymon’s first Global Diversity & Inclusion strategy with my Management Development Program peers and led the presentation to the executive team.

Daymon Interactions performs the in-warehouse events at Costco Wholesale to promote products for Costco and it's vendors. I was hired to turn around an underperforming location and grew sales by 15%.

Vector Marketing is a direct sales firm that markets Cutco Cutlery, a line of high quality kitchen cutlery and accessories. My branch office produced the highest sales of the Philadelphia offices.

Achieved highest sales rank of Field Sales Manager by the end of the first summer and established a clientele base of over 200 individuals through referral and lead generation.