Derek J. Archambault
Marketing, Marketing and Advertising
Derek J. Archambault - Experienced Marketing, Brand and Business Leader
Derek J. Archambault's Bio:
Marketing leader with over 10 years of experience creating brand value in FMCG and CPG categories by leading brands through major change and growth. Proven track record of using cross-functional leadership and entrepreneurial initiative to achieve results in dynamic environments. Experienced in creating new brands, reinventing old ones, and taking existing brands to the next level. Strong passion for the food and beverage industry and for making a big, lasting impact for a company that has values.
Areas of strength:
* Brand management and strategy
* Strategic marketing and business planning
* Traditional and innovative consumer marketing tactics
* Brand and product line relaunches
* Agency and vendor management
* Budget management and cost control
* Cross-functional leadership
* Creative thinking and problem solving
Derek J. Archambault's Experience:
Senior Marketing Manager at Keurig Green MountainOctober 2013 - August 2015 | Waterbury, VT
Business leadership of all non-coffee single serve in U.S., including cocoa, tea, fruit and cold beverages Managed a portfolio of 25 brands (six owned and 19 partner brands) across multiple categories representing over $300 million in sales, including marketing and sales strategy, portfolio optimization, new product launches, and P&L of category. Developed a global strategic plan for non-coffee beverages – evaluated 14 categories worldwide and in six target expansion countries. Included determining category, brand, and new product development strategies, sizing of opportunities, and creating a future state P&L based on strategy. Grew hot cocoa business by over 35% vs. prior year, outpacing cocoa category by over ten times and double the single-serve pod category due to brand focus, sales collaboration and leading operational efficiencies. Led efforts with sales, category management, and marketing teams to develop new sales and marketing strategies for highly incremental but low-velocity products which require education of sales team and customers. Includes product and brand prioritization, portfolio optimization and refining communication. Led a team of seven, including three direct reports, through a time of significant strategic change for the company.
Senior Brand Manager at Green Mountain Coffee RoastersSeptember 2010 - October 2013 | Waterbury, VT
Cross-functional leadership of the Green Mountain Coffee brand as it moved onto the national stage Provided leadership during dynamic growth period for the brand – revenue grew by over 100% and marketing budget increased from $12MM to $28MM, achieving a peak ROI of $1.50 as measured by media mix analysis. Grew total awareness from 30% to 50% and unaided awareness from 5% to 13%; became Harris Poll EquiTrend coffee brand of the year in 2012 and number two brand in 2012 Brand Keys Loyalty Engagement Index. Three Associate Brand Managers promoted to Brand Manager in three years. National promotions received six industry awards for public relations, social media and design. Led the development of many first-time marketing tactics for the brand including: its first television commercial; first national media plan; establishing a multi-agency planning process; executing the brand’s first national promotions with in-store integration and first celebrity spokespersons; establishing a successful product placement strategy. Negotiated brand’s first licensed product, a RTD iced latte produced by White Wave Foods, launching the brand’s first product outside of coffee aisle. Led a multi-agency and multi-department team to establish revised positioning and brand communication based on consumer insight, resulting in a new ad campaign with best scores ever achieved in copy testing by the company. Led multi-brand relaunch of exclusive product line to Amazon.com, resulting in a 50% increase in sales. Developed a "master brand" strategy concept presented to and accepted by President and CEO. Expanded super-premium coffee line to single cup, creating valuable PR opportunity and establishing a positioning product.
Product Marketing Manager at Green Mountain Coffee RoastersAugust 2009 - September 2010 | Waterbury, VT
Product development & marketing for fastest growing channels (grocery, club, retail) in fast growing CPG company Led cross-functional team to launch Green Mountain Naturals Hot Apple Cider, the first fruit-based beverage in K-Cup pod, bringing millions of dollars in incremental sales with the company’s most successful owned-brand new product launch; established brand positioning and guidelines for new “Green Mountain Naturals” brand. Developed a monthly IRI based tracking report which focused on grocery channel growth; was distributed throughout the entire organization, including C-level senior leadership. Was instrumental in several grocery channel developments: introduced six new SKUs; streamlined shipper program to maximize efficiency and customer satisfaction; provided leadership through a production capacity crunch. Redesigned entire line of grocery K-Cup pack SKUs to align with packaging in other channels while strengthening brand and product differentiation; utilized online shopping studies to align internal teams around most effective design.
Marketing Manager at Dean FoodsAugust 2005 - August 2009 | Franklin, MA
Led the marketing for eight regional dairy brands, reporting directly to the Vice-President of Marketing Led collaboration with management and sales teams to develop strategic marketing plans and implement marking initiatives, including planning and executing of promotions, in-store marketing, and product introductions. Worked closely with sales to replace an existing value-added product line; maintained 100% of volume during switch and optimized sales, merchandising and marketing efforts to maximize FSI drop, driving a 300% volume increase. Led in-store promotion test on single serve product line which resulted in a 7% increase in volume sales with a convenience store chain that was down nearly 10% overall. Led re-branding and redesign efforts for leading regional milk brand and iced tea line, totaling over 200 SKUs. Re-launch of Tuscan brand in the NYC market resulted in 7.9% volume increase in a category declining 4.1%; won “Best Fluid Milk Redesign” and “Best Overall TV Ad” in national dairy industry marketing competition. Launched four new products within first six months, including a national roll-out exclusive to Wal-Mart Supercenters, resulting in over $1MM in incremental profit. Developed ROI model for measuring promotion success utilizing internal and IRI data to evaluate lifts and incrementality. Managed a $4.8MM marketing budget spread across three different business units. Managed relationships and multiple projects with eight marketing vendors, leading the creative and media planning process. Recipient of 2008 Dean Foods CEO Award for exceptional service and accomplishments.
Marketing Manager at MEDportJanuary 2005 - July 2005 | Providence, RI
Key marketing professional for entrepreneurial health and wellness company, reporting directly to the President; forced to leave company due to sudden death of company’s CEO and founder in plane crash, leading to layoffs Responsible for developing strategy and managing execution of national consumer marketing efforts for several lines of consumer health and wellness devices sold under proprietary brands (Fit & Fresh) and the licensed TIMEX brand name. Emphasis on digital marketing, grassroots efforts, consumer promotions, and public relations. Led a complete re-packaging effort for digital thermometer line, including managing creative process, working with internal departments and managing overseas manufacturers; conducted online research on packaging and messaging options. Analyzed sales, IRI and industry data to support business decisions and sales calls.
Assistant Marketing Manager at Garelick Farms (Subsidary of Dean Foods)August 2001 - December 2004 | Franlin, MA
Responsible for the planning and implementation of consumer marketing efforts for leading regional dairy brand Managed lemonade seasonal product launch in 2004; increased sales by over 25% vs. prior year; led adding a new SKU and ensuring packaging and formula consistency across all items produced at multiple plants; ready to launch three weeks ahead of schedule, meeting customer demand generated by heat wave. Worked on 10 successful product introductions, contributing significant top and bottom-line growth; Contributions to product launch efforts included: packaging development; product and positioning development; consumer and trade research; sales meeting planning; sales incentive programs; creation of point-of-sale and sales support materials; creating and coordinating in-store and consumer promotions; development of consumer and trade advertising. Developed an extensive consumer event marketing effort from scratch, including brand’s first strategic event marketing plan. 2003 event marketing resulted in over 80K samples and 10K coupons being distributed at over 60 events, creating over 125K brand impressions, and $300,000 in public relations media; grew to over 100K samples at 90 events in 2004. Supervised staffing needs, including recruiting and managing four interns and additional staff from internal sources. Developed relationships with social services departments in four states to create a strong cause-marketing campaign. Researched and resolved significant issues with coupon redemption, resulting in over $40,000 annual cost savings.
Trade Communication Specialist at Garelick Farms (Suiza Foods)March 2001 - August 2001 | Franklin, MA
Served as key liaison between marketing and sales departments. Greatly improved point-of-sale (POS) materials ordering system to better serve the needs of sales and merchandising force; worked with internal parties, fulfillment mail house, and vendors. Facilitated communication between sales force and marketing management to help determine POS and promotional needs. Ensured communication of marketing efforts through all levels of sales, management and other departments. Became the "go-to" resource for sales for marketing information and in trade show efforts. Managed "got milk?" promotional efforts, motivating sales force to utilize available programs.
Marketing Manager at Mech-Chem Associates, Inc.September 1998 - March 2001 | Norfolk, MA
First marketing professional in engineering and design firm. Increased sales leads by 200% through the company's first marketing program. Planned and implemented a complete brand-building effort for company, establishing consistency throughout all communications, including: developing a new logo, creating two new web sites, producing new marketing collateral, designing new advertisements, and establishing a public relations program. Wrote and gained feature articles and case studies in target industries' three largest trade publications. Responsible for the strategic planning and technical implementation for two web sites. Established customer database and created direct mail program to cross-sell Fortune 1000 clients. Wrote all marketing and public relations copy, re-writing technical information gathered from engineers.
Account Coordinator at Donnelly & DuncanMay 1997 - August 1998 | East Providence, RI
Provided project management support for full-service marketing communications firm, gaining experience in public relations, advertising, media planning, new business pitches, crisis management public relations, and trafficking. Began as intern and asked to stay on as Assistant Account Manager to assist account management team with key projects. Worked with vice president to update and upgrade agency web site. Developed public relations tracking spreadsheets that became standard issue in agency.
Derek J. Archambault's Education:
Johnson and Wales University1995 – 1999BS in MarketingConcentration: Leadership StudiesActivities: Founded campus-wide literary magazine Co-founder of Collegiate Honors Society, the University's first student association for Honors Program Students First student to graduate as part of the 4-year Honors Program Honors Program Scholar Represented university at seven student conferences Editor of bi-weekly university newspaper Founding officer of Collegiate Honors Society Founder of school-wide literary magazine; presented research at National Conference on Undergraduate Research
Rhode Island School of Design1994 – 1994Concentration: Graphic Design
Derek J. Archambault's Interests & Activities:
Competition barbecue, camping, cooking, photography, public speaking, writing, reading