501.467.2980
WILLIE DODD
An Innovative and Forward Thinking,
Category & Marketing Professional
Through my Alma Mater (University of Arkansas), personal pursuit of knowledge, and productive work history I've gained an expertise in areas like Category Management, Data Analytics, Innovative Story Telling, Sales, & Business Development, Retail CPG & Merchandising, Adult Beverage.
Scroll below for my areas of expertise, education, and work history.
AREAS OF EXPERTISE
"Success is no accident. It is hard work, perseverance, learning, studying, sacrifice and most of all, love of what you are doing or learning to do." - Pele
Category Management
As a Certified Professional Category Manager, I understand the importance of category and the objectivity needed to please the consumer and develop win-win scenarios for retail and trade partners. Having worked with the largest company in the world (Walmart), I've seen the positive results of cohesive category management can have on sales and growth.
Data Analytics
One can have all the data in the world but if one doesn't know how to use it, it's useless. Creating actionable insights from data is a challenge and a thrill. Connecting and analyzing POS, syndicated data (Nielsen, Spectra, IRI), and others to develop cohesive customer insights that drive strategies and results.
Innovative
Story Telling
Insights, actions, and conversations can't be had if the information isn't communicated in a powerful and efficient way that captures attention and drives partner action. By using what I learned from my Creative Writing degree and clear and simple visualizations (Power BI, Excel) to connect the dots, we can tell a story and facilitate the conversation to guide trading partners to take action on next steps and recommendations.
Sales & Business Development
With my retail management and sales rep experience I've learned the key to great sales and business development: delivering and personalizing a product a consumer needs through exceptional customer service. Whether its B2B or B2C communicating the tailored benefits of a product in a personal way is essential in closing a sale and fostering productive work relationships that last long past the close.
Retail CPG & Merchandising
As a retail manager and former distributor I understand the intricacies of store level retail operation, logistics and management. Using tools like JDA Space Planning software every shelf spot and dollar spent by a retailer on products is an investment of trust given to us. Delivering products in a timely manner and having them easily accessible is crucial in satisfying the customers needs and thus increasing the value of the store and the brands they carry.
Adult Beverage
With 5+ years of experience and certifications in the Adult Beverage category, I've become a passionate advocate of this very historic, rapidly evolving and growing category. Being actively engaged in the industry through professional and consumer institutions and groups like Society of Wine Educators, Wine & Spirits Monthly, Cicerone Program and Shaken News Daily gives me an ever growing knowledge base to give informed strategic decisions and recommendations.
To discuss how I will be able to help you meet your brand/company's goals, please contact me.
EDUCATION
University of Arkansas, Fayetteville
Bachelor of Arts
(2010-2014)
B.A. in Journalism with an
emphasis in Advertising & Public Relations (GPA: 3.9)
B.A. in English with an emphasis in Creative Writing (GPA: 3.4)
WORK HISTORY
CATEGORY SPACE MANAGER - ANHEUSER-BUSCH
April '18 - Nov ' 18 - Rogers, AR
- Teamed with the Walmart buyers to recommend best in class objective item assortment based on POS, scanner, panel and relevant industry information and analytics to create organic category growth.
- Worked in a cross-functional team with a planogram responsibility of 7,000 mods across 4,500+ stores.
- Drew and implemented buyer merchandising strategies for the Midwest buying region as well as aligned wholesaler SKUs with merchandised SKUs to achieve a standing 95% (15+ increase) planogram integrity.
- Leveraged syndicated scanner (IRi, Nielsen), panel (Spectra), and POS data to create shopper insights, merchandising strategies, and actionable plans.
- Presented data in a story and visual driven way using Power BI other visualizers to drive buyer engagement, conversation and action.
- Build and manage planograms using JDA Space Planning software.
WINE CATEGORY ADVISER - LIQUOR WORLD
Oct '17 - April '18 - Fayetteville, AR
- Used past sales data and current industry trends to advise and recommend strategic buys for optimal inventory management and allotment of shelf space.
- Worked with distributors to maintain and update store planograms based on regional sales data.
- Facilitated weekly tastings and demos.
- Educated staff on wine industry trends, insights, and recommendations from established industry institutions (Wine Enthusiast, Market Watch, etc).
- Managed the wine category of over 2000 SKUs.
SALES REPRESENTATIVE - SOUTHERN GLAZER'S WINE AND SPIRITS
Oct '15 - Jun '17 - Springfield, MO
- Managed over 71 different on- and off-premise CPG accounts from small to large independent, chain, and specialty retail stores. (Wal-Mart experience, including the transition to centralized replenishment)
- Finished the year with 5.6% revenue growth in assigned accounts, besting the division goal of 5.4%.
- Achieved 10%-45% increase in volume year over year for key strategic partners like Campari, Fifth Generation, St. Michelle
Wine Estates, Treasury Wine Estates, and Sazarac North America.
- Achieved a monthly average of $250,000+ in sales revenue.
- Use industry market information (Nielson, IRI, etc) to recommend and reinforce strategic recommended buys.
- Maintained an average of 85% achievement on priority core brand volume goals.
- Created and implemented 8+ monthly custom POS materials to merchandise displays boost brand engagement and sales.
- Placed an average of 30 new Points of Distributions on priority brands and brand launches.
- Merchandised and executed, in compliance, category resets, features, planograms, in-store end-caps, stack, and rack programs for national and regional accounts.
- Facilitated educational “Wine 101”, “Bourbon 101”, etc classes and other events in key accounts.
WINE MANAGER - MACADOODLES FINE WINE AND SPIRITS
Sept '14 - Sept '15 - Springfield, MO
- Analyzed merchandise sales to forecast inventory, discover sales trends and recommend opportunities.
- Developed, maintained, and nurtured relationships with vendors and suppliers to promote, bring in, and drive new wine sales in-store:
including facilitating tastings, educating staff, merchandising in-store displays, digital communications, etc.
- Created the digital communications (weekly e-letter, Facebook, Pinterest, etc) and update website with new original content to
boost consumer education, drive in-store traffic and sales as well as grow our customer email registry.
- Up-sold and recommended products for key events like community/ corporate fund-raisers, weddings, etc.
- Took, fulfilled, and followed up with special/standing orders for businesses/customers.
- Coordinate and schedule weekly tastings through vendors, and cross promote them in-store and online.
PHOTO EDITOR RAZORBACK YEARBOOK - UNIVERSITY OF ARKANSAS
Aug '10 - May '14 - Fayetteville, AR
- Supported the publication of four annual 364-page yearbooks, meeting five publishing deadlines each year.
- Single-handedly tripled the number of RSO (Registered Student Organization) photos represented in the book using routine communications. (40 to 120)
- Edited and selected photos for 40 different stories, alternative coverage, dividers, etc, to be used.
- Connected with community members for comments, setting up shots, staff recruitment, etc.
- Communicated with outside sources/contacts to schedule photo shoots, interviews, and press credentials.
- Worked within three small staffs (14-27) and personally managed a team of six photographers.
- Recipient of the nationally competitive journalism Pacemaker Award.(Only 10 in the nation).
NEW STUDENT ORIENTATION AMBASSADOR - UNIVERSITY OF ARKANSAS
May '11 - Aug '13 - Fayetteville, AR
- Started as a student mentor my first year, before being promoted to Senior Mentor. My last year I helped develop the role of Orientation Senior Ambassador.
- Helped coordinate and execute 48 freshman student orientation sessions.
- Was a liaison between student workers, individual college personal, and the admissions office to maintain positive relationships and deal with issues in a timely manner.
- Created and facilitated a one hour Q&A session entitled “Freshman Zone”.
- Managed 70 student mentors on building and promoting “Razorback Unity” among incoming freshman.
- Managed our social media plan through Facebook to build excitement and enthusiasm.
- Worked with over 30,000 students and their guests to answer questions regarding the university which included its history, academic requirements, housing, parking and transit, etc.
- Led staff by example and encouraged them to stay positive/proactive during 17 hour work days.