Career Highlights
Kevin began his career in Finance with Nabisco (Christie Brown) & later joined Kraft Foods Canada where he led the launch of Category Management and Insights-based Selling capabilities. He was a pioneer in Category Management and Fact-based Selling and broke new ground in the industry, leading the S-COP (Safeway Category Optimization Project) with Kraft Foods and in collaborating with customers in space-management, pricing & promotion strategies, Product Assortment and Shopper Marketing Activation.
Trailblazer
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Leader of Transformational Sales Capabilities
As Regional Category Development Lead, he further enhanced Kraft’s new organizational capabilities in Category Management, Trade-spending management and Consumer & Shopper Insights & Analytics. His efforts building customized training & development platforms in these areas advanced Kraft as a valued, strategic business partner with customers in the profitable management of key categories and elevated shopper experience with engaging co-marketing promotions.
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Kevin transitioned to front-line Sales Management, leading the Westfair (Loblaw) Customer Business Team for Kraft Canada, followed by a transfer back east to lead the re-engineering of Kraft Canada Trade-spending across a wide portfolio of retail customers, which improved trade-spend efficiency and generated significant annualized savings.
Sales Team Leadership
04
Kevin gained experience in Consumer Marketing championing the execution of Multi-brand Marketing and in-field co-marketing and promotional marketing of key properties including the What’s Cooking platform, YTV & Nickelodeon properties and the Kraft NHL partnership. He then moved into Brand Portfolio Marketing as a member of the Desserts & Beverage team.
Diversifying into Marketing
05
Kevin joined Pepsico to lead Beverage Innovation on the Tropicana and Gatorade portfolio and he and his team launched numerous highly successful new products, delivering significant share gains and incremental revenue & profit. He followed with assignments at ConAgra Foods and MARS Petcare, leading teams in ground-breaking new consumer , initiatives. He gained experience within the Natural Health Foods sector with SunOpta and led the launch of Maple Leaf Foods Natural Selections innovation on the Deli portfolio.
Brand-building & Innovation
North American development of Consumer & Shopper Marketing platforms
06
At Irving Consumer Products, Kevin championed the development of Consumer & Shopper Marketing and Insights & Analytics capabilities for the North American team in Canada and the U.S. The launch of these innovative platforms strengthened B2C customer collaborative partnerships, joint business planning and enhanced Sales team skillset development. He transitioned to ARYZTA (Aspire Bakeries) and led marketing, innovation and category management within a B2B environment, working with major foodservice customers across the Canadian and U.S. markets.
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Manufacturer & Retailer perspective
He further diversified his experience in taking on a marketing leadership role at Sailun Tire Americas, establishing Marketing Strategy and Insights & Analytics capabilities. Kevin then joined a major Canadian retailer (Sobeys), initially in a Pharmacy & Wellness marketing assignment, followed by leading the Full Service (Sobeys & Safeway grocery banners) & Liquor marketing team.