Brad Smith

Vice President, Marketing: Growth Strategy, Consumer Insights & Portfolio Management

Schwan's Company · Greater Minneapolis-St. Paul Area

Present

• Led the development and roll-out of a new enterprise-level 5-year growth strategy and supporting financial algorithm that positions the organization to add nearly $1 billion in net sales by the end of 2030. • Developed an enterprise-level pizza growth strategy focused on new capability and capacity needs. This strategy identified $250 million in new growth initiatives and became the basis for the company’s long-term capital investment plans. • Drove the growth of bibigo, the company’s flagship K-Food brand, from under $200 million to more than $600 million in NA retail sales over 5 years via brand positioning, portfolio growth strategy, and multiple integrated communications campaigns that increased brand awareness from under 10% to over 40%. • Implemented a new portfolio management capability responsible for providing the innovation framework to deliver more than $1 billion in cumulative net sales for new items launched in the last 4 years, and a current pipeline with a total value…

Vice President Consumer Brands Marketing

Schwan's Company · Greater Minneapolis-St. Paul Area

• Developed the company’s first Asian category development strategy, which directly contributed to over $550 million in incremental net sales over 6 years, more than doubling the company’s Asian business to nearly $1 billion. • Drafted, socialized, and implemented the company’s first Asian brand portfolio strategy following CJ’s acquisition of Schwan’s, leading directly to total company category share increase from less than 5% to 26% over a five-year period. • Developed and executed 3-year SGP that restored retail business to growth, with every brand in the portfolio achieving both sales and share increases over the three-year period. • Managed repositioning of Red Baron brand, delivering more than $150 million in net sales growth over three years (+ 10% CAGR) Brand is now at 21% category share, up from 12% at the start of this work. First brand campaign under new positioning tested in the 95th percentile for ad effectiveness and delivered 4% baseline volume growth in a flat category…

Head of Global Brands

CJ CheilJedang · Seoul, South Korea

(Concurrent Role with Schwan’s Position Above) • Led the largest global food brand partnership with Netflix’s Squid Game 2 (second most-popular non-English Netflix title of all time), which included fully integrated marketing campaign, creative development and packaging activation across 14 markets. Delivered brand preference scores +17% in the US and + 33% in Korea, $31 million in incremental global LTO product sales (+15% to plan) across 100+ SKUs, and 26x brand social engagement v. the only other global food partner. • Launched a new global strategic planning process for the bibigo brand and established a global plan for the brand to achieve $2 billion in net sales by 2030. • Launched a new positioning and Visual ID for the Dasida brand in the Korea, Japan, and China markets, and setting the brand up for further global expansion.

Vice President Ecommerce & Digital Marketing

Christopher & Banks

• Grew digital sales by 9% during two-year period of physical store sales declines while improving OI by 800 BPS. • Delivered the company’s first Mobile commerce site, more than doubling Mobile channel revenue percentage. • Reset paid media strategy to deliver 25% sales increase with 50% + ROAS improvement. • Implemented technology platform upgrade that saved the company more than $2 million per year.

Senior Director, Brand Strategy & Marketing

Best Buy

• For Fortune 50 electronics retailer, led brand repositioning that improved preference scores by 10 points in challenging business environment and served as a key foundation piece for the company’s Renew Blue business turnaround strategy. • Produced two Holiday campaigns scoring 25 pts. higher than industry norms for recall and intent that drove 300 bps share gains. • Produced award-winning Super Bowl campaign to support new trade-in product launch that increased awareness 14%. • Developed and launched Best Buy Simplicity, the pilot for a new service program that delivered >$1MM in incremental revenue at 2x average retail margin rate with 95% client rate satisfaction, 35% referral rate, and 4.7 net promoter score • Increased Best Buy’s presence on Facebook that increased fan count from 25,000 to >1.1 million in 6 months via development and implementation of the brand’s first social media strategy and roadmap.

Vice President, Ecommerce and Digital Marketing

Bluestem Brands, Inc.

• Drove 300% + digital revenue growth from $54 million to over $170 million over 2.5 year period. • Led shift from 22% company sales on the Web to more than 33% in two years (78% faster growth than total company) via development of segmented consumer acquisition / retention strategy, and enhanced consumer experience design. • Delivered 43% gain to plan and added $9 million in incremental Q4 sales volume via redesign of Web commerce storefront. • Improved annual paid search campaign performance from $4 million to more than $16 million in one year. • Increased email customer list size by 4x and email sales volume by 8x.

Director, Marketing

General Mills

• Led Betty Crocker brand repositioning, contributing to share gains of more than 100 bps in declining categories and modernizing the brand through a digital content strategy, making the brand’s web site one of the world’s top 10 food sites. • Established the company’s first digital center of excellence, leading the development of an 8 million consumer database and CRM program that yielded 20% + volume increase on key brands and delivered the company’s highest marketing ROI. • Led integrated marketing and promo campaign for the Yoplait brand resulting in 10% higher marketing ROI than previous campaign. • Renegotiated corporate media agreement with leading digital platform company to drive > $2 million in added media value. • Delivered two-year increase in digital advertising budgets from $3 million to more than $21 million via digital media transformation strategy.