Devon Nitta

Category Strategy & Insights Manager

Trü Frü · Salt Lake City Metropolitan Area

Present

• Identified $20M share opportunity at Walmart through syndicated data and shopper insights analysis, influencing joint business planning and strategic retail partnership initiatives • Performed compelling space-to-sales analysis at top customer resulting in +3 items in distribution plus kicking out a direct competitor • Conducted category line review analysis for Publix, resulting in 60% increase in items in distribution • Analyzed national promotional trends and shopper response across key retailers, generating insights that shaped 2026 trade strategy and $10M incremental display investment • Design and execute qualitative and quantitative consumer surveys through Numerator and 84.51° platforms, uncovering shopper behaviors, attitudes, and purchase drivers to inform brand strategy and category growth initiatives. • Partner with syndicated data providers (Circana, NielsenIQ, Numerator, SPINS) to deliver insights supporting category strategy and retail growth initiatives.

Strategic Revenue Management Lead - International Markets

General Mills

• Developed strategic revenue management frameworks across four international business units to strengthen pricing architecture and long-term margin growth. • Led pricing sloping work for Wan Chai Ferry dumplings to help regain market share, improve price competitiveness, and improve gross margin • Analyzed syndicated and internal data to diagnose declining promotional effectiveness in the Australia Bars category, identifying strategic opportunities to restore promotional ROI and improve category performance.

Trade Planning Lead

General Mills · Lindon, UT

• Snacks expert responsible for all Regional Grocery customers in the US accounting for 22M annual case sales or 12% of total General Mills snacks sales • Drive strategy and execution across 50+ sales reps and 40+ retailers serving as liaison between field sales and the internal business units • Performed deep dive analysis influencing Hy-Vee to adjust Grain & Fruit Snacks pricing strategy reinvesting $630k of non-accretive trade spend • Conducted deep category and shopper insights analysis for Stater Bros, identifying assortment and pricing opportunities that drove $150K incremental sales and +12 share points. • Develop team of 2 associates and 1 intern in functional capabilities and career growth

Business Category Lead

General Mills · Lindon, UT

• Performed category review for Aramark increasing number of required points of distribution across 6 unique planograms in 1,000+ Colleges & Universities • Created bakery case POG implemented across national lodging chain, leading to 30,000 incremental cases sold • Performed yogurt analysis to guide marketing strategy, leading to an annual forecast of 400,000 incremental cases sold

Senior Category Manager

Holiday Oil Co. · Salt Lake City Metropolitan Area

• Responsible for category assortment, planograms, purchasing, data analysis, and strategy for all c-store categories generating $10MM in monthly revenue across 67 c-store locations • Supervise team of 6 buyers to coordinate assortment efforts and maintain fill rates • Created loyalty promotional strategy increasing gross profit by 30% for CSD and Energy Drink categories

Category Manager

Holiday Oil Co. · Greater Salt Lake City Area

• Responsible for category assortment, planograms, purchasing, data analysis, and strategy for all center-store categories generating $3MM in monthly revenue • Negotiate with various vendors and brokers to run impactful promotions • Conduct category reviews analyzing efficacy of promotions and category performance. • Create data-driven planograms utilizing Nielsen Spaceman space management software • Increased candy bar sales volume by 20% in Q1 through data-driven space planning for January reset • Created shipper sell-through report to improve ordering accuracy, track promotion effectiveness, and to maximize volume opportunities

Customer Development Manager

PepsiCo · Springville, Utah

• Serve as the Salt Lake Zone market share specialist, analyzing IRI syndicated data to draw conclusions and actionable tasks to influence local market performance • Manage account development for 25 retail customers in Utah County, grossing over $16MM in annual sales revenue • Grew 2018 annual sales volume by $200,000 over prior year • Achieved Northwest Region Super Bowl LIII Market Masters award (#1 out of 146 districts)

District Sales Leader

PepsiCo · Boise, Idaho Area

• Achieved #1 out of 100 districts in the Region in % to sales plan achievement in Q4 of 2016 • Managed district generating $9 million in gross annual sales • Grew 2016 annual district sales volume by $291,260 over prior year • Supervised team of 14 full-time employees to achieve weekly sales plans and to execute key promotional initiatives in 4 national retail customers • Performed weekly 1on1 coaching sessions to identify opportunities for professional/personal development for each sales rep

Sales Associate

PepsiCo · Salem, Oregon

• Successfully ran large format route for 3 months, exceeding sales plan by $11,000 • Managed mini-district grossing roughly $8MM annually • Trained and developed team of 6 sales reps helping them achieve their individual sales targets • Surpassed sales plan by 2% during 6 months of running mini-district

Marketing Assistant

BYU Music Group

• Led team of 30 sales reps at concerts for CD sales, increasing sales conversion by 33% • Generated $56,364 in concert merchandise sales • Increased sales volume by 50% through effective sales promotions • Create and design social media promotions in English and Spanish to touch international markets, www.facebook.com/byurecords

Hispanic Retail Sales Intern ("International Brands")

Nestlé USA · Glendale, CA

• Analyzed volume consumption data of La Lechera product, presenting my recommendations to management to modify marketing strategy • Leveraged product promotions and merchandising techniques, generating $6,000+ in incremental sales volume in 11 accounts over a 40 mile territory • Built and maintained good relationships in Spanish with Hispanic store managers

Analysis Intern

PepsiCo - Frito Lay · Pacific North West Region

• Led team discussion in assigning project tasks and follow-up insuring timely and quality work • Collaborated with team members to generate and implement strategies to maximize merchandise dollar per hour efficiency and to cut $40K in costs • Created framework for mobile app to increase accuracy of employee performance metrics and productivity • Conducted market research to improve staffing approach