​​​​Mara Ebert​

Planting Hope Brands, Chief Sales Officer

Chicago, IL (April 2021 to present)

Develop and execute an omnichannel sales strategy spanning retail, foodservice, eCommerce, and specialty channels for 4 brands including RightRice, Hope and Sesame, Mozaics, and Veggicopia. Execute the strategy through direct sales calls, brokers, and sales partners, leveraging both direct and distributor channels and managing an internal sales team.Develop and manage effective trade spend budgets, establish & track KPIs, leverage insights and analytics for ongoing brand development and presentations, along with forecasting and demand planning in conjunction with operations.

Leading the sales & marketing journey, including DTC, from consumer segmentation & identification of target to brand positioning, brand creative campaigns with a full digital plan consistently delivering conversion, sales and increasingly effective ROAS. Manage external PR agency, employ focus groups for brand communication & packaging updates. Lead development and execution of shopper marketing campaigns with direct P&L management.

 

Selected Contributions:

• Experience taking the company public (IPO) on the TSXv as well as merger and acquisition of RightRice November 2021-January 2022

• Rebranded Hope and Sesame sesamemilk and Mozaics Real Veggie Chips through a combination of leading in-house graphic designer, external designer, and focus groups to refine logo, packaging, flavors, and messaging in less than 2 weeks from start of project

• Launched 5 SKUs of Hope and Sesame sesamemilk at Kroger; gained RightRice distribution in 1200+ Publix stores with 5 SKUs

• Identified, hired, and on-boarded National Broker for Grocery & Natural Channels

• Implemented successful shopper marketing campaigns including Social Nature, Instacart, Ibotta, 8451, and more to see 50%+ repeat purchases at select retailers

• Mentor and develop marketing, sales, and operations team members to ensure business and professional goals are met and exceeded

GoodPop, Vice President of Sales

Austin, TX (June 2020 to April 2021)

Manage marketing, eCommerce, category management, trade marketing, and sales including regional sales managers, field sales & merchandising managers towards the objective of generating millions of dollars in revenue growth, developing and executing data-driven sales strategy yielding measurable results, and establishing impactful selling stories and promotional plans.

Selected Contributions:

• New distribution in 1200+ Publix stores with 3 SKUs

• Manage external agency to update award winning brand identity including logo and packaging leading to 40% growth

• Establish sales & marketing strategy, sharpen selling story, develop e-commerce & new item innovation, and oversee pricing and promotional planning

• On-board and implement trade promotion management tool to improve ROI and minimize deductions

• Negotiate and manage SPINS contract, implementation, and category management process

 

Marzipan Bakes Consulting, LLC - Maplewood, NJ

Owner & Principle (May 2020 to present)

Knowledgeable and driven sales, operations and marketing consultant representing natural, organic & better for you consumer-packaged goods brands.

Selected Contributions:

• Established monthly accounting practices, streamlined operations, and secured sales for a specialized diet brand

• Launched a new brand of Oatmilk Based Dairy-Free Yogurt at ShopRite & Market of Choice

 

 

Aunt Fannie's, Vice President of Sales
​May 2019 - April 2020
 

Manage sales director, regional sales managers toward objective of generating millions of dollars in revenue growth, developing and executing data-driven sales strategy that yields measurable results, and establishing impactful selling stories and promotional plans.

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Selected Contributions:

• Have delivered more than $6.5 million in revenue by expanding distribution in more than 2,500 doors within 10 months, including iconic retailers such as Whole Foods, Kroger, Hannaford and others

• Establish sales strategy, sharpen selling story, and oversee pricing and promotional planning

• Use consulting network and ongoing deliverables to implement shopper marketing and category management strategy

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Dr. Schar, Director National Sales, Valsoia

​November 2016 - May 2019

 

Developed and directed sales and marketing strategy for launch of new brand that generated more than a million dollars in revenue over just a year-and-a-half; conceptualized and implemented promotional vision with key partners, collaborated with agency to execute comprehensive marketing campaign that leveraged digital, social, advertising and shopper marketing approaches, and supervised regional sales managers.

 

Selected Contributions:

• Executed successful launch of Valsoia, a new brand of dairy-free gelato imported from Italy

• Achieved $1.5 million in revenue over just 18 months through distribution in more than 2,500 doors, including ShopRite, Wegmans, Safeway, Albertsons, Sprouts and others

• Fostered strategic partnerships with brokers, retailers and distributors and oversaw the on-boarding of a new national broker

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Icelandic Provisions, Director of Sales

October 2015 - September 2016

 

Generated millions in revenue through cultivation of distribution partnerships with more than a dozen major retailers; led business development, market expansion and strategic planning; conceived and implemented sales, trade and shopper strategy; fostered relationship with agency; on-boarded national brokers.

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Selected Contributions:

• Established 6,270 distribution points and 5% ACV over first six months

• Generated more than $4 million in revenue by close of first year

• Initiated distribution with such marquee retailers as ShopRite, Key Foods, Shaws, Amazon Fresh, Heinen’s; enhanced distribution with Whole Foods and Target while expanding distribution with Safeway, Wegmans and Harris Teeter

• Conceptualized sales strategy and instituted profitability targets tailored to the customer
   

Applegate

March 2011 – October 2015

National Account Manager, Whole Foods (June 2015 – October 2015)

Sr. Manager Category Management & Business Development (January 2015 – June 2015)

National Account Manager, Trader Joe’s (June 2012 – January 2014)

Sales Strategy Manager (March 2011 – January 2015)

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Conceived, negotiated and executed trade promotion budget of $8 million, leveraged data-driven market analysis toward the development of innovative programs for major retailers, employed engaging storytelling that influenced strategy and decision-making throughout all aspects of the company, and oversaw retail environment and category managers.

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Selected Contributions:

• Drove $70 million in revenue growth at Whole Foods and $40 million at Trader Joe’s

• Generated sales and distribution growth with numerous other dominant retailers, including Walmart, Publix, Kroger, Safeway, Target and others

• Spurred Target’s ranking as Applegate’s second-largest retailer while growing sales with them by more than 150%, expanding assortment from 4 to 30 SKUs nationally, and earning category captaincy and Partner Excellence Award in Health & Wellness

• Established innovative club packs and programs for BJ’s and Costco

• Joint Business Planning partnership with Kroger and Target in support of Applegate’s mission
   

Colgate-Palmolive, Inc., Sr. Category Development Manager

May 2006 – March 2011

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Led team of category managers and analysts; conducted promotional analysis, regular ROI review, and account planning; provided award-winning leadership that earned a multitude of category captaincies; coordinated marketing and business development; and engaged multiple classes of trade including military, hardware, office supply and convenience.

 

Selected Contributions:

• Achieved category captaincies with Duane Reade, Ahold, Wegmans, 7-Eleven, A&P, and others

• Earned Star Award for Personal Leadership in 2007 and 2011

• Conducted joint business planning with Wegmans for oral and personal care.

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Nielsen

January 2001 – May 2006

Sr. Client Service, Manager, Colgate-Palmolive (April 2003 – May 2006)

Client Service Manager, Hasbro (January 2002 – April 2003)                                  

Client Service Analyst, Reckitt Benckiser, Pfizer, Unilever, George Weston Bakeries (January 2001 – December 2001)

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• Created Spectra Targeting Grid for Children and Grandparents at Hasbro which revolutionized Media Buying and Licensing opportunities

• Multi-Cultural analysis supporting Walmart and Target leading to Strategy & Assortment priorities

• Developed and integrated custom allocation and shelf space tools, recognized by client as a best practice

• Responsible for analyzing SKU rationalization, recommending and validating planograms, developing and reviewing multi-packs

• Leadership role with HR Council providing professional and personal training opportunities for organization

• Managed staff of 2 employees including On-Site Client Service Manager and Analyst

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World Finer Foods, Marketing Manager

January 2001 – May 2006

Bahlsen, Jules Destrooper, Gundelsheim, Kavli, Ryvita, Panni, Sylvia’s Soul Food, Reese, and Da Vinci Pasta brands

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• Successfully introduced 22 new items to Sylvia’s Soul Food line, as well as obtained new distribution throughout Northeast

• Responsible for order and product management, Budgets, Forecasting, P&L, Packaging, and Brand-wide Promotions of 30 Sylvia’s Ethnic Skin and Hair Care products, as well as over 60 Sylvia’s Food SKU’s

• Created Point of Purchase Material/Displays, and product reformulation, order purchasing and stock management for over 200 SKU’s for the Reese, London Pub, Da Vinci, and El Rio product lines

• Product management, Budgets, Forecasting, P&L, Packaging, Brand-wide Promotions and Relationship Management