1. MARCE McKINNON
949.527.2762
marcemckinnon7@gmail.com
San Clemente, CA 92673 www.linkedin.com/in/marcemckinnon
SUMMARY
Creative, strategic and collaborative marketer with 15 years of experience in the area of sales and marketing.
Innovative and detail-oriented who thinks outside-of-the box and creates insightful solutions to drive brand
growth, trade and category growth. Passionate about what the consumer needs, thinks and desires.
• New product launches/Product Marketing
• Building brand by innovating/renovating
• Effective Shopper/channel marketing programs
• Building customer growth and relationships
EXPERIENCE
POST FOODS, Irvine, CA
Shopper Marketing Manager/West & Central Regions 4/12 to 9/15
Responsible for the holistic vision for retail planning and execution so that strategies and tactics work
synergistically to deliver assigned volume and ROI.
• Developed strategies and led integrated shopper marketing plans for mass and grocery channels in the
west and central regions mainly focusing on Target, Safeway, Costco and Meijer.
• Drove incremental volume and display through effective shopper initiatives including exclusive packs and
partnerships. Increased share in a declining category. Target & Meijer up +10%; Safeway +2%; Costco +3%.
• Managed and led agencies as well as co-managed shopper team to ensure strategies are implemented and
execution of shopper tactics is successful.
• Developed and enhanced a “go to market” shopper marketing process and trained sales/broker teams.
Continuously share best practices.
• Collaborated with Shopper Marketing Insights, Customer Sales team and Brand teams to achieve customer
and brand objectives. Ensured programs are insight driven, comprehensive and effectively communicated
at retail.
• Proactively identified and developed customer and category growth opportunities as well as identified
business risks to be mitigated.
• Managed regional and customer shopper marketing budgets effectively and ensured programs delivered
against assigned volume, KPIs and ROI. Performed post analysis on executed programs.
RESERVEAGE ORGANICS, Gainesville, FL
Marketing Consultant 10/11 to 3/12
Director of Marketing 2/11 to 10/11
Managed brand team to develop marketing strategies for one of the fastest growing companies in the
natural products industry.
• Conceived, implemented and facilitated execution of annual marketing strategies and marketing plans for
consumer and trade aspects of the organization. Focused on health and specialty accounts such as
Wholefoods markets, Vitamin Shoppe, and GNC. Became # 1 brand in its segment after six months.
• Developed marketing strategies based on key objectives, knowledge of organizational units, and market
trends.
• Managed team in all aspects of brand management and all areas of marketing including new product
development from inception to launch, P&L, market research & analysis, consumer and shopping insights,
web development, PR, promotions and all other programs and campaigns.
• Was responsible for new business sales and forecasts as well as strategic, tactical and action plans.
• Planned and administered the marketing operations budget of the organization.
• Developed marketing team, assessed and organized business structure as needed by a fast growing
company.

2. HERO NUTRITIONALS LLC, San Clemente, CA
Senior Brand Marketing Manager 7/07 to 2/11
Developed adult line and managed # 1 selling brand franchise in children’s supplements health category. Was
responsible for all brand marketing as well as new product launches from inception to completion.
• Created and executed strategic and marketing plan to grow core brand sales by 20% and increased market
share in two years.
• Developed and launched first adult gummy vitamin and most innovative award-winning children’s first and
only gummy organic line. Created new segment within the health supplement category. Most recently
launched the first sugar free gummy vitamin line.
• Developed and launched the first licensed gummy vitamin for the company into FDM channels.
• Innovated and created new products, new idea review and recommendations, concept and design
development.
• Worked closely with the sales team to develop new business including sales forecasts and projections.
• Conceived and managed production of all sales and marketing materials, product and package design, and
merchandising displays from inception to completion.
• Managed and led marketing and design teams
• Managed all aspects of consumer promotions as well as trade show coordination.
• Reviewed and analyzed market research through focus groups and syndicated data (SPINS) analysis for
health channel to establish market trends and new market segment development for future market
strategies.
• Performed ROI measurement and effectiveness and budget management.
NESTLE PURINA, Pet Specialty Group, Petco Team, CA
Sr. Business Analyst/Marketing Manager 6/03 – 3/06
Worked on a sales team to manage portfolio and contributed in the 13% growth of the channel’s second largest
key account.
• Increased performance and profitability of $80 million dollar business to $90.4 million in 2.5 years.
• Developed and implemented national marketing programs as well as customer specific promotions and
campaigns.
• Conceived and worked with marketing team and account to execute CRM and other targeted marketing
plans.
• Analyzed program’s success rate and tracked account’s consumer behavior to develop future campaign.
• Performed trade ROI analysis on promotions and implemented effective plans.
• Increased loyalty households by running highly targeted programs such as consumer retention programs as
well as attrition and new consumer campaigns.
NESTLE USA, Glendale, CA
Marketing Coordinator, Seasonal, Confections & Snacks 11/99-6/03
Worked on a brand team to help grow the $200 million dollar Seasonal confections business across all Nestle
brands by 8% in 2002:
• Analyzed business and competitive trends to develop long-term marketing strategies (Nielsen)
• Identified distribution opportunities worth $7.0MM in various classes of trade.
• Launched new Patriotic Seasonal program – 4th
of July, Memorial Day and Labor Day.
• Developed and launched two new skus for patriotic holidays in 2002 generating $500M+ in sales (from
concept to market).
• Managed budget and analysis for seasonal marketing programs.
• Developed and implemented sales tools and materials for sales/marketing team.
• Managed creation of marketing and sales materials.
EDUCATION
B.A., CAL STATE UNIVERSITY, Long Beach
Major in Psychology, Emphasis on Research Methods, Dean’s List