Andrea Pierce Ghafoor
Woodbridge
Summary
Proven CPG marketing executive with 20+ years of experience in portfolio leadership, P&L ownership, and brand building across Canada and North America. Expert in omni-channel marketing, innovation pipeline development, and consumer insight integration. Known for driving double-digit growth, launching category-expanding innovations, and delivering profitable brand strategies with leading retailers. Passionate team leader skilled at building high-performing, cross-functional organizations and agency ecosystems that achieve measurable growth and brand health gains.
Innovation professional equipped to drive growth and transformation. Adept at leveraging strategic thinking and creative problem-solving to foster innovation and deliver results. Strong focus on team collaboration, adaptability, and effective communication. Proven skills in project management, process improvement, and stakeholder engagement.
Overview
21
21
years of professional experience
Work History
Director of Innovation
Genuine Health
01.2021 - 01.2025
- Directed the consumer health innovation pipeline and stage-gate process, delivering new product launches aligned to market insights and regulatory compliance.
- Established data-driven portfolio strategies and dashboards, enhancing consumer engagement and brand penetration across Canada.
- Partnered with Operations and R&D to align claims, packaging, and supply feasibility with innovation and renovation roadmap.
- Championed digital-first brand strategies, expanding consumer learning journeys and driving measurable market share gains.
Director of Marketing
Summer Fresh Salads
01.2017 - 01.2021
- Owned marketing P&L, portfolio pricing, and mix management to achieve consistent 12–15% annual growth.
- Developed omni-channel communications strategies across shopper marketing, PR, experiential, digital, and social, driving loyalty and penetration.
- Led commercialization with Sales, building customer-back promotional and assortment strategies with top Canadian retailers.
- Built consumer insights platform and annual trend presentations to drive category leadership and portfolio innovation.
- Managed cross-functional teams and external agencies, aligning investments with strategic growth priorities.
Marketing Product Manager
Single Cup Coffee
01.2015 - 01.2017
- Managed P&L, marketing plans, and commercialization for multiple licensed brands (SkinnyGirl, Cake Boss, Torani, Guy Fieri).
- Directed product launches, packaging development, and omni-channel marketing strategies that strengthened brand presence in competitive beverage categories.
Group Marketing Manager
Smucker Foods of Canada
01.2004 - 01.2009
- Led portfolio strategy and P&L management for Consumer Spreads, Foodservice, and Innovation pipeline with $85M in annual sales.
- Developed integrated campaigns and category strategies that grew established brands (Smucker, Double Fruit) and launched new entries (Jif, Adams).
- Partnered with Sales and Supply Chain to optimize pricing, promotional strategy, and portfolio mix to support profitability and margin expansion.
- Directed cross-functional teams to deliver sustainable innovation and regional market leadership.
Education
MBA -
University of Western Ontario, Ivey School of Business
01-2009
Marketing
Ryerson University
04-2004
Honours Degree - Applied Human Nutrition
University of Guelph
04-1997
Skills
- Portfolio & P&L Leadership
- Consumer Insights & Analytics
- Omni-channel Brand Building
- Innovation & Renovation (Stage-Gate)
- Digital & eCommerce (Retail Media, SEO, AI in Marketing)
- Integrated Marketing & Agency Management
- Commercialization & Category Leadership
- Cross-functional Team Leadership & Mentorship
Languages
English
Native or Bilingual
French
Professional Working
Timeline
Director of Innovation
Genuine Health
01.2021 - 01.2025
Director of Marketing
Summer Fresh Salads
01.2017 - 01.2021
Marketing Product Manager
Single Cup Coffee
01.2015 - 01.2017
Group Marketing Manager
Smucker Foods of Canada
01.2004 - 01.2009
MBA -
University of Western Ontario, Ivey School of Business
Marketing
Ryerson University
Honours Degree - Applied Human Nutrition
University of Guelph