Craig P. Bilow
Marketing
Malone,NY
Summary
Talented Vice President with excellent employee development, customer service and analytics skills coupled with more than 30 years of experience. Comfortable giving engaging presentations to customers to drive new business, expand accounts and establish brand profile. Excellent team builder and leader of initiatives.
Overview
33
33
years of professional experience
Work History
Vice President Client Services
Advantage Unified Commerce
11.2021 - Current
- Lead omni-channel teams for Ferrero, Ferrara and Riviana Foods representing +$1.5B in retail sales.
- Build teams to develop custom commerce strategy, creative, and media to achieve brand goals across campaigns impacting top US retailers.
- Plan and implement national and retailer customized, full commerce programs including in-store, digital, e-commerce.
- Drive +$20M incremental sales with a focus on return on investment, relationship and engagement.
- Identify channel and customer growth platforms leveraging brand and shopper potential.
- Pioneered unified commerce approach for newly consolidated Advantage Unified Commerce organization combining 7 agencies into single client facing entity.
Director Shopper Marketing & Ecommerce
Riviana Foods Inc
05.2018 - 09.2021
- Launched Riviana’s Shopper and Ecommerce discipline in support of $1B retail grocery business.
- Expanded team and budget every year based on positive ROI, retailer sales and share growth.
- Implemented programs with full enterprise alignment and support including executive, marketing, sales and operations teams.
- Consistently exceeded category sales on all Ecommerce platforms including Walmart, Instacart, Kroger, ADUSA.
- Chosen by Walmart Connect as best-in-class case study.
National Manager Sales Strategy
Riviana Foods Inc.
07.2011 - 04.2018
- Led cross-functional team to successfully manage mergers and acquisitions of Ebro owned US holdings under Riviana Foods, Inc.
- Directed broker consolidation from three separate US sales teams to one.
- Drove innovation launches by creating consumer selling stories in collaboration with brand teams.
- Provided strategic direction to Retail Operations team to achieve distribution, merchandising, and shelving goals in collaboration with sales broker.
National Manager Category Management
Riviana Foods Inc.
07.2006 - 06.2011
- Developed Category Management team and discipline for Riviana Foods.
- Integrated insights into sales stories from syndicated databases (Nielsen/IRI), retailer databases (ex; Kroger 8451, Walmart Retail Link).
- Architect of post-promotion analysis as planning tool and to improve trade spend ROI.
- Led custom research projects to support brand and sales priority initiatives.
Walmart & Sam's Club Team Lead
Riviana Foods Inc.
07.2003 - 06.2006
- Established first dedicated team and opened first Bentonville office.
- Responsible for leading and growing $250M retail Rice and Pasta business.
- Grew leading regional brand pasta portfolio by defining consumer and category roles.
- Developed bankruptcy reorganization strategy with Walmart to maintain business growth.
- Positioned Riviana Rice portfolio (Minute, Mahatma, Success, RiceSelect) as total category solution and elevated Riviana to #1 rice manufacturer at Walmart over Mars and Unilever.
Senior Brand Manager
Borden Food Company/New World Pasta
05.1999 - 06.2003
- Provided marketing leadership and P&L management for brand portfolio, including brand positioning, creation and execution of media, packaging communication and consumer promotion.
- Created local cause marketing platform to reinforce local equity of regional brands engaging consumers and leveraging relationships with retailers.
- Led development and launch of TV advertising on top equity brands.
Brand Management and Operations
Nestlé USA
06.1990 - 04.1999
- Directed brand positioning, product development, marketing & sales strategy for Coffee-Mate & Nescafe brands including the launch on Coffee-Mate single serve tubs.
- Led US execution of global Nescafe relaunch including branded coffee shops, in-store grocery coffee kiosks, Disney theme park take-over.
- Integrated Contadina consumer and foodservice marketing and sales to maximize plant operations and brand awareness.
- Performed financial planning and analysis for Nestle Culinary Division Toll-House, Libby’s, Carnation brands.
- Planned and monitored financial impact of Nestlé international cocoa commodity trading.
- Gained critical plant operations knowledge during 18-month operations cross-training manufacturing assignment in Burlington, WI Chocolate facility.
Education
MBA - Entrepreneurial Studies
University of Southern California
Los Angeles, CA05.1997
Master of Science - Accounting
State University of New York At Albany
Albany, NY05.1990
Skills
- Innovative and Visionary
- Change and Growth Management
- Leadership and People Development
- Sales Management
- Omni Channel Marketing
- Agency Management
- Presentations
- Performance Monitoring and Evaluation
- P&L Responsibility
- Industry Expertise
- Negotiation and Persuasion
- Business Storytelling
Additional Information
- CMO for Downtown Artist's Cellar and The Thrive Project 501(c)(3)
- Served on Ibotta Client Advisory Board
- Client Advisory Council for Shopperations
- Nominated to attend Nescafe Global Marketing Forum, Rive-Reine, Switzerland
- Avid skier, biker, runner
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Quote
"The only guide to a man is his conscience, the only shield to his memories is the rectitude and sincerity of his actions"
Winston Churchill
Timeline
Vice President Client Services
Advantage Unified Commerce
11.2021 - Current
Director Shopper Marketing & Ecommerce
Riviana Foods Inc
05.2018 - 09.2021
National Manager Sales Strategy
Riviana Foods Inc.
07.2011 - 04.2018
National Manager Category Management
Riviana Foods Inc.
07.2006 - 06.2011
Walmart & Sam's Club Team Lead
Riviana Foods Inc.
07.2003 - 06.2006
Senior Brand Manager
Borden Food Company/New World Pasta
05.1999 - 06.2003
Brand Management and Operations
Nestlé USA
06.1990 - 04.1999
MBA - Entrepreneurial Studies
University of Southern California
Master of Science - Accounting
State University of New York At Albany
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