Hugo Fernandes Resume
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Hugo Fernandes Resume

PROFESSIONAL SUMMARY
A creative and analytical marketer with success in building and executing 360 degree marketing campaigns involving consumer promotions, advertising, digital marketing, displays and new product development.

Highlights include:
• Built and launched strong marketing campaigns to improve the iconic Tastykake and Sara Lee Bread brands that reversed sales declines.
• Developed the promotional strategy that drove 2 points of market share for the XTRA laundry detergent brand.
• Developed and built the strategy for the $1.2MM new Powerful Plants initiative.

MARKETING CONSULTANT April 2013 – August 2018
Burpee Garden Products
Responsible for marketing strategy for $100MM seed business including packaging design, display design and new business development.
? Develops proposals for seasonal seed business at 7 key accounts including business results, sales goals, display support strategy.
? Leads the development and execution of all packaging for seed, garden helper and seed starting products.
? Leads development marketing strategy for the launch of the Powerful Plants initiative for 3 key accounts with forecasted sales of $1.2MM.
? Provides reports on monthly basis for review including current state of the business, forecasted sales and new business potential.
Eastern Auto Parts Warehouse
Responsible for developing marketing initiatives and events to engage accounts and maintain market share.
? Led the development of promotional materials for key product lines in order to increase sales +4.5% including product selection, messaging and programming throughout company system.
? Led the development of marketing support for CSC customers and the Confidence Plus program including keyword searches, web site development and incentive programs.
? Developed and led the execution of trade shows to promote key product lines to key customers generating 50 new customer leads in 4 markets.
Church & Dwight, XTRA Laundry Detergent Brand
Responsible for brand strategy, product development, including consumer promotions, product development digital marketing and execution on the $320MM XTRA laundry detergent brand with a 5.3% market share.
? Leveraged results of heavy user study to develop new sub-brand with estimated sales of $20MM.
? Developed coupons to support base business with potential 1%-dollar share gain in each execution.
? Leveraged pricing study to adjust promotion planning and product sizing with estimated 10% volume growth.
? Developed display support of base business in key mass and dollar accounts with potential $2MM in sales.
? Identified $2MM in packaging cost savings via fill and packaging efficiency analysis.
? Developed first consumer-facing promotion via digital programming for XTRA detergent.
Keystone Snacks, The Real Deal
? Responsible for developing the 2015 Strategic Plan for The Real Deal brand with sales totaling $3MM. Plan included media support and co-promotions to drive brand awareness and trial with potential sales of $4MM.
American Standard, Retail Channel Marketing
? Responsible for developing joint business plans with key Accounts Home Depot, Lowe's and Menards in order to achieve yearly AOP goals.







BIMBO BAKERIES USA October 2011 – April 2013
Brand Manager
Responsible for turn-around brand strategy, product development, consumer promotions and execution of $400MM Sara Lee Bread Brand.
? Distribution strategy increased %ACV +6% and unit volume by +13MM and dollar volume by +$15MM.
? Marketing strategy included co-promotions, Catalina coupons and IRCs that turned around -15% decline to +5% growth.
? Led a 30-person project team to recondition 20 Sara Lee bakeries including the selection of new production equipment, packaging development, formulas and enterprise resource management systems.

TASTY BAKING COMPANY (A Division of Flowers Foods) December 2006– October 2011
Senior Brand Manager
Responsible for brand strategy, product development plan, consumer promotions and packaging development, which increased sales from 2009 through 2011 an average of +5% per year.
? Led the development of consumer advertising including TV, Radio, outdoor and Internet ads, complimented by consumer promotions leveraging Catalina coupons, FSIs and IRCs.
? Developed new product plan that generated $35MM in incremental net sales between 2007 and 2011.
? Increased the T------------ Business by +6% via product development and promotions.
? Built and executed the Tastykake Bakery Tour plan projected to draw over 200K visitors per year.
? Re-launched donut line including new formulation, varieties, pricing and displays representing $2MM in sales.
? Introduced 13 limited edition pie varieties from 2007 to 2011, which represented $6MM in sales.
? Developed and executed the sports-themed packaging outperformed non-themed packaging by 30%.

WAKEFERN FOOD CORPORATION November 2004– November 2006
Hispanic Marketing Manager, ShopRite

FISHER-PRICE December 2002– October 2004
Associate Brand Manager, Sesame Street

EDUCATION
FAIRLEIGH DICKINSON UNIVERSITY
2009 Master of Business Administration; MBA Marketing
GPA: 3.8 – Magna cum Laude

OTHER INFORMATION
Awards: 2003 Toy of the Year: Hokey Pokey Elmo
Graphic Design USA Award for 2011 Packaging Design

Languages: Fluent in Portuguese and Spanish

Skills: MS Office, Nielsen, IRI, Spectra, Dunnhumby Data systems, Adobe Creative Suite