Dianne Le Dashboard

Project Goals

Project Goals
OND
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Cure Bowl + 30,000 i10,000 0

Develop and sell in a Cure Bowl themed shopper activation in one (1) retail account in the FL region

OND SEASONAL DISPLAY SELL IN + 40,000 30,300 i10,000

Sell in a total of 80.3k EQ bins for the entire OND season (excludes SGK)

Project Goals
SEASONALS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
BIG GAME SEASONAL PROGRAMS + 80,000 i28,000 0

Develop a national Big Game seasonal program to reinforce guac occasion with a sell in of 108K EQ bins.

CINCO SEASONAL PROGRAM + 40,000 i11,600

Develop a national Cinco seasonal program wtith a national partner to reinforce guac occasion with a sell in of 51.6K EQ bins.

Project Goals
COUPONS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
COUPON PLATFORM INNOVATION + 0

Test Aisle & Prodege platforms as part of our coupon innovation strategy. Provide recommendations and benchmark strategy by Planning Phase 1.

COUPON STRATEGY & ASSESSMENT + i1

Conduct an FY24 coupon/rebate results and strategy assessment to understand all platforms' effectivenss/efficiencies/pros/cons and explore any new technologies/platforms. Include an analysis based on the new targeting approach, recommendations for FY25 and present by Planning.

TRADE ACCOUNT SPECIFIC COUPON REDEMPTION + i18

Reach a combined account specific redemption rate (shopper SPAS and/or trade) of 18% by end of year

COUPONS SHORT TERM SALES - TARGETED VS NON TARGETED + i50

Deploy a year round shopper and trade coupon campaign to support our seasonal, shopper power account, and loyalty offers targeting a departmental 50% ratio in targeted coupons.

Project Goals
EDUCATION
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
EDUCATION CREATIVE STRATEGY TEST + 0

Evaluate education creative strategy and test messaging hierarchy and imagery  with a testing partner. Reach respective vendor benchmarks by Sept 30 2023. Benchmarks to be set once testing vendor is selected.

ALWAYS ON CAMPAIGN SALES LIFT + i2

Launch an in-store campaign to reinforce our Education messaging promoting savings offer targeting a minimum of 2.0% unit lefit benchmarket through Neptune. 

WALMART CHANNEL STRIPS +

Launch a branded in-store POS program featuring education messaging in Walmart.

WALMART OPD + i15

Launch an education omni channel program in Walmart focused on education through online pickup and delivery targeting a minimum 15% unit lift post event by 2/28/24.

WALMART NATIONAL DIRECT MAIL + i2

Target specific Walmart divisions aligned with Walmart Team to drive 2% redemption through a national direct campaign in partnership with Aisle/Neptune.

CATALINA PROGRAM-FOOD LION AND AHOLD + i3

Launch an in-store education campaign with a bounce-back offer reaching a combined 3% redemption. 

EDUCATION STRATEGY & ACTIVATION ASSESSMENT + i1

Re-evaluate Education Activation plan and budget to identify areas of opportunities to optimize and extend plan by December 30, 2023. Conduct a strategic assessment with actionable recommendations and share updates by Planning. 

EQUITY INDEX - NON HISPANIC FY 24 + i3

Drive a result above the 5 year avg score of 3.39 among Non Hispanics by end of FY 24.

EQUITY INDEX - HM FY 24 + i4

Maintain Hispanic score of 3.89 by FY 24 End (Excluding English Preferred).

Project Goals
MERCHANDISING
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
MERCHANDISING STRATEGY + 0

Re-evaluate Merchandising strategy inclusive of Portables, Custom Portables and Seasonals with potential new options for bin compliance and present by Planning 

PORTABLES - PERMANENT + 6,600 6,600 6,600 6,600 6,600 6,600 6,600 6,600 6,600 6,600 i1,400

Develop a portable merchandising plan and achieve a sell-in of 67.4k EQ equivalized portables in addition to our seasonal bin displays.

Project Goals
H&W
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
SUSAN G KOMEN - NATIONAL + i44,700 0

Develop a national Susan G Komen program to reinforce the H&W strategic pillar with a sell in of 44,7k EQ bins (inclusive of Food Lion)

H&W ACTIVATION ASSESSMENT + i1

Conduct a strategic assessment of all H&W activations (inclusive of SPAs and Seasonal programs related to H&W) with actionable recommendations by Planning. 

H&W - FOOD LION + i1,000

Develop and sell in a H&W shopper power account campaign in Food Lion generating 1K EQ bins incremental to Avo Destination.

H&W EQUITY INDEX-NON HISPANIC + i30

Maintain the healthy/nutritious recall at 30% among GM on the FY 24 Spring Brand Tracker

H&W EQUITY INDEX-HISPANIC + i25

Increase the healthy/nutrtitious recall from 23% to 25% among HM on the FY 24 Spring Brand Tracker

Project Goals
CORE USES
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
HEB - CORE USE - AVO WORTHY - CFP + i10 0

Launch 1 omni channel programs in HEB focused on core uses targeting a minimum 10% unit increase vs prior year in support of CFP. Results dependent on information provided by HEB. 

HEB - CORE USE - AVO WORTHY - SPRING + i5

Launch 1 omni channel programs in HEB focused on core uses targeting a minimum 5% unit increase vs prior year during Spring. Results dependent on information provided by HEB. 

GUAC N TACO - STOP & SHOP + i10

Develop and sell in a  "Guac N Taco" shopper power account campaign focused on MX handhelds and guacamole in Stop & Shop targeting a 10% unit lift post Cinco. 

Project Goals
HISPANIC
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
HISPANIC HERITAGE MONTH + i100 0

Develop and deploy a HHM shopper program in top 8 Hispanic accounts including, Food 4 Less, La Michoacana, Superior Grocers, Cardenas, El Rancho, Northgate, Vallarta, and Food City.  Target 15% unit lift in the accounts that are measured by Nielsen.  The objective will be scored as follows: 60% of the score will be allocated to securing the top 8 accounts and 40% will be allocated to reaching the targeted unit lift.

POST SUPER BOWL + i100

Develop and deploy a post Super Bowl shopper program in top 8 Hispanic accounts including, Food 4 Less, La Michoacana, Superior Grocers, Cardenas, El Rancho, Northgate, Vallarta, and Food City. Target 10% unit lift in the accounts that are measured by Nielsen. The objective will be scored as follows: 60% of the score will be allocated to securing the top 8 accounts and 40% will be allocated to reaching the targeted unit lift.

HISPANIC BAGS + 1

Develop and introduce our first bag program with our new Hispanic brand messaging and introduce into 1 of the top 10 Hispanic acccounts

Project Goals
PERIMETER OF THE STORE
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
PARTNER DISPLAY PROGRAM + 0

Develop and launch a perimeter merchandising program with a partner in a Tier 1 or Tier 2 account by April 2024. Provide a post mortem assessment and recommendation by Planning FY 25.

TURN-KEY KITS + 1 1 1

Develop and deploy turnkey kits in a minimum of 3 tier 1 and/or Tier 2 retail accounts

Project Goals
BRANDING AT POS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
PACKAGING PLAYBOOK + 0

Develop and deploy a packaging standards playbook and incorporate into a future brand book update by Oct 31

NATIONAL THEMATIC BAGS + 1,500,000 1,000,000 1,000,000 1,000,000

Rollout national coupon thematic bags (OND, Big Game, Cinco) with total reach of 4.5MM bags

Project Goals
BASE BUSINESS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
JOINT BUSINESS PLANNING + i1 0

Deploy and test (1) joint busines plan with a top tier account

GLOBAL SHOW FY 24 + i65

Lead the planning and logistics of Global Show 2022 and provide a post show recap by December 2022. Gain a total of 65 retailer engagements through the Global Show network opportunities (i.e. booth visitations, impromptu meetings, appointments).

SPECIAL SUMMER RETAIL TRADE PLAN - MAY - AUGUST 2024 +

Develop a May 2024  - August 2024 market and retail specific summer plan and approach based on market conditions by December 30th, 2023. Plan should coninue to protect  share in Kroger, AHOLD, SEG, COSTCO, PRICE CHOPPER AND ALBERTSONS.

BAG & BULK MIX ANALYSIS + i2

In partnership with Research & Analytics Team, provide 2 update for bag/bulk mix by top 10 US avocado markets (one during the fall and the 2nd in January) and analysis with actionable recommendations.  

AGENCY PARTNERSHIP +

Explore agency partnership opportunities and test by end of FY24

ROI PROJECT +

Conduct ROI analysis to determine impact of marketing activities on retail volume performance and recommend areas for future allocations. Present an analysis during planning season with recommendations for FY25

SHOPPER & TRADE NEW INNOVATION IDEAS +

Present a proposal during planning identifying never been done before ideas and/or technologies for Shopper and Trade.  Preliminary ideas to be presented in Planning Phase 1 with final ideas presented in Planning Phase 2.  A total of 2 never been done before ideas from each area need to be incorporated into the final plan for a total of 4.

WORKING VS NON WORKING DOLLARS + i80

Maintain an 80% working dollar spend in our overall Shoppper/Trade Marketing budget 

CORRECT BRANDING IN-STORE - GM AND HM + i100

Grow correct branding in store from 34% to 36% for GM and 45% to 47% for HM.  Objective to be weighted 50/50.

E-COMMERCE INTEGRATION + i1

Integrate in-store and e-com through one of our AFM strategic pillars and re-organize the digital shelf in 1 of our E-Com targeted accounts.

Project Goals
Test Goal 4/23
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Test objective 4/23 + i20,000 0

test 

Project Goals
Test goal 5/3
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Test objective 5/3 + i20,000 0

test

Project Goals
Test 5/21
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Test objective 5/21 + i20,000 0

test

Project Goals
Test 6/4
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
test objective 6/4 + i30,000 0

test

Project Goals
test 6/17
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Test 6/17 objective + i20,000 0

test

Project Goals
Test 7/15
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Test objective 7/15 + i20,000 0

Test

Project Goals
Test 9/18
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
test objective 9/18 + i20,000 0

test

BHAG Goals