Peoplyst (formerly Mercury)

Head of Business Development

Lawrence Business Partners

Founder

2020 Companies

Vice President Of Business Development

Mosaic Sales Solutions

Director of Business Development

Helping Companies Thrive by Empowering and Optimizing Their People and Processes

As the Head of Business Development at Peoplyst (www.peoplyst.com), I empower people-first companies to create aligned and engaged workforces. With over 20 years of leadership experience in business development, client services, and consulting, I deliver customized, scalable solutions that transform workplace culture and performance.

My expertise lies in:

- Identifying and Solving Complex Business Challenges: Bringing clarity and actionable strategies to multifaceted issues.
- Building and Maintaining Strategic Partnerships: Fostering long-term, mutually beneficial relationships.
- Mentoring and Coaching Teams: Developing talent and promoting a culture of continuous improvement.
- Effective Presentations and Negotiations: Communicating ideas clearly and driving successful outcomes.

Tony Lawrence

Mondelēz International

Category Leadership, C-Stores and 7-Eleven

Southern Glazer's Wine & Spirits

Develop and direct marketing programs for in-field use, lead supplier planning initiatives, and new item launch strategies that are in line with annual operating plans by supplier.  Provide key pre and post-category analysis, reporting, and, opportunity gaps for top to top and RFP's.

National Category Manager, Trade Development

Uncover key insights and analytics to support retail customers, suppliers, and account teams and build concise, compelling stories that will lead to category and supplier growth within $3.5B of category sales

Lead Internship Program  through one-on-one and team-building exexercises that introduce new and future employees to Southern Glazer's Wine & Spirits

Pioneer integration of retail and consumer data into overall insights development and communication of the impact of major business initiatives, i.e. Ready to Drink, Tequila, etc.

Elevate the impact of the Insights function by introducing new consumer findings and custom studies

Routinely visit customers with sales directors and managers to lead consumer and category initiatives driving retailer and supplier growth

Create QBR's, sales reporting tools and scorecards, and concise selling stories that direct sales leadership, and their teams, by leading the localization of channel and customer strategies

Establish a regular forum of knowledge sharing and training that allows teams, up and down the organization, to easily understand what to ask for and the value it provides

Spearhead a custom qualitative study to understand consumer interest and shopping journey in the ever-growing Canned Cocktails marketplace.  Use findings to develop and deliver  a selling story for permanent, and incremental placement in the Refrigerated section

Manager, Category Development

PepsiCo

Oversee the $325.0MM Frito Lay category for all Albertsons Companies’ seven (7) Eastern divisions.  Lead the team in leveraging syndicated data sources to monitor and diagnose the brand, category, shelf, business needs, and all information requests.  Lead planogram development and implementation across all divisions.  Develop sales and reporting tools used by the entire Albertsons team, which has enabled 50+ team members to quickly grasp current trends in dollars, overlaps vs. YA, promotional efficiencies, and gap analysis. 

* Delivered market share gains in all  Divisions
* Led new category management initiatives (clustering, incrementality models) that grew category sales by +4% (+$7.0MM) and generated 94% of category growth
* Named Category Captain for all divisions based on trusted advisor status on customer macro snack needs, household demographics, and opportunity gaps
* Slashed data retrieval time by almost 15%, enabling sales teams to refresh data online – enabled a focus on volume decomps, shopper insights, market trends, and competitive analysis
* Frito-Lay named 2017 Vendor of the Year by SAFEWAY EASTERN.

Manager – Category Leadership, Frito-Lay 

Hired for project to lead implementation of customer analytics and consumer insights to Mosaic teams managing Microsoft, Samsung, Home Depot retail sales. Created ROI metrics and presentations that enhanced strategic sales team abilities.  

* Introduced Nielsen, Spectra Data, Household Panel, and Mintel to Mosaic and built program that Microsoft later brought in-house.

Manager, Sales Operations & Analytics

CROSSMARK

Direct consumer insights and category leadership for  $1B consumer goods sales and marketing services corporation, leverage industry knowledge to develop forward-thinking consumer insights that grew top / bottom-line growth at key clients.  Construct profitable scorecards, executive summaries, and business reviews for internal and external customer use.  Develop new product and category strategies for brand extensions, and owned all insight, consumer/shopper behavior, customer analytics, and selling strategies.  Present recommendations and methodologies to support client needs in innovation, new product development.  

* Created a national selling story that led to $200M+ in new product sales for CHOBANI YOGURT, $1.2B client – 60 new items, driven by stronger consumer/channel insights.

Senior Category Manager | Chobani Yogurt Team Lead

Data champion and customer-centric senior category management/trade marketing leader with a record of increasing market share and achieving aggressive KPI goals.  

Strong record of enhancing CPG brand equity and share, storytelling, customer engagement, and category market share.  A data wizard with a knack for turning numbers into compelling business narratives.
 
Leverage a pioneering suite of tools, combined with analytical rigor and a human touch, to develop strategic engagement plans up, down, and through the organization.

Strengths – 

*Significant understanding and application of the Principles of Category Management
*Intellectually curious; always looking to answer questions before they are asked 
 *Customer Business Reviews and Top to Top presentations development and delivery
*Serve as the lead for developing best-in-class strategy tools and analytical approaches that integrate multiple data points to provide realistic and sustainable solutions
*Syndicated Data Expertise  –  AC Nielsen, IRI, Spectra Data, Household Panel, Mintel, Retail Link, EYC, Shopper Sights, Kantar's Rich Mix, Numerator

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Tony Lawrence

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