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Category Advisor (newly created position with company)
2/2010 – Wilton Canada
Mission statement:
Support the Wal-Mart business by close collaboration with buyer and retail team to lead fact-based recommendations and
analysis and coordinate projects across the vendors represented in the Craft category.
Worked with buying team to re-define store floor plans and better align merchandise plan to store characteristics. Reorganized
new category structures and aligned adjacencies to match store plans by utilizing additional assortment compartmentalization.
Created line reviews and provided leadership to manage other vendors in category meet scheduled timelines with key
deliverables.
Worked with buyer to develop assortment strategy and then created the modular plans in coordination with the Modular team
and vendors represented.
Cross functionally communicated best practices and resolved business issues resulting in new standards and better
relationships. Category role helped grow sales by 40% for everyone.
Retail needs leadership with cross functional experience.
Category Management is the platform.
A good business planner is a generalist who understands
all aspects of retail sales and marketing.

Valued Craft Vendor Partners,
Thanks for the tremendous responseto the invitation to attend!
We have a full agenda for the Craft Vendor Summit this year to be held:
 April 11th
from 1:00 pm to 5:00 pm
This year’s summit will feature best practices, success stories, andawards!
The Wal-Mart team will provide detailed information on how to succeed in 2014.
You may submit questions to Ken Dailey in advance if you wish
(to be asked during the appropriate break)
(please note the subject and speaker you wish to address the questions to)
 Please note if you wish to remain private*
Agenda, Map and directions are attached.
See Agenda below:
Leadership is creating:
Collaboration
Communication
Win Win opportunities
The strength of the team is each individual member.
The strength of each member is the team
Teamwork: Simply stated, it is less me and more we

 Objective: Define the area and product assortment to the “core” Mass Shopper
 Goals
 Redefine strategy and roles within retail and to consumer
 Develop category definitions for consumers
Big picture
Big picture…the Mechanics
 Goals
Develop specific solution based categories
Simplify assortments to match coverage objectives
Plan store floor plans according to sales per category
Expand distribution on growth categories
RETAIL ROLE
RETAIL DEFINITION
RETAIL TACTICS
EXECUTION
RETAIL SCORECARD

Ken Dailey
Member Services Director and Share Group Facilitator
kdailey@cpgcatnet.org
Ken has held positions with Newell Rubbermaid, CB Fleet
and most recently as the Merchandising Analyst at Kinney
Drugs. Ken’s interest in category management started
while working with Osram Sylvania increasing sales for the
lighting category. Ken holds a BS in Advertising from the
University of Florida.
The Category Management Association
Hallmark Cards, Inc
Cerveceria Cuauhtemoc Moctezuma/FEMSA Cerveza
ARAMARK
HJ Heinz, USA (includes other countries)
Johnson & Johnson
IBS Soft Solutions
PHILLIPS ELECTRONICS
Acco Brands Corporation
Reckitt Benckiser
Energizer
Some Companies
Advantage Sales & Marketing
Pharmavite (Nature made vitamins)
Bacardi USA
PepsiCo North American Beverages
PepsiCo Americas Foods
Cosmic Solutions Americas, LLC
Kimberly-Clark Corp. (KCC)
Gerber / Nestle Infant Nutrition
Nestle Purina PetCare Company
Anheuser-Busch/In-Bev
Constellation/Centerra
E & J Gallo Winery
Foster's Wine Estates -
HEB Mexico
Kellogg USA
Mars Snackfood US (formerly Masterfoods)
Sara Lee Corp.
Wrigley Jr Co.

Merchandise Analyst
2/2006 - 2009 Kinney Drugs, Gouverneur, New York
New developmental position created to design processes, analysis, and make recommendations to improve sales and profit
per foot in the Total Store environment. Strategic goal: Improve shareholder value. Create a category management
foundation to align merchandising and provide a fact-based collaborative platform to establish profitable vendor relations.
 Created and refined analytical tools and organized focused IT efforts to provide POS information in various formats to
match best practices and allow effective category management and business planning.
 Organized and led Collaborative Category Management initiatives to focus on strategic external support and insights to
grow category sales and profit with a collective effort.
 Worked with Buyers and Marketing Administration to enable design and use of various reporting methods and analysis.
 Worked with AC Nielsen to secure contractual agreements for development of a Market Specific Trade Area to enable
collaborative sharing of information between key partners, identify opportunity gaps by assessing category performance
and customer satisfaction through POS sales.

Accomplishments:
 Created Best Practices 120 day process templates using internal analysis and external benchmarking best practices.
 Created Dashboard reporting with POS by upc/day/store and using custom defined clusters to compare and contrast.
 Created Best Practice Merchandising practices with operations used to create a consistent look and feel for the shopper.
 Created Inventory and Turns analysis of the FE categories to develop GMROII comparisons.
 Created AD HOC reporting tools for viewing distribution and sales to compare sell through.
 Created Analytics and templates for tracking Seasonal Sell through by item and by Store.
 Created Daily/Weekly/and Monthly reports and quadrant analysis to compare and contrast changes to the total store.
 Developed the gap analysis for choosing the expanded product categories for the new prototype stores.
 Created Benchmarks and template to track the effect of changes and quantify results in a business forecast.

Analytical Strategy
Data Warehouse
Basic data points
Store
level
Corporate
level
Down to sku
level
daily
weekly
monthly
Regional
level
quantity sold
price
cost
On hands
Year history
2 Year history
Customized access available
Buckets
needed

Step by Step
Fact Based
Benchmarks
Goals
Objectives
Plan

Manager of Category Management
8/2004 - 10/2005 Rubbermaid FoodService, Huntersville, NC
Hired to develop the structure for fact-based "Best Practices" category management team to support the marketing organization.
Worked to identify, rationalize, manage and communicate 70% change in product assortment.
Accomplishments:
 Created Best Practices fact-based category reviews and worked to establish category leadership in retail accounts.
 Established Category Captain leadership in various retailer accounts.
Patient advocate
1/2003 - 12/2005
Accomplishments:
• Successfully provided fact-based analysis and directions to Neurosurgeons and teams changing prognosis.
• Created team environment and brought together all major medical disciplines to focus on common goals.
• Organized and managed high level meetings of Medical executives and doctors to communicate progress.
• Efforts helped to facilitate new patient services offered by key Neurosurgical team.
• Key learning were communication/collaboration are the key component of any complex business.
The decision

Manager of Category Development
3/1998 - 3/2002 C.B. Fleet, Lynchburg, VA
New developmental position created to design processes, analysis, and make recommendations to improve sales and profit
through the application of Best Practices category management and merchandising in collaboration with retail partners.
Accomplishments:
 Created, developed, trained, and provided strategic category and business plans for national sales force.
 Worked with “Syndicated Data Providers to assess and organize data structures.”
 Provided fact-based assessments of market/brand sales strategies to grow national and regional business.
 Lead category recommendations and trading partner relationships to gain shelf space and distribution by account.
 Category Table Captain and validated for major Food and Drug trade retailers.
 Reorganized Nielsen databases and category structures to reflect change from brand to category views.
 Trained administrative help and saved time and cost by streamlining corporate communications.
 Provided fact-based assessments of market/brand sales strategies to grow national and regional business.
 Trained international business units on Best Practices Space Management and Sales techniques (Internationally!)

National Field Merchandising Manager/Marketing Planner
1/1996 - 3/1999 Osram Sylvania, Danvers, Massachusetts
New position created to satisfy a need for merchandising expertise and closer contact with field operations and develop a
consistent merchandising strategy across all accounts.
Accomplishments:
 Developed merchandising and Point of Purchase for major DIY customers. Lowes Companies Inc. on site.
 Created and Pioneered Cross-Merchandising techniques and programs in the lighting category.
 Devised training programs and materials for field use.
 Analyzed and provided recommendations on product assortments to maximize sales and return on inventory.
 Category Leader for Lowes, Rookie of the Year (Osram Sylvania Worldwide) and grew business by over 50%.
 Developed Key Merchandising and Point of Purchase materials working with Director of Marketing.
 Created Cross Merchandising Video presentation for field use. Shown at hardware show.

Territory Manager
1/1992 - 3/1996 Osram Sylvania, Danvers, Massachusetts
Accomplishments:
 Grew territory sales by 25% and managed sales of 8MM in largest territory.
 Rookie of the Year - Developed, Presented, and Implemented Cross-Merchandising Program in largest account,
Lowes, Co. Inc. contributing to 25% comp store sales increases.
 Merchandising Team - Developed Point of Purchase materials and concepts.
 Planned and implemented corporate marketing strategies in the field.
Developed and presented training programs to highlight merchandising at retail level and conduced workshops

Education
6/1987 University of Florida, Gainesville, Florida
Bachelor's Degree BS Advertising
Delta Associates Category Management
Skills
AC Nielsen Floor planning, AC Nielsen Nitro, AC Nielsen Space Planning, Sequel Business Intelligence, JDA ProSpace,
MARKETMAX, MS Office.
Key skill the ability to problem solve, learn and or develop tools needed to accomplish mission and tasks.
Affiliations:
Category Management Association.
Summary Consistently taken on new, untested and open ended roles and defined success through overachieving vs
goals and objectives. Demonstrated leadership roles in sales/marketing utilized key skills to create, analyze and
develop strategies to change the way companies sell to consumers. The roles have facilitated positive change
and exerted collaborative influence strongly impacting the success of the people, companies, and organizations
across both retail and manufacturers and cross functionally across sales, marketing, merchandising, and
operations.
Additional References available upon request:

Facebook information?
I don’t really use face-book but below is a pictorial view into my personal behavior:
A lot changes over 10 yrs
I’ll never be able to repeat this success!It all starts with education!
Healthy lifestyle
Myalteregosandbestfriends
Bro and sisters

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