The Practitioner

Chris Perry Practitioner

START WITH “WHY”

No company or individual sets out to be average, mediocre or satisfactory at what they do. We all want to be the best, make a positive impact and be appreciated for it today as motivation to become even better tomorrow.

However, somewhere in our pursuit of excellence, we can get lost in the status quo and may lack the perspective, expertise or energy to keep climbing. When we do, finding someone who can jumpstart us with new ideas and enthusiasm for thinking differently can prove invaluable to maximizing our potential and realizing our original vision.

THAT’S WHERE I COME IN…

My name is Chris Perry, and I am THE GENERATOR. My mission is to help empower people and organizations to become better at what they do.

I accomplish my mission by:

  • investing endless energy and contagious enthusiasm in every person and initiative
  • encouraging others’ visions and sharing ideas to reignite their passion
  • establishing strong, two-way relationships with key stakeholders
  • creating innovative strategies and solutions to capitalize on new opportunities
  • leveraging the challenger approach to continuously improve and deliver long-term, lasting results

THE GENERATOR AT WORK:

I strive to directly empower brands to realize the future and catalyze eCommerce as the #1 competitive advantage to grow, win and lead in today’s omni-channel marketplace. To date, I’ve generated $200MM+ in profitable revenue growth, 1000’s of BPS in sustainable share leadership and collaborative joint partnerships with over 25+ top eRetailers, including Amazon, Staples, Walmart, Costco and more.

As Director of eCommerce at WellPet, I currently lead key customer partnerships, channel marketing, media and sales strategy development, digital 4P excellence and global brand expansion at key retailers. See my core competencies and select career experience below.


THE GENERATOR AFTER HOURS:

I also engage entrepreneurially as a brand marketing and eCommerce strategy consultant, personal branding expert and professional speaker. Learn more!


CORE COMPETENCIES:

  • Pure Play eCommerce & Omni-Channel Marketing Strategy
  • Digital Media & Marketing Strategy & Execution
  • Retail Search Search, SEO & Content Strategy & Optimization
  • Joint Business Plan Partnership Development & Management
  • Program Performance Post-Analysis & Optimization
  • Trade + Shopper Marketing Strategy & Execution
  • P&L + Budget Management & Optimization
  • CPG Brand Management & Product Marketing
  • New Product Development & Brand Strategy + Innovation
  • Consumer + Shopper Insight Development & Research
  • New Business Development
  • Creative Direction & Development
  • Cross-Functional Team Leadership & Agency Management
  • Professional Speaking & Presentations

MY CAREER EXPERIENCE:

WellPet Logo CP

WellPet, Tewksbury, MA

► Director of eCommerce, January 2015-Present
Hired into senior leadership role with full P&L responsibility on eCommerce business development and account management team, heading eCommerce customer partnerships, channel marketing and sales strategy development, annual strategic joint business planning, digital 4P excellence and global expansion for full WellPet brand portfolio at key pure play and omni-channel retailers.

✪ RETAILER EXPERIENCE:
Engage directly with over 10+ pure play and omni-channel retailers, including Amazon, Chewy, Wag, PetFlow, Pet360, Petsmart, Petco and more as we continue to expand globally.

♛ SELECT ACCOMPLISHMENTS:

  • Drove +75% (2015 vs. 2014) annual net revenue and profitability growth for the eCommerce business, exceeding team goals and KPIs.
  • Led Wellness Natural Pet Food to become #1 Brand in US eCommerce pet food sales and #3 Brand in US eCommerce CPG sales in 2015. (Source: 1010data)
  • Hired and established a dedicated team and center of digital and eCommerce expertise to support business growth and continued internal and external digital and eCommerce capability development.

☛ Please feel free to contact me regarding my accomplishments in this role, as they involve details around more recent initiatives and activities which I cannot disclose on public profiles.


RB Logo CP

Reckitt Benckiser, Parsippany, NJ

► Senior Brand Manager, AIR WICK®, November 2014-January 2015
Promoted to senior brand management leadership role on US brand team, leading base business strategic planning, day-to-day business management and tactical execution for two key brand segments.


► Senior Brand Manager, eCommerce & Digital Marketing, June 2013-November 2014
Promoted to senior leadership role on US eCommerce business development team, leading digital and omni-channel shopper marketing strategy planning and tactical execution for full RB brand portfolio at key retailers.

✪ RETAILER EXPERIENCE:
Engage directly with over 15+ pure play and omni-channel retailers, including Amazon, Staples, Costco, Walmart, Sam’s Club, Walgreens, drugstore.com, Target, Peapod and many more.

♛ SELECT ACCOMPLISHMENTS:

  • Drove +38% (2014 vs. 2013) and +68% (2013 vs. 2012) annual net revenue and profitability growth for the eCommerce business, exceeding team stretch goals and KPIs.
  • Led digital and omni-channel shopper marketing planning and activation across path-to-purchase for key retailers with multi-million dollar P&L and budget responsibility.

► Brand Manager, eCommerce & Digital Marketing, December 2011-June 2013
Promoted as brand manager on new entrepreneurial eCommerce business development team, digital and omni-channel shopper marketing strategy planning and tactical execution for full RB brand portfolio at key retailers.

✪ RETAILER EXPERIENCE:
Engage directly with over 15+ pure play and omni-channel retailers, including Amazon, Staples, Costco, Walmart, Sam’s Club, Walgreens, drugstore.com, Target, Peapod and many more.

♛ SELECT ACCOMPLISHMENTS:

  • Drove +200% annual net revenue and profitability growth 2012 vs. 2011 for the eCommerce business, exceeding team stretch goals and KPIs.
  • Led digital and omni-channel shopper marketing planning and activation across path-to-purchase for key retailers with multi-million dollar P&L and budget responsibility.
  • Achieved preferred partner status across key retailers through effective programming, account engagement and relationship building, and test-and-learn marketing innovation behind new acquisition and retention strategies/tactics.
  • Led e-tailing shopper insights market research study to uncover digital path to purchase and category triggers / barriers for RB product categories online, which now serves as foundation for all digital marketing and social media plans.
  • Identified significant, incremental revenue stream opportunity via online retailer affiliate programs and managed affiliate integration, tracking and optimization across all media and marketing activities.

► Associate Brand Manager, RID-X®, June 2010-December 2011
Promoted to brand management and product innovation role, responsible for all base business and new product development activities on market-leading brand.

♛ SELECT ACCOMPLISHMENTS:

  • Led the development of short and long-term strategic planning, including annual business plans, media, promotion and innovation pipeline strategy with P&L and budget responsibility.
  • Led major new product launch, including product development, positioning, pricing, packaging design, media, consumer promotions, account sell-in and retailer activation. New product packaging earned prestigious 2012 Paperboard Packaging Council Excellence Award.
  • Served as cross-category eCommerce champion, but most notably developed and activated new subscription-based business model via Amazon.com, supported by full-year advertising campaign, generating significant brand sales and annual purchase frequency growth.
  • Proposed and activated professional marketing and partnership program (25% net revenue growth opportunity), involving professional product line launch, sales and marketing strategy, event advertising and sponsorship, supply logistics, pricing and CRM development.
  • Championed critical cross-category GM improvement projects netting $1MM+ cost savings per year for 2 years running.
  • Recommended and gained management approval to execute new, previously untested marketing activities in 2011, including full-year print and regional TV media, SEO website development work and social media monitoring.

► Assistant Brand Manager, Lysol®, July 2009-May 2010
Hired into brand management role on the RB global flagship brand, responsible for all base business activity on two key brand segments, one market leader and one challenger.

♛ SELECT ACCOMPLISHMENTS:

  • Assisted Senior Brand Manager in the development of short and long-term strategic planning, including annual business plans, media, promotion and innovation pipeline strategy with P&L and budget responsibility.
  • Led relaunch project for major brand segment, including transition to new packaging, count size and manufacturing location, media copy redevelopment, and creation of new multipack offerings for upcoming trade promotions.
  • Identified and led packaging GM improvement projects netting $2MM+ COGS savings in 2010.
  • Led SKU rationalization project, removing 20 SKUs to achieve brand stretch targets while still meeting consumer needs.
  • Gained management approval for self-proposed incremental media opportunity that increased net revenue +$2.5MM.
  • Managed 2 seasonal digital marketing brand campaigns, including creative development, website refreshes and microsite development, newsletter marketing and all agency deliverables.
  • Served as team champion in initial digital strategy development for the Lysol® Mission for Health campaign, including rollout of redesigned brand website (creative, layout and content organization), community development and management and social media and email marketing campaigns.

MY EDUCATION:

Mason W&M Logo CP

Mason School of Business, The College of William & Mary, Williamsburg, VA

► Master of Business Administration (MBA)

The College of William & Mary, Williamsburg, VA

► Bachelor of Arts (BA)