ALLISON MCGRATH
Greater Philadelphia
Summary
Experienced Customer Business Manager with a background in developing and maintaining client relationships, managing accounts to maximize profitability, and implementing customer service initiatives.
Overview
6
6
years of professional experience
Work History
Customer Business Manager
Conagra Brands
Philadelphia
02.2025 - Current
- Managed frozen and refrigerated portfolios ($30M) for Key Foods, Kool Temp, and General Trading in New York Metro
- Utilized market data to negotiate an optimized pricing and promotional strategy at Key Foods for priority brands: Birds Eye, Reddi Whip, Healthy Choice, Marie Callender's, Hungry Man, and Celeste.
- Launched digital coupon program at Key Foods, generating 32% increase in unit sales during promotional feature
- Partnered with category management team to launch FY26 frozen innovation for first-time sale at Key Foods
- Awarded Penguin Award for outstanding advertising achievements at Krasdale in recognition of Frozen Food Month
- Facilitated frozen and refrigerated transition of Key Foods from UNFI distribution to C&S in partnership with customer and internal sales teams
- Cultivated relationships with new buying team at General Trading to optimize trade management, resulting in 4% sales growth in FY 25.
Seasonal & Digital Account Manager
Mars Wrigley
Greater Philadelphia
04.2023 - 12.2024
- Seasonal and digital account lead for Wakefern Food Corp
- Managing relationships across 300 stores and 50 owner groups
- Negotiated new pricing terms that drove 12% increase in retail sales
- Achieved a 35% increase in digital sales volume YTD 2024 and a 22% increase in units
- Successfully introduced the first Mars Wrigley Novelty program for Valentine's Day 2024, adding 7 items to the assortment
- Drove a 4% increase in sales volume and 1% in units for Easter 2024 through an optimized M&M strategy
- Led Halloween 2023 assortment initiatives, resulting in a 6% growth in variety pack sales year-over-year and positioning as the top manufacturer in $ per TDP
- Secured a 12% increase in sales volume and a 10% increase in units for Christmas 2023 through effective promotional planning
- Manage trade spend budget of $36M
- Collaborated with Hershey on seasonal order writing compliance, achieving 95% forecast accuracy
- Launched a new seasonal selling program with the field sales team, leading to an average 12% increase in blockbuster assortment execution
- Selected as a pilot account by the Trade ROI team for best-in-class promotional planning
- Partnered with the marketing team to develop a seasonal IC shapes program, achieving a 75% take rate in the program's first year
Customer Retail & Digital Sales Analyst
Mars Wrigley
Greater Philadelphia
01.2022 - 05.2023
- Serves as assistant everyday business account manager for the 5 retailers of Ahold Delhaize: Stop & Shop, Giant Food, Giant Company, Food Lion, and Hannaford
- Lead seasonal business activities, inclusive of presentation development and execution for line reviews, innovation sell in, and forecasting management
- Manage internal reporting systems to track the teams $145M business in net sales volume via systems such as IRI & Nielsen
- Leveraged data to implement new Halloween couponing program with customer which resulted in 68% increase in weekly sales VS YAG
- Lead the Ahold Delhaize digital strategy reinvention, which resulted in growth of 10% in 2022 through new collaborative local integration with all 5 customers
- Drove time savings of approximately 67% through the creation of a customer friendly tool which tracked all business activities with Hannaford
- Serve as cross functional liaison for omni-channel marketing, digital, strategic revenue management, retail, finance, & sales infrastructure teams
- Manages contractor relationship of trade budget activities through robust reporting platforms to maintain highest MAC in large format – 44.77%
Customer Marketing Analyst
Mars Wrigley
Newark
07.2020 - 01.2022
- Serve as functional expert of POS activation across all channels and customers while overseeing the seasonal, innovation, sponsorship, and moment portfolios
- Lead the launch of a new forecasting tool – MPP – platform for all sales associates to forecast displays through a one-step digital platform. Tool created savings of $1M in 2021
- Manage the $12-million-dollar POS budget. Responsible for budget reviews, developing internal benchmarking data, and tracking the monetary value of key performance initiatives
- Re-structured POS portfolio offering displays that allow MW to grow core business 30% vs YAG
- Lead cross functional budget meetings with internal stakeholders and outside vendors/agencies, resulting in $1.5M seasonal savings opportunity in 2021
- Created a tracker to serve as one source of POS truth across 6 outside vendors/agencies and 10 internal stakeholders
- Saved D&E budget over $2M through leading quarterly inventory evaluation exercises
- Deliver daily display consumption tracking through various Nielsen reports
- Lead POS test and learns to keep MW relevant in the retail space, ensuring cohesive go to market strategy for both channel and cell priorities through productive in-store merchandising executions
- Administer weekly inventory/usage reports and communicate future risk to key stakeholders
- Create and submit replenishment and purchase orders for vendors and customers
Strategic Sales Specialist
Mars Wrigley
Newark
05.2019 - 08.2019
- Managed a $105-million-dollar project working with senior leadership to create a new enterprise-wide strategy
- Performed financial analysis of sales trends and forecasting methods for individual retailers/customers
- Provided a series of recommendations and budget rationalizations which resulted in savings of $15M
Education
MBA -
West Chester University
01.2023
Bachelor of Science - Food Marketing
Saint Joseph's University
05.2020
Skills
- Account management and customer management
- Sales forecasting
- Promotional planning
- Financial analysis and forecasting
- Relationship building
Websites
Affiliations
- Serves on the Food Marketing Board at Saint Joseph's University. Responsibilities include:
- Mentor and engage directly with students through events and experiential learning
- Support outreach and recruitment efforts at local schools and community colleges
- Collaborate on strategic initiatives with the FMEF Board of Governors
Timeline
Customer Business Manager
Conagra Brands
02.2025 - Current
Seasonal & Digital Account Manager
Mars Wrigley
04.2023 - 12.2024
Customer Retail & Digital Sales Analyst
Mars Wrigley
01.2022 - 05.2023
Customer Marketing Analyst
Mars Wrigley
07.2020 - 01.2022
Strategic Sales Specialist
Mars Wrigley
05.2019 - 08.2019
MBA -
West Chester University
Bachelor of Science - Food Marketing
Saint Joseph's University
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