Eric van de Wal

About Eric van de Wal

Profile:At the helm of Massimo Zanetti Beverage USA\'s Sales and Marketing divisions, my focus is on propelling an iconic brand portfolio to new heights. With a proven track record in brand development and demand generation, my team continually surpasses sales targets and elevates customer and consumer satisfaction. Expertise in online digital advertising, social media and business strategy has been instrumental in crafting transformative campaigns that resonate with consumers and retailers alike.Prior to my current role, as the VP of Marketing and Innovation at Snyder\'s-Lance, I spearheaded product innovation and brand building initiatives, fostering a culture of growth for the full portfolio of renowned snack brands. My approach blends strategic creativity with deep consumer insights, ensuring that every campaign and product launch is positioned for success. The goal is always clear: to create lasting impact through compelling marketing narratives and innovative consumer / customer engagement strategies.I leverage an engaging and energetic management style, to drive accelerated growth through identifying and capitalizing on new product, consumer, and retailer marketing opportunities. Management Expertise:•Domestic and International Marketing Strategy Development•Advertising Creative / Media Plan Development and Execution•Traditional, Digital, and Social Media Advertising Expertise•New Product Development and Execution (insight to commercialization)•P&L Management•E-Commerce•Business Transformation•Consumer and Shopper Insight Development •Integrated 360o Marketing – Traditional Media to Digital, Social, and Proximity Marketing •Domestic and International Key Customer and Consumer Ideation / Product Development•Transformational Retail and Shopper Marketing Platform Development•Talent Recruitment, Development, Motivation, and Retention•Strategic Pricing and Promotion Development

Experience

1. Senior Vice President of Sales and Marketing (Chief Commercial Officer - CCO)

   Massimo Zanetti Beverage Usa

   Jan 2019 — Present

   Marketing and Sales and Leader (CCO) for the MZB USA portfolio of Iconic Brands. Responsible for the entire commercial enterprise by managing all brands, private label, distribution channels, as well as the development and deployment of demand generation strategies to drive the highest levels of sales, profits, and consumer / customer satisfaction for the organization.

Education

• Montclair State University

  BS, Business Administration

• Cornell Johnson Graduate School of Management

  Executive Education Certificate Business Administration, Rethinking The Future of Retail and Brands

• University of Virginia Darden School of Business

  Executive Certificate in Management, Business Administration and Marketing Management

• RPI Lally School of Management

  MBA, Focus on Marketing and New Product Development

Skills

• Consumer Insights
• Marketing Communications
• Data Analysis
• Product Launch
• Key Account Development
• Product Management
• Advertising Management
• 360 Campaigns
• Presentation Development
• Shopper Insights
• Marketing
• Customer Insight
• Product Launches
• Category Management
• Food Industry
• Trade Promotions
• Retail Marketing
• Talent Acquisition
• Pricing Strategy
• Talent Management
• National Sales Training
• Sales Management
• Shopper Marketing
• New Product Ideation
• Full P&L Responsibility
• Brand Management
• Cross-Functional Team Leadership
• Packaging
• Marketing Strategy
• Syndicated Data Analysis
• Integrated Marketing
• Creative Campaign Development
• P&L Management
• Creative Strategy
• Management
• Media Planning
• Consumer Products
• Consumer Promotions
• Advertising Development and Evaluation
• Product Development