Laura Hatfield

About Laura Hatfield

As a CPFR Analyst at Shell Oil Company with over 20 years of experience, I focus on…

Experience

1. Cpfr Analyst

   Shell

   Oct 2011 — Present · Bentonville, AR, US

   Drive collaborative planning, forecasting, and replenishment strategies across major retail and e-commerce accounts, with a focus on optimizing inventory, improving service levels, and supporting sales growth. Partner with cross-functional teams to deliver actionable insights, system enhancements, and supply chain efficiencies that align with customer goals and Shell’s strategic objectives.Key Achievements:• Approved and placed manual orders for constrained products over two years, improving in-stock positions by ~20% and enhancing new item forecast accuracy by 22–25%.Supported sales and profit growth through targeted service level improvements across multiple brands:• Heavy Duty: Increased in-stocks from 40s to 90s while maintaining 35% average sales growth.Motor Oil for Passenger Cars: Maintained in-stocks in the 80s–90s range, added 8 new items, and sustained 30% lift in sales.Quaker State Motor Oil: Recovered in-stocks to mid-80s and low-90s, driving 50–60% week-over-week sales growth.• Mitigated vendor non-compliance charges, resulting in $5.6M in waived fines through proactive issue resolution and exemption advocacy.• Led vendor-managed inventory (VMI) activities for 5+ customers, generating $2M+ in incremental sales over four years through replenishment setting optimization and cross-functional collaboration.• Partnered with internal teams and Walmart to increase minimum order thresholds, reducing less-than-truckload shipments and achieving $500K in annual cost savings.• Improved OTIF (on-time and in-full) performance through lead-time adjustments, fill rate improvements, and customer advocacy, avoiding $1M+ in fines- Developed and executed seasonal strategies to support load-leveled volume and improve delivery performance- Create and maintain recurring reporting activities to monitor delivery metrics, in-stock positions, and POS trends, enabling data-driven decisions and strong service levels.

Skills

• Supply Chain
• Demand Planning
• Customer Insight
• Consumer Products
• Sales Presentations
• Merchandising
• Motivated Self-Starter
• Pricing
• Supply Chain Management
• Ac Nielsen
• Strong Sense of Urgency
• Competitive Analysis
• Demand Forecasting
• Sales
• Forecasting
• Access
• Retail
• Co-Ops
• Npd
• Power User of Retail Link
• Profit
• Sales Operations
• Pricing Strategy
• Customer Service
• Online Supplier Agreement
• Product Development
• Analysis
• Sales Management
• Cross-Functional Team Leadership
• Cpfr
• Microsoft Excel
• Team Leadership
• Exceptional Written and Verbal Communication
• Management
• Inventory Management
• Customer Oriented
• Close Attention to Detail