I wasn’t expecting to take over a $30MM brand and immediately shift the business into a more streamlined, consumer-focused strategy. But, that is what I faced when I took over leadership of the Supreme Source brand.
The business was suffering from weak margins, bloated trade spending and category messaging that wasn’t resonating with consumers. I sharpened my pencil and took the brand through a deep financial analysis uncovering areas of the business needing improvement and some TLC. Margins improved several hundred basis points – some of which hit the bottom line and some of which I invested back into the business. My investment was used to amplify a differentiated organic ingredient placed in the brand’s product that allowed us to create new messaging that resonated with consumers and retailers.
P.S. This shift brought increased sales velocity with existing retailers and created momentum used to build new distribution with much larger retailers increasing sales volume by double digits.