How do you sustain sales and profitability for a national business consisting of 250+ products during an industry downturn and competitor expansions? My answer was to bring loyalty marketing to our broker/distributor network. Having just worked on the pioneer brand loyalty AAvantage program at American Airlines, I used a similar approach to establish the Pillsbury brand identity and incent our broker network to create a preference for Pillsbury bakery products. Bolstering repeat sales buffered the bakery division from losses and maintained profitability during the previous economic recession.
Pillsbury
Fortune 100 Co., now owned by General Mills
Positions: Product and Marketing Manager
Business: bakery products

GALLERY

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