I am a Blue Chip CPG/Nutrition Marketing leader architecting winning brand strategies by exploiting market trends and unique opportunities to fuel revenue and profit growth. Working with premium brands including Bacardi, Allied Domecq, Conagra, Oil of Olay, Nature Made, Shaklee, Schiff, Sensa, Olly PBC and NRG Innovations. I launched 14 products, owned $200M P&L, managed $30M in marketing spend, and drove $400M in incremental sales. A sampling of my career highlights: -> Led one of the largest first year launches in vitamin supplement category history, with Energems line voted Best New Product in 2015 by National Association of Chain Drug Stores (NACDS). -> Voted best new product in 2015 by Vitamin Retailer Magazine -> Pioneered the first weight loss gummy in the industry for SENSA. Transformed business model with advanced research and repositioned base business with sales tracked to increase 100%. -> Reinvented Airborne brand as part of executive team, leading to acquisition of Schiff with the highest multiple ever paid for a vitamin nutrition company. -> Revitalized Shaklee championing 5-year innovation/renovation pipeline. Revamped and/or launched 8 new products from concept to market in less than 2 years. -> Propelled Nature Made Food and Drug business +100% with new integrated campaign based on strong IRI B-scans. Catapulted Nature Made CholestOff to 45% segment share with bonus 5% halo lift on Nature Made franchise. Expertise: Strategic Planning * Budgeting/Forecasting * Clinical & Market Research * Management Metrics & KPIs * Qualitative/Quantitative Analysis * Competitive Intelligence * Customer Experience P&L Management * Organizational Development * Innovation Pipeline * Agency Management * Analytics * Team Building * Consumer Insights * Consumer Segmentation * Campaign Development * Digital Strategy * Consumer Promotions * Trade Marketing * Customer Sell-in * Category Management * Channel Marketing

General Manager (VMS Start-up) @ Responsible for managing NRG Innovations profit & loss (P&L), marketing and sales functions as well as the day-to-day operations of the business. In addition responsible for effective planning, delegating, coordinating, staffing, organizing, and decision making to attain desirable profit making results for NRG Innovations. Architected framework to focus brand on new target audience and market. Presented owners with 160-day plan, ultimately meeting all commitments within budget. Head development of future innovation in adjacent categories as well as OD design and implementation for organization. Control marketing spend. -> Energems line voted Best New Product in 2015 by National Association of Chain Drug Stores (NACDS). -> Best New Product of 2015 by Vitamin Retailer Magazine. -> Conducted several rounds of market research and moved to natural positioning for consumers desiring healthy energy product free from artificial flavors, colors, and preservatives. -> Conceived business plan with retail sales volume based upon Metrix Lab/Top Box volumetric model. Achieved top 20% database norms for purchase intent, uniqueness, and price value with 155 CPI score. -> Stabilized C-Store business while expanding franchise and managing sell-in into FDMCs. Triggered delisting of major competitor and captured 85% of new users in category. From September 2014 to Present (1 year 4 months) Executive Consultant to CEO / President (VMS Start-up) @ Recruited for vitamin and mineral supplement thought leadership to drive initial concept ideation for novel dietary supplement line and guide through launch. Advised on business planning, formulary, market segmentation, VMS space, category development, and retail launch strategy. Set up contract manufacturing qualification/management and claims protocols. Offered VP of Marketing role and invited to serve on advisory board. -> Hired core staff, scientists, and registered dietitian. Worked with team to innovate 18 SKUs and a new line of gummy products. -> Ensured P&L and margin objectives were met. Helped capture 6-month exclusive agreement with leveraging VMS subject matter expertise to present convincing business. From April 2014 to July 2014 (4 months) Vice President of Brand and Sales, SENSA Weight Loss @ Member of leadership team tasked with delivering aggressive growth goals to position company for sale in 18-months. (Retail marketing and sales division closed due to $46M FTC Consent Decree, undisclosed until 11/13). Managed branded retail business, internal sales, and external distributor organization. Coached on value of structured process and ROI planning. Formed new 6-member marketing and sales team including Brand Manager, Sr. Director, and Sales Associates. -> Transformed business model arranging for double blind studies that challenged theory of 6-month effectiveness claims and demonstrated similar results in shorter 1-month system. o Created preliminary formulation ready for market. o Improved repeat business avoiding drop off rate at month 2. o Decreased SKUs from 6 down to 1. -> Relaunched retail business supported by new agency of record, incremental media spend, and enhanced advertising campaign transitioning product from 6-month to 1-month model. -> Created and launched SENSA Advanced in DTC channel in less than 5 months supported with new clinicals. Retail business was projected to grow 100% for 2014. -> Repositioned base business improving CPI score of core franchise from 96 to 130 with purchase interest, relevance, and uniqueness in top 20% of database norms. -> Oversaw development and launch of accompanying product lines with SENSA Coffee and Tea, SENSA Drops, SENSA Bars, and SENSA Gummies—the first weight loss gummy in the industry. From May 2013 to January 2014 (9 months) Senior Director of Brand and Innovation, Airborne @ Recruited to facilitate acquisition and manage Airborne franchise spearheading base business management and innovation pipeline. Transitioned business to headquarters and managed P&L and marketing spend. Led development of “Holes” advertising campaign. Served on leadership council with CEO, CMO, and Sr. VP. Contributed to due diligence process and presented strategic plans to prospective owners. -> Challenged to escalate speed to market and product development through stage gate methodology to expedite product introductions and remove roadblocks to innovation. -> Spurred year-on-year top line growth by piloting development and approval of 2 new line extensions for FDM, including expansion of business model from OTC cough/cold to VMS . -> Respected member of executive team helping to reinvigorate business and attract prospective buyers. Offered position as Global BM of White Space after acquisition. From August 2012 to April 2013 (9 months) San Francisco Bay AreaSenior Global Director, Nutrition/Director of Nutrition @ Led cross-functional strategic plan and directed all brand activities for global Shaklee Nutrition portfolio inclusive of core nutrition, weight loss, and sport nutrition categories representing 80% of global sales. Defined holistic strategic plan outlining creative factors that impacted business. Managed 3 direct reports with matrixed oversight of marketing and creative services teams. -> Built distributor duplication process (nutrition entry path program), achieving a 47% boost in sponsorship with average first order size up 28%. -> Secured 22% rise in Shaklee Vitalizer sales. Orchestrated repositioning via message map design, reformulation, packaging, landing site, collateral materials, and integrated CRM campaign. -> Obtained 17% surge in sales rebranding sports segment. Devised new packaging and negotiated strategic partnership with United States Ski and Snowboard Association. -> Acquired ~ $200M in global sales modernizing protein commodity. Linked disparate ideas to revolutionize product delivery system by replicating components in diets of world’s low obesity populations. From January 2010 to August 2012 (2 years 8 months) Senior Brand Manager (Nature Made & OLAY Vitamins) @ Steered strategic planning and new product development for Nature Made Health Solutions that grew portfolio top line sales 34% and bottom line sales over 40% from 2005 to 2009. Directed campaign development, advertising, and account marketing for $140M portfolio. Headed new product development, customer sell in, and lead generation of a healthcare professional strategy. -> Re-positioned Nature Made SAM-e product line crafting new consumer strategy for natural mood enhancement segment. Accelerated growth gaining 60% boost in baseline consumption. -> Re-launched Nature Made CholestOff—preempting launch of Centrum Cardio—with an integrated marketing plan encompassing advertising, digital, PR, and account specific marketing. -> Delivered 24% market growth in Food and Drug executing long-term vision for Nature Made Triple Flex product line. -> Led new campaign with $6M in consumer support overlaid with innovation, becoming first product to market in joint health segment with strong consumer insight, relevant functional RTB’s, and innovative delivery form. -> Championed product repositioning of company’s first licensed product line, Olay Vitamins, with P&G. Stabilized business with new go-to-market strategy. -> Optimized line to achieved +24% surge on baseline sales, stabilizing business prior to renegotiating 5-year contract and forming business exit strategy. From October 2003 to December 2009 (6 years 3 months) Associate Product Manager Chef Boyardee @ Associate Product Manager – Chef Boyardee From January 2001 to October 2003 (2 years 10 months) Customer Marketing Manager @ From January 1999 to January 2001 (2 years 1 month) Sales and Pricing Research Manager @ From May 1998 to December 1998 (8 months) Business Analyst @ From 1995 to 1998 (3 years)

LDP Program; @ Center for Creative LeadershipLandmark ForumBachelor of Business Administration (B.B.A.), Marketing @ Texas Tech University Kristopher Trust is skilled in: Marketing, Strategy, Consumer Products, Customer Insight, Forecasting, Global Marketing, Market Analysis, Strategic Partnerships, Online Marketing, Segmentation, Market Planning, Product Marketing, Leadership, Direct Marketing, Marketing Communications