Lindsay Smith, MBA

About

Global sales and marketing professional with 15+ years of experience driving brand growth and exceeding targets. Proven ability to manage multi-million-dollar campaigns, build high-performing teams, and navigate diverse markets in highly regulated industries (including tobacco, aerospace, and defense). Deep expertise in developing brand strategies, increasing brand awareness, and optimizing omni-channel campaigns across global markets.

Experience

• Global Account Executive · WireMasters2023-07-01 –

  • Manage global customers, primarily in the aerospace, defense, and automotive industries, including Fortune 500 companies, including all aspects of the sales cycle from prospecting and qualification, to closing and relationship management. • Demonstrate adaptability and cultural awareness through clear written and verbal communication and emotional intelligence with key clients across North and South America, Asia, Africa, and Australia.

• Senior Manager Consumer Marketing Brand Development · American Snuff Company, LLC2021-10-01 – 2022-06-01

  • Orchestrated a multi-million-dollar integrated promotion and brand sweepstakes for Grizzly’s ’20 Year Blowout’, boosting national awareness via effective omni-channel marketing strategies. • Pioneered key data for our four-person Traditional Oral Marketing Team’s Operating Plan, involving brands including Grizzly, Kodiak, Cougar, Camel SNUS and Grizzly SNUS. • Spearheaded national packaging initiatives boosting market share and spurring revenue growth. • Supervised digital and print media strategies along with retail POS merchandising initiatives across 100,000 contracted retail locations nationwide. • Drove brand equity evolution and managed Grizzly’s social media increasing followers from ~9k to ~30k on Instagram and Facebook. • Oversaw PR efforts including cause marketing; managed communications about charitable gifts involving organizations like the American Red Cross.

• Senior Brand Manager: Snus · American Snuff Company, LLC2021-04-01 – 2021-09-01

  • Leveraged exceptional management skills to strategically grow the $100 million annual Camel and Grizzly SNUS business in the US significantly boosting profitability. • Successfully maintained a dominant market position with over 72% share for Camel SNUS while pioneering Grizzly SNUS in 3 test market states. • Crafted a national go-to-market strategy for Grizzly SNUS, leveraging consumer insights, data analysis, competitive metrics, supply chain optimization, and budget management. • Collaborated with agency partners to align brand plans; oversaw omni-channel strategies such as website content, direct mail campaigns, print ads, Retail Point of Sale marketing touchpoints, and digital marketing.

• Lead Manager Consumer Marketing: Grizzly · American Snuff Company, LLC2020-08-01 – 2021-03-01

  • Boosted Unique Redeemers of Mobile Coupons by 12%, leading to a 39.5% rise in total redeemers, and a 32.3% increase in gross redemption in 2020 versus 2019 through strategic coupon deployment. • Optimized digital strategies, resulting in a 15% increase in click-to-open rates, 2% rise in open rate, and a 9% growth in unique email openers to audience of over 350,000 adult consumers. • Managed an extensive consumer survey, collecting 14,000+ responses in six weeks. Used this data to boost web content and increase engagement on www.MyGrizzly.com.

• Senior Manager Retail Planning & Shopper Activation · Reynolds American Inc.2019-12-01 – 2020-07-01

  • Scrutinized business prospects, strategizing recommendations for boost Grizzly brand’s digital touchpoints and content. This involved a $2.7M project, saving the brand over $329K. • Collaborated with brand teams, creative agencies, and various departments (legal, public relations, etc.) to build robust plans and tactics that amplify brand resources within regulatory confines.

• Senior Division Manager · Reynolds American Inc.2016-03-01 – 2019-12-01

  • Instituted sales strategy driving Newport, Natural American Spirit, and Grizzly, volume increase of 9.5%, 33.8%, and 7.16% respectively over tenure as Senior Division Manager. • Prioritized profitable and underdeveloped brands, including emerging vaping products, leading to a remarkable 270% growth rate within four months compared to the first half of 2019. • Led a team of 9, expanding business across 1,100+ retail outlets in Tennessee. • Developed training programs and personal development plans, leading to two team promotions. Another member was transferred to the Vapor Channel Sales Force for outstanding performance. • Fostered robust relationships with channel partners through engagement, cooperation, honesty, and transparency. • Utilized metrics to track performance and maintain focus on business growth through key chain partners. • Analyzed business opportunities, created strategic solutions, and drove implementation through team members. • Utilized frequent, open, and honest two-way communication to ensure clarity and team buy-in.

• Lead Manager Coaching & Development · Reynolds American Inc.2016-01-01 – 2016-02-01

  • Guided two division managers and three reports, achieving regional director’s objectives. • Fostered trust and credibility through balanced verbal and written feedback.

• Account Manager · Reynolds American Inc.2011-11-01 – 2015-12-01

  • Directed a $192M annual business, boosting sales across 12 retail and 17 wholesale accounts. • Conceptualized and implemented innovative merchandising strategies for 12 retail chains. • Boosted efficiency during acquisition of Lorillard Tobacco by impacting VP-level decisions with strategic supply chain partnership suggestions. • Regularly conducted account reviews and created joint-goals with category buyers to drive alignment at all levels.

• Territory Manager · Reynolds American Inc.2008-06-01 – 2011-10-01

  • Selected from over 500 Territory Managers in the Northeast Sales Area to represent at the National Association of Convenience Stores trade show in Chicago. • Exceeded targets in sales, development, and strategic marketing program execution. • Fostered outstanding relationships with both new prospects and existing customers.

Education

• Haslam College of Business at the University of TennesseeMaster of Business Administration - MBA
• Babson CollegeBachelor of Science (B.S.), Marketing & Entrepreneurship

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