Michelle Walters

Proven track record in crafting data-informed sales strategies and optimizing

revenue performance. Over 15 years of experience in analysis and strategic planning.

My expertise lies in harnessing market insights to propel organizations towards

revenue growth and a dominant market positioning.

I lead from the front, and fully engage with my team to develop them and set them

up for success with clear KPIs and support. I’m passionate about developing talent—

mentoring individuals, identifying growth opportunities, and helping people reach

their full potential.

I deliver short-term and long-term strategic recommendations to senior leadership

derived from in-depth sales performance reviews and research. This has led to

consistent increases in productivity, share growth, strong innovation and successful

ventures into new business opportunities.

I use analytics to evaluate strengths and opportunities based on market performance and consumer research. My CPG experience spans a variety  of industries including luxury eyewear, food & beverage and baby. I present solutions to executive teams and manage projects to execute the action plans.

MBA in Strategic Management from Pace University

Work experience 

Mayborn Group 2019-present

Head of Category Strategy | June 2023 - Present

 Create 5-year regional category strategy plans and sales projections

 Identify industry and consumer trends, and commend innovation opportunities

using market research, proprietary panels, sales and shopper data

 Devise long-term development plans for product categories and specific ranges

and franchises to drive trial and increase shopper lifetime value, which led to a

34% market share increase over 2 years

 Align assortment plans to execute Brand and Supply Chain objectives to increase

brand productivity instore by 8% in 2024 and rationalize SKU ranges

Senior Manager - Analytics | December 2020-June 2023

 Oversaw the design & implementation of reporting tools for cross-functional

business needs

 Managed team of analyts to deliver periodic reporting needs and ad hoc analyses

for various arms of the business regionally and at headauarters

 Set cost ceilings on innovation and monitor brand pricing in market to support

conversion at instore and digital shelves

 Reviewed ROI for high-trade retailer partnerships and recommended optimal

trade support to manage incremental revenue and business relationships

Trade Marketing & Analytics Manager | June 2019-November 2020

 Built price increase plans across North America assortment to manage cost

changes, leading to increased sales despite shopper price sensitivity and

economic challenges

 Created selling decks and prepared sales team for line review customer meetings

 Developed go-to-market and 4P strategies for mass, digital and specialty

channels at retailer level

 Develop exit strategies for unsuccessful productsM W W O R K E X P E RI E N C E DANONE | White Plains, NY

( c o nt i nue d )

I N T E RE S T S

 Community

Outreach/Volunteering

 Painting

 Travel

Category Manager| August 2017-June 2019

 Developed growth strategies with retail partners based on industry trends