Ericka

SALES STRATEGY, PLANNING & ANALYTICS

Lead a high-performing planning team responsible for managing the catalog assortment, promotions, sales performance, analysis, and insights for key accounts, which account for 80% of the Home Entertainment North American digital and physical revenue. Create post-mortem sales tracking reports, measure results against KPIs, and present findings to executive stakeholders. Successfully lead the Fox/Disney data integration project preserving years of historical data. 

• Successfully implemented strategic account-level product resets based on data analysis and achieved a notable 10% increase in net contribution and improved sales performance for two consecutive quarters. 

• Negotiated a remarkable +13% increase in SKU count at Target by developing a compelling value franchise statement, securing incremental share of available space, and driving greater product visibility and sales opportunities.

• Project led the successful Fox/Disney data integration project, collaborating with IT partners to develop and execute a comprehensive integration plan to minimize data discrepancies and ensure accuracy. Maintained data integrity throughout the process enabling uninterrupted operations and business continuity. Drove the implementation of a robust quality control process resulting in a 99% accuracy rate. 

• Implemented an AOP by Client interactive dashboard reporting tool, reducing planning time by 50% and enhancing the digital account planning process.

• Selected as team representative on the inaugural Marketing Innovation Lab, focused on driving teamwork and innovation.

Leveraged data-driven insights and analytical expertise to empower senior management, finance, and brand partners with valuable performance context for digital and physical releases. Developed accurate and reliable first window sales forecasts, decay curves, and analysis for all new releases enabling strategic planning and informed decision-making. Managed the national goals process, optimizing unit placement at retail to achieve the 52-week financial commitment across all new releases. Lead and supervised a three-person sales analysis team providing coaching and oversight.

• Achieved consistent recognition for leadership skills, fostering a collaborative and results-driven work environment within the sales analysis team, resulting in a 20% increase in team productivity. 

• Developed and implemented best practices for sales analysis, resulting in streamlined reporting processes that reduced reporting cycle time by 30% and enhanced efficiency in delivering critical performance data.

• Played a key role in driving the success of major releases, effectively communicated complex data insights to senior management, finance, and brand partners through clear and concise presentations, enabling them to make informed decisions, resulting in a 15% increase in cross-functional collaboration and alignment.

• Demonstrated a track record of accurately forecasting sales with an average variance of less than 5%, providing valuable insights that enabled strategic planning and informed decision-making, leading to a 10% increase in revenue and improved market share.

Developed account specific quarterly forecasts, budget and assortment plans for Disney-branded original video game titles for the Wal-Mart account. 

• Analyzed title performance, market share, and lifecycle trends to identify incremental sales opportunities, leading to a 15% increase in sales for underperforming titles through targeted marketing campaigns and promotional activities.

• Led business reviews with key accounts to discuss new initiatives, growth opportunities, and revenue targets, resulting in the identification of strategic partnerships and cross-promotional opportunities that generated an additional 20% in revenue.

• Set day 1 national goals across all accounts for Epic Mickey and Disney Infinity multiplatform launches, achieving a 30% increase in day 1 sales compared to previous launches and surpassing revenue targets.

• Partnered with senior leadership and external partners successfully launch the Home Entertainment division, generating over $15M in domestic sales.

• Developed and maintained strong direct relationship with Walmart buying team.

• Drove the pitch meeting process for the Wal-Mart account and maintained placement in five consecutive modular resulting in over $3M in retail sales.

• Managed the new release sales planning and forecasting process for the sales division.

• Actively participated in the development of all marketing plans, packaging, retail marketing initiatives and in the creation of all sales materials for the sales team.

• Managed the DVD and VHS categories for Wal-Mart USA account, $142M annually or 30% of MGM’s total revenue.

• Oversaw the management of all other US Mass and Club Accounts; 12 total accounts with 4 direct reports; annual sales volume exceeding $400M.

• Provided sales/market analysis, account plans, demand forecasting, decay curves, allocations, and other support for sales managers, senior management, replenishment and operations

TUSCALOOSA, AL

HONORABLE DISCHARGE

CO-LEADER CADETTES