Wegmans Operational
Achievements...
Long
Range Planning: Developed detailed "go-to-market" advertising plan
based on active participation in corporate long-range planning activities.
Multi-tiered plan consolidated the marketing plans of many specific
merchandising departments and programs. Specific themes were planned and
developed, which drove creative and media choices. Diaries of promotions
were maintained for future use.
Benefits:
Advertising creation and execution worked seamlessly and efficiently, continuously
achieving the results intended. New programs were able to be developed
quickly, and outdated programs discarded. Department managers and staff
were able to plan and execute their own work effectively. Turn-around
times for developing multiple projects was kept down. Expenses were easily
managed.
Financial Management: Planned and managed a budget in excess of $27
million (media and production). Developed vendor-funding programs to offset expenses by $9 million.
Established
strict budget-forecast-reconciliation process tied in with advertising
plan. Department managers were accountable for contributing to planning
and managing the budget in
their particular areas of responsibility. Measured advertising expenses vs. sales
and analyzed costs as a percentage of sales.
Benefits: Financial performance was excellent, often achieving little overall variance
despite unexpected situations. Potentially frivolous or outdated programs were
eliminated. Advertising costs and a percentage of sales decreased due to
strict planning and expense monitoring.
Development
of In-House Services: Developed and directed Wegmans' multi-discipline, in-house teams of 70+
advertising and creative services specialists. Managed a variety of teams
including print production, in-store communications (print & display sign
shops), creative design and graphic services, special target advertising media
(customer specific marketing), special event coordination and ad agency liaison,
and department administration support groups.
Benefits:
Reduced/eliminated specialized service outsourcing, cut costs, improved
productivity, and improved quality.
Ad Agency Management: Effectively integrated and managed the services of ad
agencies and other third-party vendor resources. Required ad agency support
staff to work on-premise.
Worked hands-on with such ad agency activities as planning, creative development, shoots,
and edits.
Benefits:
Kept specialized service outsourcing down, improved productivity, and improved quality.
Work
Process Improvement: Inspired
and continuously applied new work process methodologies. Incorporated
automated technology, and networking and database access systems, linked between
departments.
Benefits:
Advertising information collection, organization, and management became more
efficient. Continuously reduced
expenses while improving creativity and productivity. Accuracy
increased, reducing costly expenses due to errors. Morale improved.
Operational costs were controlled despite company growth due to expansion.
Workplace
Technology Improvement: Pro-actively investigated and applied new technology
solutions to enable more efficient, effective work including typesetting systems,
design systems, networked personal computers, printer/duplicators, laser
printers, automated sign creation tools, and more.
Benefits:
Productivity continuously improved. Significant financial savings were
realized, which in some cases had a positive impact on other corporate
operations and store level activities. Financial paybacks for investments
ranged from under two years to only six months. Production and accuracy
increased. Expenses for outsourced services decreased.
