Hi, I'm Vaelyn — Business Manager & Brand Strategist for rapid growth CPG
Food & Beverage • Beauty & Personal Care
Career Highlights
- ·Negotiated vendor contracts that delivered a 35% YoY category margin increase and 30% increase in vendor-funded marketing spend.
- ·Led sales analysis, GTM strategy, and product innovation for a $200M Starbucks & Nestlé portfolio across 30 e-commerce, retail, food, club, and value channels.
- ·Launched Starbucks Crema Collection (Feb 2025), Starbucks VIA packaging rebrand, & Seattle's Best Coffee 5-year product innovation pipeline and rebrand.
I transform brands.
From category strategy to full-funnel product commercialization. I define, launch, and scale ideas that unlock durable, repeatable revenue.
Work With MeAbout
I Build, Innovate, & Execute — A Holistic Category Approach
Oversaw program management and go-to-market process for a fast-moving, pre-seed startup marketplace, translating brand insights into AI-enabled technical builds, consumer-facing digital UX/UI and internal tools while coordinating cross-functionally across engineering, design, marketing, operations, and sales teams. Defined product roadmap and product plans through iterative build, demo, and feedback cycles, delivering consumer software and LLM platform solutions integrating external data with internal tools and customer-facing marketplace functionality.
- AI & Development: LLMs, RAG, Prompt Engineering, Figma, Shopify, Docker, CI/CD.
- Sales Management & P&L: Executive Presentations, Assortment & Line Reviews, Trade Spend, Cost & Term Negotiation.
- Program Management: Agile / Scrum, Backlog/Sprint Planning, Launch Readiness, Milestone Tracking, Risk Mitigation and Tradeoffs.
- Brand & Product Development: R&D, campaign lifecycle management, Rebranding, Launch.
- Data Tools & Customer Analysis: SQL, POS, Panel, and Syndicated Data (Circana/IRI, Stackline, and PowerBI).
- Inventory Management: demand and supply planning, capacity planning, days of supply, sell-through rate.
Selected Work
Starbucks Crema
Collection
Oversaw cross-functional stakeholder communication for Starbucks Crema Collection - from innovation brief through final shelf placement across eCommerce, Mass Retail, Food, and Club Channels.
$21M
Portfolio
20%
Revenue Beat
Seattle's Best
Coffee
Conducted monthly and weekly executive level business reviews, assortment discussions, and line reviews utilizing data to provide actionable insights, growth opportunities, and monitor merchant supply & demand metrics across eCommerce, Food, Mass Retail, Club, and Value channels.
$130M
Total SBC Portfolio
20+
Channels
5 Year Innovation
Pipeline
Launched Best Coffee packaging rebrand and new products like "lighthouse" and two flavor innovations "Sea Salt Toffee" and "Campfire S'mores." Implemented dashboard which reduced weekly reporting time by 35% and overstock/waste inventory by an average of 8%.
35%
Reduction in Reporting Time
8%
Overstock Reduction
Instant done
right.
Managed Starbucks Premium Instant portfolio of VIA® & Crema® Leading multi-year sales analysis, go-to-market strategy, and packaging rebrand across eCommerce, Food, Mass Retail, Club, and Value channels.
$60M
Starbucks Portfolio
15+
Channels
7+ Years Building Brands
Seattle, WA
Seattle, WA
Seattle, WA
Seattle, WA
Seattle, WA
Seattle, WA