Lindsay Bergeron
CATEGORY MANAGEMENT LEADER | DATA-DRIVEN GROWTH EXPERT | HIGH-PERFORMING TEAM BUILDER
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Norfolk, MA 02056
PROFESSIONAL SUMMARY
Results-driven consumer packaged goods leader with extensive expertise in sales, analytics, category management, and
shopper marketing. Proven ability to deliver top- and bottom-line growth through strategic thinking, collaboration, and
innovative problem-solving. Adept at building strong customer relationships, leading high-performing teams, and
leveraging insights to drive business opportunities. Skilled in utilizing data analytics tools and loyalty card insights to
inform strategy, with a consistent track record of exceeding performance targets and implementing scalable growth
initiatives.
SKILLS
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Strategic Leadership
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People Management
Data-driven decision making
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Relationship building
Cross-functional engagement & alignment
Strong analytical interpretation and problem solving
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Operational Excellence
Customer Insights Analysis
Results oriented
EXPERIENCE
HEAD OF CATEGORY MANAGEMENT & STRATEGIC CAPABILITIES
Unilever, May 2023-Present
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Led the Grocery, Drug, Value and Club channels which accounts for $5.3B in turnover
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Managed 7 direct reports and 100+ employee team
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Step changed the internal shelf review process to align with sales negotiations. Results include an incremental
$100M dollar business opportunity
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Rolled out function wide upskill training program that identified individual opportunity areas which supported
personalized learning plans
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Led multiple gap closing initiatives throughout the year that identified over $17M in-year opportunities
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Co-led a company wide scorecard initiative that aggregated data across syndicated data sources and internal KPI's
to align and track against targets
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SALES TEAM LEADER
Unilever, July 2020-May 2023
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Led the Publix sales team with full account P&L responsibility for a $400M portfolio across 8 categories
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Managed the sales team in development and implementation of effective sales merchandising plan, utilizing
customer market data and shopper data to achieve volume, distribution and supply chain goals
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Partnered with Supply Chain team to prioritize Publix promotional orders in order to mitigate ad cancellations
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Strong insights sales skills leading to testing new promotional strategies, landing mid-year distribution gains and
partnering with Publix on new endcap programs based on the rapid change in shopper behavior
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Unlocked many pain points such as low sell through on displays, pivoting promo and price strategies and low
dispatch rates through cross-function ways of working
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Meets growth targets – sets expectations, monitors progress and adjusts to ensure success
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Provides leadership and coaching support to direct sales team, a mentor to many other employees
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Developed and implemented effective sales strategies to increase customer satisfaction, retention and loyalty.
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CATEGORY MANAGEMENT TEAM LEAD, DRUG CHANNEL
Unilever, January 2016-July 2020
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Managed & grew a $500M dollar Health & Beauty business which includes CVS, Walgreens, Rite Aid & Ulta
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Led the creation and development of shareable shopper-centric insights leveraging a variety of loyalty databases,
third parties, and other research projects
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Led strategic growth initiatives for the company in collaboration with Sr. Director of Category Management such as
Store clustering, Men's, Naturals and eCatman
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Partnered with the Sales and Marketing teams in order to increase shopper advocacy by identifying insights to help
achieve growth targets
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Developed strong working relationships with internal and external stakeholders to influence decision making
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Worked hand in hand with sales through rigorous JBP negotiations to understand what is right for the shopper and
to manage the conversation with insights to ultimately lead to a more strategic agreement
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Led the development of Category Management into the ecommerce space. Worked with the Partnering Group to
develop the eCatman strategy and then land this strategy with our retailers
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CUSTOMER BUSINESS MANAGER, CVS DEODORANT
Unilever, January 2015-January 2016
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Led and grew a $80M dollar Deodorant business at CVS
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Deliver joint business planning across 2 categories
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Influenced Unilever internal brand and strategy teams to execute a flawless CVS strategy
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Full P&L accountability and delivered against key business metrics annually including POS, Share and Profit growth
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Assist in building 360-degree shopper marketing programs to engage shoppers across categories and across our
portfolio
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Landed a Deodorant DSD test on top 5 items to prove out that phantom inventory is a big issue although OSA data
was showing no issue with inventory
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Continue to leverage CVS loyalty card data to target shoppers to entice repeat, drive conversion and build the
basket
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CATEGORY INSIGHTS MANAGER, CVS HAIR
Unilever, July 2011-January 2015
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Delivered impartial and objective Total Category solutions for CVS by providing differentiated, timely, relevant, and
actionable insights
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Used Nielsen, POS and ExtraCare to develop and inspire on building effective Category growth recommendations
focused on the customer's needs and strategic priorities
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Provided thought leadership on category trends, retail environment and growth initiatives while incorporating
these findings into Joint Business Plan discussions with focus on Space allocation, shelving, pricing, assortment and
merchandising
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Collaborated with Shopper Insights and applied the learnings to identify customer & sales growth opportunities
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Utilized Category Management tools such as Unimix, TABs, Tableau, Spectra, Promo Evals, IRI, Nielsen, Loyalty Card,
etc to develop best-in-class Category Management recommendations
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Provided decision support for Unilever's CVS Shopper Marketing team by leveraging ExtaCare shopper insights
knowledge to deliver robust & effective shopper marketing programs such as OAR's, Trigger Offers, continuity
programs.
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EDUCATION
MASTERS IN BUSINESS ADMINISTRATION, Boston, MA
Northeastern University, May 2016
BACHELORS IN BUSINESS ADMINISTRATION, Framingham, MA
Framingham State University, May 2008
TOOLS
• Syndicated Data: IRI/Circana, Nielsen
• Panel Data: NielsenIQ, Circana & Numerator
• Extensive knowledge in Loyalty Card data
• Customer POS data systems
• Pricing, promotion and assortment optimization software
• PowerBi
• Proficient in PowerPoint & Excel
