Alan Tseng

Director of Shopper Marketing

Professional Overview
Alan Tseng is an accomplished marketing executive with over a decade of experience driving shopper marketing, trade marketing, and sales operations strategies for leading consumer brands. As the Director of Shopper Marketing at Liquid Death Mountain Water, he leverages his deep expertise in retail channel management, category development, and trade marketing to elevate the brand's in-store presence and drive measurable sales growth.

Experience Summary

Current Role
As the Director of Shopper Marketing at Liquid Death Mountain Water, Alan is responsible for developing and executing the brand's shopper marketing strategy across key retail channels. He collaborates closely with sales and marketing teams to identify high-impact shopper marketing opportunities, create engaging in-store experiences, and optimize promotional campaigns to drive increased brand awareness and purchase conversion. Under his leadership, Liquid Death has seen a 25% year-over-year increase in retail velocity and a 15% lift in category market share.

Career Progression
Prior to joining Liquid Death, Alan held senior marketing roles at prominent food and beverage brands, including Beyond Meat, Halo Top Creamery, and Nestlé USA. As the Retail Marketing Director at Beyond Meat, he spearheaded the brand's successful entry into mainstream grocery channels, securing high-visibility in-store placements and developing impactful shopper marketing programs that contributed to a 40% increase in distribution. At Halo Top Creamery, Alan's strategic leadership as the Director of Trade and Shopper Marketing was instrumental in the brand's rapid growth, helping to establish it as a category leader. Earlier in his career, Alan honed his expertise in sales operations and category management while working at Nissin Foods and Nestlé USA.

Academic Background
Alan holds a Bachelor of Science degree in Marketing from the University of Southern California, where he graduated with honors. During his time at USC, he was actively involved in the school's entrepreneurship and innovation programs, showcasing his passion for driving business growth through strategic marketing and customer-centric initiatives.

Areas of Expertise

• Shopper marketing strategy and execution

• Retail channel management and category development

• Trade marketing program design and optimization

• Sales operations and demand planning

• Consumer insights and data-driven decision making

• Cross-functional collaboration and team leadership

Professional Impact
Throughout his career, Alan has consistently demonstrated his ability to drive measurable business impact through innovative shopper marketing programs and strategic retail partnerships. He has been recognized for his industry contributions, including being named a "Top 40 Under 40" marketer by Foodbev Media and serving as a guest speaker at industry conferences on the topic of omnichannel shopper marketing.

Conclusion
With his proven track record of success, Alan Tseng is a strategic marketing leader who excels at elevating brand visibility, driving sales, and delivering exceptional in-store experiences for consumers. As the Director of Shopper Marketing at Liquid Death Mountain Water, he is poised to continue his trajectory of driving exceptional growth and cementing the brand's position as a disruptive force in the beverage industry.