Professional Summary
Professional Overview
Michelle Potter is an accomplished consumer insights and category management executive with over 8 years of experience in the fast-moving consumer goods (FMCG) industry. As the Vice President of Category & Consumer Insights at Once Upon A Farm, she is responsible for driving strategic category development and leveraging consumer data to inform business and marketing decisions.
Experience Summary
Current Role
In her current role as Vice President of Category & Consumer Insights at Once Upon A Farm, Michelle oversees the company's category strategy, consumer research, and insights generation. She is instrumental in identifying new growth opportunities, optimizing product assortment, and enhancing the customer experience. Under her leadership, the category and insights team has delivered significant revenue growth and improved market share for the company's portfolio of natural and organic snacks and beverages.
Career Progression
Prior to her current role, Michelle held several progressive positions at Once Upon A Farm, including Senior Director of Category & Business Development and Director of Business & Category Development. In these roles, she successfully led cross-functional initiatives to expand the company's retail presence, enhance brand positioning, and drive category innovation. Earlier in her career, Michelle held roles in national account management and business development at General Mills, where she honed her skills in customer relationship management, category analytics, and strategic planning.
Academic Background
Michelle holds a Bachelor of Science degree in Business Administration from the University of Pennsylvania, where she graduated with honors.
Areas of Expertise
- Category management and optimization
- Consumer insights and market research
- Strategic business planning and development
- Retail customer relationship management
- Cross-functional team leadership and collaboration
Professional Impact
Under Michelle's leadership, Once Upon A Farm has experienced significant category growth, with the company's products achieving a 25% increase in retail distribution and a 35% lift in year-over-year sales. She has also spearheaded the development of innovative consumer insights platforms, enabling the organization to better understand its target audience and adapt its marketing and product strategies accordingly.
Conclusion
With her impressive track record of driving business results and her deep expertise in consumer insights and category management, Michelle is poised to continue making a meaningful impact within the FMCG industry. Her strategic vision, collaborative leadership, and data-driven approach make her a valuable asset to Once Upon A Farm as the company continues to expand its reach and solidify its position as a leader in the natural and organic snack and beverage categories.
