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Terry Splane

Professional Summary



Professional Overview


Terry Splane is an accomplished marketing executive with over 20 years of experience driving strategic brand growth, innovative marketing campaigns, and revenue expansion across the food and beverage industry. As the Vice President of Marketing at the California Avocado Commission, she leverages her extensive expertise to spearhead impactful marketing initiatives that elevate the visibility and demand for California-grown avocados. With additional roles at Impossible Foods, Ventura Foods, McCormick and Company, and The Chinet Company, Splane has demonstrated a proven track record of delivering transformative results for leading consumer brands.

Experience Summary



Current Role


As the Vice President of Marketing at the California Avocado Commission, Splane is responsible for developing and executing comprehensive marketing strategies that promote the unique qualities and year-round availability of California-grown avocados. She leads a team of marketing professionals to create impactful campaigns, foster strong retailer and foodservice partnerships, and cultivate consumer demand through integrated digital, social, and traditional media channels. Under her leadership, the Commission has achieved significant increases in brand awareness, market share, and sales revenue.

Career Progression


Throughout her career, Splane has held increasingly senior marketing roles, showcasing her ability to drive growth and innovation for leading consumer brands. As the Channel Marketing Manager at Impossible Foods, she spearheaded the launch and expansion of the brand's retail and foodservice distribution, contributing to its rapid market penetration. Prior to that, she served as the VP of Marketing at Ventura Foods, where she led the company's brand portfolio transformation and drove double-digit revenue growth. Splane's earlier experience includes marketing leadership positions at McCormick and Company and The Chinet Company, where she demonstrated her expertise in brand development, go-to-market strategy, and marketing campaign execution.

Academic Background


Splane holds a Bachelor of Science degree in Marketing from the University of Southern California, where she graduated cum laude. She is known for her strategic thinking, data-driven decision-making, and her ability to translate consumer insights into impactful marketing initiatives.

Areas of Expertise


  • Brand strategy and positioning

  • Integrated marketing campaign development and implementation

  • Digital and social media marketing

  • Retail and foodservice channel marketing

  • New product launch and commercialization

  • Consumer insights and market research

  • Cross-functional team leadership and collaboration


Professional Impact


Throughout her career, Splane has consistently driven significant, measurable results for the brands she has represented. At the California Avocado Commission, she has spearheaded award-winning marketing campaigns that have increased brand awareness by 25% and contributed to a 15% rise in avocado sales. At Impossible Foods, she played a pivotal role in the brand's rapid retail expansion, securing distribution in over 10,000 stores nationwide. Splane's marketing leadership and innovation have been recognized through numerous industry awards and accolades.

Conclusion


With her extensive experience, strategic acumen, and proven track record of driving growth and innovation, Terry Splane is a highly respected marketing executive poised to continue making a significant impact within the food and beverage industry. In her current role at the California Avocado Commission, she is dedicated to elevating the visibility and demand for California-grown avocados, leveraging her expertise to deliver transformative results for the brand and its stakeholders.