Shellie Kramer
B2B Marketing
Here’s how I help ingredient companies compete and thrive in today’s market.
Leading rebranding and brand positioning projects for ingredient companies to sharpen market presence and drive growth.
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Developing and executing integrated marketing strategies that align with sales goals and expand market share.
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Launching new ingredient products and managing go-to-market plans from concept to commercialization.
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Planning and executing stakeholder events and large-scale tradeshows to build relationships and generate leads.
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Creating thought leadership content and demand generation campaigns that strengthen customer engagement.
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Building and managing cross-functional teams and vendor partnerships to deliver impactful marketing programs on time and on budget.
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Connecting marketing and business development efforts to open new markets and grow customer bases in highly competitive spaces.
Experience
Nufarm December 2022 - April 2025
Global Marketing Director
Strategic member of global Nufarm bioenergy team focused on B2B stakeholder strategy and engagement, business development, global marketing and value creation within the bioenergy sector.
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Responsibilities
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Develop and lead downstream stakeholder mapping, marketing and engagement strategy designed to pull through premium value for Carinata oil in collaboration with business partner bp, measuring against KPIs.
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Develop thought leadership position through PR, social, and sales tools, heavily focused on content marketing.
Key Achievements
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Organized and lead stakeholder engagement which targeted executives from select airlines, energy companies, agricultural companies, NGOs, and government agencies, enabling discussions with key target customers. These efforts resulted in collaboration and high premium purchase agreements.
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Developed mining segment strategy that identified key opportunities, positioning, value proposition, and approach for Carinata growth, enabling collaborative conversations with key mining companies. This initiative resulted in long term development discussions with large mining industry company.
FFP March 2019 - November 2022
Senoir Marketing Manager
Key member of the management team responsible for strategic B2B market and business development, brand integrity and communications for growth in natural food and beverage products.
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Responsibilities
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Developed marketing and sales enablement strategy for FFP Taste business unit focused on beverage applications, marketing tea, coffee and juice concentrates, flavors and functional ingredients.
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Customer-facing marketing role which included market analysis and research, SWOT and value proposition development, identifying target customers and aligning supporting value proposition and sales tools, tradeshows, and advertising.
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Worked with cross-functional teams including R&D and innovation to drive business cases for innovation pipeline and support customer strategies.
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Built and executed campaigns designed to drive growth in select markets and launch new products.
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Managed external agencies, vendors and budget.
Key Achievements
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Developed and executed category focused strategy in RTD and functional beverages, driving over $40 Million to opportunity pipeline.
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Built new CRM platform which allows for accurate opportunity and gap analysis, reporting and sales accountability.
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Developed virtual demo kit program designed to progress early pipeline opportunities with 80% effective rate.
Bunge Loders Croklaan April 2014 - January 2019
Marketing Manager & Sustainability Lead
Key member of the global marketing and sustainability leadership teams, responsible for the brand and image of Bunge Loders Croklaan in the B2B food industry in North America marketing fats and oils.
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Responsibilities
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Develop and manage marketing team, strategy, KPIs and budget. Work includes market analysis and research, competitive evaluation, SWOT and value proposition development, target customer lists and supporting sales tools and tradeshows.
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Business lead for innovation pipeline, working closely with R&D, finance, and operations.
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Responsible for sustainability messaging and positioning in North America. Scope included NGOs, stakeholder and customer engagement as well as completion of ESG type audits and development of tools and tactics to support objectives.
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Build and execute campaigns designed to drive growth in select markets and launch new products.
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Lead generation and prospect management through CRM and direct marketing tactics.
Key Achievements
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Successfully managed messaging and customer relationships through sustainability crisis, the suspension of Loders Croklaan from the RSPO (Roundtable on Sustainable Palm Oil), resulting in minimal long term business loss.
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Led region through two successful global rebranding initiatives to support acquisitions. Projects completed on-time and on-budget.
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Led marketing launch of several new products resulting in over 60 new projects, 10 new customers and over 40 Million lbs. of new business.
Roha August 2012 - April 2014
Marketing Manager
Traditional marketing and communications in a B2B color business focused on food and beverage and pet food.
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Responsibilities
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Managed marketing team responsible for creating campaigns designed to identify new customers and close new business.
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Responsible for brand image, media and PR management.
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Built SWOT analysis as framework for annual marketing and communications strategies. Manage marketing budget, agencies and vendors.
Key Achievements
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Created a color 101 program, ColorED, designed to provide value to Roha’s customers through education of color in food and beverages. Class resulted in 85% close rate of open projects.
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Led cross-functional teams to develop value propositions supported by white papers, educational webinars and face-to-face presentations which resulted in over 30% increase in customer projects vs. prior year.
Dupont Nutrition & Health March 2007 - April 2010
Marketing Communications Manager
Traditional marketing a communications in a B2B protein and fiber business focused on food, beverage.
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Responsibilities
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Conducted business analysis, evaluated market insights and competitive intelligence to develop marketing and communications strategies.
Key Achievements
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Built communications strategy targeting the sports nutrition segment to positively influence the perception of soy protein. Used education of scientific data as a basis for messaging and media tactics, resulting in improvement from 16% to 30% positive perspective.
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Repositioned brand at largest annual tradeshow by conveying a fresh image through creative execution and targeted messages more relevant to customer segments and consumer trends. Effort resulted in 500% increase in booth traffic and 230% increase in publicity.
Education
Bachelors Degree
Southwest Missouri University | Specialization: Graphic Design
AMA - American Management Association:
Developing Executive Leadership
Collaborative Leadership
Situational Leadership II
Marketing Skills
& Expertise
- Adobe Creative Suite, Power Point, Word, Excel, Microsoft Dynamics CRM. Also working ability with Salesforce.com, ACT CRM, iMovie, Adobe Premiere, Pro, WordPress