Erick Coronado Dashboard

Project Goals

Project Goals
FOOTBALL (COMMERCIAL)
2025-2026
Q1 Q2 Q3 Q4
Objectives Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 Score
OND CONSUMPTION GROWTH + i3 0

Increase overall OND consumption by 3% EQ lbs as measured by Circana vs PY ( weeks 13-25).

BIG GAME SEASONAL PROGRAM + 40,000 i6,600

Develop a national Big Game seasonal program to reinforce guac occasion. Sell-in and allocate a total of 46.6k EQ bins for the designated retailers based on new merchandising approach.

BIG GAME LB GROWTH PARTICIPATING ACCOUNTS + i3

Achieve an 3.7% EQ lb growth as measured by Circana in participating accounts included in the new merchandising approach. For those accounts who do not participate in Circana results will be provided in unit growth.

FOOTBALL THEMATIC PACKAGING + 2,000,000 2,000,000 2,000,000 2,000,000 i1,500,000

Achieve a 9.5MM bag sell-in of CFP and Big Game bags.

BIG GAME CONSUMPTION GROWTH + i3

Increase overall Big Game consumption by 3% EQ lbs vs PY as measured by Circana.

Project Goals
CINCO (COMMERCIAL)
2025-2026
Q1 Q2 Q3 Q4
Objectives Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 Score
CINCO THEMATIC PACKAGING + 2,000,000 i600,000 0

Achieve a 2.6 MM bag sell-in of Cinco thematic bags.

CINCO SEASONAL PROGRAM + 20,000 i4,100

Develop a national Cinco seasonal program to reinforce guac occasion. Sell in and allocate a total of 24.1K EQ bins for the entire Cinco timeframe for designated retailers with new merchandising approach.

CINCO CONSUMPTION GROWTH + i3

Increase overall Cinco consumption by 3.2% EQ lb as measured by Circana.

Project Goals
COUPON STRATEGY
2025-2026
Q1 Q2 Q3 Q4
Objectives Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 Score
TRADE ACCOUNTS SPECIFIC COUPON REDEMPTION + i16 0

Reach a combined accounts specific redemption rate (Shopper SPAs and/or trade) of 16.5% by end of year.

COUPON TRACKER & REPORTING +

Updated the coupon portal on weekly basis, based on activation updates to reflect the most up to date trade activity in weekly BI report.

TARGETED VS NON TARGETED EFFECTIVENESS + i41

Deploy a coupon plan focused on 41% targeted and 59% non targeted approach excluding the Aisle rebate offers utilized to support the branded bag program.

Project Goals
MERCHANDISING SOLUTIONS
2025-2026
Q1 Q2 Q3 Q4
Objectives Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 Score
CUSTOM DISPLAYS & POS - TIER 1 -2 ACCOUNTS + 0

Develop and test 3 different prototypes in 3 Tier 1-2 accounts (Food Lion, Sprouts and Publix).  To receive full credit the prototype test must be completed by April 2026.

MERCHANDISING COMPLIANCE +

Establish a compliance benchmark for SGK, CFP, Big Game and Cinco as measured by Field Agent audits. Compliance benchmark to be set after the results of the Field Agent audit for SGK program. Established benchmark will set the target for CFP, Big Game and Cinco programming. The objective will be weighted 25% for CFP, 50% for Big Game and 25% for Cinco for achieving the established benchmarks.

PORTABLES & PERMANENT DISPLAYS + 2,000 2,000 2,000 2,000 2,000 2,000 3,000 2,000 2,000 i2,400

Develop a portable merchandising plan and achieve a sell-in of 21.4K EQ equivalized portables in addition to our seasonal bin displays.

Project Goals
H&W (COMMERCIAL)
2025-2026
Q1 Q2 Q3 Q4
Objectives Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 Score
SGK THEMATIC PAKCAGING + 4,000,000 i1,000,000 0

Achieve 5MM bag sell-in of SGK thematic bags.

SUSAN G KOMEN - NATIONAL + 10,000 i5,500

Develop a national Susan G Komen program to reinforce the company wide cause related partnership. Sell in and allocate a total of 15.5k EQ bins for designated retailers with new merchandising approach.

SGK CONSUMPTION GROWTH + i1

Increase overall October consumption by 1.1% EQ lbs vs PY as measured by Circana.

H&W ADA THEMATIC PACKAGING + 1,000,000 i1,000,000

 Achieve 2 MM bag sell-in of ADA thematic bags.

Project Goals
SUMMER
2025-2026
Q1 Q2 Q3 Q4
Objectives Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 Score
WORLD CUP NATIONAL PROGRAM + 2,500 i2,500 0

Develop and execute a national Summer Program connected to World Cup and sell-in 5k EQ Bins with new merchandising approach.

WORLD CUP PACKAGING + 1,000,000 i1,000,000

 Achieve 2MM bag sell-in of World Cup bags.

SPECIAL SUMMER TRADE PLAN JULY-AUGUST 2026 +

Develop a July - August 2026 market and retail specific summer plan and approach by Feb 2026 and implement by June 2026.

Project Goals
HISPANIC (COMMERCIAL)
2025-2026
Q1 Q2 Q3 Q4
Objectives Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 Score
SUPERIOR GROCERS SEPT REACTIVATION + 0

Activate an incentive contest in September for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift for targeted weeks. Provide final recap that includes absolute or percentage volume results compare to previou year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% will be based on meeting the lift.

NORTHGATE SEPT REACTIVATION +

Activate an incentive contest in September for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift for targeted weeks. Provide final recap that includes absolute or percentage volume results compare to previou year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% will be based on meeting the lift.

FOOD 4 LESS SEPT REACTIVATION +

Activate an incentive volume contest in September/October for bulk and/or bags. Prior to program launch, regional director must provide a projected unit or volume lift for targeted weeks. Provide final recap that includes absolute or percentage volume results compare to previous years. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% will be based on meeting the lift.

SMART & FINAL OND +

Activate a loyalty program during OND for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift for targeted weeks. Providea final recap that includes absolute or percentage volume results compare to previou year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% will be based on meeting the lift.

HISPANIC ADA PROGRAM + i3

Develop and sell-in H&W themed shopper marketing program to the top 9 Hispanic accounts. Target a combined  3.3% EQ vs PY in the participating accounts that at measured by Circana.

HISPANIC SHOPPER & TRADE ASSESSMENT FY 27 +

Provide an assessment of the Hispanic retail and shopper landscape leveraging new LEK insights and a recommendation that will drive volume in the accounts where volume must be defended.

HISPANIC SUMMER CONTEST +

Develop and sell-in a volume contest for top Hispanic Market Tier-1 accounts, unit/EQ lift rewarded with World Cup tikets and hospitality package. Accounts must provided PY unit numbers and results, targeting a +20% unit lift growth for (Northgate, Vallarta, Cardenas, El Rancho, El Super, Fiesta, Superior Grocers, Food City, La Michoacana, Food Town TX), weighted 50% for activation sell-in and 50% for unit lift scores.

Project Goals
BASE BUSINESS (COMMERCIAL)
2025-2026
Q1 Q2 Q3 Q4
Objectives Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 Score
GLOBAL SHOW FY 26 + 0

Gain a total of 75 retailer engagements through the Global Show network opportunities (i.e. booth visitations, impromptu meetings, appointments).

DEMAND LANDSCAPE RETAIL ASSESSMENT & ACTIVATION PLAN +

Provide an assessment and activation plan based on biggest retail growth and demand unlocks in FY 27 based on the Demand Landscape Study by Planning Phase 3.

FY 26 CONSUMPTION GROWTH + i3

  Achieve an annual 3% in EQ lbs increase/growth vs PY by June 2026. (based on Circana). 

IN-STORE BRAND RECOGNITION + i13

Achieve greater than a 13% recognition score for in-store ads in the CMT by June 2026.

WORKING VS NON WORKING DOLLARS + i80

 Maintain an 80% working dollar spend in our overall Shoppper/Trade & Foodservice budget 

CATEGORY REVIEWS + 3 4 3 3 2 3 2 2 2 i2

In collaboration with R&A, develop 26 account specific category reviews. To achieve the objective, feedback must be provided to the R&A team on the preliminary version of the category review to help build the story, a trade plan will be incorporated (if pertinent) and a meeting date must be secured and shared with the R&A team at least 2 weeks prior to the review.

Project Goals
ACCOUNT DEVELOPMENT
2025-2026
Q1 Q2 Q3 Q4
Objectives Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 Score
SPROUTS SEPT REACTIVATION + 0

Activate a digital coupon offer during September for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift target for targeted weeks. Provide a final recap that includes absolute or percentage volume results compared to last year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

SAVEMART SEPT REACTIVATION +

Activate a digital coupon offer during September for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift target for targeted weeks. Provide a final recap that includes absolute or percentage volume results compared to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

BASHAS SEPT REACTIVATION +

Activate a loyalty program in September for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift for targeted weeks. Provide final recap that includes absolute or percentage volume results compare to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% will be based on meeting the lift.

RALEY'S OND +

Activate a loyalty program in OND for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift for targeted weeks. Provide final recap that includes absolute or percentage volume results compare to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% will be based on meeting the lift.

RALPHS OND +

Activate an incentive volume contest during OND for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift for targeted weeks. Provide final recap that includes absolute or percentage volume results compare to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% will be based on meeting the lift.

FY26 SPROUTS CONSUMPTION GROWTH + i3

Achieve a +3% EQ lift for FY26 at Sprouts based on R&A consumption projection using account data and Cirnana market projection (can be modifed by end of Sep 2025), from 7/1/25 to latest wk available in Circana by 6/30/26.

FY26 FOOD 4 LESS CONSUMPTION GROWTH + i1

Achieve a +1% EQ lift for FY26 at Food 4 Less, from 7/1/25 to latest wk available in Circana by 6/30/26.

FY26 SMART & FINAL CONSUMPTION GROWTH + i1

Achieve a +1% EQ lift for FY26 at Smart & Final, from 7/1/25 to latest wk available in Circana by 6/30/26.

BHAG Goals