Kevin Kebea

Experience

• 

  Samuels and Son Seafood Co., Inc

  Jan 1998 - Jan 2004

  Fishmonger
• 

  Sunoco LP

  Feb 2004 - May 2016

  Oversaw the development, marketing, and execution of all dispensed beverage strategy for coffee, fountain and frozen drink, and craft beer categories for more than 650 APlus convenience store locations nationwide. Managed all aspects of coffee product cycle, which included developing roast specifications, green coffee purchases, roasting partner management, quality control and sensory analysis.Utilized both industry and competitor trends to analyze sales and purchase data, and established benchmarks for making key category decisions. Led project plan cycle to ensure the completion of strategic category initiatives.Analyzed the effectiveness of promotional activity and item assortments. Connected with vendors on a monthly basis to review performance and plan future product advertisements in order to drive revenue and profit margin improvement. Collaborated with the roll out team to ensure alignment on innovation strategies and launches. Led changes to packaging and package graphics, and assist with the establishment/execution of arrangements to support business growth. Show less Managed merchandise support and centralized pricebook activity. Collaborated with senior leadership, tracking support metrics and extracting key insights from data analysis to optimize broader strategy around merchandise support.Oversaw all merchandising activity involving store resets and new construction, and managed the implementation of pricebook and merchandising for new acquisition sites in New York, central Pennsylvania and Ohio turnpike locations. Developed and executed advertising/promotional programs that were designed for growth. Co-managed the planogramming processes for the packaged beer categories and served as interim category manager for the tobacco categories. Supervised a staff of 10 team members consisting of pricebook administrators, associates and co-op students. Worked with category management as well as other cross-functional teams to implement pricing and promotional strategies. Offered direction and support to the team to ensure goals were met. Monitored and assessed individual work, and improved performance through coaching, as well as completing appraisals and taking corrective action when necessary. Show less Determined category review goals and objectives. Conducted standard and ad hoc analysis to identify Key Performance Indicators (KPIs), and used consumer research to develop plans/strategies for improving category performance.Negotiated and executed promotional activity for beverage products. Analyzed monthly purchase data to efficiently collect manufacture rebates and additional funding that was negotiated through vendor agreements. Implemented all corporate marketing plans and branding strategies to influence consumer purchasing habits. Championed floor sets by positioning all packaged beverage products and visual displays to optimize the flow of goods.Developed space allocation and category strategies in order to maximize sales and profitability based on store demographics. Worked with space planning and category partners to incorporate logistics data into location space utilization. Show less Managed the database maintenance of the pricebook system for Sunoco APlus convenience stores. Assisted with profitability analysis, executed weekly audits, and processed cost exception reports to ensure proper billing from suppliers.Aided in the planning and analysis of promotional activity, with an emphasis on the tobacco and dairy categories. Reviewed purchase and sales data monthly to identify slow moving items for efficient SKU rationalization. Communicated with category managers, accounting/system staff, and company operated field and store staff regarding pricebook activities. Report on category KPIs, tracking consumption, penetration and market share.Served as the liaison between Sunoco and software providers for all pricebook related issues/software upgrades. Streamlined pricing information and product flow through subscription-based electronic commerce and software solutions. Show less

  • Senior Category Manager of Dispensed Beverages

    May 2012 - May 2016

  • Merchandising Support Manager

    Jul 2010 - May 2012

  • Contracts Administration Supervisor

    Jul 2009 - Jul 2010

  • Senior Category Associate of Packaged Beverages

    May 2006 - Jun 2009

  • Pricebook Analyst

    Feb 2004 - Apr 2006
• 

  Aramark

  May 2016 - now

  Led strategic development of products and menu management, leveraging consumer and culinary insights for base business and brand enablement to drive quality, innovation, and profitability.Synthesized consumer and culinary insights to set marketing and promotional strategy.Delivered product offerings that aligned to consumer need, quality standards and met cost/productivity objectives of the organization. Developed content and materials for field trainings related to menu category management. This included cost/margin models, deployment playbooks, culinary tools, and related job aids. Managed strategic relationships with key suppliers, consultants, and institutions. Led a cross-functional team including Sales, Global Operations, Global Supply Chain, Safety & Risk Control, and IT to ensure seamless delivery of menus and products. Show less Oversaw the development, marketing, and execution of all category strategy for snack and beverage within the Aramark retail enterprise comprised of 4,000+ locations nationwide.Led product selection across multiple lines of business and consumer segmentations, with a focus on developing, testing, and maintaining the new product innovation pipeline.Provided expert guidance on proper equipment selection and optimization for all dispensed beverage platforms. Developed standards and operational best practices for merchandising, driving efficiency and incremental sales within Aramark retail environments. Served as the marketing liaison for retail automation development and business intelligence analytics. Designed and dictated the parameters for the analytic tools used within the category. Created innovative sales and training materials for all snack and beverage programming to support new business and retention efforts. Served as the marketing lead on the executive leadership beverage taskforce. Show less

  • Sr. Director of Menu Enablement and Strategy

    Jul 2023 - now

  • Director of Product Development & Menu Innovation - College & University Residential Dining

    Jun 2021 - Jul 2023

  • Director of Product Development and Menu Innovation - Retail Channel

    Mar 2019 - Jun 2021

  • Director of Category Management, Retail Merchandise

    May 2016 - Mar 2019