Janet Sparkman
President, Sparkman and Associates
Minneapolis (55447) United States (Minnesota)
Professional Status
Employed
Available
About Me
My leadership roles have spanned CMO, merchandising, general management, sales, business strategy and global customer strategy in retail, hospitality and marketing services.
I have successfully led multi-billion dollar operating divisions, grew market share in a highly competitive industry for the first time in ten years, held transformation positions at both Carlson and Supervalu and turned around a marketing services company for the first time in its’ history.
BUT it’s my energy and ability to lead a team to deliver outstanding results that is the hallmark of my career. I can recruit, grow and retain some of the best talent on the planet.
I am a natural born integrator who has successfully led through acquisitions, strategy changes, turnarounds, transformations, downsizing, integrations and intense competition in fast paced, ever-changing businesses.
I’ve been described as a visionary with a powerful ability to bring ideas to life…And I do it by having a laser focus on the customer, leveraging talent, assets and partnerships, and inspiring the team to make it happen. I bring a rare combination of corporate sophistication, common sense and innovation to every position I lead.
Currently, I am consulting with several companies providing business and customer strategy, executive coaching and marketing solutions. I am open to a President of a marketing services company, a general manager of a division or a senior level marketing role.
In my next leadership role, I’m eager to leverage my broad base of experience in growing and turning around a company that needs a stronger focus on their customers - and one that values data and insights as a way to drive smarter business decisions and competitive advantage.
Contact me at: janetsparkman@comcast.net
I have successfully led multi-billion dollar operating divisions, grew market share in a highly competitive industry for the first time in ten years, held transformation positions at both Carlson and Supervalu and turned around a marketing services company for the first time in its’ history.
BUT it’s my energy and ability to lead a team to deliver outstanding results that is the hallmark of my career. I can recruit, grow and retain some of the best talent on the planet.
I am a natural born integrator who has successfully led through acquisitions, strategy changes, turnarounds, transformations, downsizing, integrations and intense competition in fast paced, ever-changing businesses.
I’ve been described as a visionary with a powerful ability to bring ideas to life…And I do it by having a laser focus on the customer, leveraging talent, assets and partnerships, and inspiring the team to make it happen. I bring a rare combination of corporate sophistication, common sense and innovation to every position I lead.
Currently, I am consulting with several companies providing business and customer strategy, executive coaching and marketing solutions. I am open to a President of a marketing services company, a general manager of a division or a senior level marketing role.
In my next leadership role, I’m eager to leverage my broad base of experience in growing and turning around a company that needs a stronger focus on their customers - and one that values data and insights as a way to drive smarter business decisions and competitive advantage.
Contact me at: janetsparkman@comcast.net
President | CRM, Digital, Loyalty and Data Driven Marketing Consulting
Sparkman and Associates
Since December 2012
Consultant
Minneapolis
United States - Minnesota
- Sparkman and Associates is a consulting firm specializing in Customer Strategy and Activation in one-to-one, digital and data driven marketing. We bring a rare combination of corporate and agency experience to every engagement –uniquely blending strategy with execution to drive impact.
Combining hands-on, real world experience with analytical expertise and creative thinking, we connect your business objectives with a customer strategy and help you drive action and execution to see results.
With the ability to connect the dots between your business strategy, customer strategy and in-market execution we build plans and recommendations that can be embraced, understood and actioned by the broader organization.
Having delivered significant improvements for Fortune 100 companies for over 20 years, we have lead quick-hit activation projects as well as global strategy development and complex implementations. And we have a strong track record of producing results.
We are dedicated to helping our clients improve business performance through building stronger connections with their customers.
Specialties
Customer Strategy and Activation, Digital Customer Strategy and Implementation, Shopper Marketing, Direct Marketing, CRM, Customer Loyalty Strategy, Email Marketing, Strategic Planning, Web Strategy and Development, Mobile Strategy and Development, Customer Insights
Contact janetsparkman@comcast.net
Group Vice President, Strategy and Innovation | Business Transformation Officer
SUPERVALU
Since February 2012
Minneapolis
United States
- Developed, influenced and led enterprise strategy, prioritized strategic initiatives and collaborated with the Executive Team to ensure that transformation initiatives and goals were achieved. Drove innovation and initiative performance excellence to directly impact customer and shareholder value. Led the Executive Team to focus on the key drivers of change and directed the Strategic Planning Process, Emerging Idea Management and Process Improvement.
Group VP, Health & Wellness - Merchandising | Strategic Leadership | Sales Growth
SUPERVALU
April 2010
to February 2012
Minneapolis
United States
- Strategic leader who created an enterprise wide shift that defined competitive advantage and introduced a new growth strategy to achieve success in the company's $3.5 billion Health and Wellness division. Oversaw all aspects of strategic planning, merchandising, assortment planning, vendor negotiation, private label development and category management.
- Grew market share in Health & Beauty categories for the first time in nearly 10 years.
- Outpaced total store in sales by 1.86% and 139 basis points compared to prior year.
- Improved gross margin rate by 130 basis points.
- Led cross functional team and developed the wellness growth platform to differentiate the customer value proposition.
- Grew market share in Health & Beauty categories for the first time in nearly 10 years.
VP, Customer Strategy & Management - Marketing | CRM | Digital Marketing | Loyalty
SUPERVALU
January 2008
to April 2010
Minneapolis
United States
- With over 1 billion transactions a year and more than 25 million loyalty card members, drove market share and sales through the cultivation of critical customer segments and relationship marketing strategies.
- Developed new customer segmentation model and operationalized across all 11 regional brands, merchandising, store design and marketing.
- Introduced new direct marketing resulting in over $360 million in sales.
- Developed next generation web and digital strategy
- Launched first ever One-to-One campaigns direct to consumer.
- Created and tested new consumer loyalty program resulting in a 3.1% sales increase
- Developed new customer segmentation model and operationalized across all 11 regional brands, merchandising, store design and marketing.
EVP - Carlson 1to1 | Global Customer Strategy & Marketing | CRM Consulting | Global Analytics
Carlson Companies
April 2006
to September 2007
Minneapolis
United States
- Led this $47+ million global line of business which included Peppers & Rogers customer strategy consulting group with joint venture partners in Turkey and Latin America, as well as all direct marketing and analytics on a global basis.
- Delivered growth targets and marketing programs
- Enhanced and grew the One-to-One capabilities, thought leadership and product development.
- Consulted and implemented marketing strategies with Fortune 100 clients including British Airways, AARP, VISA, Hallmark, Wells Fargo and Merial.
- Delivered growth targets and marketing programs
SVP - Enterprise Marketing | Consumer Marketing | General Manager
Carlson Companies
March 2002
to November 2004
Minneapolis
United States
- In this Chief Marketing Officer role, led the enterprise transformation to customer centricity within Carlson Companies including Carlson Hotels Worldwide (Radisson, Country Inns & Suites), Regent Seven Seas Cruises, TGI Friday's and Carlson Global Travel. Served as the General Manager of the Gold Points Reward Network, the nation's largest coalition loyalty program - which included the Carlson brands - with over 30 million members.
- Chartered and led the Marketing Leadership Council across the enterprise.
- Developed the corporate strategy and balanced scorecard for customer centricity.
- Created and led the first ever CRM Center of Excellence for Carlson Companies.
- Chartered and led the Marketing Leadership Council across the enterprise.
SVP Midwest Region | Consultative Sales | Loyalty Programs | Employee & Channel Incentives & Events
Carlson Marketing Worldwide
November 2000
to November 2002
Minneapolis
United States
- Created a strong team, brand and a culture of winning in this newly formed $100+million region. Led revenue growth through strategic leadership and solutions for employee, channel and consumer marketing. Among the 30+ clients were British Airways, Union Pacific Railroad, State Farm, US Bank and Hallmark.
- Recruited highly skilled talent for newly formed sales offices and accounts.
- Increased profitability by 12%.
- Reached revenue growth goals.
- Received the highest employee engagement score of all regions.
- Recruited highly skilled talent for newly formed sales offices and accounts.
EVP, General Manager - Loyalty Division | Operations | Call Centers Management | P&L | IT
Carlson Marketing Worldwide
March 1999
to November 2000
Minneapolis
United States
- General Manager for the most successful and profitable division within Carlson Companies. Responsibilities included P&L management across various disciplines including IT, Operations, Measurement & Analytics, Creative and Production Services, New Business Development and Account Management. With over 1200 employees and $100 million in annualized revenue, successes included margin contribution increase of 11% as well as a new strategy and balanced scorecard to enable future growth and success.
VP - Management Supervisor | Loyalty Marketing | P&L | Telecom | Retail | Hotels |
Carlson Marketing Worldwide
September 1994
to March 1999
Minneapolis
United States
- Managed relationship and loyalty marketing initiatives with P&L responsibility encompassing $26 million in billings for Sprint, Famous Footwear, Holiday Inn and Disney clients. Managed 200+ employees and a full range of services including strategic development, IT, call center, sales promotion, creative and print production, awards and fulfillment, market research and database marketing. Delivered 22% of Carlson Marketing's profit in 1996.
General Manager | Brand Development | Advertising | Franchise | Retail | Healthcare
Demaine, Vickers Advertising Agency
April 1987
to August 1994
Washington
United States - District of Columbia
- New business development and general management for this full service $25 million regional avertising agency. Specialties included developing brands for franchise organizations such as Chevrolet, Group Health Association, Gloria Jean's Gourmet Coffee, Realty World, and Cellular One. Achieved a 20% annual growth rate over six years.
Account Supervisor | Brand Development | Client Management | Advertising | Airline | Media
J. Walter Thompson Worldwide
April 1984
to March 1987
Washington
United States - District of Columbia
- Responsibilities included the development and execution of all brand, advertising strategies, media plans and marketing communication for USAir with billings of over $25 million. Accomplishments include the first ever brand buliding campaign for USAir.
Account Executive | Retail & Brand Advertising | Airlines
Grey Advertising
August 1983
to March 1984
Minneapolis
United States
- Responsible for $5 million in retail and brand advertising for 26 U.S. markets and Europe for Grey's largest account in the Minneapolis area - Northwest Airlines.
- Social Media Marketing
- Search Marketing
- Restaurant Marketing and Strategy
- Mobile Marketing
- e-Commerce Marketing
- General Manager
- CMO
- Business Transformation and Strategy
- P&L Leadership
- Brand Building
- Revenue Growth
- Retail Marketing
- Merchandising
- CRM
- Customer Strategy
- Loyalty Marketing
- Customer Segmentation
- Analytics
- Assortment Planning
- Global Experience
- Innovation / Transformation
- Private Label
- Vendor Negotiation & Management
- Health & Wellness
- Pharmacy
- Grocery
- Retail
- Hospitality
- Travel
- Financial Services
- Telecommunications
- Airline
- General Management
- CMO Leadership
- Creating Vision
- Building Teams
- Mobilizing Teams
- Sales Leadership
- Brand Building
- CRM
- Loyalty Marketing
- P&L Management
- Strategic Planning
- Digital Marketing
- e-Commerce Marketing
- Customer Experience Management
- Category Strategy
- Category Marketing
- Customer Segmentation
- Database Marketing
- Retail
- Health and Wellness
- Innovation & Creativity
- New Ideas to Delight Customers
- CPG
- Consumer Packaged Goods
- Private Label
- Shopper Marketing
- Category Insights
- Consumer Insights
- Marketing to Moms
- Women Marketing
- Hospitality
- Hotels
- Telecom
- Franchisees
- Franchise
- LOHAS
