Florence Loader

Key Responsibilities:

Leading a team of 30+ professionals across Retail, E-Commerce, and Marketing, I drive strategic growth, operational efficiency, and multi-channel success for all Cookie Time brands.

• Leadership & Growth: Oversee Retail, E-Commerce, and Marketing teams, ensuring each channel is in growth and aligned with business goals.
• Strategic Execution: Develop and implement data-driven e-commerce, marketing, and sales strategies, driving NPI and digital expansion.
• Financial & Board Reporting: Manage budgets, optimise resource allocation, and deliver performance insights to the Board.
• Technology & Operations: Utilise ERP systems, Shopify, data management, and stock control to streamline processes and enhance efficiency.
• Marketing & Sales Optimisation: Lead marketing-driven growth strategies, ensuring strong brand presence and sales performance.

• Key Account Manager for KidsCan & Unilever.
• Customer relationship management.
• Management of new product development.
• Managing contracts & agreements.
• Presenting quarterly reviews & managing client needs.
• Tracked purchase orders and followed up with vendors and carriers to support timely deliveries.
• Researched and identified potential new suppliers to increase vendor base.
• Negotiated contracts for better buying of raw materials.
• Maintained effective and lasting vendor relationships through open communication & collaboration.

• Created & executed the National Christmas Cookies campaign from 2020-2022. Inclusive of the sales, marketing, corporate, IT & recruitment strategies & execution.
• Oversight of all campaign marketing collateral, seller collateral, social media campaigns, EDMs, website briefs and promotional items.
• Working alongside the marketing & creative teams to execute the marketing strategy.
• Analysis of sales margins, targets, cost of raw materials and customer discounts. Subsequent price rise implemented, resulting in a 38% growth in pre-tax profit in 2022 above the previous highest grossing campaign.
• Managed 102 Christmas Cookies sellers and 8 Regional Mangers sellers across New Zealand throughout 2020-2022
• Achieved the highest number of Christmas Cookies bucket sales in history, with 4% growth above the previous record.
• Successfully managed Cookie Time Christmas Cookies financials for FY21, FY22 and FY23 to ensure overall growth of total revenue and net profit.
• Achieved 110% of sales target in 2022, 120% of sales target in 2021 and 150% of sales target in 2020.
• Increased seller recruitment (applications) by 92% across three years.
• Successful project management from initial strategy to day-day operational execution.
• Received highest seller satisfaction scores within the last 8 years for overall enjoyment and performance - (97%)
• Planned and executed multiple training workshops and three-day training conferences for 100+ individuals.

• Injury management of high performance athletes including members of New Zealand Football, Tactix Netball and Canterbury cricket.
• Managed weekly case loads of over 50 patients.
• Conducted subjective and objective clinical assessment to determine patient needs and appropriate goals.

• Regional Manager for North Auckland.
• Assisted the National Campaign Manager, who achieved 25% growth on the previous years sales.
• Manager, coach and mentor directly to 12 Christmas Cookies sellers in North Auckland.
• Support to 93 sellers throughout New Zealand, if and when required.
• Ensured nationwide corporate customer service ran smoothly and efficiency.
• Responsible for all banking and accounts, alongside customer service.

• Achieved 177% above average sales.
• Gained coveted experience as an independent contractor- selling and delivering directly to the public.
• Managed sales territory, stock, logistics, distribution, inventory and banking.
• Responsible for regional management and marketing.
• Established client relationships and created rapport with a client base of over 2000.