Practical and Academic Experience in the Following Subject Matter Areas
Joe Hines’ experience in marketing strategy extends thirty years with successful experiences in large corporate environments including a long career at ConAgra Foods, Schwan’s Company, and International Flavors and Fragrances. Additionally, he has had retainer-based relationships with a number of key food industry leaders including Ghirardelli Chocolate, Ruiz Foods and Cholula Hot Sauce.
Since launching A-Cubed Marketing Services, Joe has also served smaller food companies including Upper Crust Enterprises, Café D’Vita, MCI Foods, Juan J’s desserts, and Naturas Foods authentic Hispanic beverages. Mr. Hines’ channel experience includes conventional grocery, natural foods, warehouse club stores, and foodservice.
Both as a consultant and head of A-Cubed Marketing Services, he has served his clients in the following important areas:
|Branding.||Key Account Management||Product Management|
|Broker Management||Market Research||Quantitative Analysis|
|Copy Writing||New Product Launches||Strategic Planning|
|Digital Marketing||P & L Management||Trade Show Marketing|
|Event Marketing||Pricing Strategies||Traditional Media|
|Graphic Design||Promotion Strategies – B2B and B2C|
Industry experience includes work in the following food and beverage categories:
|Canned/ Shelf-stable commodities: tomatoes, oil, fruit juice||Fresh produce: Unique tomato varietals, fresh salad kits||Shelf stable beverages: hot chocolate, roasted coffee, cold beverage mixes|
|Condiments: Salsa, hot sauce, jams and preserves, ketchup.||Frozen foods: frozen entrees, frozen desserts||Snack foods: Popcorn, gourmet popcorn clusters|
|Ethnic food categories: Mexican, Italian, Asian||Refrigerated foods: pasta, Italian entrees, desserts||Pet Food: Dry kibble, canned, treats|
In addition to the extensive work we have done in the food and beverage industry, we have also served the following industries:
|Architecture||Legal Services||Pool & Spa Maintenance|
|General Contracting||Management Consulting||Property Restoration|
|Health Care||Medical Device Engineering|
As a seasoned extension of his clients’ management teams, Joe Hines works hard to meet the strategy, design, and execution needs of his clients. He draws on his deep well of experiences and skills and also provides project management of additional work completed by a carefully selected network of industry colleagues who work in multiple disciplines.
Joe’s role as a marketing consultant changes from client to client. The work process starts with an initial “Insights” stage where a situation analysis is performed. At times when clients lacked certain information and secondary data did not already exist, primary research studies have been planned and executed.
The second stage is a strategic planning process directed at either the overall company level, or sometimes on a product level, and sometimes both. With the planning. process concluded, Joe is also able to manage the implementation of his strategic recommendations and plans.
|Market Assessment||Market Alignment Strategy||Product Branding||Marketing Mix Optimization||Sales Funnels/ Conversion Process|
|Competitive Analysis||Brand Assessment||Product Planning||Communications & Public Relations||Demand/ Lead Generation|
|Customer / Consumer Experience||Company and Portfolio/ Brand||Product Positioning||Digital Marketing & Social Media||Sales Enablement|
|Market Sizing||Positioning & Messaging||Packaging & Delivery||Traditional Media||Channel Strategy|
|Segment Analysis||Market Segmentation||Product Pricing||Promotions & Events|
|Situation Analysis (SWOT)||Value Proposition||Launch Planning|
|Go-To-Market Strategy||New Product Development Process|
Joe Hines Other Professional Activities
Joe Hines is also Professor of Marketing at several important Southern California universities. Each semester, you can find him expanding the marketing skills and career aspirations of undergraduate students and MBA candidates at the following universities:
California State University, Fullerton
Joe has also occasionally taught at these universities:
California Baptist University