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Mike Vail President and Chief Operating Officer Sweetbay Supermarket Mike Vail was named president and chief operating officer of Sweetbay Supermarket, a Tampa-based chain consisting of more than 100 retail stores and more than one billion dollars in annual sales, in June 2008. In 2001, Vail moved to Tampa and became vice president of Merchandising for Kash n' Karry providing leadership for the evolution to Hannaford supply chain systems. In 2004, Mike assumed responsibilities of senior vice president of Retail Operations. In this role, he successfully led the operational transition from Kash n' Karry to Sweetbay through the execution of the concept and early success. Mikes role in the creation of Sweetbay has demonstrated his ability to support an organization that is unique to Florida, while leveraging the best of all operating companies of Delhaize Group. Mikes career has spanned more than 20 years at Sweetbay and Hannaford and, during that time, he has gained deep and broad experience in all areas of the supermarket business. During his years at Hannaford, Mike held several positions such as retail management trainee, store manager, district manager, category manager and, eventually, director of Deli Merchandising. Currently, Vail serves on the Board of Directors of Americas Second Harvest, the local food bank that serves 10 counties in west central Florida, as well as many other organizations that serve Sweetbay communities. |
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Karen Fernald Karen Fernald serves as senior vice president of Retail Operations for Sweetbay. A proven leader and 26-year Hannaford associate, Karen will serve as a member of the Sweetbay executive team, guiding future development of the 108-store chain and acting as the lead retail officer, responsible to drive the value of the Sweetbay shopping experience. Karen started at Hannaford in 1984 while in college and graduated from the Hannaford District Management Trainee program. She went on to hold a wide range of retail, management planning, marketing and merchandising positions, including non-perishable category manager, district manager, director of retail operations, and vice president of fresh merchandising. She was promoted to vice president of retail operations for the Eastern Division in 2005. Active as a volunteer in Maine, Karen served on the board of Common Good Ventures, which helps Maine nonprofits excel in the community through smart management practices, and was a member of the Scarborough Primary Parent-Teacher Organization. Until recently, she also served on the board of the Maine Coalition for Excellence in Education. A 1987 graduate of the University of Southern Maine, she has a bachelor's degree in business management. |
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Geoff Waldau Geoff Waldau joined Sweetbay in November 2008 as senior vice president of Merchandising for Sweetbay Supermarket and brings with him more than 20 years experience in grocery retail. Prior to joining Sweetbay, Geoff served as vice president of Store Operations for Food Lion's Southern Division. While at Food Lion, Geoff served as category manager, director of Non-Foods, vice president of Category Management, vice president of Merchandising Services, and most recently, vice president of Store Operations in the Southern Division. Geoff is a graduate of Wake Forest University, where he received a bachelors degree in business administration. |
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Amy Standard Amy Standard joined Sweetbay in December 2008 as the vice president of Marketing. Amy is a seasoned consumer marketer and strategist, with more than 18 years of success in building leading national brands across multiple industries. Amy will be responsible for the continued development of the Sweetbay brand and driving profitable sales through all aspects of marketing; to include advertising, consumer research, private brand, internal communications, public relations, promotion, and consumer affairs. Prior to joining Sweetbay, Amy spent six years at Reynolds Consumer Products, where she served as a senior commercial leader for Reynolds brand development, new business establishment, market research, and strategic planning. She held multiple positions, including vice president of Channel Development, vice president of New Products, and senior brand manager. Before Reynolds, Amy was a senior brand manager at Bristol Myers Squibb where she led brand positioning, marketing, market research, and product innovation for infant and adult nutritional products, to include Enfamil and Boost brands. Amy developed and executed a re-launch of the Boost brand to a new consumer target and achieved double-digit market share growth. The first 10 years of Amy's career were with Michelin North America where she was accountable for marketing and sales for the flagship Michelin business. During her career Amy has also served as a marketing consultant for leading national consumer goods organizations in accelerating profitable business growth through creative brand marketing and new products. Amy earned her bachelors degree in Marketing from Ithaca College in Upstate New York and an M.B.A. with a marketing concentration from Clemson University in South Carolina. |
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