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CPG Veteran Joins Daymon in Unique Retail Post

STAMFORD, Conn. - Daymon Worldwide here, a leading private label sales and marketing firm, has named Barbara Simkins to the newly created post of director of retail services, to enhance the company's involvement in retail marketing, sales, and execution of private label brands directly at the store level.

"This position was created to set strategic direction for Daymon's retail services, which today are managed almost entirely at the account team level," explained Alex Miller, Daymon's executive v.p. "Barbara will work with our field-based teams as well as with the customer's and principal's senior management to address the retail issues Daymon's partners face now and in the future."

"As private label brands become more appealing to the consumer for their quality and uniqueness, it is increasingly important that these programs be integrated in the retailer's overall go-to-market strategy, just as the national brands are," Simkins said. "This initiative is not just about putting more bodies in the store, but rather about Daymon becoming more strategically linked with retail at the point of purchase, where more of the actual purchasing decisions are being made. We are providing our retail partners the opportunity to grow their own brands from a consumer perspective."

"We have full-time dedicated Daymon Associates at all of the customers where we work all over the world in thousands of stores," Tim Davis, communications manager, told Progressive Grocer. "Not only do we have do we have dedicated associates at the customer's headquarters level, we have dedicated associates in that customer's retail marketing areas. That's a lot of area to cover and a lot of best practices and a lot of common practices," he said.

"Now we have a person and a staff in place that is actually going to liaison between all of these people all over the world, to make sure that we don't have to invent the same mousetrap, but we're inventing better mousetraps," Davis said.

Simkins, who will be working with Daymon retailers, principals, and customer-based teams around the world to identify and execute in-store best practices, joined Daymon in its Pittsburgh office as senior business manager in 2003 responsible for HBC, general merchandise, grocery non-edible and dairy. She has spent her entire career with national consumer packaged goods manufacturers in sales and marketing, including the eight years prior to Daymon as director of region sales for eight western states for RJ Reynolds, based in San Francisco. She has a bachelor of science degree in education from Temple University in Philadelphia.

Daymon Worldwide, Inc. is a privately held international company specializing in the sales and marketing of private label consumer products, working with some of the leading retail, wholesale, and foodservice companies across the U.S. and in a dozen countries. Customers include supermarket and drug chains, mass merchandisers, warehouse clubs, specialty stores, foodservice distributors, buying cooperatives, and wholesale distributors. Daymon serves more than 2,500 manufacturers of food and all types of private label products. The company employs more than 9,000 associates.
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