Kelley Devaney

  • Sudbury US-MA
Kelley Devaney

Work History

Work History
2006 - Present

Marketing Consultant


Conduct consulting projects:

  • Strategic Analysis of and Marketing Plan for "Maple Weekend" Coffee & Tea products (for the New York State Maple Producers Association).  Recommended discontinuing products and to instead refocus on New York State brand and maple syrup products; provided marketing plan to support new strategy. Conducted project along with consultant from SJH & Co. (2009)
  • Beverage Strategy Project for Au Bon Pain.  Analyzed current beverage business and made strategic recommendations to increase beverage sales, along with two partners. (2007)
  • Project Manager for Kettle Cuisine Gluten Free soups.  Managed new frozen, gluten free line of soups from concept through rollout while filling both marketing and sales roles. (2007-2008)
  • Consumer Market Research for new kitchen gadget (along with a colleague). As a result of research and analysis, recommended marketing strategy going forward as well as opportunities for product improvements and extensions. (2011)
  • Marketing and Sales Strategy for Express Yourself, a retail invitation store.  Through primary research, convinced owner to forgo planned direct mail solicitation in favor of targeted sales calls with appropriate sales kits.  Helped owner to define her unique selling proposition, and to communicate it through collateral materials and website.  Provided strategic roadmap to identify sales prospects, as well as to direct collateral materials and website. (2010-11)
1999 - 2005

Director of Marketing

Kettle Cuisine, Inc.

Director of Marketing (2000-2005)

  • Responsible for strategic development of both retail and foodservice businesses within $36 million gourmet, fresh soup company.  Revenues grew 20% annually from $12.5 MM in 1999 to $36 MM in 2004.  Responsibilities included strategic planning, advertising, PR, market research, new product development, sales, broker management, website, consumer line and reception.
    • Launched new single serve, branded soup product within new product category – fresh, ready-to-serve soup. Customers ranged from Shaw’s Supermarket and Whole Foods Market, to “mom & pops”.  Employed a mix of radio advertising, in-store demos, select consumer samplings, and redesigned packaging to spur growth, all on minimal budget.
    • In 2004, repositioned all products and the company as “natural” as a result of consumer research, and competitive and internal analysis.  Coined the phrase “natural ingredients you can pronounce” to characterize our company and its products.  This not only set the bar above the reach of competitors, but also focused on an important point of difference to the target consumers.
    • Initiated and executed strategy to enter natural foods channel, through select tradeshows, launch of organic SKUs, and persistent sales efforts.  After pursuing Whole Foods Market for over two years, the northeast region alone became Kettle Cuisine’s 20th largest customer with a 40% annual growth rate.
    • Focused foodservice sales efforts on helping customers to sell through to the end-consumer, rather than just selling it in to the customer.  Executed branded foodservice POS support to help customers merchandise our soups.  Work closely with key accounts to help them to “be in the soup business”, rather than just offer soup.
    • Developed Kettle Cuisine’s marketing department as a full-service department that supports both the foodservice and retail channels.

Director of Retail Business (1999-2000) 

  • Launched branded consumer retail business at 12-year old foodservice company.  Responsible for all aspects of the business, including sales, marketing, DSD deliveries, orders, scheduling and inventory management.
1997 - 1999

Business Manager

The Organic Cow of Vermont (H.P. Hood, Inc.)
  • Managed $11 million organic dairy company (majority owned by H.P. Hood, Inc.) along with original business founder.Responsible for financial performance, strategic direction, marketing, staffing and overall management, including milk procurement.
  • Sales grew by over 30% in 1998 and 50% in 1999, when business sold to Horizon Organic.  Due to its strong brand recognition among consumers and retailers, Horizon only eliminated the Organic Cow of Vermont as a distinct brand in 2011.
  • Brought brand to profitability by consolidating Vermont-based operations into Hood’s, refocusing product line and cost cutting packaging.
  • Focused consumer brand message through analysis, research and development of more concise, impactful brand identity.  Designed packaging, advertisements and collateral to position brand to appeal more to the “mainstream” consumer, while staying “true” to the loyal users.
1994 - 1997

Product Manager

Dunkin' Donuts Inc.
  • Spearheaded introduction of Dunkin’ Donuts Bagels from strategy through execution, the largest new product introduction in the Company’s history.Transformed product improvement into new business opportunity with over 30% ROI forecast. Incremental Company sales forecasted to hit $500M by year 2000.Initiative won 1996 Marketing Excellence Award from international parent company.
    • Co-managed a twenty-member cross-functional project team, including four direct reports, from concept stage through rollout.
    • Convinced Franchisee leadership to support rollout through successful six-shop operational test and twenty-shop “fast track” launch across country.
    • Conceived, developed and implemented consumer campaign (TV, radio, in store and exterior POP and guerilla marketing efforts).
    • Helped create paradigm shift within Company of how to approach opportunities and what internal resources could accomplish.
  • Responsible for strategic development of $1 billion Beverage category, representing over 50% of total Company revenues.This included development, testing, sell-in and in shop execution of national retail promotions and new products to achieve category and Company sales goals.Extensive Franchisee and field staff interaction.
  • Managed national launch of Coffee Coolatta, a frozen slushy coffee drink that helped create a new consumer category.
    • 1997 sales surpassed $70 million with 75% gross profit, primarily to new consumers, during Dunkin's traditionally slow summer months.
    • Initiated unprecedented new product research to capitalize on revitalized brand identity by developing pipeline of new beverage ideas.
1992 - 1994

Product Manager

Sunbeam-Oster Household Products

  • Managed sales and operating profit of eight product categories, including irons, waffle makers and electric kettles.  Increased sales revenue from $41 to $48 million in 1993, 5% above forecast.
  • Repositioned existing iron line and managed new product development effort through innovative research.  Initiated, helped negotiate and manage design joint venture with international partner.  Grew sales 28% through repositioning and new distribution.
1988 - 1990

Executive Compensation Consultant

Frederic W. Cook & Co., Inc.
1985 - 1988

Assistant Treasurer

JPMorgan Chase & Co. (formerly Manufacturers Hanover Trust Co.)

Assistant Treasurer 1987-88 (Account Representative 1986-7; Analyst 1985-86)




Bowdoin College

Magna Cum Laude

James Bowdoin Scholar

Studied French and German at Universite de Strasbourg


Kellogg School of Management

Dean's List.  3.64/4.0 GPA (3.75 marketing GPA).

Co-founded "Outdoor Adventures", a wilderness orientation program for First Year Students.

What I love to do....

I most enjoy doing what others think cannot be done, or in having that key business or consumer insight that my predecessors or competitors do/did not see.

Dunkin' Donuts

"We can offer a superior bagel, but no one will believe it is any good if all we do is improve the product." -KD

I am most proud of helping to lead a large company with independent thinking franchisees into not just offering a better bagel, but rather investing in a new business concept. We created a vision, and then led a cross functional team to develop, test, sell-in and roll out this ground breaking concept.


Sunbeam had been #1 in irons but we had slipped to #2 behind Black & Decker with an outdated line with high returns.

I spent time in peoples' homes, talking with them while they ironed.  I learned that they didn't know or care about what brand they used but they did care about having great steam. I located a world class iron design team within our former sister company-- in Australia.  I led the company into a co-venture with Sunbeam-Australia to design a ground breaking new iron to be shared by both companies. 

Kettle Cuisine

This was my most entrepreneurial experience.  I led Kettle Cuisine into the retail channel, into natural foods, and out of the business of just selling soup.  I helped the Company to focus on understanding the business of its foodservice customers-- helping Kettle Cuisine's customers to build their business with soup.

Two years after leaving full-time employment, the founder asked me to help lead them into gluten free soups. I was the outside project manager, as well as both the marketing and sales roles (until filled) from concept through rollout.

The Organic Cow of Vermont

The "Cow" was a first mover in organic milk with beautiful packaging- and a money loser.

As business manager, I had to cost cut packaging and eliminate inefficiencies while being creative with more effective marketing.  I even had to help close the plant.  It was hard, draining work but we saved about 100 family farms and the brand Organic Cow survived its purchase by Horizon Organic until 2011.


Passionate, competitive consumer products manager with over 15 years' experience in managing existing and potential businesses.  Strategic thinker known for gaining unique consumer and business insights through asking the right questions, as well as research and analysis, often on a limited budget.  Successful execution of business plans through management of cross-functional teams.

Extensive expertise in strategic planning, consumer segmentation, market research, new product development, marketing plans and execution and P&L management.  Expertise in project management, sales, broker management and website management. 


Skills Summary:

Product Management & Strategy, Business Strategy, Project Management, Quantitative and Qualitative Market Research, Product Development, Advertising & PR Management, Website Strategy & Content.


Reading, running and playing "Sorry!".

Cultural Arts Co-chairperson for Haynes Elementary School. 2010-Present.

Founding co-manager of Clearwater Pond, LLC.2010-2012. Facilitated and managed purchase of land and pond abutting 19 neighbors.


1996 - Present

Marketing Excellence Award

1987 - Present

NYC Marathon

NYC Marathon