CAREER ACHIEVEMENT Rodriguez "borrowed" this display from his European colleagues. The color mix concept uses clear cylinders to show the colors and graphics of the packaging of several brands. "Given the success we had seen in Europe, I made this program a top priority for my team," says Rodriguez. "We partnered with various account teams and delivered great successes in the mass, grocery and drug channels. The results have been significant, with sustained double- and triple-digit unit sales increases." RECENT ACHIEVEMENT Rodriguez says the creation and deployment of the 2015 Halloween point-of-sale materials is the most successful merchandising project he's been involved with. There was a 10% to 20% better sell-through in stores with the Halloween display than those without. "My role was to drive my team's collaboration with our marketing team, our display partner and our graphics partner," he says. "My team managed the program's execution to ensure our retail teams had all the materials they needed. I knew we had a success on our hands the day I walked into a retailer and saw multiple people taking pictures with our displays." FEBRUARY 2016 SHOPPER MARKETING y 45