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Angie Echele, Founder
Angie Echele (LinkedIn: Angie Echele) has more than 25 years of experience in Consumer Packaged Goods (CPG) with companies that include Purina, Energizer, Pepsi, and Anheuser-Busch. Angie directed award-winning sales and marketing teams and managed a P&L in excess of a quarter billion dollars.
Angie founded Retail Smarter to help CPG companies be successful building long-term retail growth and strong brands. A passionate supporter of CPG companies with disruptive ideas, Angie levels the playing field by helping brands win on the merits of their products rather than the size of their budget.
Angie earned honors bachelor’s degrees in International Business and in French from Saint Louis University. She also holds an MBA from Washington University’s Olin School of Business. When she’s not helping clients connect their products with consumers who need them, Angie enjoys reading, volunteering at church, and spending time with her family.
Steve Smith, Co-Founder
Steve Smith (LinkedIn: Steve Smith) was formerly a Retail Smarter client and Executive Director of Identigene, the world’s first over-the-counter paternity test. At Identigene, Steve pioneered the retail DNA paternity test, and created more than 12 years of brand growth and category leadership. Steve was most recently the Director of Retail for DNA Diagnostics Center, where he launched new products, developed strategic partnerships, and led retail sales development in traditional and non-traditional/alternative retail channels.
Steve earned his bachelor’s degree in American studies at Brigham Young University, where he also studied music composition. When he’s not helping clients fix their retail challenges, Steve enjoys spending time with his wife and kids, working with the Tabernacle Choir and Orchestra at Temple Square in Salt Lake City, and developing his skills as a storyteller.
Holly Belle, Supply Chain Manager
Holly Belle (LinkedIn: Holly Belle) has more than 17 years of experience in Supply Chain Management. Most of her time was spent at Energizer, where her main accounts were CVS, Walmart, and Walgreens. Her resumé includes inventory management, order processing, and forecast analysis.
Holly earned her bachelor’s degree at Fontbonne University and her master’s degree at Webster University, both in Business Administration. When Holly’s not helping clients get their products delivered on time, she enjoys running, spending time with her husband and kids, and being outdoors.
Barb Lueckenotte, Client Success Director
Barb Lueckenotte (LinkedIn: Barb Lueckenotte) brings more than 25 years in Consumer Packaged Goods (CPG) experience from companies like Energizer and Spectrum Brands. Her resumé includes brand marketing, retailer marketing, new product development, and managing global licensing agreements.
Barb earned her bachelor’s degree at Missouri State University. A smart shopper and a smart marketer, Barb is passionate about helping shoppers find the best products. When Barb’s not helping clients connect with the right consumers, she enjoys spending time with friends and family, cooking, and the great outdoors.
Raechel Greubel, Marketing Assistant
Raechel (LinkedIn: Raechel Greubel) is a 2020 graduate from Rockhurst University where she graduated with honors and received her bachelor’s degree in Marketing. She specializes in the Adobe Creative Suite, website development, and client marketing needs. When she isn’t creating meaningful designs for clients, Raechel enjoys golfing and spending time with family.
Jacob Echele, Marketing Assistant
Jacob (LinkedIn: Jacob Echele) is a full-time student and a part-time Marketing Assistant at Retail Smarter. He specializes in the Adobe Creative Suite, but also assists with data analytics, website development and other client and business needs. When he isn’t working or studying, you can find Jacob watching a football game, shooting hoops, or hanging out with friends.