Get big-company advantages, at a fraction of the cost.

Angie Echele, Founder

Angie Echele (LinkedIn: Angie Echele) has more 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, Partner

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.

Steve Smith, Partner

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.

Kristen Dulin

Kristen Dulin, Consumer Engagement Manager

Kristen Dulin (LinkedIn: Kristen Dulin) has spent her career creating approachable and engaging content that connects with consumers. More than a dozen national CPG brands have trusted Kristen to ensure their brand is recognized and respected, while expanding reach and increasing sales.

Kristen achieved honors recognition with her bachelor’s degree in Journalism from Northwestern State University in Louisiana (emphasis in Public Relations and Marketing). When Kristen’s not strategizing your next post, she enjoys spending time with her family, taking scenic drives with the windows down, and streaming Yacht Rock.

Barb Lueckenotte

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 résume 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.

Nilda Oyola

Nilda Oyola, Retail Sales Specialist

Nilda Oyola (LinkedIn: Nilda Oyola) developed her passion for pioneering brands while helping a small, family-owned company expand from its New York roots into a national leader in at-home dental care. As the company grew, Nilda wore many hats, gaining significant experience in packaging, product development, supply chain, and sales. She ultimately served as Senior Vice President of Sales, a role she continued even after Majestic Drug was acquired.

Born in Ponce, Puerto Rico and raised in Brooklyn, New York, Nilda holds a Bachelor of Science in Business Administration with a minor in Marketing from SUNY Empire. She continues to embrace her bilingual, bicultural heritage while promoting leadership in business and community circles. When Nilda is not busy making retail magic, she enjoys spending time with her husband, Efrain and her family.