With responsibility for Food Lion Sales, Marketing and Business Strategy Haaf led all advertising, web development, CRM, business analytics, consumer and real estate research, corporate communications and consumer relations. Leveraging rich consumer insights and structured analytics, Haaf created actionable customer segments and store clusters. He was accountable for and successfully led significant top and bottom line growth in these store clusters through systemic changes in assortment, merchandising, pricing and store attributes. Haaf holds a bachelor's degree in electrical engineering from Fairleigh Dickinson University and a master's degree in business administration from Columbia Business School.