Emily Weinstein
Longmont,Colorado
Summary
As a multi-disciplinary insights professional, Emily drives business results through uncovering insight. With more than a dozen years of diverse experiences, from leading insights at a mission-driven CPG brand, as well as marketing & research agencies, Emily has worked across brand, marketing and research roles. Emily is a tenacious, out-of-the-box thinker and commercially savvy. Governed by an entrepreneurial spirit, she believes in collaboration and finding creative solutions to problems. Timely and resourceful, she manages multiple priorities with ease.
Overview
19
19
years of professional experience
Work History
Associate Director, Intelligence
Barkely OKRP
10.2023 - Current
- Drove business growth as strategic advisor to client brand teams regarding research methodologies, results & analysis.
- Conducted Demand Landscape research for leading vehicle manufacturer, illuminating key growth opportunities and strategic white spaces.
- Developed learning plans for client teams with areas of biggest impact for generating revenue.
- Owned research projects for taste testing, in home ethnographies, creative territory research and ideation sessions.
- Launched brand shaping research to inform campaign strategy for CPG and serivice industry brands.
Manager, Marketing & Consumer Insights
Seventh Generation/ Unilever Corporation
11.2018 - 08.2023
- Craft & optimize brand equity tracking to drive strategy. Expanded program to include multiple categories and advised team based on results, including power share, brand attributes & competitive threats.
- Audience specialist: Own target audience implementation for various channels, including Meta, Twitter, YT, TVC
- Influencer programs: Partnered with brand team to launch first ever brand influencer program; advised on audience, brand safety; worked closely with Collectively, Traackr for data analysis & campaign insights.
- Uncover growth opportunites: drive category growth opportunities through data analysis, utilizing IRI (Circana), Numerator data.
- Marketing Mix Modeling: Implemented new Marketing Mix partner to provide more timely, actionable insights for optimal brand investment.
- KPIs & Measurement: Developed and implemented full measurement process for campaign reporting, including brand lift measurement approach for both TV & digital.
- Manage insights for brand re-launch and new logo/ brand positioning, to roll out in 2022; included pack, claims and Needscope (archetype, tone and emotive space).
- Innovative approaches: Brought in methodologies new to brand that have informed critical optimizations to media planning process.
- Act as key member of marketing team: provide VOC input on all aspects of brand, including but not limited to brand key, brand tone, brand strategy.
- Develop insights critical to success of new product launches, product claims, packaging updates & renovations and pricing changes.
- Oversee analytical measurement of media campaigns: Drive achievement of KPIs for all brand campaigns including TV advertising, digital & print ads.
- Uncover strategy driving insights based on analysis of external data from partners including NMI, Kantar, Mintel, Numerator.
- Assist in new product launches and post-launch reviews.
- Conduct quantitative and qualitative consumer research: and present findings to executive team based on analytical review of results.
VP Sales & Strategic Partnerships
Zappi.io
01.2016 - 11.2018
- Led high-growth agency revenue team for consumer insights SaaS platform
- Implemented consumer insights testing programs across product development lifecycle including ideation sessions, concept testing, names, claims, packaging and in-market activation.
- Served as a global cross-functional revenue team leader
- Worked hand in hand with consumer insights managers to build agile research strategies for CPG/ FMCG brands including Johnson & Johnson, AB InBev, Mondelez, Coca-Cola.
- Worked with executive teams at Coca Cola to measure advertising performance and concept development for new products
- Managed complex partnerships with Kantar Millward Brown for mutual benefit of the two companies.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
- Developed and implemented account management plans to establish customer satisfaction.
- Researched sales opportunities and possible leads to exceed sales goals and increase profits.
- Performed monthly sales forecasting and competitive analysis to determine product performance levels and need for new product developments.
Sales Director
Kantar Millward Brown
01.2013 - 01.2016
- Managed consumer insights agency clients' projects on Brand Lift studies, brand tracking, website analytics.
- Measured impact of digital advertising on CPG brands' sales.
- Worked closely with CPG brands including Mondelez, Nestle Purina.
- Utilized behavioral, clickstream consumer data to inform clients' ecommerce strategy.
Key Accounts Manager
Abound Solar, Inc
01.2008 - 08.2012
- Brought an innovative solar technology to market for large scale clean energy projects, which were installed around the world.
- Hosted events with 300+ attendees to launch the brand
- Drove $15M in sales across global clients for commercial projects
- Facilitated solar projects in India, Germany, Italy, US
- Managed robust pipeline of pre-and post-launch sales interest for unique panel technology
- Secured high-value accounts through consultative selling, effective customer solutions, and promoting compelling business opportunities.
- Hosted tradeshows, negotiated complex contracts and networked with installers and investors to bring awareness to the Abound brand.
Marketing & Special Event Coordinator
Macdonald Financial Services
01.2007 - 01.2008
- Planned, hosted and managed every detail of high profile customer events & fundraisers, including taking marquee clients on a 7-day cruise.
- Maintained inventory of marketing literature, archive files and sample files.
- Met with vendors to assess products, inquire about services and negotiate pricing.
- Designed and implemented advertising and public relations activities.
- Updated customer database and generated lists and counts for direct marketing projects.
Coffee, Tea & Chocolate Specialist/ Team lead
Whole Foods Market
01.2005 - 01.2007
- Managed staff of 12, including scheduling, coaching, hiring
- Vetted new products/ brands for inclusion in shelf set for department
- Placed orders and maintained inventory of chocolate, coffee and tea products
Education
Graduate Coursework
Colorado State University, Global Campus
Fort Collins, COB.A - Language And Literature
Colorado State University
Fort Collins, CO2003
Language Studies
Universidad de las Americas
Puebla, PUE2000
Skills
- Brand building, strategy & positioning
- Quantitative & Qualitative research
- Marketing mix modeling
- Influencer programs
- Audience identification & activation in media
- Sustainability
- Consumer segmentation
- Demand Landscape
- Campaign planning & in-market measurement
- Brand tracking
- Needscope/ brand archetypes & brand tone
- Pack, claims, concept testing
- Assortment analysis (core plus variants)
- Marketing Mix Analysis (MMM)
- Consumer & market insights
- Global experience
- New product launches & innovation
- Consumer product testing
- Trends analysis
- Product innovation & renovation
- Fluent in Spanish
Additional Information
- Languages: English/ fluent in Spanish
- Graduate of the prestigious 12 week Marketing Foundations course through Unilever
- Attended & received certification for solar panel installation, 2011
Awards & Recognition
Lead with Purpose Award, 2019, Seventh Generation
President's Living the Values Award, 2011, Abound Solar
Timeline
Associate Director, Intelligence
Barkely OKRP
10.2023 - Current
Manager, Marketing & Consumer Insights
Seventh Generation/ Unilever Corporation
11.2018 - 08.2023
VP Sales & Strategic Partnerships
Zappi.io
01.2016 - 11.2018
Sales Director
Kantar Millward Brown
01.2013 - 01.2016
Key Accounts Manager
Abound Solar, Inc
01.2008 - 08.2012
Marketing & Special Event Coordinator
Macdonald Financial Services
01.2007 - 01.2008
Coffee, Tea & Chocolate Specialist/ Team lead
Whole Foods Market
01.2005 - 01.2007
Graduate Coursework
Colorado State University, Global Campus
B.A - Language And Literature
Colorado State University
Language Studies
Universidad de las Americas
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