Jennifer Rosales
Bulverde,TX
Summary
Results-driven Senior Manager of Consumer Insights & Strategy with 9 years of experience at Pabst Brewing Company. Demonstrates expertise in qualitative and quantitative research, competitive analysis, and trend forecasting to convert consumer data into impactful brand strategies. Proven ability to manage research vendors and implement DIY tools for cost-effective insights while effectively communicating findings in executive reports and meetings to drive strategic business decisions.
Overview
13
13
years of professional experience
1
1
Certification
Work History
Sr. Mgr. Consumer Insights & Strategy
Pabst Brewing
San Antonio, TX
05.2022 - Current
- Led consumer insights strategy across a portfolio of beer brands, managing end-to-end research initiatives to inform brand positioning, product innovation, and marketing effectiveness, such as Pabst Light and Colt Kick’d concept, flavor, and package testing, as well as Lone Star sentiment, associations, and opportunities qualitative research.
- Managed research execution, collaborating with vendors (Ipsos, Huxly, Metrix Lab, Toluna, etc.). and leveraging DIY research tools such as SightX and Tastewise to ensure timely, cost-efficient insights.
- Synthesized primary and secondary data (e.g., Nielsen, Numerator, GutCheck, IRI, VIP iDig) to provide a holistic view of consumer trends and competitive dynamics within the alcoholic beverage industry.
- Built and presented thought leadership insights on consumer trends, market dynamics, and brand performance in monthly sales and marketing calls, and company-wide town halls, ensuring insights were actionable and widely adopted.
- Presented key insights to cross-functional teams (marketing, sales, category management, and finance), translating data into actionable strategies that influenced brand and commercial initiatives.
- Developed brand health trackers and implemented survey methodologies to optimize consumer sentiment analysis, informing strategic decision-making.
Sr. Pricing Analyst
ANSYS
Canonsburg, PA
07.2021 - 05.2022
- Managed a global price increase of 3% to 10% on approximately 4,000 products, covering 7 business units across more than 100 countries.
- Developed a quarterly price promotion dashboard to visualize trends, performance against goals, revenue impact, and recommendations for future activity.
- Worked on ad-hoc projects to include price sensitivity analysis in Asia, customer and product segmentation analysis, and closing the gap on historical pricing inconsistencies.
- Manage discount analysis and reporting.
Senior Pricing Analyst
Insco Distributing
San Antonio, TX
06.2020 - 07.2021
- Exceeded revenue growth target by evaluating and proposing market strategies, implementing regional pricing schemes, and managing annual price increases to gain a 5% GM.
- Collaborate across departments and sales teams to set promotional prices, and communicate sales initiatives on parts and supplies.
- Carefully monitored market trends and competition to ascertain the best pricing.
- Identified opportunities and analyzed marketplace key performance indicators to diversify campaigns, expand visibility, and improve performance.
Senior Analyst
KCI Medical
San Antonio, TX
10.2018 - 04.2020
- Worked closely with RVPs, DMs, and the field sales team to devise customer segmentation and facility targeting methodology for negotiating GPO contracts, each valued at over $80M annually.
- Prepared price recommendations with a focus on customer retention, increased sales 'win' ratio, and revenue realization.
- Built a modeling tool in Excel to analyze the price change impact on revenue, gross profit, and sales by product, SKU, distributor, and medical facility.
- Prepared detailed presentations of analyses and recommendations for the executive leadership team.
- Created a price proposal template to standardize the stage-gate process for new product launches.
Divisional Pricing Manager
Pabst Brewing
San Antonio, TX
07.2012 - 10.2018
- Served as the primary contact between Marketing, Operations, Finance, and the Executive Leadership Team in the completion and presentation of key P&L analyses and financial forecasts for brand innovations and special projects.
- Implemented pricing strategies in line with revenue management principles to achieve optimal revenue performance.
- Created a deep dive analysis tool in Excel to measure and evaluate promotional programs, ensure price realization, and discover opportunities that avoid "leaving pennies on the table."
- Used Nielsen data reports to analyze price elasticity and index to competition to combat low-margin SKUs eroding segment dollars (-2.9%).
- Trained the field sales team on break-even analysis, pricing tactics, and SKU mix management.
Education
Master of Science - Marketing Research & Analytics
Texas Tech
Lubbock, TX12-2021
Bachelor of Arts - Multidisciplinary Studies
The University of Texas At El Paso
El Paso, TX05-2014
Skills
- Consumer insights
- Research methodologies
- Data synthesis
- Relationship management
- Market research
- Brand strategy
- Cross-functional collaboration
- Presentation skills
- Survey methodologies
Certification
- Scotwork Advancing Negotiation Skills
- Bump Williams Amplifying Your Story
Timeline
Sr. Mgr. Consumer Insights & Strategy
Pabst Brewing
05.2022 - Current
Sr. Pricing Analyst
ANSYS
07.2021 - 05.2022
Senior Pricing Analyst
Insco Distributing
06.2020 - 07.2021
Senior Analyst
KCI Medical
10.2018 - 04.2020
Divisional Pricing Manager
Pabst Brewing
07.2012 - 10.2018
- Scotwork Advancing Negotiation Skills
- Bump Williams Amplifying Your Story
Master of Science - Marketing Research & Analytics
Texas Tech
Bachelor of Arts - Multidisciplinary Studies
The University of Texas At El Paso
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