KATHRYN E. GOEKE
Flanders,USA
Overview
32
32
years of professional experience
Work History
Associate Director, Consumer Insights & Strategy
Mondelez International (formerly Kraft, Nabisco)
07.2006 - Current
- Lead Planters Consumer Insight and Strategy, with focus on equity building and long-term strategic development
- Responsible for identifying strong consumer insights, driving sharp brand positioning, translating into brand communications and offerings, and evaluating ongoing performance
- Uncovered fresh consumer insights that drove progressive Planters positioning; led to innovative advertising and IMC support that reduced share losses from -3pts a year to flat, in a double-digit growth category
- Strong advocate for new Planters package structure that promises to revolutionize the snack nut shelf; leveraged in-depth, innovative qualitative and quantitative research to gain reluctant cross-functional support and drive the proposition forward
- Launch planned for 2014
- Advanced package graphics to better reflect new insights and positioning; developed extensive lessons learned documentation to enhance future efforts, which is still in use
- Leveraged market structure and consumer segmentation to define portfolio roles and establish a brand architecture for design and communication strategy development
H&W and Cereal New Products
Kraft Foods (Nabisco)
07.2006 - 06.2008
- Drove research for opportunity identification, concept and product optimization, and launch preparation
- Identified opportunity for Planters Big Nut Bar and developed insights and positioning to bridge differing bar and nut consumers and needs
- Resulted in most successful bar launch with annual sales of $10MM
- Led extensive research to develop 5 year pipeline of new product line extensions and platforms; aligned opportunities to emerging cereal landscape work; all of which contributed to successful sale of Post to Ralcorp
- Established and led a research team to revamp early product testing process, resulting in a unique and innovative screening approach that cut the cost and timing by 50% while providing greater early actionability
- Has been successfully utilized at Kraft for 5+ years
Sr. Research Manager
Kraft Foods (Nabisco)
05.2000 - 07.2006
- Developed creative solutions to enable success in new H&W platform focus
- Recommended and executed creative reverse engineering process to develop a strong concept for BASES testing; achieved estimated $120M retail forecast, resulting in $500K incremental corporate funding for accelerated 2007 launch
- Designed and conducted complex health and wellness benefit study which has been cited across the sector; presented results at Global Whole Grain Summit attended by 100+ senior leaders
Oreo and Chips Ahoy
Kraft Foods (Nabisco)
01.2004 - 09.2004
- Led copy testing, productivity evaluation and value optimization on Nabisco’s biggest cookie businesses
- Readied Golden Oreo for launch, including copy evaluation and communication optimization
- Annual sales of $60+MM, set the stage for future Oreo innovation
- Collaborated with R&D and Productivity teams to determine product satisfaction drivers, and identify productivity and optimization opportunities
- Identified $1.5MM in opportunities
Chocolate and Fruit Snacks
Kraft Foods (Nabisco)
05.2000 - 01.2004
- Led research for expansion of chocolate business in US, and optimization of fruit snacks portfolio
- Drove first US chocolate market structure and A&U to identify growth opportunities for expansion that aligned with global strategic direction
- Designed and conducted large A&U study among moms and kids that identified competitive gaps and opportunities to strengthen the portfolio via product quality and licensing
- Provided strategic roadmap, which enabled a successful sale of the business
- Hired and managed syndicated research managers, ensuring appropriate personal development while delivering business needs
- Both have advanced to leadership positions, one within Kraft and one at another CPG company
- Co-led Package Innovation task force, using experimental ideation and research techniques to develop a pipeline of breakthrough packages for the site including Chips Ahoy! Snack ‘n Seal packaging launched in 2006, resulting in ~3% sales lift, and later applied to other businesses within the cookie category
Research Manager
Kraft Foods (Nabisco)
10.1997 - 05.2000
- Led research for advertising development and evaluation, and product testing
- Identified an optimized flavor line-up to relaunch the iconic Five Flavor roll, and worked with Marketing and agencies to create an engaging consumer promotion for the relaunch
- Volume sales grew 5% following 10 years of volume declines
- Designed and implemented ongoing brand value tracking, which was later adopted by Kraft after merger
Sr. Research Analyst, Syndicated & Marketing Analysis
Tropicana Products
05.1996 - 09.1997
- Initially managed syndicated data and analyses across the company
- Role expanded 6 weeks after hire to manage $1 million in custom and syndicated research for Tropicana’s largest brand, Pure Premium
- Responsibilities included developing comprehensive research plans, conducting complex syndicated analyses utilizing store and household panel data, concept and product testing, and synthesizing across data sources into insightful and persuasive presentations
Asst Project Director to Account Executive
Information Resources, Inc.
08.1992 - 05.1996
- Held positions of increasing responsibility, including database management and custom data analyses, quarterly and annual issue identification and client presentations, and culminating in primary account management, responsible for business development and employee management
Education
Bachelor of Science - Business Administration, Marketing
West Virginia University
Morgantown, WV05-1992
Timeline
Associate Director, Consumer Insights & Strategy
Mondelez International (formerly Kraft, Nabisco)
07.2006 - Current
H&W and Cereal New Products
Kraft Foods (Nabisco)
07.2006 - 06.2008
Oreo and Chips Ahoy
Kraft Foods (Nabisco)
01.2004 - 09.2004
Sr. Research Manager
Kraft Foods (Nabisco)
05.2000 - 07.2006
Chocolate and Fruit Snacks
Kraft Foods (Nabisco)
05.2000 - 01.2004
Research Manager
Kraft Foods (Nabisco)
10.1997 - 05.2000
Sr. Research Analyst, Syndicated & Marketing Analysis
Tropicana Products
05.1996 - 09.1997
Asst Project Director to Account Executive
Information Resources, Inc.
08.1992 - 05.1996
Bachelor of Science - Business Administration, Marketing
West Virginia University
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