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, WV
05-1992
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
NYC Director/General Super Licensed NYCDOB Superintendent at GIANIA CORP (NYCDDC)NYC Director/General Super Licensed NYCDOB Superintendent at GIANIA CORP (NYCDDC)