Louise Cronin

A brand and growth strategy consultancy that thinks imaginatively and works efficiently to deliver real-world results in real time

Select experience:

• Urban Outfitters: Created state-of-the-brand insights report rooted in management interviews, and market research to synthesize existing consumer perceptions, competitive gaps to close, key brand opportunities, and prioritized next steps
• Dr. Seuss Enterprises: Developed company-wide brand book outlining brand positioning, including manifesto, brand essence, mission, social impact commitment, values, personality attributes, and employee culture; Codified expression of key characters and franchises via defined personality attributes and target growth audiences for use in future IP activation

A global creative consultancy that integrates strategy, experience, and design to help leaders grow and create meaning

• Created meaningful and enduring impact for clients across industries through brand strategy ideation, definition, and activation
• Conducted B2B and B2C market insights research, including quantitative surveys, mobile ethnographies, in-depth interviews, and focus groups; synthesized results and applied findings to develop key insights and implications for strategy development application
• Managed client relationships, including day-to-day engagement and communications and oversight of project timeline and budget

Select strategy lead experience:

• Petco: Quantitative research, brand positioning, and performance measurement system
• SiriusXM: Audience segmentation and prioritization, near- and long-term business opportunity definition, growth roadmap and activation strategy, and brand architecture evolution
• Premera Blue Cross: Ethnographic consumer research and patient engagement journey definition by segment
• Humana: Naming and messaging architecture guidelines
• Citrix: Post-merger brand name market research and evolution exploration
• Entergy: Brand positioning definition and design evolution supported by employee interviews and focus groups

A branding agency experienced in building new brands as well as helping iconic brands adapt to our ever-changing world today

• Created brand strategy for CPG clients across industries, including brand positioning and pyramid creation, portfolio architecture segmentation, consumer muse definition, brand voice and tone development, and brand and product naming
• Conducted market audits, insights research, stakeholder interviews, and trend forecasting to inform strategy development

Select strategy lead experience:

• Rodan + Fields: Portfolio architecture development and product pillar positioning
• Swanson Vitamins: Positioning, portfolio architecture optimization, muse development, and full redesign
• T-Mobile: Naming, messaging, and copywriting as creative agency on retainer

LVMH's beauty incubator that creates or acquires brands with the focus on developing them into global powerhouses

• Sole manager of global product assortment for all categories: conducted market trend research, led cross-functional alignment meetings, briefed new launches to kick off formula and packaging development, worked with cross functional teams to meet development timeline, forecasted global sales by collection, SKU and region, and planned in-store visual merchandising
• Oversaw $6mm global sampling program, including budget planning, new sample development, sampling strategy and execution
• Lead account manager for international retail partners (40% of brand sales): led semiannual market week meetings, oversaw regional assortment variations, communicated global strategy over weekly calls, and assisted in localizing launch plans

ELC's rotational training program designed to prepare top talent for management roles through an accelerated career development path

• Managed cross-functional product development process for color category launches; created competitive reports, concept briefs, sales forecasts, pricing recommendations, cost estimates, and regional planning guides for global rollout
• Created industry trend and competitive brand overview presentations for monthly senior management meeting; applied this research to develop and present product development and marketing campaign recommendations
• Prepared competitive analyses by trend and category; applied this data to create pricing by currency, efficacy claims, market positioning, and packaging recommendations for upcoming product launches as well as future innovation