Maleeha Khalid
Yardley,PA
Summary
Director of Consumer Market Insights with 10 years of expertise in data analytics and strategic media optimization. Adept at leveraging consumer insights and cross-functional leadership to drive significant ROI and cost savings, achieving a 30% improvement in ad performance metrics. Passionate about pioneering new techniques to enhance brand visibility and engagement
Overview
6
6
years of professional experience
1
1
Certification
Work History
Director, Consumer Market Insights
Pierre Fabre Group
Parsippany, NJ
07.2023 - Current
- Implemented an effective strategic roadmap for consumer and market research by translating business demands, leading to successful execution.
- Leverage expertise in distilling insights from multiple data sources to create persuasive narratives for senior stakeholders and cross-functional teams. Present concise findings with actionable implications.
- Utilized various data sources to analyze and comprehend the business landscape, encompassing rival brands, consumer behavior, societal influences, audience demographics, and macroeconomic indicators. Continuously monitored and anticipated emerging trends both within and outside the beauty industry.
- Shared valuable insights and strategic recommendations with employees at all levels
- Enforced effective leadership strategies to drive the productivity and growth of the team
- Represented the voice of customers and our community through providing robust, data-driven insights enabling strategic decision-making
- Managed the implementation of both primary and secondary research initiatives, ensuring alignment with best practices and strategic goals.
- Analyzed trends and identified whitespace opportunities by leveraging syndicated data tracking resources including Nielsen, Circana, Euromonitor, and Numerator.
- Oversaw consumer profile and audience segmentation initiatives to drive evolution in the brand portfolio.
- Led end-to-end creation of presentations (e.g., PowerPoint) from development to finalization, including assistance with Board-level presentations.
- Facilitated collaboration among cross-functional teams consisting of stakeholders from brand development, innovation, digital marketing, creative design, and IMC to drive data-driven decision-making aligned with consumer preferences.
- Led the development and implementation of cutting-edge techniques, including AI-centered methodologies, to drive the evolution of market and consumer insights.
- Enhanced market insights and voice of the consumer monitoring and tracking infrastructure to meet evolving business requirements
- Developed and sustained connections with various external data and research partners such as Nielsen, Circana, Mintel, etc.
North America Lead, Business Insights & Media Analytics for Hygiene
Reckitt
Parsippany, NJ
05.2022 - 07.2023
- Spearheaded cross-portfolio media optimization and performance measurement for brands generating over $1.5 billion in revenue, overseeing a media spend exceeding $150 million.
- Spearheaded the North America implementation and optimization of enterprise advanced analytical projects driving data driven Omnichannel media planning and productivity enhancement
- Drove 15-20% media efficiency (ROI) generating NR impact of >$30MM for Reckitt brands
- Supported US Revenue Growth Management in partnership with Trade team and top tier strategy consulting firm deploying Return on Commercial Investment project to drive a total P&L optimization across ATL and BTL spends
- Identified $100MM+ in Revenue Growth opportunities via Price and Promotion optimization
- Managed media performance management projects in Marketing Mix, Nielsen Catalina Solutions, and Multi-Touch Attribution as a key decision maker to derive strategic, real-time, and custom media insights.
- Conducted comprehensive market research and assessed emerging trends in Multi-touch Attribution solution; provided insights to senior leadership on the shift to new landscape, reducing cost by $50k to 70k annually
- Collaborated with Media team and 3rd party vendors to design, execute and analyze results of a high-impact analytical solution
- Achieved a 25% improvement in project efficiency by developing a restructured measurement studies process, which simplified end-to-end timelines and communication flow between 3rd party vendors and Media Agency.
- Supervised the implementation of a cutting-edge measurement process through effective management of a team comprising skilled contractors and interns, leading to a significant 25% enhancement in efficiency
Strategic Analytics Manager- Home Care
Colgate-Palmolive
New York, NY
01.2021 - 05.2022
- Directed strategic analytic initiatives including MMX, pricing, revenue management, portfolio optimization, assortment, shopper decision hierarchies and reduced cost by 10%
- Streamlined communication between senior leadership and key stakeholders by facilitating weekly meetings and clear, concise data visualizations; cut response time for critical business decisions by 30%
- Partnered with cross-functional teams to develop and implement new performance metrics; analyzed results and recommended process improvements
- Leveraged Marketing Mix strategically optimizing investments for greater effectiveness and a 10% ROI increase
Consumer Insights Manager- Digital Insights
Neptune Retail Solutions
New York, NY
10.2018 - 01.2021
- Spearheaded strategy sessions with Brand leads to drive campaign and digital tactics, resulting in a 20% increase in customer acquisition and 15% increase in customer retention for Unilever and Procter & Gamble
- Analyzed performance data for vendors such as Johnson & Johnson and identified key areas of growth; recommended changes that boosted revenue by 10+% and won a contract renewal
- Collaborated with CPG Clients to define and measure KPIs, timelines, and deliverables; implemented data visualizations and storytelling techniques for senior management presentations
- Orchestrated integration of insights, analytics, and digital campaigns for five major clients in the Consumer-Packaged Goods industry
- Enabled seamless execution of brand strategy and digital tactics that resulted in increased brand engagement and 15% increase in sales
- Developed compelling data visualizations and presentations that helped secure $1.5M in new business & Conducted rigorous Matched Panel Analysis and Sales Uplift studies and optimized mid-campaign performance to improve ROI for key clients
- Developed new techniques for measuring reach, frequency, and impact of advertising on awareness, association, social amplification, and online/offline purchase
- Managed in-depth market research and presented findings to inform a brand positioning overhaul, leading to 10% increase in brand awareness
Senior Pricing Strategy Analyst- Revenue Management
ConAgra Brands
Chicago, IL
04.2018 - 10.2018
- Created pricing analysis and recommendations for Mass Channels with annual revenues exceeding $50M
- Established pricing strategies and discounts, while evaluating competition and market conditions to formulate appropriate and profitable sales/pricing strategies
- Partnered with Snack brands to analyze market trends, product volumes, profit margins, competitor and retailer dynamics, promotional tactics, and long-term brand strategies
- Analyzed and optimized P&L statements for key snack brands, created new pricing allocation models
- Evaluated pricing strategies that increased revenue by $2M annually across key snack brands
Education
Master of Business Administration - Marketing
Drexel University
Philadelphia, PA09.2018
Bachelor of Science - Finance
Pennsylvania State University
Abington, PA12.2012
Skills
- Portfolio Growth Strategy
- Assortment Optimization
- Trade Price Pack Revenue Optimization
- Consultation
- Collaboration
- Consumer Insights
- Shopper Insights
- Competitive Intelligence
- SWOT Analysis
- Loyalty Analytics
- Enterprise Solutions
- Reporting Automation
- Team Management
- Cross-functional Team Leadership
Certification
Project Management Professional (PMP) Certification (Apr 2014)
Other
Advanced MS Office (Excel, PP, word, Project), Tableau, PowerBi, Syndicated POS/HH Data (Numerator, Nielsen, Circana, Mintel), Simmons, Spectra, SAP, Siebel, SQL, Project management, Organizational, Analytical, Interpersonal, English (native), Urdu, Hindi, Punjabi, Project Management Professional (PMP) Certification (Apr 2014), Reckitt Resourceful Insights Award (Oct 2022)
Timeline
Director, Consumer Market Insights
Pierre Fabre Group
07.2023 - Current
North America Lead, Business Insights & Media Analytics for Hygiene
Reckitt
05.2022 - 07.2023
Strategic Analytics Manager- Home Care
Colgate-Palmolive
01.2021 - 05.2022
Consumer Insights Manager- Digital Insights
Neptune Retail Solutions
10.2018 - 01.2021
Senior Pricing Strategy Analyst- Revenue Management
ConAgra Brands
04.2018 - 10.2018
Master of Business Administration - Marketing
Drexel University
Bachelor of Science - Finance
Pennsylvania State University
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