Summary
Overview
Work History
Education
Skills
Timeline
Generic

Marjorie Laurent

Frisco,TX

Summary

Strategic and results-driven CPG executive with extensive experience in category development, brand management, and data-driven insights. Demonstrated success leading cross-functional initiatives to improve market positioning, drive revenue, and optimize brand performance. Proficient in IRI/Circana and consumer/shopper data platforms. Adept at translating complex analytics into actionable strategies across product assortment, pricing, segmentation, and channel planning. Skilled in leading cross-functional teams, fostering collaboration with internal partners, and building strong relationships with agencies, customers, and vendors.

Overview

25
25
years of professional experience

Work History

Principal, Client Insights, Frito Lay

Circana, Inc.
10.2018 - 12.2024
  • Delivered actionable insights through food industry/CPG expertise, analytical proficiency, and client service skills, driving business improvements and brand growth for leading national snack brands
  • Conducted regular gap analyses to identify areas for competitive advantage, leveraging data and analytics, resulting in strategic business decisions and avenues for development
  • Implemented advanced analytics techniques, including assortment optimization, incrementality and target audience development, to identify new revenue growth opportunities and customer acquisition, managing approximately 3-5 key projects and 8-10 analytical requests per week

Marketing Consultant

Self-employed
07.2017 - 09.2018
  • Provided consulting services for CPG industry and engaged in professional development activities

Senior Brand Manager

Daisy Brand
05.2006 - 06.2017
  • Directed and managed all aspects of Sour Cream business, achieving a +4-share point increase in brand growth within two years.
  • Built Cottage Cheese business to 8.5 share of $1.1 billion category with 20+% year-over-year growth by implementing strategic positioning, consumer research, and advertising.
  • Managed all aspects of brand, including P&L, distribution and forecasting, cultivating cross-functional partnerships, and managing agency partners.
  • Evaluated and adjusted marketing strategies based on evolving market conditions, ensuring brand remained relevant and competitive in the industry.
  • Collaborated with sales teams to create tailored presentations for key clients, resulting in strengthened relationships and increased business opportunities.
  • Managed hiring, training, and performance evaluations for marketing team; supervised daily activities to ensure productivity and goal achievement.

Product Marketing Manager

Swift & Company/JBS USA
01.2005 - 05.2006
  • Grew overall volume of Ready to Cook and La Harencia branded and private label businesses by +6% and increased profit +8% via new product value proposition, SKU rationalization and improving product flavors, packaging, and merchandising/promotions.
  • Created product positioning and messaging to differentiate products in market and expand visibility.

Brand/Product Manager

McCormick & Co., Inc.
01.2000 - 01.2005
  • Managed national spice and seasoning brands across full product lifecycle, driving growth through consumer-focused marketing, innovation, and portfolio strategy.
  • Developed and executed comprehensive brand plans, delivering profitable brand growth and stronger market positioning.
  • Led post-acquisition integration efforts for Zatarain’s, developing a three-brand strategy that aligned with corporate objectives and market opportunity.
  • Reversed declining sales of Old Bay brand (-8%) to +14% growth through targeted consumer and trade promotions, new usage occasion marketing, and trend-driven campaigns.
  • Directed trade marketing and demand planning initiatives, improving forecasting accuracy from 69% to 87% by aligning cross-functional inputs and refining planning processes.
  • Launched successful line extensions for Old Bay, delivering $2M in incremental revenue in year one and driving a +21% increase in total brand sales.
  • Spearheaded Fresh Starts, a value-added seafood initiative that introduced 29 new SKUs, including creation of training programs and sales collateral to support rollout.

Education

BBA - International Business

James Madison University
Harrisonburg, VA

Skills

  • Category Strategy & Development
  • Strategic Planning & Execution
  • Pricing & Promotional Strategy
  • Consumer & Competitive Insights
  • Brand & Portfolio Management
  • Market Segmentation & Targeting
  • Data Analysis & Business Intelligence
  • Go-to-Market Planning
  • Cross-Functional Team Leadership
  • Syndicated Data Tools (IRI/Circana, Nielsen)

Timeline

Principal, Client Insights, Frito Lay

Circana, Inc.
10.2018 - 12.2024

Marketing Consultant

Self-employed
07.2017 - 09.2018

Senior Brand Manager

Daisy Brand
05.2006 - 06.2017

Product Marketing Manager

Swift & Company/JBS USA
01.2005 - 05.2006

Brand/Product Manager

McCormick & Co., Inc.
01.2000 - 01.2005

BBA - International Business

James Madison University

Similar Profiles

CREATE PROFILE