NINA UNGERS
Reno,Nevada
Summary
Innovative marketing leader with 9+ years of experience delivering exceptional marketing strategy, campaigns and innovation rooted in consumer insights to drive consumer loyalty and brand recognition. Proven success in accelerating growth of emerging brands as well as maximizing relevance of legacy players to revitalize business and expand margin.
Overview
13
13
years of professional experience
Work History
Senior Brand Manager
Kellogg’s
09.2021 - 12.2022
- Owned +$75M Pure Organic P&L, over-delivering 2022 annual top and bottom line by expanding distribution, taking price and accelerating in market performance via effective digital media execution
- Led brand building development including equity and architecture to maximize consumer engagement and brand distinction
- Originated an insurgent-end to-end marketing model; spearheading a cross functional task force to interrogate the status quo resulting in a fast-track commercialization process that was successfully sold into Kellogg senior leaders
- Developed creative direction and full-funnel marketing campaign to effectively educate target audience in product benefits and values deploying across ecomm, social, digital and shopper
- Successfully secured new natural channel distribution by educating key partners regarding brand benefits, products and marketing strategy
- Researched consumer and market trends to identify new opportunities for product and brand expansion with concepts achieving top performing ranks in consumer testing
- Backed by data, courageously canceled 2 new launches after evaluating soft market performance and consumer feedback
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills
Brand Manager
Fairlife LLC
09.2018 - 09.2021
- Experimentation & Innovation
- Developed and launched fairlife Ice Cream and Creamers, introducing fairlife masterbrand to new categories and capturing 5% and 3% HHP respectively in year one
- Created all strategic and creative content for Ice Cream and Creamers to capture new occasions and consumers, achieving +40% trial first year in market
- Owned & executed $6.5M media strategy across display, social, search & Ecomm platforms, resulting in quarterly velocity growth
- Tracked, analyzed and reported on key incubation KPIs to validate and demonstrate success of product proposition and marketing campaigns
- Developed tiered customer segmentation strategy based on customer success potential and re-allocated media dollars to increase effectiveness & scale
- Planned, executed & managed full year shopper calendar, integrating customer specific & national programs to drive consumers to shelf with strategic trial then repeat program cadence, - Single Serve Portfolio
- Brand lead for emerging YUP brand, doubling revenue in 2 years and achieving +55% CAGR since launch by sharpening consumer and channel focus for optimized annual operating plan and creative strategy
- Led consumer-centric brand proposition overhaul to strengthen positioning, packaging and product experience resulting in +17% buy rate and double-digit dollar sales and velocity growth in 2020
- Originated experientially rooted sampling campaign, activated nationally across key college campuses that drove +17% increase in consumer awareness and +70% sales lift at activated schools
- Initiated P&L margin enhancement project to enhance brand profitability, identifying pricing, portfolio mix and trade segmentation optimizations to increase margin up to +10pts
- Portfolio Pinterest lead, developing annual strategy to connect with target market while seeking inspiration, driving traffic to refreshed and optimized website recipe homepage
- Initiated consumer-led flavor innovation, achieving $1M sales its first year in market, the second largest innovation item within the entire 2020 value added milk category
Brand Manager
ConAgra Brands
06.2014 - 09.2018
- Owned a diverse $600MM portfolio and P&L, incorporating value chain optimizations, annual planning and go-to-market strategies to offset organic category challenges
- Spearheaded strategic brand plans for multiple product lines to increase market share and achieve targets for increased revenue
- Brand lead for cross functional steering committee executing a plant transition to increase production efficiencies and unlock +$2.5MM in bottom line savings
- Innovated and launched Rosarita organic beans at Club, leveraging consumer trends and organic vendor partnership to quickly commercialize and successfully sell-in within 9 months from ideation
- Developed Manwich multipack pricing strategy to elevate product pricing and drive incremental purchase that led to +$19MM in net sales
- ABM council lead, developing and annually leading ABM Year 1&2 training program
Associate Brand Manager
ConAgra Brands
02.2010 - 02.2012
- As P&L owner, achieved annual plan metrics bending 4-year declining trend to deliver +2% FY17 growth through trade segmentation, closing distribution voids and promotional strategy execution
- Developed Manwich growth strategy to drive HHP, creating revitalized brand vision to unlock $4MM consumer opportunity, built upon spearheaded internal jobs to be done work
- Created consumer-based seasonal strategy, layering in & out of store support to increase brand awareness & drive +2% FY17 incremental sales
- Led commercialization process of 4 innovative flavor launches, pivoting historically declining portfolio trends to +1% top and bottom line annual growth
- Developed Rotel Power of 2 customer strategy, leveraging market data and consumer insights to prove that category growth is unlocked by supporting Rotel and Private label only resulting in increased share of shelf across customers
Finance IT Consultant
Motorola Solutions
- Collaborated with quality assurance team to quantify and improve new consumer interface by identifying industry metrics and best practices to test and refine system impact over a 6-month period
- Created and initiated an enhanced tracking system to better manage a $13.5 million budget, aligned to by upper management and implemented across IT division to monitor and control portfolio costs
Education
MBA - Marketing and Management
Indiana University Kelley School of Business
Bachelor of Business Administration - Accounting
University of Wisconsin
Skills
- Brand Building and Development
Brand Strategy and Messaging
Social and Digital Media Strategy
Multi-Channel Campaigns
Innovation and New Product Launch
Consumer Insights
Audience and Market Segmentation
- Lean Startup
Budget and P&L Ownership
Performance and Growth Measurement
Portfolio Optimization
Sales Tracking and Forecasting
Pricing Strategy
Collaborative Leadership
Accomplishments
- Collaborated with team of [Number] in the development of [Project name].
Accomplishments Increased fairlife Masterbrand HHP by +5pts by launching fairlife Ice Cream and Creamers developed new model for Ventures led brand development for Pure Organic
Bent 4 year declining trend for Manwich Skills
Timeline
Senior Brand Manager
Kellogg’s
09.2021 - 12.2022
Brand Manager
Fairlife LLC
09.2018 - 09.2021
Brand Manager
ConAgra Brands
06.2014 - 09.2018
Associate Brand Manager
ConAgra Brands
02.2010 - 02.2012
Finance IT Consultant
Motorola Solutions
MBA - Marketing and Management
Indiana University Kelley School of Business
Bachelor of Business Administration - Accounting
University of Wisconsin