EXPERIENCE
BRAND MANAGEMENT
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BRAND MANAGEMENT
Strong, iterative experience re-positioning and creating new brands from beginning to end with budget management.
Includes brand positioning, consumer research, communication strategies, packaging design, go-to-market strategy and marketing support.
Selected to lead the corporate priority of developing a new premium pet care brand.
DATA ANALYSIS & FORECASTING
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DATA ANALYSIS & FORECASTING
Strong proficiency pulling, cleaning, and analyzing Nielsen and IRI syndicated data (big data), Nielsen & Mintel consumer data, database benchmarks, Google Analytics, manufacturer shipping data, and survey data — using story-telling to deliver meaningful business insights.
Experience using Nielsen analytical software with distribution and marketing plans to forecast Year 1 sales for new products.
MARKET RESEARCH
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MARKET RESEARCH
Strong understanding of quantitative and qualitative research methodologies, with experience on both client (Topco) and agency (Nielsen BASES) sides.
Responsibilities included defining research objectives, developing survey questionnaires, organizing focus groups, analyzing research findings, and writing detailed consulting reports.
PRODUCT DEVELOPMENT
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PRODUCT DEVELOPMENT
Accountable for ensuring product-market fit and developing products for hundreds of redesigns and new items.
Responsibilities included competitive research, collaborating across business units, managing timelines, guiding creative development, and briefing and managing market research projects.
ADVERTISING & PROMOTION
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ADVERTISING & PROMOTION
Developed POS materials by providing copy and guiding creative development for use in retail stores (stanchion signs, shelf talkers, aisle blades, floor graphics, etc.)
Directed an advertising agency to create ad campaigns to build brand awareness and purchase intent, communicate benefits to build brand credibility, and ultimately drive in-store sales.
TECH SKILLS
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TECH SKILLS
PROFESSIONAL
Strong aptitude in Excel (VLOOKUP, INDEX MATCH, Advanced Conditionals, Pivot Tables, Basic Macros), Data Analysis, Forecasting, Reporting, Survey Design.
SELF-TAUGHT
Proficiency in HTML, CSS, JavaScript (including jQuery, Node.js, Angular.js, AJAX), UNIX Command Line, SQL, Microsoft Access, Git, Google Analytics, and SEO techniques.
INNOVATION
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INNOVATION
At Nielsen BASES, consulted with world-class CPGs on new product innovation. Tested products for key success factors, and identified areas for improvement to maximize revenue potential.
At Topco, selected as the brand lead for launching a new Premium brand, using shopper insights to test, position, name, design, and market the new brand.
DIGITAL MARKETING
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DIGITAL MARKETING
Managed the client-side development of TheGoodsByTopco.com, a resource to educate retailers on new and innovative items from Topco.
Co-led the design direction, wrote copy, and provided content for 9 additional new websites, analyzed brand websites using Google Analytics, and updated 2 websites writing HTML & CSS.
B2B MARKETING
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B2B MARKETING
Led Issue 1 and 2 development of The Goods, a magazine featuring new and innovative items for retailers, including content creation, design direction, distribution logistics, launch marketing, and online development.
Developed Sell Sheets to support the launch of new items by writing copy using IRI syndicated data, Nielsen and Mintel, and providing creative direction.