Anna Estlund Email & Phone Number

Paris, Ile-De-France, Fr

Lead an Insights & Strategy team of 10 for a $2B spirits and wine business. Includes Portfolio, Brand, Innovation, and Shopper Insights. Identify growth opportunities across the portfolio and for brands such as Jameson, Absolut, The Glenlivet, and Skrewball. Driving a transformational shift to consumer and shopper centric decisions.

Paris, Issy-Les-Moulineaux, Fr

• Led marketing team of 10 for $4.5B beverage business. Unified and strengthened areas of expertise: Consumer Insights & Analytics, Media & Search, and Consumer Engagement. Brands included: Perrier, San Pellegrino, Poland Spring, and Nestle Pure Life• Built media measurement capabilities for $100MM investment, resulting in projected ROI increases• Advocated for deep consumer understanding and influenced optimization in global targets and campaigns for Perrier and Acqua Panna• Uncovered deep, unspoken insights in sustainability and influenced the business to act with urgency• Identified real-time COVID insights and actions for the executive team• Built training plans and content for all marketers, including communications, insights, and breakthrough design

Prilly-Malley, Ch

• Identified compelling insights and instilled deep understanding of consumer needs with executive team to accelerate growth for cereal, granola, and bars, resulting in NPD share growth• Led fundamental shift in innovation culture by infusing learning mindset and consumer-first design toolkit across the organization, including accomplishment of launching 10+ products in 20+ markets in 24 weeks• Identified where to play and how to win through rigorous market analysis & portfolio assessment• Created global need state opportunity map to drive innovation and communication strategy• Shaped direction for new brand equity by developing purpose and values inspired by our consumer• Developed social listening training and toolkit to curate local insights & inspire global campaigns

Minneapolis, Minnesota, Us

• Created consumer mindset map to inspire communication development and media plans, resulting in increased breakthrough, effectiveness, and digital engagement • Identified incremental consumer occasion and advocated for investment, successfully influencing additional campaign spend and resulting in higher ROI• Led digital experimentation to optimize campaign effectiveness and resonance

Minneapolis, Minnesota, Us

• Directed and moderated in-context qualitative research for numerous categories, resulting in successful new product launches for Nature Valley, Fiber One, and Betty Crocker• Pioneered transactional research methods to feel moment of truth and unleash breakthrough innovation• Trained in moderating qualitative research and facilitating large cross-functional sessions

Minneapolis, Minnesota, Us

• Created a category management toolkit to drive sales for Nature Valley in Latin America• Led in-context research in Brazil to optimize total product offering for a meals innovation platform• Designed a foundational research plan for in-store shopper studies in Brazil and Mexico

Minneapolis, Minnesota, Us

• Led marketing and media strategy, managed team of 10+, and built strong agency relationships• Increased single game revenue by 65% through unified campaign and successful rebrand• Provided creative direction for all marketing communications and directed internal design team• Analyzed ticket sales data and consumer trends to develop promotions and forecasts• Launched new website design and navigation, increasing page views by 118%

Minneapolis, Minnesota, Us

Delighted fans through game and broadcast experiences. Managed in-arena promotions and wrote broadcast scripts. Interned in 2004 and worked part-time from 2005-2011.

Mba, Marketing And Strategy

Bsb, Marketing