Brian Engelhardt Email & Phone Number

Chicago, IL, US

Chicago, IL, US

• Lead B2B experience creation for all brands across food service and small format segments; responsible for P/O/E connectivity, paid media management, campaign briefs, creative development, and pre/post quantitative.
• Authored “draft / drive” strategic framework that was adopted by senior leadership, leveraged across the business unit, and increased clarity for tactical plans.
• Analyzed working & non-working spend; recommendations reshaped tactical approach to campaigns and helped secure incremental brand building budget vs YAG.
• Launched digital OOH convenience store test using paid media that drove +$1.9MM incremental sales in 8 weeks and quantified halo-effect to retail post ad exposure.
• Briefed and delivered first AFH full-funnel experience plan that connected paid, owned, and earned media, trade shows, and distributor network media while maintaining creative synergy with Frozen business-unit.
• Established creative feedback process across internal stakeholders that increased efficiency and decreased non-working spend via fewer rounds of revisions vs YAG.

Rockford, MI, US

• Led international marketing direction for flagship brand within Wolverine Worldwide portfolio across 3 regions (EMEA, LATAM, APAC), 13 distributors in 30 over countries.
• Identified global opportunities, drafted strategic plans, and led prioritization roadmap that created greater adoption consumer programming.
• Reviewed regional marketing plans and provided guidance that led to more cohesive brand communications and increased in-market effectiveness.
• Established first virtual, global marketing forum that drew over 100 attendees, increased visibility to GTM plans, and created tighter connectivity among regions.
• Led new partner RFP and development of first live-stream global sales conference.
• Led budget management; developed new tool and established new review process that transformed tracking and enabled over 10 incremental brand building initiatives.

Rockford, MI, US

• Led strategic marketing plans for iconic $100MM brand within footwear industry
• Led development of product marketing initiatives, working with product, creative, marketing, DTC, merchandising and leadership to gain alignment on major initiatives
• Leveraged consumer segmentation data to create strategic shift in targeting approach
• Established business review process to inform key strategic initiatives for new launches
• Identified opportunity to redefine brand purpose, author equity & tonality summary, and develop commercial idea to establish brand role and guide creative execution
• Directed the creative brief process to develop product story positioning

Battle Creek, Michigan, US

• Led communications & commercialization for $750MM brand with $30MM in media
• Led commercialization of new campaign that helped deliver +2% YOY growth
• Led PR event that resulted in 2.1B impressions in 1-week exceeding goal by +40%
• Launched Effie award winning in-store retail promotion campaign with media partner that generated over 5x highest redeeming quarterly program at Kellogg
• Revamped eCommerce (Amazon) ad strategy that resulted +20% brand improvement
• Developed brand strategies rooted strong business analysis & consumer insights

Battle Creek, Michigan, US

• Led innovation for $550MM portfolio of kid-centric products
• Froot Loops, Apple Jacks, Krave, Disney Licensed Properties
• Developed strategic architecture that provided guidance for innovation activities
• Identified opportunity within licensing that yielded over $25MM in global sales
• Briefed and led execution of packaging creative that led to industry design award
• Creatively proposed solution to avoid $200K in write-offs & launched new innovation

Battle Creek, Michigan, US

Morning Foods InnovationKid/Teen Brands (Froot Loops, Apple Jacks, Krave, Licensed Properties)

Battle Creek, Michigan, US

• Supported business and equity building for $600MM boomer-targeted cereal portfolio
• Kellogg's Raisin Bran, Corn Flakes, All-Bran, Crispix Smart Start, Fiber Plus, Cracklin' Oat Bran
• Assisted development of insights and advertising communications that led toturn-around (+8%ppts of base-sales growth) on 2nd largest adult cereal brand
• Led in-depth business analysis and monthly tracking across 12 brands
• Led YE business review that became foundation for strategic direction
• Supported development of Boomer Brand platform ideas; presented to senior leaders

Battle Creek, Michigan, US

Battle Creek, Michigan, US

Pop-Tarts

New York, NY, US

B.A., Advertising

Master Of Business Administration (Mba), Marketing