Bill Bryan Email and Phone Number

Managed assortment for Baby and Child Care categories at Dollar General Corporation.

Developed insights-driven solutions for product assortment and merchandising designed to grow sales for assigned categories at Petco, the nation’s second largest pet supplies retailer.• Delivered category recommendations for planogram design, assortment, and merchandising at shelf by synthesizing insights from syndicated data sources such as household panel and POS as well as primary shopper research.• Presented and implemented Mars Shopper Based Design approach to category management, which uses insights from actual shopper behavior in aisle, and implement best practices for merchandising and aisle flow within the cat treats category.• Managed Petco merchant relationships and deliver Mars objectives for category growth including improved assortment productivity, optimal distribution of core items, and improved shopper conversion and retention.• Achieved net distribution gains during 2017 for Mars Petcare brands: +32% Dentastix, +12% Temptations, +11% Nutro and Iams, +9% Greenies.

Managed all quantitative and qualitative consumer research for leading trash bag brand with annual sales of $1B+.• Provided insights from trash consumer segmentation and focus group research to inform strategy for a new Glad® brand positioning with goal to increase consumer engagement and household penetration. Partnered with brand team and creative agencies to articulate brand purpose, values, and tone.• Uncovered insights on alternate usage occasions for Glad® trash bags that inspired creative teams to develop 2016 Glad to Give marketing campaign to support new brand positioning.• Led Ipsos ASI copy testing for all new TV creative development and evaluated success against key performance criteria. Leveraged insights from copy testing during creative review process to recommend changes designed to increase brand recall and persuasion among target consumers• Managed comprehensive consumer research into odor neutralizing trash bag segment including awareness, purchase intent, product expectations, and claims effectiveness in order to evaluate size of prize and inform strategy to increase Glad® household penetration and brand share.• Analyzed digital brand health using social listening insights as well as data from ForeSee and Google Analytics.

Led development and implementation of both quantitative and qualitative custom research studies designed to uncover consumer and category insights in support of business objectives.• Conducted qualitative research using a variety of methodologies (focus groups, one-on-one interviews, ethnographies, shop-alongs) in order to obtain consumer insights on area including packaging design, product performance, and TV creative. Responsibilities included defining the research objectives and target sample; screener and discussion guide development; and identifying/managing external moderators.• Utilized consumer insights to advise brand teams and creative agencies in the development of new brand architecture, product design, packaging creative, and marketing strategies for NUTRO® and GREENIES® brands.• Identified key volume drivers across brands/categories and delivered ROI improvements for key marketing activities including TV, print, digital, and consumer promotion through marketing mix analysis. Responsibilities include data procurement and validation; supplier management; and delivery of final insights to key stakeholders.• Drove innovation portfolio validation using Nielsen BASES modeling to determine new product concept appeal and estimated size of prize.• Managed Ipsos ASI quantitative research to measure TV copy effectiveness by measuring brand/product recall and persuasiveness of messaging.• Analyzed category sales data from a variety of sources to identify trends and understand shopper dynamics including HH penetration, buying rate, and retailer/channel leakage.

Managed product assortment at shelf and deliver category insights to Petco, the company’s 2nd largest account with over 1,200 stores in North America.• Achieved 2012 retail sales growth of +7.3% and shipment growth of +5.9% by developing and implementing assortment recommendations designed to maximize sales and use existing shelf space more efficiently..• Presented category and consumer insights behind all new product launches using data from GfK, Nutro U&A, and Petco’s loyalty card database.• Created and managed quarterly All Outlet Summary reports using data from GfK and IRI to give Petco management and merchant teams visibility to performance trends across all retail channels.• Responsible for 2012 Advantage customer survey rank improvement of +50% in category development and insights support.

Responsible for marketing and sales planning for NUTRO® MAX® and ULTRA™ portfolio of products. Promoted to Senior Associate Brand Manager in August 2010.• Managed budget, promotions, product development, forecasting, and sales for dry and wet SKUs.• Led cross-functional team in development of new products. Drove decisions regarding product claims, package design, pricing/P&L, and sales and promotion strategy.• Analyzed GfK data to define market size and growth potential for meat-first products in Pet Specialty and used insights to support recommendation for 2011 ULTRA™ product renovation.• Leveraged market research insights and syndicated POS data to develop selling story for new product launches.

Researched and analyzed customer and consumer sales data for global pet food manufacturer with brand portfolio including PEDIGREE®, CESAR®, and WHISKAS®.• Measured performance of all new item launches in key retailers by analyzing trends in sales volume, distribution, and turn rates. Delivered key findings to senior Sales and Marketing management via period scorecards.• Managed data collection and analysis for all pre-launch items in retail test markets and used metrics such as turns, margin, weeks of supply, and incrementality among different store groups.• Mined data from IRI, Business Objects, and retailer POS data systems and manipulated data into meaningful conclusions using advanced Excel tools such as vlookups, pivot tables, and pivot charts.

Performed analysis of sales and market share for corporate headquarters of a leading construction equipment company specializing in Volvo brand machines with annual sales of over $100 million.• Created and distributed monthly market share reports analyzing company’s overall unit sales performance as well as ad hoc reports for individual branches and sales representatives.• Produced annual market potential reports showing estimated revenues for individual sales territoriesas well as segmentation of market according to machine use by customer.• Created market share projections for each sales representative to be used in annual sales and budget planning.

Member of four-person team at Michelin world headquarters responsible for research and development of brand marketing programs targeting OEMs in the European auto industry. Six-month contract part of MIBS degree.• Developed PROTOCOL marketing model to communicate the value of the Michelin brand to key global automanufacturers including Audi, Volvo, Hyundai, Citroen, Peugeot, Ford, Land Rover, Jaguar, and Toyota.• Analyzed qualitative and quantitative market research data from sources such as J.D. Power and Ipsos todevelop insights into product performance and consumer brand perceptions in key markets.• Created/delivered sales presentations demonstrating the Michelin brand’s competitive advantages in terms of greater awareness and equity, higher customer preference and satisfaction, and lower problem incidence.