Promoted to lead the Intelligence group to uncover and identify insights that solve problems, lead to strategic growth opportunities and imagine brighter futures for our clients brands and overall business.- Developed comprehensive 360 degree view of consumer demand for a national recreational vehicle brand, a national CPG brand and a regional health insurance provider. Insights provided the foundation necessary to inform brand strategy, messaging communications, product development, thought leadership, strategic selling with key customers as well as strategic investments and partnerships.- Identified unique, relevant and own-able brand strategies and activation plans for iconic national brands in the alcohol beverage category looking to re-introduce themselves to a new generation of consumers. - Developed a total brand measurement tool that provides visibility into key drivers of brand and business performance across product, experience, design, workforce culture and communications.- Lead comprehensive thought leadership study with Accenture and Jefferies Financial Group to quantify the most important purchase drivers across CPG, foodservice, household products, personal care and beauty, and fashion. The study led to a one-day conference in NYC titled "Consumer of The Future," multiple white papers and a nationally published report.

Hired to help lead and build new Business Strategy group focused on delivering growth strategies by partnering and consulting across B2C and B2B clients in the areas of brand strategy, annual planning, brand architecture, portfolio management, innovation and customer engagement.- Introduced a comprehensive innovation strategy for a $15+ billion food company and a $1 billion dairy company that identified emerging and latent demand, the most profitable innovation platforms and a three year plan for execution.- Developed brand architectures and portfolio strategies for clients in CPG (fresh meat, craft beer, produce, food ingredient), healthcare (children's hospital) and athletic apparel.- Developed and implemented a Millennial Mindset Mapping tool to determine which mindsets impact consumer spend, share and brand preference across categories and key brands. Categories measured included packaged snacks, fast casual restaurants, chocolate confections and milk.- Conducted agency's first comprehensive study on Gen Z to understand key attitudes, values and beliefs vs. older generations.

Recruited and promoted to lead the Marketing department for a portfolio of retail packaged meat & fresh pork brands at Farmland Foods, Inc., a subsidiary of Smithfield Foods, Inc., with over $4 billion in retail and foodservice sales across a broad portfolio of pork products. • Led and directed all marketing initiatives with a team of ten across multiple functions including portfolio planning, brand marketing, and consumer insights.• Conducted extensive consumer segmentation study to identify the most profitable pork consumers and need states.• Led the re-branding efforts for the Farmland Brand including brand positioning, brand identity, creative development, media plans, experiential marketing, shopper marketing, and sponsorships which led to an increase in bacon volume and market share in target markets. • Implemented an annual brand planning process and annual brand plans that included key insights, marketing objectives, and key strategies and initiatives developed to meet the objective; developed, negotiated and oversaw new agency relationships.• Hired, trained, mentored, and performed performance appraisals and individual development plans on all direct reports.

Promoted to lead consumer strategy and insights across the Premium Light Portfolio, as a direct report to the Vice President for the leading global brewer that produces and markets the world’s best-selling beers including Budweiser, Bud Light, and Stella Artois. • Led and directed a team of two Brand Research Managers and one Analyst which supported the Bud Light, Bud Light Lime, Bud Light Platinum, Michelob ULTRA, and Select 55 brands, contributing 47 million barrels in volume and over $4 billion in sales.• Led development, implementation, and optimization of internal consumer segmentation study, tracking studies, and insight tools to evaluate effectiveness of advertising copy, media buying, on-air advertising, sponsorships, and promotions.• Served as Lead Advisor to V.P. and Director-level marketing positions for brand portfolio strategy, brand positioning, brand messaging, and brand performance.• Introduced a portfolio/occasion-based approach to address competitive threats in the Latino segment by conducting research in California, Texas, and Arizona to better understand the Latino consumer and how to leverage the premium light portfolio.• Directed innovation projects throughout stage gate process including concept development & screening, product name, packaging development, liquid development, creative development, and post launch tracking

Promoted to develop and implement profitable brand growth strategy, and key sales drivers for a 20-million barrel brand.• Managed marketing strategy, brand positioning, creative development, advertising, packaging, sales promotion, retail execution, and communications initiatives to maintain and enhance brand health and grow market share.• Utilized consumer segmentation study and beer demand landscape to help re-launch Budweiser as the “Great American Lager” – targeting key consumers in core beer need states.• Developed annual brand plans, and provided leadership and direction to agency partners to bring brand direction to life with marketing tools and programs.• Oversaw development of new Budweiser brand creative and advertising across all mediums; communicated strategy to support groups, agencies, and wholesalers; worked with National Retail Sales and wholesalers to sell-in brand programs to key retailers.• Led the development of all Budweiser packaging initiatives working with Operations, Revenue Management, Logistics, Legal and Innovation departments to increase key brand health metrics and maintain or grow market share.• Strengthened relationships, developed partnerships, and oversaw programs, promotional products development, and P.R. efforts with key marketing programs and properties such as NASCAR, Kasey Kahne, MLB, NBA, and MLS.

Promoted to develop and manage brand strategies and marketing plans to grow results from the Value Brand family. • Created and implemented innovative marketing strategies to build brand image, increase brand awareness, and manage sales performance for the value brand portfolio which included the Busch, Busch Light, and Natural Light brands.• Designed annual brand plans and budgets, developed promotional programs and key marketing components to support brand objectives, and created focus and attention within the wholesaler network for retail execution.

Managed marketing research projects to support formulation of brand strategy, positioning, and tactical marketing decisions.• Oversaw project design, project coordination, project implementation, and report writing for marketing research projects for the Budweiser, Bud Light, Michelob Family, Value, and New Product brand teams, as well as for Senior Management requests.• Directed and supervised research staff consisting of one Multicultural Research Manager and three Senior Analysts.• Utilized various forms of qualitative and quantitative research techniques including focus groups, ethnographies, in-home use tests, mall-intercept, and internet-based studies; reported & presented results to Senior Management and Brand Management.• Led national research efforts and focus groups, and presented results to determine the TV commercials to be aired during five Super Bowl broadcasts, process ultimately led to winning the USA Today Ad Meter all five years. • Selected to conduct several research projects directly with the CEO, including consumer taste tests with brewmasters on new product ideas, and to better understand the drinkability of A-B products versus the competition.