Category Development, Shopper Insights and Trade Marketing executive in consumer products industry skilled in analyzing business trends and developing retail account strategies. Extensive experience in marketing and sales analysis, specifically merchandising evaluation, planogram optimization and shopper-based solutions. Creative problem-solver who thrives on challenge and leads by motivating team members to attain outstanding results in diverse environments. Key accomplishments include: • Developed and lead company Playbook which identified the optimal Trade strategies across category/customer. • Using market structure and shopper intercept research, developed shelf strategy for the category which was tested in leading Food Retailer and resulted in 2% growth in category sales and 25% growth in conversion. • Developed first shelf signage for the category that educated general market and Hispanic shoppers to improve shelf navigation by linking shoppers with lifestyles. Using a segmentation study, identified core “active” consumers representing 20% of category sales and linked that segment to company sport oriented brand. • Rebuilt all trade development business plans which led to trade savings of 10%. Developed trade promotions analysis process improving lift on promotion by 20-40% and raising ROI by 25%.• Developed promotional merchandising model using financial and syndicated data to measure the effectiveness (lift and ROI) of all promotion programs for Food and Drug channels. Analysis contributed to improving promotion impact by 20-30%.