SparkPoint Insights is a research consulting firm that utilizes innovative and emerging methods to develop the consumer story. Methodologies are selected to match the needs and objectives of the business and can cover a wide range of industry and respondent types. Cindy’s expertise comes from working along side world class marketers to develop business strategy based on understanding the consumer mindset. Finding the “spark” that will light the fire for business growth. From product and brand design to consumer advertising, understanding not just ‘what’ but ‘why’ consumers make decisions is the foundation of business strategy. Cindy has created and led the research plans to uncover consumer insights and create the business strategy with relevant consumer messaging.SparkPoint specialties: In-depth interviews, innovative qualitative research, co-creation focus groups, user experience, business strategy workshops, 360 shopper research (before, during and after the shopping), competitive insights.Key areas of passion and strength: • Consumer Experience Research• Segmentation• Business Strategy • Building business solutions from consumer input• Innovation focused research• Competitive Intelligence

Marketing Director responsible for the Sbarro brand positioning and innovation.

High performance, results-driven Strategic Insights Senior Manager with a career demonstrating leadership, expertise, and distinguished performance in consumer driven brand and product development. Expertise spans brand development, identifying key consumer needs, product innovation, and market research to quantify consumer message, to creative media testing and market rollout. An out-of-the box thinker with strong leadership, analytical and critical thinking skills gleaned through extensive brand and product development experience and M.S. degree in Food Science.

The fastest growing CPG company in North America with over $12 billion in annual salesManager - Strategic InsightsGrowth and Strategic Brands 2008 - 2010Innovation and Strategy 2007 - 2008Lead brand and innovation Strategic Insights for Frito Lay PC Portfolio, Research guidance for development of key consumer message in support of packaging design, optimal line, product names and market testing. Accountable for Consumer Research in support of key growth brand and innovation strategy including Rold Gold, Stacy's, Miss Vickie's and Frito Lay Women's Portfolio, including Baked! Smart Food. Development of proprietary on-line consumer panel. Accountable for synthesizing syndicated and proprietary secondary research to support strategic decisions for innovation. PC portfolio Design Strategy to develop distinctive brand strategy for Lay's, Lay's Kettle and Ruffles resulting in $30 million dollars in incremental innovation product ideas. Led Analytic analysis for Lay's Natural flavors and Reduced Sodium Match Market providing key measures to support the executive team.Rold Gold Brand and Innovation Strategic Development resulting in 4% brand growth and new product pipelineLed strategic insights for Frito Lay's women's portfolio, resulting in strong consumer understanding and award winning advertising for the portfolio brand campaignDeveloped Multipack strategy for mix optimization and package design leading to double digit brand growth and Marketing strategic award.Led consumer segmentation to identify needs for snacking occasions and developed proprietary on-line panel based on segmentation which was the model for additional proprietary on-line communities to support brand product innovation.

Provided Consumer Insights to develop clear and distinct consumer propositions for new product ideas. Began with ideas that had been screened and identified to have potential in the market, took these ideas and identified the key consumer insight and benefits that would ultimately motivate the consumer to purchase the product. Provided guidance on Creative Briefs in order to ensure solid advertising that included these insights and benefits.

Provided Consumer Insights to develop clear and distinct consumer propositions for new product ideas. Began with ideas that had been screened and identified to have potential in the market, took these ideas and identified the key consumer insight and benefits that would ultimately motivate the consumer to purchase the product. Supervised development, and application of primary and secondary research in support of new product initiatives. Managed Test and National Calendar initiatives to drive business objectives. Key Consumer Insight team member on Define and Explore team supporting PHI's Restaurant Ready Process. Developed annual research plan, standardized research methods, and administered annual research budget. Participated on cross-functional teams across Marketing, R&D, Finance, on-site suppliers, ad agencies, and creative services. Identified specific areas of the PHI business impacting Same Store Sales Growth (SSSG) through analysis and synthesis of syndicated (CREST, Restaurant Trends, Technomics) and proprietary tracking research. Provided Marketing and Leadership Team information to identify and support new initiatives in 2007 to improve SSSG.Developed and Implemented ideation and immersion Focus Groups in Q1 2007 which resulted in 5 - 8 "sure bets" from a quantitative concept screener to transition to development stage of Restaurant Ready Process.Standardized concept development methodologies to identify purchase intent elements that drive potential purchase behavior and source of volume resulting in the development of a business case that was clearer to communicate during the leadership team and franchisee approval process.Integral team member supporting four Super Bowl launches that produced record-setting sales growth; product initiatives included Big New Yorker, P'Zone, 4ForAll, Dippin' Strips, and Cheesy Bites.

A world leader in infant nutrition with $2.2 billion in annual revenue; Identified and evaluated ingredient sources and process technologies. Developed protocepts and tested ingredient functionality leveraging multiple processing platforms. Collaborated with Brand Marketing groups and suppliers to drive projects to successful completion. Built cooperative relationships with suppliers to develop next generation ingredients and ingredient systems delivering specific nutritional benefits. Partnered with internal and external resources including ingredient suppliers, academics and clinical resources.Patented method for reducing viscosity in nutritional compositions containing oat fiber.Managed Global team accountable for launch of Infant Formula product across France and Belgium.

Prepared a broad range of prototypes utilizing a variety of resources to bring concepts to fruition. Assessed technical feasibility from product standpoint and identification of product related issues. Identified formulation and ingredients, process implications, and shelf life. Developed specifications for new raw materials and finished products. Supported product transition from development into supply chain..