Daniel Marcotte Email & Phone Number

Toronto, On, Ca

Brampton, Ontario, Ca

• Communicated Voice of Customer findings, driving decisions that increased overall satisfaction by 70 basis points year-over-year.• Improved the Voice of Customer (VoC) program, increasing survey responses while simplifying the customer experience.• Fostered strong relationships with business units and VoC teams to ensure effective customer experience program governance.• Created and sustained key performance indicator (KPI) dashboards for thousands of users, from frontline managers to senior executives.• Oversaw the RFP process, selecting optimal partners through detailed cost-benefit analysis to support customer centricity.

Toronto, Ontario, Ca

• Championed customer-centric transformation efforts, aligning teams and operations with customer needs, resulting in streamlined processes, improved customer loyalty, and better business outcomes.• Executed customer experience (CX) benchmark studies to pinpoint key influences on NPS throughout the customer lifecycle, driving the development of focused action plans that improved performance in high-impact areas and strengthened customer relationships.• Continued integration of customer-led metrics within SportChek and Mark’s, enhancing their approach to evaluating performance against customer experience targets.• Wrote customer success stories for the CEO’s quarterly earnings calls, highlighting customer-centric initiatives that have led to new learnings, improved processes, and/or additional sales.

Toronto, Ontario, Ca

• Led hundreds of consumer and shopper research projects, providing actionable insights for strategic direction, tactical improvements, and innovation validation while prioritizing initiatives with the greatest potential business impact.• Led and mentored a team of one direct report and two shared consultants, fostering a collaborative environment and equipping the team with the skills needed to achieve departmental goals consistently.• Refined the brand strategy for owned brands and banners by aligning purpose, objectives, and key metrics, resulting in clearer positioning and enhanced operational execution across departments.• Strengthened cross-functional communication and cooperation between the Brand, Product Development, and Merch teams, leading to improved alignment and more effective execution of business objectives.

Vevey, Ch

• Validated the frozen meals and pizza innovation pipeline, strategically timing line extensions and major launches for maximum market impact.• Provided brand teams with critical food and consumer trends, guiding key decisions that formed the foundation of brand strategy planning sessions.• Created actionable reports using Homescan and Ipsos 5, identifying untapped opportunities beyond core consumer segments and occasions. • Led pricing strategy for Stouffers and Lean Cuisine, balancing reduced trade spend while improving profitability.

Chicago, Illinois, Us

• Advised brand teams with consumer insights, defining business gaps and opportunities to achieve yearly targets.• Led 5C analysis (company, customers, competitors, collaborators, climate) workshops to align brand strategy on key challenges to address in the brand strategic plans.• Developed trend insights presentations to guide brand strategies on key demos, eating patterns, and wellness trends during the planning cycle. • Managed end-to-end strategic planning for brands, including innovation pipeline, promo strategies, and communications.• Directed research projects from start to finish, ensuring efficient study designs and actionable business recommendations.• Led innovation testing from white space to product forecasting, building a robust pipeline for growth.• Built one-page brand dashboards, showcasing key financial, equity, and competitive insights to identify growth opportunities.• Developed the "Tomato Playbook" to equip sales teams with strategies to grow the shelf space for the portfolio of canned tomato products post-Aylmer acquisition, leveraging Hunt’s strengths and introducing Rotel.

Nuremberg, Bavaria, De

• Managed an account worth over $4.1M in 2010 (3 big trackers + custom projects) for our largest FMCG client.• Supervised 2 direct reports, plus indirectly the work of 3 data processing staff dedicated to the account.• Built reports for annual brand reviews focusing on consumer insight to drive brand decisions for upcoming year. • Developed scorecards for each brand updated quarterly to give a snapshot of the health of each brand.• Created and presented research reports highlighting key consumer insights for individual custom projects, integrating knowledge acquired from main tracker and other custom research projects in this category.• Collaborated with multiple stakeholders at the clients (Consumer Research team, Brand managers, Account managers, R&D) to provide relevant insights pointing out the most strategic decision. • Launched a new query tool for end clients to view results online based on the metrics they are most interested in seeing within the large database that we updated quarterly.• Selected and ensured suppliers provided services fulfilling research projects on time and on budget

Paris, Fr

• Lead €1.5M in projects in 2007 for P&G healthcare (Pharma Rx & OTC) and baby care categories • Supervised the day to day activities of 1 direct report (research manager).• Managed a large 7-country multi-wave Brand Equity tracker for a billion dollar brand.• Conducted research projects from A to Z – from proposal writing, costing, sampling, field and data preparation, to report writing and presentation of results for Western European research projects to client.• Presented insightful reports to guide marketing strategies at beginning of annual brand review period. • Integrated findings from multiple projects within the category in my research reports & presentations

Paris, Fr

• Managed the innovation pipeline concept testing for Kellogg’s Canada determining which concepts for new products are worth pursuing and how to improve them• Handled large Concept Evaluator study for Kashi to help refine the winning concept for this new launch & determine the optimal line-up of Kashi offerings via TURF• Managed large U&As for Labatt and for Tim Hortons.

London , Co

• Coordinated with internal departments for studies throughout their various stages; Sampling, Data Collection, Coding and Programming departments, developing my project management skills.• Created a new tool to communicate with Programming department, reducing errors and time spent on this task by 40%. The tool stood the test of time. It is still is still in use as of 2015.

Mba, Marketing, Strategy

Bachelor'S Degree, Psychology