David Rodgers Email & Phone Number

Plano

Led in the development of long-term strategic road maps for brand planning, product development, , promotional campaign assessment, and product innovation processes. Utilized project management and team leadership skills in driving the deliverable calendar, managing data collection and analysis, customer satisfaction feedback, competitive deep dive analyses, and customer segmentation targeting. Projects covered CPG, retail, health, telecom, non-profit, and financial industries.

Marketing insights leader and Voice-of-the-Consumer agent - identified and developed key business opportunities within CSD, Juice, Sauce, Tea portfolio resulting in incremental brand growth, strengthened retail partnerships, and new product development. - Responsible for setting the vision, delivering insight-driven brand strategy, positioning and segmentation, campaign/promotion development and evaluation. - Led pricing strategy analyses to determine optimum price points across retailers and across regions. - Facilitated product development and innovation, white space growth opportunities, packaging/graphics exploration and naming, messaging/communication. - Responsible for $1.6MM brand health tracker for gen pop and multicultural assessments across Canada and US

Led insights and strategy initiatives for Canadian business sector. Responsible for all consumer/shopper insights and strategy for juice, CSD, tea portfolios including advertising/campaign evaluation, portfolio growth strategy, consumer targeting, brand health tracking at the regional and national levels. Managed US/Canada market research "toolbox" assessing the value/use of each methodology and vendor partner, and establishing rigorous protocol guidelines for all portfolio research.

Managed marketing planning, research, and innovation brand-building projects for 3-5 year pipeline fill; led concept evaluation, development, commercialization process for product development; spearheaded market strategy development for two national retail accounts leading to incremental brand growth, value-added product offerings and customer loyalty. Generated over $4.4MM in incremental sales. • Reduced full-system economics stage-gate research protocol lead time by 6 weeks. • Led the marketing, competitive intelligence analysis, communication and promotional campaign development for DP Cherry line extension, generating trial and incremental sales of 18% and $1.2MM in first 18 months.• Identified two-tiered marketing insights plan for launch of new fortified water, resulting in 65% ACV and 500K cases in eight months.

Provided data-driven strategic thought leadership to the DP Commercial Team, Sales, and National Accounts in leveraging brand/flavor advantages. Created tools to monitor market level multicultural advertising and promotional efforts across CSD portfolio. • Directed the insights, marketing, and commercialization process in the launch of Cherry Vanilla Dr Pepper (product flavor, name, packaging, creative) with over 15MM incremental cases added to the TM in year one. • Partnered with a vendor in developing a comprehensive toolkit to identify differentiated brand positioning’s and consumer targets for leading portfolio brands, resulting in base volume growth of 5½%.• Developed a Hispanic tracker to measure advertising and marketing program effectiveness amongst Acculturated and Unacculturated Hispanic segments, identifying growth markets of 4-6%.• Spearheaded 10,000-respondent beverage segmentation analysis for DP, identifying targeted growth opportunities, leading to 6% volume growth in Heartland markets.

Established portfolio research strategies to maximize growth, profit, and sales, outpacing the industry. Strengthened vendor/bottler/operator customer satisfaction with go-to-market strategies resulting in 8-10 year new product installation contracts. Leveraged persuasive sales/syndicated data to increase beverage incidence/profit, generating over 4,500 new foodservice accounts and $2.1MM in revenue. • Highlighting the consumer desire for variety in fountain beverages, the strength of the Dr Pepper TM led to over 3,600 new units in the QSR segment.• Gained 500,000 cases in new availability by introducing premium mixer brands to two major casual dining chains

Master Of Business Administration (Mba), Marketing/Finance

Bachelor Of Science (Bsc)