Deborah Mendez Email & Phone Number

New Brunswick, Nj, Us

• Influenced the turnaround of the anti-aging business by managing end-to-end insights, campaign briefing, and feedback that lead to best-performing TV copy in the history of J&J consumer brands (97th percentile on Kantar) thanks to close partnership with the brand team and agency.• Built cross-functional relationships with Sr Director and Sr Vice President on the 3-year strategic plan for Neutrogena Face (Moisturizers and Liquid Cleansers) by leading an unprecedented amount of insights thanks to establishing the agile insights capability, cutting costs by 60% and time by 87.5%. • Gathered and analyzed data to influence the team to make changes in copy, media plan and audiences on TV and digital leading to increase of ROI by 139% and incremental revenues by 100% across the Neutrogena Face business (Moisturizers and liquid cleansers) by presenting actionable recommendations through compelling story-telling.• Drove impact among the global brand communications strategy by implementing a new way of claims development through rapid iteration of concept testing while leading and partnering with multiple regions around the world this resulted in a time reduction of 75% of messaging deployment and actionable insights.

West Hills, Ca, Us

• Led the creation of Immunity Design Principles for Nature Made vitamins by leading foundational consumer learning through primary research like in-depth interviews, surveys (survey design to fielding) and conjoint analysis. These principles informed new brand strategy and propelled the creation of 2022 pipeline. • Drove Pharmavite’s evolution on immunity claims by aligning with science team on more persuasive claims through agile testing including monadic, discrete choice, and MaxDiffs.• Managed the execution of foundational consumer insights, Jobs to be done, market trends, and competitive context. Screening and testing of claims, ideas and concepts through development of online surveys.• Planned and delivered actionable insights nimbly resulting in a top Immunity innovation product aimed to deliver 12.8MM dollars in 2021 AOP and becoming top 10 SKU in velocities in 2020 with minimal media support. Project managed in time and under budget.• Influenced the delivery of a consumer-centric 2022+ innovation pipeline aimed to drive 20% of growth.• Developed in-house capabilities that allowed to scale concept testing, condense timelines, and lower costs by 30%. • Influenced brand share growth by 2% at major retailers:• Educating sales force on account-specific shopper insights with strategic and engaging storytelling that led to better assortment decisions. • Influencing Walgreens planogram changes by executing virtual shelving research and socializing 6 shelving principles POG changes (14% sales growth at retailer).• Managing research partners in time and under budget and presenting actionable recommendations to CMO.• Optimized the agile insights methodology by getting 275% of additional research hours a week by using time zones and weekends in our favor without adding labor hours. Improving time and budget.

Miami Beach, Florida, Us

Leveraging corporate experience to bring power to a rapidly growing start up.

. Developed growth strategy for Nurtured by Design to reposition its line of ergonomic devices from niche to mass mutltiplying its growth potential by 5.. Created the identity of new brand (meaning and identity) to meet new strategy. Designed launch campaign, marketing plan, and website content.

Mclean, Virginia, Us

. Researcher for projects lead by the US with global implications on scale brands (Orbit, Skittles, 5). . Optimized, screened and validated a brand sub-line for relaunch.. Lead the Brand Board in the development of a global seasonal toolkit by synthesizing learning from sales team across the globe and by partnering with US brand lead. . Influenced cross-functional team in their sustainability endeavors by expressing the voice of the consumer and company growth strategy principles.

Mclean, Virginia, Us

. Insights associate manager for Extra. Influenced copy development and testing by socializing insights and closely partnering with the agency,. Socialized the voice of the consumer and growth strategy in multi-functional team that identified cost-reduction opportunities that had a neutral or positive impact in consumer experience.. By analyzing insights in a new way, and partnering with the marketing team, influenced a shift in the long-term innovation of gum brands.

Mclean, Virginia, Us

. Influenced the way the company executed in-store display programs by showing with data the factors influencing its effectiveness.. Developed foundational understanding of consumer's path to purchase by triangulating, shop alongs, ethnographies, mobile tracking, eye-tracking. . Developed body of knowledge regarding ROI of shopper marketing activities by conducting traditional marketing mix modeling, mix modeling with shopper card data and cost analysis. . Understood effectiveness of POS material by revising existing data, triangulating sales data with compliance data (audits) and biometric tests.

Mclean, Virginia, Us

Analyzed secondary and primary research and proposed strategies to increase penetration across portfolio in a market worth more than 10MM dollars per point of penetration.

Chicago, Us

. Ensured successful consumer adoption of Belvita by conducting focus groups and product testing of two SKU's. Overall brand sales volume increased by 3%.. Coordinated promotional launch of 100,000 Tang® samples on time and on budget.. Diagnosed decline in sales for snacks category by interviewing channel customers on-site and analyzing historical sales data, presented recommendations to high management who immediately implemented recommendations from analysis. . Expedited development of comprehensive customer loyalty proposal for traditional trade by collaborating with nationwide sales, trade marketing teams, and suppliers. . Identified causes of invoice inaccuracies in distribution center, outlined recommendations that replaced a $100,000 solution.

New Brunswick, Nj, Us

. Increased consumer engagement by re-launching Stayfree's website which increased users engagement by 30%.. Coordinated Stayfree DryMax launch event by supervising suppliers and by collaborating with internal and external audiences generating brand awareness and relationship with key media outlets.. Oversaw below the line (BTL) launch activities for Stayfree DryMax by managing the promotions agency and coordinating cross-functional teams that reached 300,000 potential consumers.

Master, Global Management Specializing In Marketing

Mba, Marketing

Bs, Business Administration