Derek Daniels Email & Phone Number

Greater Chicago Area, Il, Us

Founded 2WOØ Creative Coup LLC (pronounced "two") as a boutique brand, innovation, & marketing strategy consultancy. At our busiest I co-managed an on-demand team of 5 (strategist, designer, creative director, analyst) to solve brand strategy, innovation, & consumer experience challenges for PepsiCo, Facebook, Fastly, & MTV, & a variety of startups.Select Project Impacts:★ Spearheaded brand strategy foundation for Scotch Porter, including positioning, consumer tribe & design target, & brand voice for national media & retail channel expansion (Target/Walmart); helping achieve 70% revenue growth to $9.6MM in Q2 2023 & IRI designation as "the fastest growing male grooming brand within the US beard and hair care market"★ Led 350+ hours of ethnography, UX research, & analysis across the Meta family of apps (Workplace, Facebook, Instagram) to inform new product requirements & optimizations for the end-user experience; projects include Workplace EX/UX, FB Account Recovery, Instagram Compromised Accounts★ Partnered with Strategy Execs at ViacomCBS to co-produce the marketing plan & content strategy (e.g. creative team briefing & asset development) for 8 show launches across the Viacom network; Two documentaries earned 2022 Oscar nominations

Purchase, New York, Us

My remit included leading a team of 20 cross-functional partners to scale Off The Eaten Path Snacks (OTEP) by developing global annual operating plans, solidifying the 3-year portfolio pipeline, & establishing a global communications architecture that aligns global consistency & local relevance.Core Problem to Solve: Align disparate global business sector interests in order to launch a unified & globally consistent brand – PepsiCo’s 1st in the plant protein category.Business Impacts + Results★ 1: Rollout OTEP in select retailers across 12+ priority PEP countries & deliver the digital-first “Keep Feeding Your Curious” communications campaign ★ 2: Preside over the brand identity & positioning overhaul & establish deployment guardrails across all touch points (brand purpose, architecture, design elements, tone, comms, tagline) for the re-launch & expansion ★ 3: Generated 205% growth & $41.2MM in global revenue within 1 year of launch, precipitating the acquisition of PopCorners (I drafted the global business case)

Purchase, New York, Us

As a manager on the Better For You Transformation team, I was asked to partner with global teams to establish more affordable & permissible snacking platforms for consumers around the globe across Frito-Lay’s global macro-snacking portfolio (Cheetos, Doritos, Fandangos, & Elma Chips).Core Business Problem to Solve: Futureproof global Frito-Lay products & equities by evolving brand positionings & product portfolios to account for health & wellness headwinds, demographic shifts, & changing attitudes towards snacking.Business Impacts + Results★ 1: Led the front-end innovation process & pipeline development for the Affordable Snacking Platform to identify white-space product & business model opportunities in Developing and Emerging Markets, leading to the launch of Fandangos 'Espiga' in Latin America★ 2: Spearheaded the foundational research to A) overhaul the Doritos brand positioning to "ignite bold self-expression" which continues to fuel global campaigns, & B) develop the 3-yr product pipeline, leading to the launch of Doritos Cool Burn in Eastern Europe & Doritos Stax more broadly

Purchase, New York, Us

My remit in this role was to lead our Asia Pacific beverage innovation agenda, as well as pioneer alternative methodologies & systems for where & how PepsiCo 1) listens to consumers, 2) actions feedback, & 3) problem solves in order to drive growth.Core Problem to Solve: Revitalize stagnant brand & product development processes in order to address deep-seeded consumer needs & ‘de-risk’ program/campaign launches.Business Impacts + Results★ 1: Generated $200MM in added value by recruiting & leading a team of 42 cross-functional partners & 10 agency partners to develop a next-generation Pepsi beverage using a bespoke sprint methodology; Personally presented weekly electronic & in-person bi-monthly updates to the PepsiCo Chairman & CEO, Indra Nooyi.★ 2: Pioneered an immersive consumer research & product development process with APAC regional team to drive deep consumer engagement for the creation, refinement, & validation of 20+ pipeline concepts, resulting in the adoption & commercialization of 2 new products for the Sting Energy Drink Brand (Q2 2018 launch).★ 3: Partnered with Black Swan to product manage & launch SONAR, a proprietary AI-powered insights tool that leverages Machine Learning & Large Language Models to evaluate campaign messaging & product positionings; Negotiated a 50/50 revenue split for white-labeled versions of the platform.

Purchase, New York, Us

In this role I was charged with developing breakthrough platforms & standing up systems to leverage PepsiCo’s global scale to launch big bets & exploit whitespace opportunitiesCore Problem to Solve: Provide tangible value to business units & country teams skeptical of the new global operating modelBusiness Impacts + Results★ 1: Managed Mountain Dew's Kickstart Global Expansion, helping PepsiCo capture a $1.8B 3-Yr opportunity & move the first project through the PepsiCo Global Operating Model.★ 2: Led a cross-functional team across Global Design, Equipment R&D, Finance, Commercialization, & Public Relations to launch PepsiCo’s first solar powered vending equipment pilot program in 5 countries, including the development of a new business model & managing the program P&L; Earned 2015 Silver A' Design Award in Sustainable Products, Projects & Green Design.★ 3: Generated $38MM in incremental revenue from 5 SKU launches & packaging innovation across Pepsi & Mountain Dew (Pepsi Ole/Ginga, Mountain Dew Kickstart Blood Orange, Pepsi Axl Bottle innovation).

London , Gb

★ Selected as 1 of 30 fast-rising marketing leaders for the inaugural 2018-2019 US class of The Marketing Academy Scholarship, a 9-month leadership program for associates across the marketing, advertising, and communications industries. Featuring 'money can’t buy' experiences & best in class content, this development program includes a powerful mix of mentoring, coaching & lectures delivered by world class CEO’s, CMO’s & business leaders from the US & the rest of the globe.

North Syracuse, New York, Us

★ Led a 5-man team of Research Scientists, Engineers, and Business Development Managers to develop a market entry strategy for a new Bio-nanotech Supply Chain Security system; Initiated a Voice of the Consumer Study and developed an Activity-Based Pricing model to identify a $5MM year 1 opportunity

New Brunswick, Nj, Us

• Developed a 360-degree go-to-market strategy for a 2012 new product innovation, projecting $18M year 1 sales

San Francisco, California, Us

★ Identified $331M opportunity for Levi’s in the footwear category by conducting competitive analysis, moderating 4 focus groups, and implementing a national survey that reached 700 potential consumers using SPSS and Qualtrics analytical tools★ Identified 3 new consumer segments, developed a marketing plan, and presented recommendations to CSO

London, London, Gb

★ Collaborated with executives to finalize the FY 2011 Recruitment Advertising Plan★ Analyzed focus group research and conducted 30 one-on-one interviews to identify the US Marine Corps brand proposition for underrepresented minorities in support of Effie award winning “Real Talk” campaign

New York, Us

★ Managed launch of child support debt credit program by outlining workflows, partnering with fiscal, system, and legal teams to finalize operations, and designing a training module for 25 customer service representatives★ Led hiring process and designed training for 11 Child Support Specialists in support of $2.26M initiative to provide support services to low-income NYC parents, resulting in $157K in milestone claim payments

Jersey City, New Jersey, Us

★ Hired to support C-suite leadership in clarifying value proposition in web channels, conduct competitive analysis for 40 competitor sites, edit website copy, and liaise with search engine optimization specialist to design a user-friendly website.

Bethesda, Maryland, Us

New York, New York, Us

★ Collaborated with 4-member team to coordinate the strategic direction of the Internal Hiring Support Center (IHSC) of the NYC Department of Education (DOE); supported 3,000 displaced teachers

New York, Ny, Us

★ Raised class avg. score on 2005 NYS Grade 6 Exams 17 points, 5 points above school avg. and 17 points above the New York City average★ Developed advertising plan for school events, increasing participation to approx. 200 students and over 40% of staff for enrichment programming★ Led men’s basketball team to its first division championship, improving its record to 16-4 from 5-12 in ‘07

Masters Of Business Administration, Strategic Brand Management

Bachelors Of Arts And Science, Public Policy/Marketing

Master Of Science, Education

Mba Study Abroad