Eileen Bruen Email & Phone Number

Building a consulting practice around consumer-inspired and guided business strategies. Leveraging my global consumer insights acumen with brands and services that want to develop and leverage consumer/customer understanding.

Canton, Ma, Us

Managed all aspects of consumer research for the Baskin Robbins brand ( 4000+ retail outlets). - Reporting primarily to the Chief Marketing Officer (BR), provided strategic guidance to cross-functional project teams and Senior Management. Initiatives included Strengthening Operations, Building the Pipeline, Driving Brand Understanding and developing a Consumer Insights function- Managed US “Guest Satisfaction” program and acted as program ambassador for International markets; presented monthly updates to CEO & Leadership Team; created the framework used by COO (BR) to drive operational improvements across 2500 retail outlets- Improved consumer-guided long range product planning via global flavor & product innovation sessions. Managed product-sensory evaluations as needed- Led key projects in positioning, development, pricing, tracking, concept screening and naming; to refine brand focus with increased consumer insight. Subsequently, acted as “voice of the consumer” for brand communications and product development briefs.- Educate (BR) colleagues across markets and functions on the power of Insights for developing the brand; consult on learning plans for International franchisees

Cincinnati, Ohio, Us

Managed all aspects of consumer research for new and existing Gillette personal care brands to provide strategic guidance to senior management; managed staff, vendors and a $1.4M research budget.- Leveraged qualitative/quantitative insights to create highly impactful advertising for the launch of a new brand, TAG Body Spray; ad scored in the top of the copy testing database and appeared in TBS’ “Funniest TV Commercials of 2005”- Led “Voice of the Consumer” thinking in three cross-functional program teams across two brands; partnered with cross-category CMK teams to improve portfolio management strategy; synthesized data with Marketing/R&D for joint presentations to management

Cincinnati, Ohio, Us

Responsible for reporting and analysis of market performance for Oral-B, Braun, and Duracell Specialty Batteries (approximately $1B in sales for North America)- Managed large scale consumer research study for Batteries (conducted in cooperation with our largest retail partner); insights led to improvements in category merchandising that helped grow both category and brand sales within the retailer- Provided the marketing research guidance to Gillette Internet Marketing that explored new methods in evaluating online advertising/marketing effectiveness across all Gillette businesses.

Dearborn, Michigan, Us

Instrumental in the development and execution of marketing research activities for Marketing, Product Development, and Quality offices in Latin America- Managed marketing tracking studies across 5 Latin American markets and two vendors; led consumer immersion of Product Marketing and Advertising staff with SUV owners in Brazil, insights were used to guide product engineering and marketing communication. Leveraged diverse methodologies, including phone, intercept, CLT product clinics, consumer immersions/ethnography, focus groups

Developed questionnaires and reported findings for editorial, marketing, and sales staffs of several G+J consumer publications, including Family Circle, McCall’s, American Homestyle & Gardening, Fitness magazines

White Plains, Ny, Us

Responsible for the planning, implementation, and reporting of product optimization testing for Fortune 500 consumer packaged goods companies such as Kraft Foods, Unilever and Campbell’s

Mmr, Marketing Research

Bachelors, Psychology