Janet Bednarz Email & Phone Number

C Space

Independent contractor affiliated with Project Marketing Associates (www.projectma.com), a Pittsburgh-based business consultancy that specializes in brand and project management, market research, business plans, and new product development. Provide expertise for B-to-B and B-to-C market research initiatives for PMA clients, which include global companies such as GlaxoSmithKline Consumer Healthcare, Heinz, and PPG Industries. Designed, fielded, and analyzed market research conducted with business owners/ managers to determine corporate strategy for retaining business and increasing market share in a key industrial market sector undergoing legislative changes. Recommended optimal approach for conducting Customer Value/Satisfaction research in US and Asia for major client through an in-depth RFP process with a dozen experts in the field.

Led comprehensive research associated with the development and marketing of consumer over-the-counter healthcare products. Accountabilities included new product development and launch, optimization of brand positioning and advertising, research to support and integrate new acquisitions, and the adoption of innovative research techniques.Optimized advertising that resulted in a double digit sales increase for the company's leader in specialty oral care in the 12 weeks after the ad campaign went on air.Revitalized sales, 4% in 6 months, for market leader in a personal healthcare segment through brand architecture research, netting $4 million in revenue.Collaborated on an initiative to target a consumer segment representing a $20 million upside opportunity. Conducted usage and attitude research that informed brand strategy and led to top-scoring advertising with this segment.Helped GSK save millions of dollars by providing evidence that persuaded management not to invest in the launch of a line extension for the company's calcium supplement brand. Planned, managed, and synthesized the results of several pieces of research that predicted sales of the new product would fall short of goal.Provided marketing research expertise for the integration of a new business into the GSK portfolio as part of an acquisition. This resulted in new advertising which drove an increase in sales and was followed by the launch of a successful line extension.Applied a cutting edge technology to optimize a line extension concept for a pending product launch. The quantitative research method evolved concepts based on real-time, collective consumer choice in an online venue.Created and led a cross-functional team process for synthesizing market research findings into focused consumer insights, bringing greater clarity to creative briefs and marketing communications.

Responsible for managing market research for multiple brands. Accountable for understanding marketing objectives and recommending appropriate research designs, managing research vendors in executing studies, and assisting Marketing in understanding and applying research results. Led research for Aquafresh toothpaste turnaround from a 12% decline to an 11% gain year-to-year through the introduction of new market strategy and improved application of consumer data. Drove research for launch of Aquafresh Extreme Clean toothpaste, a $52 million business today.Represented US Marketing Research on a global team that developed and rolled out a Concept Development module for the company's Marketing Leadership Program.Investigated and introduced a new copy testing process for company's US division. Ensured buy-in from internal customers as well as external Ad Agencies.

Market Segments: Condiments & Sauces; Infant Nutrition; Weight Watchers FrozenHeld progressively responsible positions in market research. Led research to identify new consumer target and advertising positioning for Heinz' trademark steak sauce.Optimized Heinz Ketchup marketing activities by conducting continuous awareness tracking, diary panel analyses, and product testing.Designed and managed an infant feeding tracking study providing a detailed account of the ratio of jarred baby food to "real" food in a baby's diet by age of baby.Represented consumer insights on company's Recycling Task Force. Presented findings on consumer response to Heinz "green" packaging initiatives at industry-wide conference.Alerted management to the emerging consumer interest in antioxidants and other beneficial food extracts. Wrote a white paper encouraging the company to capitalize on the presence of such nutraceuticals in Heinz products by promoting their health benefits to consumers.

Master Of Business Administration - Mba, Business Administration And Management, General

B.S. Ed, Elementary Education And Teaching

Transferred, Liberal Arts