John Mutterperl Email & Phone Number

New York, New York, United States

Consumer Insights leader, responsible for insights and learning agenda planning, execution and brand performance measurement across the Campari America portfolio of brand icons.Encompassing all areas of traditional and digital insights development.

Beverage and CPG industry marketing consultancy, focusing in the areas of strategy and planning, business intelligence and consumer insights, innovation, branding and commercial execution. Spirits and Wine emphasis.

Leading Consumer and Shopper insights for Pernod's industry-leading Spirits portfolio. Key focus areas include: consumer/shopper segmentation, brand positioning, communications and touchpoints strategies and assessment; brand health tracking; influencer mapping; path to purchase + consumer decision journeys (CDJ); needs / occasions drivers; social / big.

• Directed Client Solutions research team in the delivery of syndicated retail sales data, reporting and associated business performance / analytic tools to Diageo (#1 global Spirits supplier).
• Core services include: Monthly Industry performance reporting; Price elasticity modeling; Consumer panel insights; Market structure overviews; Web-portal development for posting of monthly KPI’s and suite of.
• P&L responsibility for contractual and ad-hoc services of an $8 MM account.
• Client satisfaction and retention managed via quarterly business reviews.

• Directed all planning, implementation and analysis of consumer insights and industry intelligence for $400 MM premium Spirits and Wine importer / marketer.
• Managed advertising, pack, pricing, promotion and taste evaluations; Usage and Attitude, ethnographic, brand health and ad tracking studies; trend spotting; syndicated (AC Nielsen; TD Linxx) and custom sales.
• Industry intelligence: Developed Market Landscape Reviews, focusing on structure, trends, drivers; competitive activity => RC USA business implications.
• Cross-functionally supported NY and Paris Executive, Marketing and Sales teams, with emphasis on internal consulting and business development.

• Managed a $25 million brand with a $3.5 MM budget: strategic planning, budgeting, advertising, event sponsorships, and new product introductions.
• Launched new consumer ad campaign, in collaboration with Barbados and Paris-based marketing teams.
• Coordinated Pre and Post wave A+U advertising tracking studies to monitor campaign effectiveness.
• Identified winter sports marketing opportunity, developing an integrated, national ski and snowboard race series. Program included print, internet and cable media; PR and on-premise events. MGR’s Winter business.
• Initiated price elasticity study in strategic markets of NH, FL and CO. Retail price points adjusted per A.C. Nielsen rrecommendations, with volumes responding +15%.
• Introduced Mount Gay Extra Old Rum to the U.S. market.

Managed day-day client relations for development and execution of consumer promotions on large, package goods and automotive accounts: Tambrands, Bayer, Dr.Pepper / 7-Up, Cadillac

• Assistant to Sr. VP/Managing Director; Responsible for daily Account management including budgeting, creative development, and account service.
• Negotiated and executed co-marketing and partner tie-in programs for Tambrands, Bayer and Becton-Dickinson clients. \
• Programs generated $2.5 MM in incremental agency revenue.

• Researched, authored and presented competitive computer chip industry reports which assisted Senior Management with Intel brand positioning and strategy formulation.
• Supported two AE’s and an Account Supervisor in producing key account management project tracking reports.
• Managed account P&L; briefed management team on weekly basis.

Sports equipment automotive rack transport systems manufacturer* Supported end-users and retailers in addressing issues of rack use, performance and safety.* Consulted with Sales, Marketing and Design teams on product innovation and refinements.

Mba, Business Adminstration

Guest lecturer / Marketing, Cornell University, S.C. Johnson Graduate School of Management

Ba, History

Activities and Societies: * Middlebury College Alpine Ski Team: 1985 - 1987 * Middlebury Union High School Alpine Ski Team Coach: 1988.