Katie Mccoy Email and Phone Number

- Omnichannel Senior Shopper Marketing Manager on Carbonated Soft Drinks portfolio - Kroger eCommerce Integration Team Lead, Coca-Cola North America DSD Portfolio

• Developed a new shopper marketing investment toolkit with Trade Marketing and (4) National Account Managers that included co-developing consumer tactics with our category buyers, hosting monthly plan check-ins, managing marketing and MDF funds against consistent business objectives. This approach resulted in delivering shipments 95% vs. our annual forecast, a significant achievement when faced with starting the fiscal year with $2.8M in distribution loss. • Led the launch of Colour… Show more • Developed a new shopper marketing investment toolkit with Trade Marketing and (4) National Account Managers that included co-developing consumer tactics with our category buyers, hosting monthly plan check-ins, managing marketing and MDF funds against consistent business objectives. This approach resulted in delivering shipments 95% vs. our annual forecast, a significant achievement when faced with starting the fiscal year with $2.8M in distribution loss. • Led the launch of Colour Refreshing Gloss based on influencing US Management to allocate incremental marketing funds typically allotted to sister brand Jergens. Invested in a blitz approach to achieve over 75% strategic target reach within 6 weeks, a unique media approach for John Frieda. The $1.9MM investment had a short term media ROI of $0.65, over 2x the estimated ROI of Jergens advertising that same fiscal year. • Lead Account calls for Tier 1 Retailer Accounts such as Target, Walgreens, CVS, Rite Aid and Ulta Show less

• Assisted in the new category launch of Hair Colour for the John Frieda® Hair Care brand, achieving the #1 new product launch in the hair colour category in 2011, in the face of launches from category leaders such as L’Oreal and P&G.• Managed Digital, PR and Print campaigns to drive increased brand awareness and purchase intent for Precision Foam Colour• Lead Account calls for Grocery and regional Drug Class of Trade Accounts, representing over $15M in retail business

• Lead the integration of all national direct-to-user brand communication utilizing mass and direct media. Responsibilities include strategic planning; agency selection and deployment; budget management; monthly metrics and executive review.• Developed 12V Category Introduction marketing plan by integrating the activities of product marketing, trade/channel marketing and the country sales organization. Inclusive of market and competitive analysis; product positioning; messaging… Show more • Lead the integration of all national direct-to-user brand communication utilizing mass and direct media. Responsibilities include strategic planning; agency selection and deployment; budget management; monthly metrics and executive review.• Developed 12V Category Introduction marketing plan by integrating the activities of product marketing, trade/channel marketing and the country sales organization. Inclusive of market and competitive analysis; product positioning; messaging development; budget management; timeline management; agency selection and deployment.• Managed user database and customer retention programming by developing consumer segmentation for marketing executions, responsive A/B testing to identify communication effectiveness and continuous improvement recommendations. • Co-Lead North American disaster relief program and deployment process. Manage all business-to-business and business-to-user brand and product positioning for the Gulf Coast Recovery Initiative. Show less