Katie Archer Email & Phone Number

Chicago, Il, Us

Irving, Tx, Us

Irving, Tx, Us

• Managed $60M A&CP budget and optimized media plan to deliver +$5.4MM NS vs plan by driving reach and sufficiency, elevating ROIs and aligning audience priorities to business objectives• Led 2024 annual planning and NS +2.5% target, turning landscape of minimal pipeline prospects into category growth story• Built 3Y digital learning plan and led real-time media measurement while driving connectivity to household penetration• Led holistic redesign of website, CRM journeys, e-commerce PDPs to deliver +50% SEO improvement, +80% engagement• Directed photoshoots delivering 100+ new assets aligned to POD visual needs and cross-channel gaps with $350K cost savings• Delivered +11% purchase intent, +15% awareness with brand’s first influencer test, evaluating new agency and TikTok channel

Irving, Tx, Us

• Led commercialization of new demand space with accompanying insights mining, retailer category story, merchandising playbook, A&CP plan and the BU’s first ever clinical claim; received leadership recognition as standard for success• Achieved incremental distribution (4 facings) in food channel and anniversaried focused assortment in dollar and club channels to drive top line and profitable product mix• Delivered $400K cost savings for OP gap closure across consumer promo optimization and assortment simplification• Elevated tried & true media planning with brand’s first personalization tests that were leveraged as inspiration across US/global markets: OLA with 3X ROI improvement via DCO, search with 1PD/2PD closed-loop platforms, CRM via affinity audiences and purchase-based engagements and website by launching value exchange platform• Optimized launch of new brand campaign by leveraging new channels (OOH) while leading influencer and search tactics

Irving, Tx, Us

• Assisted in 8 consecutive quarters of YOY share growth and exceeding FY target by 90 bps for $1B business by leading comprehensive POS analyses and building actionable reports used by BU president to apply diagnostics to DPSM decisions• Led packaging and SKU execution, including total portfolio rollover (100 SKUs) in condensed timeline for 2022 planning cycles and recognized by BU as best-in-class complex project management

Geneva, Switzerland, Ch

• Assisted in successfully launching category-disruptive, national commercial innovation as #1 priority of global organization• Responsible for holistic development of advertising launch creative aligned to brand profile while driving synergy to portfolio• Built comprehensive materials for National Sales Meeting, including retailer sales stories, sizzle creative and workshop plans• Recipient of Going the Extra Mile Award (Q3 2019) as elected by US Leadership Team

Fort Worth, Tx, Us

Responsible for project success and student development of two 4-person MBA teams. Identified, scoped, initiated and managed two marketing projects, one for Frito-Lay North America and the other for Alcon (details in Project section). Coached and mentored team on personal development and team effectiveness to develop marketable professional skills.

Fort Worth, Texas, Us

Directed project for small-business incubator to develop 360 degree marketing strategy, targeting new segment of entrepreneurs. Also created one-year communications, advertising and PR calendar to promote community engagement and deliver structure to marketing team.