Kyle Lund Email & Phone Number

Naperville, Il, Us

Executive team member leading the insights and analytics organization. Responsible for building the organizations insights & analytic capabilities, hiring and developing the right talent, and using strategic storytelling to turn insights into action within Wilton and with Wilton’s customers. - Built 12 member I&A organization across 4 sub-disciplines: consumer & marketing insights, analytics & data science, category strategy, and Walmart category advisorship - Transformed organizations insights toolbox and support model – reinvesting budget to meet agile, timely and impactful insight needs - Executive team member responsible for increasing insight exposure and understanding, as well as connecting insights to cross-functional teams to ensure insight driven strategy creation - Lead external insight engagements with Wilton’s key customers across retail and foodservice - Organization research methodology expert – guiding and driving the right research approach to solve key strategic insight needs - Coach and mentor for I&A organization – focus on recruiting the right talent, upskilling and developing team members as well as guiding teams organizational IQ and influence - Manage multi-million dollar insights & analytics budget with a focus on continued optimization and ROI

Mclean, Virginia, Us

The consumer and market insights lead for Mars Food North America – Uncle Ben’s, Seeds of Change, Tasty Bite Brands. Responsible for granular understanding of US/Canadian markets, consumer, shoppers, competitors and retailers in order to lead the organization through insight grounded strategies. Focused on growth strategies – innovation pipelines, go to market tactics, marketing strategies and optimization, and being the voice of the consumer.• Drive transformation of the business through insights• Lead supplier relationship and oversee Nielsen on-site team• Invest research and analytics budget into insight action oriented tools• Collaboration across functions to understand key business questions – drive learning agenda to focus on largest opportunitiesExamples of Expertise:• Concept Development: Led an innovation co-creation workstream with a key retailer, unlocking new product innovation in and outside of the core rice category. Insights focused innovation and idea creation led to 18 new items added to retail set within 1 year of ideation session.• Innovation Incrementality: Leveraged the TURF technique to gauge concept incrementality and collaboratively guided the strategy formulation for a new range extensions for Uncle Ben’s brand• Brand Strategy: Developed a brand equity exploration study that focused on brand fit and positioning, which enabled the brand team to solidify the future licensed brand strategy within the refrigerated dough category• Packaging/Communication: Spearheaded complete packaging refresh workstreams for both Uncle Ben’s and Seeds of Change brands – led packaging insight generation and shopper focused research around shelf impact• Insights Mentor: Was the lead insights mentor within the Seeds of Change Accelerator – working with cohort brands such as Fora, Brooklyn Delhi, True Made Foods, Prommus, Omsom, and NoBull Burger

Oak Brook, Illinois, Us

The Consumer Insights and Analytics lead for TreeHouse Foods, a manufacturer of consumer packaged foods and beverages. Responsible for developing actionable insight, supporting insight access and utilization across the organization, and enabling general management and marketing to make decisions grounded in insight.• Responsible for consumer insights development across the entire organization – beverages, meals, snacks, baked goods and condiments divisions• Manage a consumer insight manager as well as our private brands dedicated on-site supplier support team• Maintain and optimize the multi-million dollar consumer insights budget, which includes retail data suppliers (IRI, NPD and Nielsen), secondary insight contracts (Mintel and Kantar), and custom research contracts (Communispace, Gutcheck, Qualtrics)• Partner with general management, marketing, R&D and sales organizations in order to understand underlying business questions, and develop research plans to address insight needs • Work closely with customer focused insights team to ensure that insights inform everything from concept ideation to the moment of truth at shelf• Leverage syndicated, third party custom research suppliers and DIY research tools to develop insights• Techniques and Tools Employed: o Shop-alongs / central location testing o One on one in-depth interviews o Sensory testing o Focus groups o Online community research activities o Online survey development and execution through Qualtrics o Analysis leveraging tools such as R, SPSS and JMP o Attitude and Usage Studies, Drivers and Barriers Studies, Brand Equity Studies, Brand Extendibility Studies, Concept Testing (Both Full Profile and Wisdom of the Crowd) o Consumer Segmentation o Discrete Choice and Max Diff Analysis o Multivariate Analysis (Factor, Cluster, Conjoint Analysis)

Chicago, Illinois, Us

Consumer insights lead for the $4.5 billion ConAgra private brands division. Responsible for driving insight exposure and utilization across the private brands organization, as well as enabling business teams to make decisions grounded in insight and to help drive consumer grounded innovation.• Responsible for private brand consumer insights development across the entire private brands portfolio: dry pasta, retail bakery, bars, cereal, snacks and condiments• Manage a consumer insight manager as well as our private brands dedicated on-site supplier support team• Maintain and optimize the multi-million dollar consumer insights budget, which includes retail data suppliers (IRI, NPD and Nielsen), secondary insight contracts (Mintel and Kantar), and custom research contracts (Communispace, Gutcheck, Qualtrics)• Synthesize and organize private brand insight sharing across teams.• Develop and execute custom research that addresses key consumer grounded business questions• Provide strategic guidance and recommendations, based in insight, to brand, marketing, and R&D organizations, as well as support customer facing support functions when needed.• Work closely with customer focused insights team to ensure that insights inform everything from concept ideation to the sell in process

Chicago, Illinois, Us

Consumer insights lead for ConAgra’s $1.4 billion dry pasta and retail bakery segments. Responsible for overall consumer understanding, uncovering key insight needs and generating insights that will drive strategic decision making• Responsible for all consumer insight support for private brand and branded offerings with dry pasta and retail bakery segments• Actively managed various insight budgets exceeding $600 thousand annually• Synthesized, summarized and communicated insights to several cross-functional teams and helped guide strategy development grounded in consumer insight• Proactively identified key business objectives, develop appropriate learning plans and guided research process from the research brief creation to the final insight summary creation / activation• Managed external suppliers from the RFP process, through key business question identification, methodology identification/selections, study development, execution, results summarization and recommendation development

Chicago, Illinois, Us

Provided shopper research and insight support for several customer teams and drove strategy creation through insight activation• Primary retailer channels of focus: Club, Drug, Dollar, Convenience• Primary retailers of focus: Target, Costco, Dollar General, Family Dollar, Walgreens, and 7-Eleven• Actively works with internal cross-functional team, as well as customers, to ensure that shopper/consumer needs are heard and that tactics/strategies align with those needs• Proactively identify key business questions, develop appropriate learning plan and guide research process from the research brief creation to the final insight summary creation and activation• Merge custom primary research with available secondary data/insight to inform shopper oriented strategies for shopper marketing, category management, in-store merchandising and other shopper centric points of contact• Qualitative: Organize and execute qualitative research such as shopalongs, shopper interviews, focus groups, and online community discussions. • Quantitative: Regularly conduct on-line survey based studies to gauge shopper/consumer attitudes and opinions around numerous topics, such as retailer, consumer brands, categories, creative, strategies and tactics• Manage a large yearly research budget and focus resources on the largest incremental opportunities for ConAgra, as well as our customers• Integrate internal strategies and platforms with retailer and shopper specific insights that help grow ConAgra and our retailer partners (shopper seasons and occasions, Millennial shoppers, SNAP shoppers, Hispanic shoppers)• Responsible for channel specific insights across entire ConAgra consumer foods business, which includes snacks, frozen, refrigerated and grocery brands

Chicago, Illinois, Us

Leveraged insights to optimize the category/aisle/department shopping experience to grow consumption of ConAgra foods grocery brands• Created category strategies for grocery meal enhancer brands• Utilized multiple data sources to compile insights on sales performance, industry trends and shopper behavior• Worked with brand, business development, consumer insights, and shopper insights teams to develop insights and learnings• Coordinated execution of strategies with customer teams and tracked effectiveness• Identified optimal shelving, assortment, merchandising, and pricing principles for grocery enabler brands

Chicago, Illinois, Us

Leveraged dunnhumby shopper loyalty card data to gain insights on shopper behavior• Utilized consumer purchase dynamic measures to gain insight into how households shop• Analyzed consumer basket information to identify what certain types of households purchase• Leveraged cross purchase behavior data to identify new opportunities for line extensions, cross promotions, assortment• Bench marked and tracked new item introductions, utilizing trial and repeat metrics• Developed excel based tools to leverage consumer loyalty card data within the ConAgra organization• The key contact within ConAgra for access, requests, and questions about dunnhumby loyalty card data

Worked On-Site for Butterball LLC and Armour Eckrich Meats LLC.Supported client by managing data delivery, training, data utilization, and analysis• Utilized a variety of tools to analyze syndicated data, consumer behavior trends, demographic information, as well as shipment data• Trained 80+ users on data tools, measures and analytical techniques• Interfaced with marketing, sales, trade, and executive management teams to increase data utilization and comprehension• Incorporated analysis such as market structure, optimal assortment, and price elasticity into presentations in order to provide additional key actionable insights

Mba, Marketing Research And Analytics

Bachelors, Marketing