Laura Hogan Email & Phone Number

St. Louis, Mo, Us

St. Louis, Mo, Us

• Pioneered and directed the establishment of Anheuser-Busch's first retailer collaboration center, The Vault, translating commercial priorities into immersive experiences.• Orchestrated and participated in retail client meetings, demonstrating expert knowledge and influencing decision-making, driving joint business plans and achieving both short-term and long-term objectives.• Crafted compelling narratives for category and portfolio strategies and merchandising solutions through close collaboration with Sales, Marketing, and Category Development.• Collaborated cross-functionally with internal partners and corporate resources, optimizing stakeholder engagement and solution delivery.• Integrated innovative Vault technology, including 3D store design software, enhancing visual understanding and uniqueness of the consumer and shopping experience.• Leveraged internal and external insights to generate innovative ideas, driving merchandising success in a complex landscape.• Championed data-backed strategies, empowering Retail and Category Leads to take ownership of the future of the Alcohol category.• Managed vendor relationships, maximizing COGS through skillful negotiation while nurturing long-term partnerships.• Directed the development and responsibility of 1-Year Plan (1YP) and 3-Year Plan (3YP) planning, ensuring alignment of charter, deliverables, headcount, and budgets.• Actively engaged with C-level executives internally and externally with customers, fostering strategic relationships.• Own experience and hospitality plan for The Vault, delivering a best-in-class experience for the retailer. Including event management, food & beverage service, and facility management.• Managed and developed a high-performing team, fostering a culture of excellence and innovation.

St. Louis, Mo, Us

• Led business strategy for the new Anheuser-Busch Customer Collaboration Center.• Led development of content strategy, defining various experiences, and designing how we bring them to life with the innovative technology at the customer collaboration center. • Established and nurtured collaborative relationships both internally (Marketing, Sales, Store Operations Leadership, Shopper Marketing) and externally, driving effective implementations and tangible improvements.• Successfully implemented new technology, integrating 3D store design software and launching an app to streamline logistics and media software for enhanced visitor experiences.• Pioneered creative visual experiences to showcase the company's commercial strategy and reinforce brand positioning in the market.• Leveraged virtual reality, 3D store design software, merchandising tools, and apps to optimize category development and sales efforts.• Conducted in-depth analysis of consumer, occasion, and shopper data, utilizing point-of-sale, panel data, and qualitative research to drive data-driven strategies.

Redmond, Washington, Us

World Wide Windows Consumer:• Generate transformative business insights worldwide, conducting relevant research in deep partnership with Market Research and strong collaboration with Product Marketing, Channel Marketing and Field Teams• Craft compete strategies working cross functionally to develop plans to mitigate Windows share loss from Apple and Google Chrome to recapture ~20M units• Identified risk in Modern PC refresh of ~300M units, developed strategy to close gap with most compelling offers and financing plans for customers to overcome purchase barriers• Launched Telemetry PowerBI dashboard creating visibility on Monthly Active Devices, hardware attributes, and device usage, allowing teams to dimensionalize PC refresh targets, advise on device archetypes and create attach opportunities• Influenced GTM strategy injecting timely insights in partnership with key stakeholders, quantified fiscal year priorities, established target audience sizing, and pinpointed most influential moments in the customer journey• Established opportunity sizing methodology to understand incremental revenue and unit opportunities for fiscal year category priorities• Improve conversion and attach rates by optimizing marketing investments across the funnel using Digital Traffic Driver research to identify top performing digital channels and traffic drivers to retail.com• Developed an Insights Driven Organization through creation of the Insights Black Belt Curriculum: A custom training curriculum teaching how to define & write insights, create a workspace conducive to creating insights, build an insightful organization and coach others into insights• Own research plan and investments of approximately $2M for Worldwide Windows Category• Manage insights & analytics vendor team to land customized insights for Corp and the field

Seattle, Wa, Us

Brand Manager, Platform Innovation - Japan, China, and Asia Pacific• Leading multiple major projects for new platform launches including: ◦ Upleveling and differentiating Starbucks flavor delivery to enhance customization, reduce sugar and remove artificial ingredients projected to drive $104M in sales revenue. ◦ Rebranding of Frappuccino, a $2B category in Asia. ◦ Expanding Nitro Cold Brew across Asia, currently driving $11M in sales revenue across 300 stores ◦ Launching Blonde Espresso driving incremental $10M.• Lead regular Senior Leadership meetings on new platform development, business performance, and project updates to maintain project momentum and drive decision making.• Owns annual brand plan and strategy plan for beverage categories, forecasting new platform launches, impact to the business, budget planning, and identifying opportunities for incremental growth.• Develop product pipeline and beverage strategy, rebranding new platforms based on customer research learnings informing the best positioning, messaging, naming and maximizing product portfolio reach for the Asian customer.• Consumer insights lead, conducting research with agencies to grow knowledge of Starbucks’ Asia Pacific customers, building new customer acquisition & retention strategies, evaluating competitor landscape and informing assortment and pricing strategies.• Lead international cross functional teams (R&D, Supply Chain, Sourcing, Operations) collaborating to successfully launch projects within the Nitro Cold Brew, Espresso and Frappuccino category. Collaborating to develop, regionalize, and commercialize new ingredients, products and equipment.• Develop local relationships with international markets and leadership teams to pilot and launch new beverage platforms. Supporting 17 countries (over 5,000 cafes): China, Japan, Korea, Taiwan, India, Philippines, Thailand, Indonesia, Malaysia, Singapore, Vietnam, Brunei, Cambodia, Hong Kong, Australia and New Zealand

Seattle, Wa, Us

• Category Development team leader of analysts, rotational associates and broker teams developing strategies to grow the hot beverage category and the Starbucks portfolio.• Delivered high level category review presentations and conduct shopper/consumer insights to support our field category and sales teams, brand, sales planning, and senior leadership.• Liaison between field category teams and headquarters as key point of contact for category support in Joint Business Planning and Top to Top with key customers.• Partnered directly with strategic retailers (Walmart, Target, Kroger and Ahold) on Coffee Shopper Foundational Research. Led Ideation Workshops to imagine innovative solutions from end cap displays to aisle reinvention to grow retailer’s market share and convert shoppers.• Developed assortment, distribution and space strategy to close a $180M availability opportunity to enable field category partners to close this gap.• Launched and trained partners on IRI Assortment Optimization Tool enabling teams to identify brand and category growth opportunities at top retailers resulting in category gains of +5% to +10%.• Established space-to-sales methodology & KPIs, building suite of tools to understand retailer shelf space to obtain Starbucks fair share. Developed consistent measures and shelving strategies resulting in over 35,000 linear feet gained in first year.• Built relationships with cross functional teams across Sales, Shopper Marketing, & Brand, innovating in-aisle strategies from shelving standards to elevated shelf signage and aisle reinvention.• Established clear roles and responsibilities for Category Development team, helping coach and develop them, meet their objectives, and contribute to the success of our Field Teams.

Seattle, Wa, Us

• Headquarter role focused on the Total Coffee Category developing top level insight for actionable use across brand teams, sales planning and field teams.• Developed category stories based on historical and ongoing trends to identify opportunities at retailer level or underdeveloped portions of the category to drive incremental growth.• Established brand distribution assortment prioritization working cross functionally with Sales Planning, Brand Team and Field Sales Teams.• Created shelf segmentation and organization recommendations utilizing market research, store audit and base velocity data to determine optimal aisle size.• Consulted on development and launch of Starbucks Single Origin roast and ground coffee, line extensions in Starbucks K-Cup, and Starbucks VIA Pike Place Roast.

Seattle, Wa, Us

• Launched Signature Aisle fixtures at Safeway and measured their effectiveness with Starbucks Shopper Insights and Acosta support, growing Safeway Coffee category by 2X and Starbucks sales by 3X the category.• Sold in and launched Starbuck Blonde coffee and K-Cup Coffee; Starbucks K-Cups selling $1M in first month of launch at Safeway.• Gained $330K from inventory improvement by negotiating and on-boarding team to RSi (Retail Solutions), developing use cases that have joint benefit between Safeway and Starbucks.• Maintained various scorecards utilizing advanced excel and VBA macros to create easy to use reports for all levels of the organization.

Lewisville, Texas, Us

Safeway Team - Dedicated Dannon Yogurt Analyst• Provided insight to develop and strengthen Safeway’s yogurt category performance in all Safeway divisions.• Utilized IRI, Nielsen and Optura to analyze Dannon and Safeway yogurt performance in market share, AGP and ACV.• Lead restructure of the yogurt category’s Consumer Demand Tree at Safeway by partnering with Shopper Insights, Marketing, Safeway, and Nielsen.

Vevey, Ch

Strategic Category Selling Analyst, Vendor Partner, San Ramon, CA, April 2010-February 2011• Supported category performance of entire frozen prepared foods portfolio for Safeway Stores nationwide• Explored and analyzed category growth trends to recommend successful promotional programming and product mix• Sold in new items and expanded distribution of top selling items• Maintained relationship and communication with various retail teams to guarantee successful in-store execution• Managed new item execution from set-up, placement, first shipment, inventory control, and in-store retail executionRetails Sales Representative, Dallas, TX, June 2008-March 2010• Managed 11 Walmart Store accounts and worked with management to resolve inventory, display or pricing issues• Analyzed current store trends to determine best products to sell as display or feature to increase sales• Headed analytical research on pricing and promotion strategies on Tidy Cat Litter for special team project

Minneapolis, Mn, Us

Human Resources Executive Intern, Tucson, AZ, May 2007 – February 2008• Created district wide training program for all Target supervisors at nine different stores• Taught Leadership Essential classes to first-year interns• Edited schedules to fulfill store needs and meet payrollExecutive Intern, February 2007 – April 2007• Leader on Duty 20 hours a week—gaining valuable experience being the leader in the store• Completed two special projects focused in Human Resources and Assets Protection• Implemented new processes and instigated new programs for entire district

Ba, East Asian Studies, Communication

Electrical Engineering, Electrical And Electronics Engineering