Lisa Zellefrow Email & Phone Number

Gibsonia, PA, US

• Implemented qualitative and quantitative research as the STAR Spreads shelving test with Giant Eagle, created an insights presentation and shared with category, sales and internal teams as well as presented to Kroger.
• Developed and implemented Category Growth Drivers for the Spreads category with opportunity assessments; developing Assortment Guidelines with a tool for retailer specific recommendations; updated and expanded the.
• Worked cross functionally with BC, CC, Brand, Innovation, Advanced Analytics, Category Leadership and others to find solutions to business questions and needs, and developed insights or presentations as necessary for.

Greater Pittsburgh Area

• Supported Business Development Managers on Meijer, Food Lion, Hannaford, Harris Teeter, SpartanNash, and Jewel; developed and presented the category reviews, new item selling support, assortment and shelving.
• Successfully implemented several key initiatives including SKU rationalization, shelving initiatives, defense against loss of assortment or space, and distribution gains on innovation or new markets
• Provided new item analysis, performance analysis, results of shelving changes as well as many ad hoc analysis requests internally and for the retailer buyers

Greater Pittsburgh Area

• Developed multiple tools and resources for field Category Management team, to improve efficiency, analyses and presentations
• Implemented a Competitive Intelligence collection and distribution means; Created, designed and published a monthly Competitive Intelligence newsletter with information gathered from the field teams, news publications.
• Assisted/provided both the field and marketing with analyses including distribution, shelving and assortment guidance, selling and defense presentations, consumer insights and shopping behavior
• Provided training, both formal and one-off, on resources available to the teams, including Spectra, Nielsen Panel data and databases, Assortment tool, etc.

Greater Pittsburgh Area

• Communicated Fiscal strategies to field sales teams, worked with teams to meet company goals
• Joint planned trade merchandising and promotional strategies
• Monitored execution and results against objectives via a tracking report I created for the entire sales force
• Acted as liaison between Sales and HQ filtering requests, sharing insights and developing strategies between the two

Greater Pittsburgh Area

• Worked with Field Customer Marketing to provide insights and compelling stories to take to field, and in solving business issues
• Supported Field Sales, Field Customer Marketing, Category Management and HQ with reporting
• Trained other Analysts in the Analytic Process and solving Business Issues, as well as Panel based data and analysis

Greater Pittsburgh Area

• Led the integration of a new data analysis platform; trained the client, initiated new uses and processes for the client, developed training materials and launch structure
• Supported the Sales organization with business issue support utilizing Nielsen’s Analytic Process
• Trained and supported analytic tools to direct analysis and drive insight and to create efficiencies and value for the client
• Utilized and supported Nielsen tools to develop strategic plans to maximize sales and profitability
• Provided insight and analysis around sales related issues including distribution, promotion, pricing, etc.

Pittsburgh, PA

• Created proposals and initiatives for Inbound/Social Marketing and better tracking of leads
• Designed and created product marketing materials: required internal and external research
• Created design proposals for new email, corporate PowerPoint deck, and website design
• Wrote case studies on current customers to exhibit product benefits
• Wrote, prepared and scheduled press release documents on new products and services
• Reviewed and updated past marketing materials; updated company website

Pittsburgh, PA

One of 10 fellows to be selected by the SponsorChange program, which works with Pittsburgh Cares, a non-profit matching organization. The program lasted 4 months. Read about it: (www.businessweek.com/bschools/content/sep2009/bs20090910_636521.htm?campaign_id=bschools_related) Worked with Habitat for Humanity of Allegheny Valley to recruit and manage.

Pittsburgh, PA

• Fund-raising, public relations and marketing for non-profit organizations
• Writing Plan of Campaign, writing copy for fund-raising brochures and documents, researching grant foundations

Pittsburgh, PA

• MBA PRACTICAL EXPERIENCEPersonalization & Implementation Project Course: American Eagle Outfitters August - December 2008 Led an effort from AE to revitalize website operations, along with a team of Katz Marketing.
• Daniel’s Race & Case at University of Denver, Colorado (Placed 1st in case) February 2009
• Thunderbird Sustainable Innovation (Placed Top 30 Internationally) October 2007

Pittsburgh, PA

• Created data analysis tools used by Field Category Managers; compiled and managed data from consumer databases (Nitro) into easily read, shared and updated reports
• Developed a Distribution Gap Analysis using expert level Nitro and Excel to find profit gaps in retailers
• Researched and created a 101 Education Deck for an Initiative project for the benefit and education of Category Managers and retail clients
• Assisted Field Category Managers and Pet Brand Managers with Nitro data, analysis and presentations
• Passed all available Nielsen U training courses, and reviewed for effectiveness for Category Manager hires

Houston, TX

• Managed wholesale lighting company in Houston, Texas:
• Designed and developed all marketing materials including website, emails, mailers, etc.; Wrote press releases
• Managed product line, including cost analysis, lead-time and production, and sales maximization
• Negotiated with local and international vendors (Italy, China, India and Mexico), managed purchasing, product development and redesign. Reduced costs by re-sourcing standard production items
• Planned and organized for trade shows in New York and High Point, NC; attended shows for set-up and sales; managed product placement; analyzed sales data
• Streamlined all accounting procedures; responsible for all accounts, financial statements and reconciliation using QuickBooks Pro; improved cash flows by implementing a payment schedule

Mba, Marketing

Activities and Societies: Executive Board Member of Katz Marketing Club; VP – Marketing of National Association of Women MBAs (NAWMBA) –.

B.S. Technology, Information Systems Technology

Cum Laude Dean's List Phi Beta Sigma-Alpha Lambda Delta Honors Fraternity