Kevin P. Mahoney Email and Phone Number

Led the Insights Team for the Corus National Sales organization providing Insights, new capabilities and a Go-to-Market framework as the foundation for selling with Clients and Agency Partners.o Led the development of content for the 1st Corus C-Suite Marketing conference for 100+ Top Marketing leaders across Canada leveraging Thought Leaders, Industry Trends & Proprietary Researcho Co-developed a new Go-to-Market selling framework based on the C-Suite Conference Insights & Thought Leadership to demonstrate the strong role that Corus can play along the Path-to-Purchase.o Designed and deployed 7 major Insight projects: Kids Media Insights, CPG TV & In Store Synergy, and the re-launch of the Industry Leading HER REPORT for 5 Sectors: Automotive, Entertainment, Financial, Home Renovation, Travel.

Led a dedicated 4 person insight team and multiple external partners focused on Corporate Strategy, Marketing Operations, Costco Team priorities, and Scaled Research Solutions.o Led the identification of three new Strategic Corporate Growth Opportunities, secured alignment of Sr. Management to resource multi-functional steering & activation teams, and led the development of ‘Insights-to-Action’ marketing plans for the Canadian business.o Searched & reapplied global ‘Best-in-Class’ scaled Operations capabilities and implemented a multi-year reinvention of the Operations framework with a menu of consumer targeting capabilities. o Led the Operations team to 10%+ ROI improvement of key marketing tactics including; insight based Media Reach curves, Behaviour based iMedia targeting, and reinvention of Sampling & Couponing.o Guided the ‘Where-to-Play’ choices across all P&G categories for improved Costco customer support.o Pioneered and trained the Canada Insights Team on Deep Human Insights, Social Media mining and Instant Ethnography

Influenced C-Suite decisions leveraging Shopper and Market Insights. Major results include:o Championed the recommendation/alignment and designed, tested and expanded a new Baby Care department plan for Walmart Canada providing a 4pt increase in overall Department POS $s while increasing linear space for Trip Driving categories, and increasing productivity ($/sq ft) while maintaining margins.o Secured C-Suite, Marketing & Merchandising support to a 3-yr Joint Business Plan leveraging shopper insights from an aligned personification of the Walmart Shopper. JBP projects included:o Insight based Shopper Marketing programs with department level themeso Flyer design & Promotion reinvention with the adoption of a Known Value Item (KVI) cultureo Provided the Walmart International management team direct Insight support for the introduction of the Supercentre format to Canada guiding layout choices through both quantitative and qualitative insights.

Provided insight leadership for P&G’s Home Care business unit securing a 4X increase to the research budget to facilitate a re-emphasis of understanding the Canadian Consumer in a North American context including Canadian qualification & volume forecasts of Top Tier initiatives representing >50% of P&G’s top line growth during that period. o Pioneered Shopper Based Design research technique for Canada to develop category level shelving principles. This methodology resulted in major investment in a shopper lab for Canada.

Managed the influence of developing legislation, regulations and government policies through direct government relations and trade associations. This assignment included management of 3 direct reports, and several interns/consultants in developing global regulatory assessment processes, OECD level harmonization of regulations, and CSA National Standards (e.g. Household Hazardous Waste).

Managed the R&D/plant start-up of initiatives in US & Canada with assignments across Fabric Care, Hair Care and Diaper categories. This assignment included management of 3 direct reports, numerous interns in the launch of new products in North America and Globally.

Developed new formula, packaging and product labelling for the Downy fabric softener brand. Included bench top formulation, plant trial and consumer validation research.