Mandy Rassi Email & Phone Number

Cincinnati, Oh, Us

Cincinnati, Oh, Us

Irving, Texas, Us

Lead the Marketing, Customer, Communications and Loyalty team for a $5B+ private equity-held business that spans over 1300 Michaels stores and a seamless eCommerce platform and MakerPlace, a new start-up handmade goods marketplace. Key areas of responsibility include brand strategy and planning; promotional, category and eCommerce marketing; media; personalization and lifecycle marketing; data science and analytics; creative; loyalty and credit card; and communications.

Cincinnati, Ohio, Us

Led the development of marketing strategy, planning and execution across a $130B business that spans 22 retail banners with >2600 physical stores, a seamless eCommerce platform, and a multi-faceted health care business. Led a team of over 150 associates across brand strategy, planning, performance marketing, eCommerce, technology, media, and Kroger’s internal creative agency. Part of Kroger's extended senior leadership team, reporting directly to the Chief Merchandising & Marketing Officer.

Cincinnati, Ohio, Us

Established the Brand Marketing team at Kroger, defining the team strategy, structure, and core accountabilities. Hired and trained a high-performing team of brand builders who work collaboratively with multi-functional partners in Digital, Merchandising, Operations and PR to bring the enterprise brand strategy to life in an effective and consistent wayacross the total customer experience.Transformed a 135-year old brand by defining a clear strategy, aligning the companybehind it, overhauling the agency and creative strategy, and launching a new brand campaign holistically across 18 local retail banners. Results of the new strategy and campaign include: +20% increase in marketing ROI and an 80% increase in advertising effectiveness in year 1.

Head of research across 84.51/Kroger, driving insights across Kroger’s business and that of key CPG partners. Led a major reorganization merging teams across Kroger & 84.51 for the first time ever, step-changing the quality of insights while driving significant speed to market and cost savings (>35% savings in year 1).Responsibilities were expanded to include starting up a Marketing Analytics team, implementing insight, measurement and data science capabilities to define and optimize Kroger’s marketing plans and investment for the first time.

Led Insights & Strategy work across P&G's North America Club & Home Specialty Business. This included leading a team across CMK, IT, and Sales Analysts to identify insights and growth opportunities for P&G and its retail customers, including Costco, Sam's, BJ's, Home Depot and Lowe’s. Pioneered integrated insights & analytics approaches to uncover bigger, joint opportunities for P&G and its retail partners and quickly drove these insights into winning in-market executions. Additional responsibilities included leading the development of P&G's global capabilities related to leveraging storytelling to drive insights to action and importantly, translate them into in market business results.

Led the Consumer & Market Knowledge team across the NA Market Strategy & Planning organization ($30B business). Led scaled insights work across all retailer teams and the NA Retail Innovation team, serving as an internal strategic consultant to P&G and our largest retail partners. Pioneered a deep, human approach to insights, combining actionable analytics, ethnography, and storytelling to reinvent P&G's approach to insights in the region. Trained an organization of 60+ employees in this approach and in 9 months, identified and sold-in $7B+ in new ideas & in-market executions as a result. Additionally, led the team responsible for all the insights work for P&G's new global flagship Retail Innovation Center, reinventing the way data streams were integrated to uncover deeper insights and tell more compelling consumer stories to drive action across a variety of internal and external audiences.

Shopper insights and consumer strategy leader dedicated to the P&G Kroger business across all categories. Identified the largest business opportunities for P&G and Kroger and worked with senior leadership at both companies to create our Joint Business Plan each year to realize these opportunities. Worked across Total Store, Dept.and Category level projects to identify and activate against shopper & market opportunities, serving as a strategic consultant to the P&G sales team and to senior leaders at The Kroger Company.

Senior Manager leading a team responsible for all consumer and market research for the NA Fabric Enhancers business.

Cincinnati, Ohio, Us

Global Developed Markets Laundry - Led global innovation and strategy work across amulti-region portfolio including Tide, Gain, Ariel, and Bold, playing a key role in creatingone of P&G's first global brand franchises.

Cincinnati, Ohio, Us

North America Fabric Care New Business Development - Led consumer and market research for development of upstream ideas and technologies to grow P&G's Fabric Care business. Included new products, business models, and services.

Cincinnati, Ohio, Us

Global Deodorants & Old Spice - Led consumer and market research for Secret deodorant and Old Spice deodorant & fragrance businesses. Included consulting on new product development, shopper research, packaging development, and commercialization plans.