Marketing strategy and communications lead

Leveraging significant consumer insights and shopper marketing experience at leading advertising and shopper marketing agencies. Significant international shopper marketing and branding experience in developing economies (Egypt, Eastern Europe) through US/AID.

Strategic planning and market research role for agency and clients. Content creator for client and agency websites. Supervised digital specialist and responsible for new business prospecting and RFP responses.

Thirty three Short Term Technical Assignments (STTA) in developing and emerging economies over the last 20 years, working with small and medium-sized business enterprises in Bosnia-Herzegovina, Kosovo, Bulgaria, Egypt, Macedonia, Moldova, the Republic of Georgia, Egypt, and Afghanistan for Land O’Lakes, ACDI/VOCA, Chemonics, Booz-Allen, ARD, and CNFA. Consultancies have been characterized by rapid immersion, quick identification of key needs, real-time solutions, and execution excellence.

Revitalized Land O’Lakes New Products program, jump-starting Pilot Plant and new products conceptual and physical pipeline. Conceived, implemented, and analyzed a major new strategic research study for Land O’Lakes which formed the foundation for portfolio roles and new product development. Launched successful new Ultra Creamy Butter and developed LAND O LAKES® spreadable butter, a significant initiative in category. Shopper marketing team lead for Walmart, Ahold, Kroger, Ralph’s, and Giant in $4M co-marketing programs. Supervised branded internet team and re-launched website and increased revenue from licensing partners.

Led strategic planning for retailers (Walmart, Sam's Club) and client's Walmart and Target businesses for Cargill, Organic Valley, Hallmark, Rich's Foods. New business strategic asset.

Responsible for strategy and insights for a wide range of shopper marketing programs for Walmart and Sam's Club. Comprehensive and complex programs which feature tactics along the path to purchase: in-store, out of store, digital, mobile, ecommerce, event/PR. Brand experience P&G, TracFone, agency new business. Co-lead team of six.

Led Consumer Insights and Brand/New Products Positioning development for Baker’s new and current clients. Insights led to new brand creation for General Mills (Banana Nut Cheerios), new HBA brands, and new fresh refrigerated brands from Hormel, and successful brand relaunches (Nexcare, Hormel, Hefty, among others). Lead research planning, implementation (including questionnaire development, vendor selection, analysis, presentation), moderate focus groups and 1:1s and create Master Brand strategies for broad portfolios. Support Creative and Account teams to drive superior creative expression reflective of consumer insights and retail branded power and impact. Supervise 20+ external shopper network. Supervise two.Core member of New Business team, helping to land Dollar General, Smucker’s, 3M, Hefty, Dole, Birds Eye, a leading pharmaceutical client, and leading hockey brand, Hormel, Spectrum, among others. Led Agency’s growth channel initiatives, resulting in over 50 new projects for Nabisco Club and C-store brands, and double-digit growth for Nabisco core brands in these channels.