Mark Friedlander Email & Phone Number

Whippany

Led consumer insights team for Bayer's Digestive Health portfolio (Alka-Seltzer, MiraLAX and Phillips') by proactively shaping the learning agenda and cultivating powerful partnerships to impact strategic direction and drive business success. • Initiated a deep immersion into key consumer targets for MiraLAX, leading to the discovery of a motivating insight. The TV copy based on this insight achieved a best in class score in copy testing, the highest ever for the brand. As a result, MiraLAX exceeded its penetration, volume and share goals. Created and presented a best practice story deck, and received a Purpose award from the Insights department for this effort.• Influenced strategic direction for MiraLAX through leadership on a Scope of Market Landscape assessment. This work inspired the team to pursue a stronger and more focused penetration strategy.• Piloted a highly successful and impactful empathy and storytelling workshop across Bayer Consumer Health to prepare and position the organization to more effectively engage with consumers. The workshop received strong, positive feedback, resulting in a recognition award.

Parsippany, Nj

Led the US Wellness Insight team providing consumer-focused solutions to achieve growth for the Gastrointestinal, Respiratory and Smokers' Health categories. Key insights partner for the US team working within a matrix-structured organizations. Influenced and guided decisions on Tums, Breath Right and Flonase.• Built compelling retail business case saving nine Tums SKUs from delistment at Walmart, protecting $11.2MM in shipment revenue. Achieved win by conducting and presenting innovative analysis to the Walmart buyer. • Developed and delivered a mobile research toolkit to the Glaxo SmithKline Global Insights community to build and strengthen the team’s digital capabilities and skills. • Key partner influencing direction for moving Flonase from Rx to OTC, the biggest and most important launch for GSK in years. Recommendations provided on claims development, ad testing, flighting strategy and competitive evaluation shaped the executional strategy. The launch exceeded expectations.

Key influencer and voice of consumer for some of Kraft's largest, iconic brands: Oreo, Planters and Back to Nature. Indispensable, trusted business partner translating insights into understanding and recommendations for impact. Integral member of strategic leadership team contributing broadly by identifying consumer issues, using knowledge to shape brands and inform business strategies. Recognized as strong developer and leader of staff, helping them grow into future business leaders. • Achieved exceptional results for Oreo and Chips Ahoy! with insights solidifying brand strategies, best in class advertising campaigns, new product innovations and digital marketing efforts. For each brand respectively, increased consumption +9% and +7%, penetration +3.2 ppts and +3.3 ppts, and share +1.1 ppts and +0.3 ppts.• Launched Newtons Fruit Thins, first successful product outside traditional Fig Newton cake form, by leveraging need state/segmentation A&U work to develop strategic roadmap for brand resulting in share gain for the first time in five years. Kraft CEO singled out successful launch as a great turnaround story.

Selected to establish and lead new department and team of six research professionals as a center of excellence for product and package testing to drive growth for Kraft. Flawlessly executed testing agenda at a time of major change by prioritizing $3.7MM budget to focus on most critical projects for growth, productivity, quality and competitive advantage, all while managing needs across broader Consumer Insights group, Marketing, R&D and Quality teams.

Delivered superior guidance and recommendations for Maxwell House and Gevalia brands with combination of consumer-driven information and syndicated marketplace data. Honed organization's skill of 'listening for understanding' by utilizing range of research methodologies and interviewing techniques.

Bachelor Of Science - Bs, Business

Activities and Societies: Awarded Cum Laude for academic achievement.

Master Of Business Administration - Mba, Marketing

Activities and Societies: Beta Gamma Sigma and Alpha Mu Alpha recipient for academic achievement.