Mary Busch

Mary Busch Email and Phone Number

Brand Builder | Digital Marketer | Consumer Insights Expert @ Anything Possible Brands
Springfield, Missouri, United States
Mary Busch's Location
Nixa, Missouri, United States, United States
Mary Busch's Contact Details
About Mary Busch

STRATEGIC MARKETING EXECUTIVEVersatile brand strategist who can effortlessly move across the product life cycle from the fuzzy front end, to new product commercialization, to established brand management based on extensive consumer packaged goods marketing and innovation experience. Adept at maximizing resources to create compelling new products and brand stories that move consumers to take action across the path to purchase to build brand awareness, strengthen loyalty, and drive profitable growth.   Service-minded, collaborative leader who encourages curiosity and bold thinking. Fosters a supportive learning environment where agency partners and teams are free to explore new ideas leading to job satisfaction and ultimately business results. Experience: Branding (Pricing, Purpose, Position); P&L; Advertising; NPD; Promotions; Point of Sale; Consumer Insights; Segmentation; A&U; Brand Stretch; White Space; Strategic Planning; P&L; TV/OLV, Digital (Google Ads); Web Design; SEO/SEM; CRM/Email; Social Media; PR; Promotions; POS; eComm, and Influencer.Accomplishments:-- Brand Building: Extensive experience developing equities for well-known brands; created a brand architecture for Nutrigrain, refreshed Keebler and extended Special K and Dial Soap into new categories.-- Innovation: Led launch of CPG new products worth over $500 million at Kellogg, Dial and Blue Diamond including Special K Cracker Chips, one of Kellogg’s largest cracker innovations. Established Blue Diamond’s innovation function and stage-gate process. In less than 2 years, built a robust new products pipeline valued to meet long-term growth objectives by expertly leveraging consumer research and strategic brand tools.-- People Management: Developed and coached teams of 2 to 6. Served as Kellogg's Internship Committee Chair. Mentored junior marketers. Co-founder of Dial's Professional Women Forum. -- Channel Development: Adept at managing brands across multiple selling channels including Grocery, Mass, Club, Drug, and Dollar, as well as eCommerce where my team and I tripled sales at www.SpellbinBindersCreativeArts.com.

Mary Busch's Current Company Details
Anything Possible Brands

Anything Possible Brands

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Brand Builder | Digital Marketer | Consumer Insights Expert
Springfield, Missouri, United States
Website:
anything-possible.com
Employees:
33
Mary Busch Work Experience Details
  • Anything Possible Brands
    Anything Possible Brands
    Springfield, Missouri, United States
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  • Epic Strategies
    Executive Vice President Of Integrated Marketing & Communications
    Epic Strategies Nov 2022 - Present
    Springfield, Missouri, Us
    Responsible for delivering industry-leading and forward-thinking digital marketing at Epic Strategies, an award-winning advertising and marketing agency. Ensure a high-fidelity understanding of the client’s goals, KPIs, and how to utilize resources to deliver profitably. Develop and deploy go-to-market strategies informed by clients' goals, data analytics, market trends, consumer insights, and the competitive landscape. Report to the COO. Manage and lead a customer success delivery team of 8 across digital advertising, social media, market research, content, brand identity, creative, SEO, and email marketing.Increased Shopify sales +878% in 2023 while reducing cost per conversion by -56% for rossellimac.es, an Apple Premium Partner retailer in Spain with 15 stores.Exceeded client’s 4X goal by growing Google Ads ROAS from below 3X to 8X in 2023 for MGA, a toy manufacturer of brands like LOL Surprise! Dolls and Little Tikes.
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  • Whysdom
    Campaign Insights Manager
    Whysdom Oct 2021 - Nov 2022
    Campaign insights expert at adtech start-up responsible for the measurement, optimization, and reporting of clients’ digital ad campaigns. > Built campaign metrics benchmark database, analyzed results, and crafted proof points.> Led the copy and design re-launch of whysdom.com to focus on proof points and USP.> Engineered attribution measurement process, articulated strategy, and how different. is an advanced behavior science and engagement technology company. We integrate audience identification, research, behavioral segmentation, and precision-targeting to deliver more relevant messaging to motivate action. Our digital outreach platform gives you a clear vision of the Who, What, When, Where and the WHY to make more profitable marketing and management decisions.
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  • Ecommerce Solutions, Llc
    Marketing Consultant
    Ecommerce Solutions, Llc Mar 2021 - Sep 2021
    Consulted with CEO Pat Yates (2014 Shark Tank Winner) on matters of branding and marketing operations, brand identity, marketing communications, and product pipeline for his online footwear business. Conducting M&A evaluation of eComm properties for sale as part of Pat’s buy/sell broker advisory services. Led the launch of a new online apparel business (ShopLoungeLegends.com) from concept to launch in less than 12 weeks, including brand identity and positioning. Directed Amazon agency on A+content, store page, and title/bullet point listing optimization. Developed HappyFeet Slippers brand video. Created HappyFeet Slippers pitch deck to attract acquisition buyers. Developed a two-year business plan to cut costs and increase sales. Conducted 80/20 efficiency SKU analysis to identify product lines to keep, re-order, and liquidate. Created monthly marketing calendar and executed 12 marketing campaigns across 6 months contributing to +35% growth in BuyHappyFeet.com sales vs same period YAG. Worked with digital agency to develop Q4 2021 peak selling period PPC plan and identified campaigns to keep, add, and remove. Partnered with VP Marketing Operations to develop and execute re-platforming of BuyHappyFeet.com in order to improve UX, site speed, SEO, and ADA compliance.
  • Melaleuca:The Wellness Company
    Vp Of Marketing
    Melaleuca:The Wellness Company Feb 2019 - Oct 2020
    Idaho Falls, Id, Us
    Coached and developed a marketing team of six for the Personal Care business unit. Led all marketing efforts including messaging, branding, P&L management, innovation, pricing, packaging, quality, and consumer research.  Reported to President. Personal Care portfolio grew +50% January to October 2020 vs same period last year behind the strength of a new marketing campaign and new products (Plant-based Hand Sanitizer, Sweet Orange Odor Neutralizing Hand Soap, and Lemon Avocado Hand Soap). Introduced and trained on new strategic briefing process leading to more insightful and compelling consumer communications. Advanced consumer research know-how by introducing best-practices to validate consumer communications and new products.  Built the case to invest in consumer research, prepared RFPs, on-boarded new research agency, and executed 15 research projects leading to a fact-based, consumer-centric approach to making business decisions.
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  • Blue Diamond Growers
    Director Of Marketing, Innovation
    Blue Diamond Growers Oct 2016 - Dec 2018
    Sacramento, Ca, Us
    Marketing leader responsible for championing Blue Diamond's innovation program by delivering new products within existing platforms, as well as creating and building new platforms leading to profitable and sustainable new businesses. As head of Blue Diamond’s innovation function, lead the development of the company’s 5-year innovation strategic plan, including implementing a new process and building a new products pipeline. Reported to SVP, Global Consumer Division. Two direct reports.Established Blue Diamond’s first formal new product stage-gate process (including implementing project management best practices) by collaborating with a team of B2C and B2B cross-functional stakeholders to create a process designed to flex with Blue Diamond’s nimble culture allowing for speed and agility, while ensuring sufficient rigor. Process also included a mechanism to allocate and track R&D hours consistent with strategic plan and to ensure the biggest and best ideas are sufficiently resourced. In less than two years built a robust pipeline of new product ideas (including white space opportunities) leveraging research tools (e.g., brand stretch, concept testing, consumer co-creation) in combination with strategic brand tools (e.g., brand positioning, brand architecture, food guardrails) to deliver a pipeline with a value forecasted to meet or exceed the company’s 5-year incremental volume from innovation goal. Innovation pipeline value hit 5-year projected goal. Year One sales from innovation exceeded FY18 budget by +65%. Year Two innovation volume was forecasted to over-deliver plan by +35%.
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  • Spellbinders Paper Arts, Llc
    Vice President Marketing
    Spellbinders Paper Arts, Llc Jan 2015 - Sep 2016
    Phoenix, Az, Us
    V.P. MarketingMarketing leader of growing craft and arts supply company. Reporting to CEO. Managed a team of four including agency relationships and technology stack. Responsible for brand strategy, integrated campaigns, eCommerce, email communications, promotions, market research, web site, loyalty, consumer advocacy, influencers/bloggers, social media, SEO/SEM, and event marketing.More than tripled eCommerce sales in 2015. Sales forecast was on track to triple again in 2016. • Developed a digital-first communication strategy to drive eCommerce sales and transformed marketing organization by hiring new team of digital and interactive specialists to support strategy.• Created brand positioning framework and style guide to more sharply define brand and better direct in-house creative team.• Using Google Analytics, identified email as the strongest ROI channel with highest conversion rate. As a result, put email at the center of omni-channel campaigns to serve as last click conversion with digital display, paid search, and social media at the top of the funnel for assisted conversions. • Upgraded email service provider to a more sophisticated marketing automation tool (Listrak) to increase email acquisition and deliver personalized consumer messages triggered by real-time web site shopping behavior. • Modernized web site’s appearance and improved user experienc by replacing CMS (Drupal) with one built specifically for eCommerce (Big Commerce) reducing non-working agency fees by $96K in the process and re-invested savings back into working media. • Implemented a comprehesive marketing SaaS technology stack to be more efficient and productive, as well as analyze and improve digital marketing efforts. o Stack included CRM, marketing automation, social listening, influencer intelligence, Google Analytics, web site heatmap, consumer survey, retargeting, email capture, and paid search.
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  • Pf Chang'S China Bistro, Inc.
    Vp Marketing
    Pf Chang'S China Bistro, Inc. Feb 2014 - Jan 2015
    Scottsdale, Arizona, Us
    V.P. MarketingMarketing leader of $850 million business responsible for branding expressions. Reported to CMO. Developed and managed digital advertising, in-store merchandising, email communications, web site, social media, promotions, market research, PR, and local store marketing. Managed positioning, pricing, product and menu. Three direct reports.New menu message of “Unexpected Tastes of Summer” exceeded web site traffic and engagement goals. • Maximized limited marketing investment by leveraging influencer “foodies” in social media and blogs to amplify and extend new summer menu message beyond intial paid media investment. • Garnered additional social media engagement with “Win Trip to Boston” Facebook contest focused on messaging around new Samuel Adams seasonal beers.
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  • Kellogg
    Director, Marketing (Wholesome Snacks)
    Kellogg Oct 2011 - Jan 2014
    Battle Creek, Michigan, Us
    Marketing leader of $1 billion portfolio. Managed $60 million budget for brands including Special K, Nutrigrain, Kashi, FiberPlus, and Rice Krispies Treats. Responsible for portfolio P&L, strategy, resource allocation, brand positioning, brand communications, consumer insights, pricing and trade promotions. Six direct reports.Responsible for the start of Nutrigrain’s 2013 turn-around based on successful launch of innovation and food renovation designed to overcome food barriers related to texture and nutrition that were preventing brand from converting new triers to regular usage. Drove awareness via omni-channel approach including TV (linear and OLV), print, paid search, paid social media and in-store merchandise. Revitalized the core of Special K’s Cereal Bar business by posting low single digit positive growth for the first time in six quarters. Leveraged research that showed weight managers experienced tension around snacking viewing snacks as the enemy (even though she has a weakness for them). Created campaign message based on the idea that helped her view snacking as an ally in her weight management goals freeing her to enjoy snacking again. Campaign anchored by 0:15 second TV spot then extended into social media that captured the reaction of real women in Penn Station as they interacted with a Special K vending machine distributing positive messages.Developed cohesive and consistent Kashi messaging even though challenged by the fact that the brand was split across three separate business units – Snacks (my division), Cereal and Frozen -- each with its own agenda. Recognizing risk that the brand’s message could easily splinter if left unchecked, I made a concerted effort to forge a close collaborative relationship with my Kashi counterparts in the other business units. Together we partnered to write and deliver to ad agency one over-arching campaign brief that was used to inform our separate communications.
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  • Kellogg
    Associate Director, Kellogg Snacks Innovation
    Kellogg Jan 2009 - Oct 2011
    Battle Creek, Michigan, Us
    Managed and lead cracker portfolio innovation strategy and 36-month pipeline development/qualification worth $100MM annual sales. Reported to VP Marketing. Responsibilities included: cross-functional team leader, project prioritization, post-launch performance tracking, financial oversight, ideation, consumer insights and concept development and testing, white space opportunity analysis, packaging briefs, agency management, and pricing strategy. Two direct reports.Lead the January 2011 launch of Special K Cracker Chips, the largest cracker launch in Kellogg's history worth over $80MM in year one with trial and repeat at above average sustainable levels. A.C. Nielson recognized Special K Cracker’s Chips with Break Through Innovation award. Partnered with brand to develop “Choose the Cheese” social media engagement for Cheez-It resulting in +7.7% sales lift.
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  • Kellogg
    Sr Brand Manager, Kellogg Snacks Innovation
    Kellogg Nov 2007 - Jan 2009
    Battle Creek, Michigan, Us
    Managed and lead Cookie and On-the-Go portfolio innovation strategy and 36-month pipeline. development/qualification worth $80MM annual sales. Reported to VP Marketing. Two direct reports. 2010 Cookie and On-the-Go innovations achieved and in some instances exceeded year one sales goals. Year 2 performance of Cookie and On-the-Go innovations launched 2009 achieved sales goals.
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  • Kellogg
    Sr Brand Manager, Kellogg Cookie Portfolio
    Kellogg Sep 2006 - Nov 2007
    Battle Creek, Michigan, Us
    Managed strategy, brand activation including 3 to 4 TV spots and commercialization plan of new products for Kellogg’s portfolio of cookie brands with annual sales of $440MM and marketing spend of $25MM. Two direct reports. Led a deep dive analysis that uncovered reasons for Keebler cookie sales softness: innovation not sustaining creating large declining tail, lack of innovation awareness, and lack of year 2 support. Directed team on how to apply learnings to 2008 brand plans. Created ad copy focused on differentiated product attribute (e.g, Keebler’s creamiest, smoothest fudge). Created media plan that emphasized greater reach over frequency to drive faster innovation awareness. Identified and deployed incremental dollars to fund 2nd wave of innovation support. Keebler cookie sales rebounded in 2008.
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  • Henkel North America
    Sr Brand Manager, Dial Personal Care
    Henkel North America Jul 1994 - Aug 2006
    Düsseldorf, North Rhine-Westphalia, De
    Progressed career from Trade Marketing Analyst to Sr Brand Manager by developing new products and implementing marketing plans for Personal Care and Laundry brands. Last role reported to Director of Marketing and led teams up to two. Sr. Brand Manager, Dial Personal Care Innovations (2004 to 2006)Sr. Brand Manager, Liquid Dial (2002 to 2004)Sr. Brand Manager, Dial / Henkel Laundry Detergent Joint Venture (2000 to 2002)Sr Brand Manager, Nature’s Accents Specialty Bath Collection (1999 to 2000)Brand Manager, Dial Antiperspirant (1997 to 1999)Trade Marketing Analyst, Personal Care (1994 to 1997)Accomplishments include:Identified emerging “for men” segment as a new opportunity and built the case for entry.  Led the development of Dial for Men including positioning, packaging, and communication strategy.  Year-one sales delivered over $40MM, exceeding budget by $10MM.  Extended Purex into a newly emerging segment by leveraging Henkel's concentrated technology to launch Purex Single-Does Laundry Tabs thereby protecting brand's share in hotly contested new category. Designed Personal Care’s “few, bigger” new product strategy and established success metrics based on in-depth analysis of the category to determine sustainable trial and repeat rates.  As innovation lead, collaborated with brand team to create Dial’s master brand positioning that exceeded quantitative test success norms that led to “healthy skin, healthy you” campaign still used today. Represented marketing on cross-functional team that designed and implemented Stage Gate, including discovery, concept development, consumer qualification and business validation.  Extended Tone Soap into Lotion category by developing and launching a line of Tone 24-Hour Moisturizing & Quick Absorbing Body Lotions.  Tone Lotion W*M displays sold through 100% in a record 20 days.
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Mary Busch Skills

Strategy Product Innovation Customer Insight Marketing Consumer Products P&l Management Segmentation Market Research Marketing Research Shopper Marketing Consumer Behaviour Product Development Marketing Strategy Management Cross Functional Team Leadership Leadership Fmcg Brand Equity Advertising Competitive Analysis Integrated Marketing Strategic Planning Competitive Intelligence Brand Management Crm Business Development Sales Social Media Marketing Retail Market Planning Marketing Management Brand Development Brand Architecture Brand Awareness Trade Marketing Pricing Pricing Strategy Market Analysis Influencer Marketing Public Relations Forecasting Product Marketing Analysis P&l Positioning E Commerce Digital Marketing Marketing Communications Seo

Mary Busch Education Details

  • Thunderbird School Of Global Management
    Thunderbird School Of Global Management
    Advertising
  • Uc Irvine
    Uc Irvine
    Political Science And Government

Frequently Asked Questions about Mary Busch

What company does Mary Busch work for?

Mary Busch works for Anything Possible Brands

What is Mary Busch's role at the current company?

Mary Busch's current role is Brand Builder | Digital Marketer | Consumer Insights Expert.

What is Mary Busch's email address?

Mary Busch's email address is sm****@****hoo.com

What schools did Mary Busch attend?

Mary Busch attended Thunderbird School Of Global Management, Uc Irvine.

What are some of Mary Busch's interests?

Mary Busch has interest in Cooking, Electronics, Traveling, Home Improvement, Reading, Travel, Home Decoration.

What skills is Mary Busch known for?

Mary Busch has skills like Strategy, Product Innovation, Customer Insight, Marketing, Consumer Products, P&l Management, Segmentation, Market Research, Marketing Research, Shopper Marketing, Consumer Behaviour, Product Development.

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