Melissa Lewis Email & Phone Number

St. Louis, Mo, Us

Greater St. Louis

Lead development of advanced analytics capabilities to drive Purina’s digital transformation efforts. Serve as analytics product owner and continuously identify opportunities to make data work harder; bring together disparate sources to create holistic perspectives and maximize insights impact. Partner with future-focused teams to keep pulse on consumer and product trends; provide insights that drive innovation prioritization and ensure alignment across the organization.

Greater St. Louis

Partnered with HQ and Field Category teams, providing analytic, category management, and insights expertise, to help achieve volume, market share, and profit targets. Supported development of channel-level strategies to optimize product mix and shelf/display space; researched and communicated shifts in consumer behavior and evolving category trends. Championed needs of the field teams to ensure insights and category strategies remained relevant, applicable, and actionable.

Greater St. Louis Area

Provided strategic, portfolio-level thought leadership to business partners, leveraging industry knowledge, on-going brand equity/communication tracking, panel and syndicated data, and primary shopper research. Designed and managed all phases of qualitative/quantitative research projects, including ethnographies, focus groups, online panels, and simulated test markets; expertise in creating and applying shopper decision trees and incorporating behavioral science principles into research plans… Show more Provided strategic, portfolio-level thought leadership to business partners, leveraging industry knowledge, on-going brand equity/communication tracking, panel and syndicated data, and primary shopper research. Designed and managed all phases of qualitative/quantitative research projects, including ethnographies, focus groups, online panels, and simulated test markets; expertise in creating and applying shopper decision trees and incorporating behavioral science principles into research plans and retailer recommendations. Show less

Greater St. Louis Area

Supported Trade Marketing and Sales divisions by providing specialized shopper insights at the brand, category, channel, and retailer levels. Applied segmentation research to explore a shopper’s path to purchase and better understand trip types, shopper motivations, store choice drivers, and other decision points. Quantify the performance of key channels and retailers in meeting shopper needs across shopping missions. Develop initiatives with retailers to optimize shopper engagement, refine… Show more Supported Trade Marketing and Sales divisions by providing specialized shopper insights at the brand, category, channel, and retailer levels. Applied segmentation research to explore a shopper’s path to purchase and better understand trip types, shopper motivations, store choice drivers, and other decision points. Quantify the performance of key channels and retailers in meeting shopper needs across shopping missions. Develop initiatives with retailers to optimize shopper engagement, refine trade solutions, and further develop the value of the category. Show less

Greater St. Louis Area

Oversaw range of qual/quant marketing research projects, from online surveys to multi-city, multi-method research efforts, with Focus Pointe Global (acquired by Schlesinger Group, now SAGO). Consulted with clients to design research studies; recommended approaches, methodologies, and suppliers to best meet objectives. Designed screeners, questionnaires, and surveys; monitored data collection throughout all phases of project.

Kansas City, Missouri Area

Recruited to support strategic priorities for shopper/consumer insights team and integrated marketing unit. Partnered extensively with internal stakeholders from marketing, visual merchandising, retail execution, commercialization, and customer development; worked with customer teams to define consumer understanding needs while prioritizing research efforts based on size, scale, and complexity of program.

St. Louis, Mo

Directed 12 research specialists and supported 11 business consultants at global business consulting firm. Supported marketing, sales, and finance divisions to facilitate product and business development efforts. Prepared reports for corporate clients regarding talent management, recruitment, and retention strategies. Analyzed trending reports and utilization statistics to determine clients’ business needs and formulate appropriate, effective programs.

Bachelor Of Arts, Cinema Studies

Education record