Metonymize helps brands activate first party data into actionable campaigns that drive eCommerce growth across platforms. DARPA & NSF backed technology allows scaling of intelligence without sharing data.

Led marketing efforts to build awareness of Milton Hershey School and targeted efforts to identify prospective families for admissions and employee recruiting. For more than 100 years, Milton Hershey School has helped children to realize their full potential by offering a top-notch education to students in pre-kindergarten through 12th grade from low income families.Milton Hershey School is a cost-free, private, coeducational school in Hershey, PA. We offer state-of-the-art facilities, advanced technology and hundreds of extracurricular activities.Milton and Catherine Hershey established the school in 1909 to provide a positive, structured home life year-round to help children gain the skills to be successful in all aspects of life.Today, more than 2,000 students from across the U.S. attend Milton Hershey School. They have access to unique award-winning programs, experienced teachers and caring adult mentors.Our curriculum includes rigorous academics with opportunities for hands-on learning, after-school homework hours and tutoring assistance. Because our class sizes are small, students get individualized attention and the opportunity to explore their own interests and abilities.We believe all children deserve the very best education regardless of their financial circumstances. A family’s income should not determine a child’s outcome.I am privileged to oversee all of the marketing efforts for Milton Hershey School to help identify amazing students and staff to join the Milton Hershey School family to meet our future expansion goals.

Proven record of delivering consumer-led global business growth by bringing insights to all phases of innovation and new product research and development – opportunity identification, target markets, ideation, concept and product development, product optimization, validation/testing, commercialization, marketing investments and messaging. Champions the value of research design thinking within the team and broader organization.• Led the development of the Hershey Demand Landscape (HDL) consumer segmentation in 2008 and 2012, which became the strategic framework guiding decision-making for portfolio strategy, brand positioning, innovation white space and strategic tradeoffs that was shared with analysts, the Board of Directors and senior leadership. This approach was implemented globally as the gold standard and updated in 2016.• Created global testing protocols and learning plans for key markets including which countries to test in as proxies for regional decisions. Created and aligned Consumer Gate Hurdles by innovation tier and stage gate that resulted in a renewed consistency and rigor across projects from initial insight development through qualification research.• Worked closely with business partners across two major CPG companies as the voice of the consumer across Marketing, Product Development, Finance and CBD/Sales on managing business risk, optimizing initiative volume potential and designing new initiatives to meet consumer needs. • Developed insights foundation for the first major confection hand-to-mouth innovation platform, the most successful launch in the company cosmetics history with Outlast Lipcolor and a new mascara brush technology that brought market leadership to P&G for first time in this competitive segment.• Drove 1% growth annually through non-product innovation initiatives focused on space expansion and retail evolution, by leveraging permanent secondary displays, aisle reinvention and total category disruption.

Responsible for leading Global Consumer Insights, Global Shopper Insights, Global Category Strategy & Insights (Category Management) and Insights Driven Performance (IDP). Led a team of as many as 150 category management professionals responsible for confection category advisorships representing 79% of U.S. retailers. 2005 Hershey Sales = $4.819.8M and in 2018 Hershey Sales = $7,893.2M (~ 3% CAGR)• IDP delivered retailer credibility using integrated joint business planning, an objective category centric approach to growth, innovative solutions to drive immediate growth and a roadmap to co-create solutions to shape retail evolution at the front end, confection category, seasonally and across snacking. Delivered 1% growth to the business annually through prioritized initiatives executed with major retail partners. • Category management responsibilities included the U.S., Caribbean, Canada and Mexico. • Industry performance rankings by retailers through Advantage survey showed strong performance by Hershey: Cstore #1 for 2014 – 2017, Drug #1 for 2014 – 2017, Food #1 or #2 for 2014 – 2015; Hershey Category Management, including Shopper Insights, was ranked in the Top 3 for Cstore and Drug for 2013 – 2017; 2015 Kantar rating remained #1 for <$10B; received Category Captain Awards at both Progressive Grocer and Convenience Store News.

Hired, trained and developed a team of 25 consumer researchers located across the U.S., Canada, Mexico, China and Singapore, and focused on elevating global insights capabilities and instituted research standards to become a more global competitor. • Full Market Mix Analysis capabilities expanded to include Mexico and China and basic marketing mix simulations completed in the Philippines and the Middle East to guide strategic planning process. • U.S. refresh for Total Confection, Chocolate, Sugar and Refreshment segmentations and Global HDL refresh in Canada, Mexico and China (strategic segmentation and framework to drive global decision-making).• Created insights plan to drive future business growth for China over the strategic plan horizon, supportable by country P&L and strategic insights roadmap and application to ensure successful activation of second brand in China (Hershey’s).• Cost-effective, user-friendly analysis tool was created for local countries to enable easy access and analysis for Nielsen, Euromonitor and brand health tracking data.

Led the insights team dedicated to innovation pipeline creation, global innovation platform development and the creation of an improved innovation process. Created and aligned Consumer Gate Hurdles by innovation tier and stage gate. Managed a team of custom and syndicated researchers (five full-time employees and two contractors) focused on delivering the global innovation needs across Health & Wellness and Core Confection, and to support International Expansion.

Led strategic category segmentations and portfolio recommendations. Developed U.S. Chocolate Segmentation, which guided brand positioning, portfolio optimization and prioritization, brand targeting and communication strategies. Led 2008 U.S. Total Confection Hershey Demand Landscape, a consumer segmentation and strategic framework. Consulted on design of similar research conducted in Canada, China, Mexico and India. Led the insights for Reese’s base business, innovation and brand strategies, including the Reese’s “Perfect” campaign development and qualification that continues to drive Reese’s growth today and has become the longest-running Reese’s campaign since “There’s No Wrong Way to Eat a Reese’s” in the 1990s.

Managed a budget of >$1M for Max Factor plus $1.6M in unbranded product development. As the Consumer Research representative for Max Factor leadership team, managed a research team of two research managers and a research assistant to support the global research needs for MF. Led global new initiative design, targeting, success criteria and research approaches for deployment to North America, Europe and distributor markets.• Previous experience with P&G included Cover Girl U.S. brand support for targeting and marketing strategies and brand expansion and Max Factor global base business support for Western Europe and Asia.