Amanda Rhodes Email and Phone Number

_Lead Consumer and Category Insights team, operating across Consumer Beauty and Luxury portfolios. _Lead, coordinate, execute (with agencies where relevant) core Consumer Insight activities around initiative qualification and consumer/shopper fundamentals, selecting the appropriate methodology and agency for the business question _Partnership and collaboration with Internal Stakeholders on key business questions to design, implement and deliver appropriate research plans _Partnership with external partners in Retailers to design insight briefs to supplement business results analysis with Shopper insight, to identify and develop Retailer specific strategies that grow both our business and the category _Ownership and management of all long-term relationships with Panel providers (Scandata and Household panel), across all categories - as well as Retailer specific data sources_Ownership and management of research agencies for any ad-hoc projects, both qualitative and quantitative (e.g. Copy Testing, Equity Tracking, MMM, Path to Purchase, Packaging, etc.) _Budget ownership and management for total Consumer & Category Insights projects and contracts _People management, coaching and development

_Developed and helped establish consumer-led mindset and outlook in the UK Consumer Lifestyle marketing organisation, by leading and implementing consumer research and insights generation workshop to drive launch of new initiatives and communication._Acted as strategic partner for Senior Marketing leads, primarily in Health and Wellness business group, driving insight-led strategic choices for product launches and business management, such as product portfolio, communication platform and key retailer account plans._Partnered with Business Development Director to develop and prepare the launch of new propositions (products and services) within the Health space. Key focus areas were consumer territories (e.g. relevant benefit directions, communications directions, consumer decision journey, claims) as well as broader marketing tasks (P&L scenarios, media briefing, market sizing, pricing decisions).

_Built expertise with Gen Y consumers through a combination of primary and secondary research. Leveraged this expertise to affect a Gen Y focused-project developing a new brand and design language for a range of lifestyle products. _Led research and analysis for global technology innovation projects, aiming to rethink brand strategy and positioning. As part of the analysis, created design consumer targets around which to create products and experiences. _Leveraged previous expertise in quantitative research to find ways to integrate big data into the design process. Piloted quantitative validation studies to identify the best ways of measuring the impact of design on consumer measures._Used primary and secondary sources of data to shape business strategies around branding and service design for different companies in the financial industry.

Premium Personal Beauty CareEntry Level and Category Development in Feminine Care_Developed and led ethnographic consumer immersions resulting in award-winning consumer-driven communication ideas and strong business recommendations for business expansions._Acted as a key strategic partner to marketing teams on specific business questions such as portfolio management, marketing mix decisions, communication strategy choices and overall product offering, through strong business understanding and expertise in analyzing multiple sources of data._Developed best-in-class working relationships both with external agencies and with internal business partners, acting as a liaison between the Consumer data and voice, and its implementation into action plans.

_Managed research project for the International Post Corporation, resulting in European level efficiencies as well as local improvements in service provision to customers. Influenced future designs of a global luxury brand by analyzing consumer trends and conducting in-depth qualitative consumer research in 4 key global markets. _Facilitated new marketing campaign for a global insurance company, through the design, execution and analysis of consumer feedback to different storyboards and ad ideas.