Robert Marshall Email & Phone Number

Chicago, Il, Us

London, Gb

I am a Consumer Package Goods (CPG) consultant specializing in measurement and analytics. My mission is to help brands leverage data to become more consumer-centric, targeted, and accurate in their forecasting, ultimately driving incrementality and ROI. By delivering insights that directly impact P&L, I aim to create significant value for my clients. Let’s connect to explore how we can drive your business forward through data-driven insights!Areas of Expertise:• Team Leader and Cross-functional collaborator• Analytical Framework Development and Execution• Consumption-Based Driver Modeling• Innovation Forecasting and Tracking• Pricing, Promotion, and Assortment (PPA)• Revenue Growth Management (RGM)• Media Mix Modeling (MMX)• Consumer and Shopper InsightsBelieve in breaking down silos and fostering cross-functional collaboration to advance business objectives through analytics.Key Focus Areas:• Understanding shifts in consumer behavior and shopping habits, particularly through the lens of Habit Loops (Triggers vs. Rewards).• Addressing needs both in retail and away-from-home, including all categories and channels.Assist organizations in answering critical questions about data strategy, including:• How to assess the value of your data: What is essential vs. nice to have?• Do you have the right people in the right positions focusing on the right value added projects (stay current and don’t fear change)• Identifying strategic partners: Nielsen vs. Circana for retail insights; Datassential vs. Technomic for away-from-home analysis.• Understanding the implications of investing in analytics and measurement: team structure, organizational alignment, and resource allocation.

Springdale, Ar, Us

• Analytics, Insights, and Strategy lead for Retail Jimmy Dean ($3.5B), Retail Bacon ($500MM) and previously Retail Fresh Poultry ($600MM). My role involved developing predictive consumption models (10 total regression based) while working closely with cross-functional teams to be more accurate production plan. Variables considered were impact of trade/merch, pricing, merchandising, media (social, print, TV, Shopper, RMN, etc.), distribution, inventory, and competition. In addition, I accounted for macroeconomic trends such as COVID, Inflation, and consumer Habit Stickiness to allow for a better understanding of the post pandemic consumer and therefore be more predictive.• Other areas of focus are Price Pack Architecture, Media Mix (MMX), Category Management, and Revenue Growth Management.• Created KYC’s (Know you Category) trainings and documentation to help Total Tyson better look for white space and measure risk. Also developed and trained Sales on how to measure true distribution, set KPI’s, and deliver on white space.• C-Level exposure during Mthly/Qtrly/Yrly business tracking material which were also leveraged by the Board of Directors and Investor Relations during Earnings Calls

Springdale, Ar, Us

• Innovation Analytics Lead: developing and implementing Tyson's Retail innovation process and tool (tool is still in use today for all types of Innovations – disruptive/breakout/sustaining). By leveraging key drivers such as distribution, media, velocities, and customer reset timing, we were able to significantly improve our forecast accuracy by 20% as well as P&L feasibility. The tool has been an asset to our innovation process, allowing for one version of the truth, and enabling us to effectively identify and prioritize high-impact initiatives while ensuring that we make the most informed decisions possible pre and post launch. (External testing cost saving estimated at $1MM/year by not using BASES for everything)• Set KPI’s and developed BDP’s for Marketers and Sales to better manage their innovations and be more realistic with assumptions when building a forecast or checking the feasibility of P&L.

Springdale, Ar, Us

• In my role as the Away-From-Home Analytics, Insights and Category Management Lead, I was responsible for supporting a $25B book of business which included both Tyson's Foodservice Prepared Poultry business – supporting key customer like McDonalds, Taco Bell, Domino’s, Sysco, USFoods, PFG, Aramark.• Developed Foodservice Strategic Planning framework to provide continuity between Marketing and Finance teams across +30 poultry/prepared categories when delivering our 3-year Strat Plan, AOP and Volume Databases. This framework incorporated consumer and economic variables to provide a more mindful long-term forecast – leverage internal and external partners like Technomic and NPD• Other areas of focus: M&A vetting, Operator white space targeting (Sales), Sales KPI setting, Long-term, Revenue Growth Management (price sensitivities and thresholds), and Item Rationalization

Chicago, Il, Us

Foodservice Category Manager & Analytic Lead:• Foodservice Analytics lead that brought Kraft to the forefront of Price Pack Architecture and Category Management through my thought leadership and simplified approach. Built out a methodology to better optimize the category set through a consumer/customer centric approach. Simplified category management methodology: Learn, Excite, Activate, Deploy (LEAD).• Responsible for leading our Foodservice advanced market structure efforts focusing on consumers buying behavior (incrementality/substitutability) which allowed us to map out a structure based on how a category is actually bought instead of how it is perceived to be bought.• Consumer and Operator based assortment optimization leveraging transferable demand to get to true Foodservice category substitutability and opportunity. Worked with a key distributor within the Salad Dressing and Mayonnaise categories to better understand optimal warehouse assortment for these categories which had an opportunity of +$10MM.• Distributor price modeling - built out linear regressions by segment by product group to help Kraft understand price elasticity/sensitivity for their own products as well as competition. This allowed us to better manage revenue and forecast.Retail Analytics: Grow Channels:• Facilitated Kraft Growth Channels (Dollar, Drug, CStore, Club) to exceed plan and grew 11% vs YAG (5% organic growth).• Key analytics lead on a strategy project for Club. Responsibilities include price pack architecture and consumer profiling. Helped determine a household expandable consumption and therefore best pack quantity, pricing thresholds, and true incrementality. $10MM a year opportunity.• Key Retail partner Snack Nut reinvention: Helped Kraft and Dollar General take advantage of some white space while addressing products and prices that were cost dilutive. $8MM in incremental dollars for the category and $2.5MM for Kraft were gained.

New York, Ny, Us

- Supporting Kraft BU, Sales and Shopper Insights – 5+ years Nielsen experience in total - Walgreens Retail (3 years) and Kraft (2 years). - Had a team of 3 directs (2 Analysts, 1 Manager). While supporting Kraft my team worked alongside Kraft Sales customer teams which include: Kroger, Walmart, Target, Safeway, Supervalu, Publix, Ahold, Sam’s, Costco, C-Store, and many more. - As a Nielsen consultant to Kraft Foods, I leveraged custom analytics and price pack architecture to help build Kraft’s base business – Ex: Optimized Cheese pricing architecture for Delhaize to help with a “good/better/best” approach to building category growth. How can we best grow the category, the retailer, and then Kraft – partnership is key to long-term success - Represent Nielsen in Kraft’s big push to grow within the Club (Growth) Channel – Pallet configuration, Revenue Management pricing, and consumer need for our Meals Category. Work alongside the Director of Consumer Insights and Strategy with a focus on pricing (elasticities/thresholds) and promotions (lifts/depth) compared to Walmart and Kroger. - Helped Kraft efficiently spend their marketing/media dollars – efficiency and effectiveness utilizing Marketing Mix.

Chicago, Illinois, Us

Philadelphia, Pa, Us

Chicago, Illinois, Us