Robert Roy Email & Phone Number

Chicago, IL, US

Chicago, Illinois, US

Coach and inspire a team of four Insights Managers who are based in the US and Canada. Continue to modernize Shopper Marketing Insights function to recognize, understand, and respond to shopping behavior changes at the speed at which retail has changed in 2020.

Provided category and shopper thought leadership to convenience, drug, and dollar store sales teams. Mined data to support sales strategies and selling stories, and executed custom research to achieve the strongest space, assortment, and shopper engagement. Supported the local field marketing team in 2018 to build succinct stories on consumer, shopper, and.

Evolved Miller Lite's communication and visual identity from category generic to strongly differentiated from the competition. A turnaround campaign was launched in 2016 and delivered over 18 consecutive quarters of share growth. The campaign won a 2017 Bronze Lion Cannes Award.Managed a team of two Associate Managers focused on delivering against learning.

Lead research to evolve Blue Moon Brewing Company and Jacob Leinenkugel Brewing Company brand identity to drive a deeper connection with consumers and breweries. Efforts resulted in a new visual identity and campaign that was more inviting and exceeded performance in-market.Managed two Associate Managers providing coaching on project work and career.

Developed and launch a new cider brand in 2014 that delivered $10MM in revenue in the first 10 months in-market. Executed foundational research to identify white space opportunities. Enabled innovation and more informed decision making through optimized tools and data analysis. Enhanced processes, fueled ideation, and improved functionality by authoring.

• Worked with wide range of vendors to develop quantitative and qualitative market research studies geared to answer consumer and marketplace business questions.
• Reviewed, compiled and communicated brand health tracking information to key stakeholders within the business.
• Analyzed consumer survey and point-of-sales data to develop consolidated deliverables that tracked business performance and provided actionable insights and recommendations.
• Identified knowledge gaps and developed a research plan in order to align priorities for the brand team.
• Drove budgeting for current and future projects in order to hit actual vs. planned spending at the end of each fiscal year.

New York, NY, US

Consulted brand managers on market entry strategies, price point optimization, product positioning, and effective targeting through written reports and in-person presentations. Forecasted the expected level of sales for new products in Year 1 by understanding consumer response tendencies and modeling the impact of marketing execution. Managed three.

Mba

Bba, Marketing

Education record