Seth Pollack Email & Phone Number

New York, Ny, Us

Orangeburg, New York, Us

Lead the consumer insights function across all core categories in the wet wipes industry (Baby, Facial, Moist Flushable Wipes and Surface). Manage 2 team members. • Built an enterprise-wide knowledge base of best practices in design and application of research methods and strategies leading to a robust and continuous innovation pipeline for the next 3-5 years. • Integrate multiple data sources (including primary and secondary research, social media, etc.) into clear, actionable insights and stories laddering up to the “voice of the consumer”. • Lead continuous engagement with category and brand business leaders with fact-based guidance in the development of marketing and sales strategies and business plans that increased profitable growth and return on investments. • Oversee IRI reporting and analysis with in-house client service representative plus one FTE Director. • Get beyond the present and understand long term trends, tell an insightful story about future consumers, and identify opportunities for growth. • Prepare and present sales presentations to key retailers drawing upon learning from custom and category trends, proprietary research studies such as HUT’s, A & U, shopper insights, tracking and brand positioning work.

Ronkonkoma, Ny, Us

Currently lead consumer insights for the $3B Sports & Active Nutrition category managing a $2MM budget. Previously led consumer insights for the $38B Vitamin Supplement category and managed a $3MM budget. Managed 4 team members. Championed the first ever segmentation and need states studies for both Sports & Active Nutrition and Vitamin brands in the organization. Identified clear “running lanes” and “segments” for the top tier Sports & Active Nutrition brands Pure Protein and Metrx as well as Nature’s Bounty, Sundown and Osteo Bi-Flex supplements.Collaborated with senior management and creative/digital agencies (Droga 5/Havas) to reposition each of these brands with new strategic communication platforms set against new target audiences via digital, TV, print and event marketing initiatives. Championed a task force with Product Development using key findings from the segmentation study to help test and validate new innovation concepts for the pipeline by identifying white space opportunities. Process eventually led to the establishment of a formal stage gate protocol. Built capabilities & processes into the organization by introducing new research methodologies to ensure appropriate and consistent benchmarks for new product concepts as well as measure awareness and brand health; creative testing and package redesign for core brands. Championed a series of research studies to help rebrand 400 U.S. Vitamin World retail outlets. This led to a new logo refresh, a revised brand architecture, updated packaging design and compelling in store signage.

Brentford, Middlesex, Gb

Directed and led global consumer research efforts for one of the world’s leading Paracetamol analgesic Brand – Panadol. The brand is distributed in 85 markets globally. Directly reported to Global CMI Director with dotted line to VP – Wellness Category – Pain Management. Solely managed at $5MM budget. Uncovered key consumer insights and collaborated strategically with global brand teams and Innovation Director for new product launches in both established and emerging markets such as Brazil, Russia, China and India. Globally coordinated a myriad of research methods including concept screening, volumetric testing, communications testing, segmentation studies, shopper insights, A&U, brand equity tracking and new package eye tracking. Hired multi-national research agencies (qualitative and quantitative).

Westbury, Ny, Us

Championed creative and strategic guidance on global OTC and domestic brands through copy testing and ongoing tracking studies. Led to significant increases in awareness and sales growth. Accounts – Novartis Consumer Health (Excedrin, Gas-X, Nicotinell, Lamisil, Voltaren), Amgen, Alcon, Dulcolax, Zantac), Honda Powersports, Midas, Payless ShoeSource. Managed 2 team members.

New York, Ny, Us

Responsible for custom research studies for Revlon, Almay & Vital Radiance brands in the color cosmetics category. Championed multiple concept screens and market structure studies guiding the R & D pipeline.

New York, Ny, Us

Responsible for all custom consumer research and member database activity for North American and European operations. Managed a $6MM budget and 3 team members. Consulted, designed and directed US and Global research programs to assess market position, member satisfaction, market segmentation, loyalty, brand awareness/imagery, advertising development through custom and on-going tracking studies.Identified and recommended service/program design modifications to meet a variety of consumer needs in the weight loss category. Aligned with marketing, advertising, promotion and corporate sales departments to increase member enrollments and retention through testing of annual program changes. Spearheaded a global taskforce team to understand brand essence leading to worldwide corporate logo redesign and creative repositioning.Created and implemented a multi-pronged CRM program by instituting an email address data capture process during enrollments leading to some 2.5 million addresses added to the member database within a 2 year period. This helped to provide the organization with the optimal reach and frequency mix combining direct mail and email targeted messages through a comprehensive modeling and testing A/B matrix program. Results led to a significant lift in open rates and enrollments vs. prior campaigns as well as significant cost savings. .

Purchase, Ny, Us

Managed custom consumer-based global research projects working closely with internal marketing, advertising, promotion and member relation functions. Collaborated with major global card issuers on optimal reward card programs. Managed a $4MM budget and 2 team members. Extensive international experience; executed multi-country studies for credit, debit, smart card and small business card products.Participated as a global team member in uncovering insights and testing the development of the “Priceless” campaign. Designed and executed key strategic positioning projects for the launch of both Smart Cards and Debit card products in South Africa, Australia, Japan, UK and Korea.Major contributor to a “monograph” identifying opportunities via quantitative and qualitative findings to the top 100 issuers of business/corporate cards. Championed a comprehensive research program consisting of multiple phases for the launch of the New York Smart Card Pilot collaborating closely with MasterCard, Visa, Chase and Citibank.

New York, Ny, Us

Responsible for all customer (member) consumer research for North American operations. Consult, design and direct US and Global research programs to assess market position, member satisfaction, market segmentation, loyalty, brand awareness/imagery, advertising development through custom and on-going tracking studies.Heavy experience in strategic research and planning new target segments.

Responsible for global new product development – consulted with Marketing and R&D to address key business issues through recommendation, design, implementation and interpretation of custom primary research (qualitative and quantitative). Studies included concept/product testing, package design, name testing, advertising strategy development and creative testing. Brands included Tampax and First Response. Managed at $3MM budget.

Responsible for consumer and marketing insights across the personal care line of products in the portfolio – Arrid deodorant, Sea & Ski, Nair, Pearl Drops toothpaste. Worked extensively with marketing, R & D and outside suppliers to design/implement primary studies such as concept/product tests, qualitative research, advertising copy and tracking studies.