Sandra Ryder-Smith Email & Phone Number

Indianapolis, In, Us

Indianapolis, Indiana, Us

Healthcare Marketing in MHA program

Indianapolis, Indiana, Us

Lead research, business analysis, and CRM program for IU Health, a $6 billion health care system in Indiana (16 hospitals, multiple Urgent Care facilities, and over 4,000 physicians). Presented to C-Suite leaders regularly on business intelligence and insights on strategic planning initiatives.• Manage and coach team to leverage trends and consumer insights to increase brand relevance and loyalty in a highly competitive market. • Co-led a cross-functional team of leaders (including CEOs of hospitals) to align on a consumer segmentation and new positioning. Developed and project-managed multi-phased primary research that fed new initiatives. • Build relationships and gain alignment among C-suite leaders on improved market share reporting process and hired team to lead the process so that leaders now have access to data in an easier-to-understand visual format.• Gained alignment of cross-functional leadership team to define CRM vision; coached team through RFP and "going live" process with an improved CRM program that is seeing great results.Developed survey questions for Voice of the Customer program and real-time feedback initiative.

Battle Creek, Michigan, Us

Lead and coach team in providing insightful strategic direction on innovation, positioning, packaging and communications for the Kellogg Frozen Foods Division.* Leverage trends and consumer insights to increase brand relevance to consumers, resulting the highest business unit growth at Kellogg Company.* Recommend and develop knowledge agenda with brand leadership and manage $3 million research budget.* Achieved highest ROI at Kellogg Company on digital, print, and TV communications by leveraging copy testing and marketing mix analysis.* Drive alignment among commercial teams (brand marketing, innovation marketing, and customer marketing) and Leadership Team by leveraging trends, consumer insights and business acumen.

Battle Creek, Michigan, Us

In a key global strategy role for four years, influenced regional executives by leading local market Insights and Strategic Planning teams in the development of knowledge agenda and key consumer insights to drive the strategy for Special K, the biggest Kellogg brand ($2 billion). Designed and managed a six country, women’s weight management segmentation study that has changed how Special K targets its products. Rolled out the insights in multiple interactive work sessions around the world. Worked with ad agency to test and develop the first global advertising campaign for Kellogg. Provided insights to align on one global packaging design for Special K.

Battle Creek, Michigan, Us

As a member of the Kellogg Snacks Innovation Leadership Team, guided the team in launching products that are on-trend and delight consumers. * Developed key insights that led to the most successful launch (Townhouse Flipsides) in the Kellogg Snacks Division…until we launched Special K Cracker Chips, which set the new record for new product launches (and was highlighted by both IRI and Nielsen as one of their Food Innovations of the Year.)* Drive changes to continuously improve innovation process. Improved the New Product Testing Process, including concept, IHUT, and forecasting methodology. Decreased cost and time spent in the go-to-market process, getting on shelf quicker with relevant, distinct new products.* Throughout tenure at Kellogg Co., managed, coached, and trained staff on research techniques as well as best practices in communicating research results that encourages understanding and ownership.

San Francisco, California, Us

 As Senior Director of Trends and Marketplace Insights, provided compelling presentations to the sales team that led to an incremental 600+ thousand units in sales in 2003, resulting in an additional $6 million of management earnings (net profit).o Developed and implemented multi-channel, consumer-driven distribution strategy.o Provide sales team with trends and monthly fact sheets – concise summaries of shopper insights by retailer that aid in sell-in of Levi’s and Dockers products. Pioneered the concept of category management in the apparel industry – a difficult task since IRI and Nielson data not available.o Stood up strategy team, focusing on strategically thinking through sales white space. As Senior Research Manager, managed the design and analysis of all research for the Levi’s brand. o Through several rounds of research, unearthed a product that was on-trend in a time when the brand was not thought to be cool. Convinced the brand to support the 569 men’s jean product, which became the cornerstone for the resurrection of the brand among male teens/young adults. o Managed, conducted, and presented results from the pivotal research that led to the decision to enter the Mass channel (beginning with Wal-Mart) with a new brand, Levi Strauss Signature.

Chicago, Illinois, Us

* Provided insights on an on-going basis to creative teams regarding relevant connections between consumers and the brand via in-depth interviews, focus groups, and ethnographic studies.* Inspired and informed brand team as to the mindset of kids through kid immersion days, videotapes, photographs, kid-like activities, and kids’ drawings.* Partnered with McDonalds’s marketing and research departments regarding strategic direction of McDonald’s youth and Family program, specifically regarding Happy Meals, in-store experience, and the use of Ronald McDonald in media.* Consulted on the product development and national introduction of three new sandwiches for McDonald’s. The research involved in this on-site, six-month project included analyzing sales and diary results of two test markets, conducting quantitative sensory/taste tests, managing positioning focus groups, and compiling results from three operational efficiency studies.

Masters Of Market Research, Market Research

Completed First Year Of Mba Program, Marketing

Bs, Marketing Management