Susan Barkalow Email & Phone Number

Myrtle Beach, South Carolina, United States

• PROSCI-Certified Change Practitioner with experience integrating Agile and Change Management
• Led the assessment of associate capabilities and collaborated with global counterparts to develop and roll out first ever Product Owner training for the NA region leading to double-digit increase in claimed capability.
• Drove the development and deployment of the NA Product Adoption Survey and leveraged results to develop action plans for product improvement
• Developed and deployed the NA D&A Change Management Playbook, coaching all new Product Owners on their role and responsibilities as a Change Lead
• Spearheaded the launch of the Data & Analytics Product Lifecycle Management workstream to automate and simplify the feedback loop of the Demand D&A program, reducing cycle time for adoption surveys and team assessments

Newark, NJ

• Overhauled the Mars Wrigley licensing program, driving growth in sales and royalties and profit.
• Surpassed all targets for 2022, with royalty growth of 15% in 2022, forecasted to grow another 32% in 2023.
• Sharpened the licensing strategy, enabling the closing of 14 new deals in 2022 to roll out in 2023.
• Streamlined the licensing approval process, maintaining all necessary approvals but making process faster and more efficient.
• Supervised Associate Brand Manager and Licensing agency.

Newark, New Jersey, United States

• Responsible for the development of unique solutions for strategic channels.
• Lead cross-functional team of 10 in the development of profitable solutions for strategic growth customers

Newark, NJ

• Established vision & strategic roadmap for Consumer Promotion, Shopper Marketing and Digital Commerce for the recently integrated Mars Wrigley Co.
• Led transformation of Shopper/CP discipline, focused on conversion, rooted in measurement, digitally enabled
• Led change management through company integration of MARS and WRIGLEY businesses. Responsible for 9 direct and 2 indirect reports, located across the US
• Managed agency relationships including day to day operations, negotiation of retainers and scope, navigation of future capabilities and opportunities
• Effectively managed allocation of $150M budget, including reallocation to higher returning programs/marketing vehicles
• Led US pilot to insource tracking and measurement of all CP and shopper marketing programs to step-change measurement and ROI

Hackettstown, NJ

• Served as Marketing Chief of Staff across Chocolate, Fruity Confections and Gum & Mints category business units (CBU’s).
• Facilitated prioritization and resourcing decisions across the CBU’s through leadership of MWC Marketing Steering Committee, Grow the Category Steering Committee, and annual Global Growth Forums
• Optimized performance of Marketing Teams through the management of monthly Accelerating Growth meetings, ensuring delivery of timely, insight-based, validated innovation pipelines across the business
• Led and developed Marketing capability through Team Performance Planning, Marketing Growth Days, and deployment of Mars signature tools
• Led “Project Birch”, designed to revolutionize the confection category by building a front-end solution that will endure for generations via optimized price/pack architecture

Greater New York City Area

• Established vision & strategy for Shopper Marketing at Mars Chocolate, across all accounts and full portfolio of brands.
• Led team of 8 Shopper Marketing Mangers; developed process, frameworks, training
• Influenced addition of Shopper Insight Manager role, critical to securing insights at the retailer/shopper level
• Developed 2015 and 2016 test & learn plans which led to evolution in omni-channel (digital) marketing

Hackettstown, NJ

• Set growth agenda for iconic $1.8B confectionary brand.
• Managed brand P&L, exceeding 2012 growth and offtake targets, leading brand to regain #1 share position in chocolate category through the flawless execution of the Ms. Brown launch and focus on chocolate credentials
• Developed the 2014 Brand Plan, including “Better with M” marketing platform, as well as the 5 Year Growth Plan, leveraging balanced growth principals
• Led team of 5 marketers and 7 agencies through the development and execution of marketing programs from 2012 through 2014, including launch of M&M’s® Snack Mix and M&M’s® Chocolate Bar
• Contributed to global workstreams including contribution to “Project Create” and demonstration of successful “Beyond Product Innovation” at annual global meeting

• Developed innovation strategy and pipeline for $2B Filled Bar portfolio including Snickers® and Twix®.
• Led development of Mars Growth Framework including identification of relevant need states for all brands, as well as platform and innovation roadmap development across all Filled Bar brands
• Led development of Snickers® Peanut Butter Squared proposition, resulting in launch of $80M variant
• Represented Innovation on Twix® and Snickers® global brand boards.Led development and testing of disruptive innovation platformsDeveloped innovation strategy and pipeline for $400M Fruity Confections portfolio

Parsippany, New Jersey, United States

• Managed $220M portfolio of GI products including Benefiber®, Maalox®, Gas X® and ExLax®
• Managed $100M portfolio of antifungal products including LamisilAT®, Desenex® and Cruex®

Madison, New Jersey, United States

• Full brand responsibility for $80M Preparation H® business. Achieved record market share of 52.3%.
• Managed the $120M Lip Care franchise (ChapStick®), increasing retail sales by 17% (+2.7 pts) in 2001
• As Associate Brand Manager, managed key growth initiatives for Advil®, the division’s $400M+ flagship brand
• Assisted in the daily management of a $100M Cold/Allergy/Sinus franchise, including the Dimetapp® Adult and Pediatric

Master Of Business Administration (Mba), Marketing/Marketing Management, General

Bachelor Of Science (B.S.), Business Administration And Management, General

Certified Change Practitioner, Change Management, Integrating Agile And Change Management