Sylvia Lee Email and Phone Number

There are everyday products like toothbrushes and razors that you or your household uses that can be analyzed to provide you with useful personal wellness information. The mission of TerraCycle Discovery is to create such a service that converts what would otherwise be tossed by a consumer into the waste bin into a sample for a personalized lab/wellness report.

Leading TerraCycle and Loop organization's consumer insights and business analytics teams to help business partners drive superior products and services WHILE also acting as a force for good.

Led Loop Global's consumer insights and business analytic capabilities to prove Loop's business partners can drive business while reducing waste, as they convert their household essentials from being packaged in single use to reusable containers.

Led 8 person team to transform a global service from focusing on the financial compliance of $300M in Analytics & Insights purchases to serving up existing knowledge and supplier ratings at the point of new research creation to reduce rebuys and improve supplier sourcing, respectively, and to slash research setup time from 2-4 days to hours. Aligned stakeholders across 10 business units, including A&I leader & President of Global Business Services to fund the innovation, research savings targeted $10-15M/year.

Volunteered to lead $0 budget learning plan to understand how to drive a 4-6X reduction in kgs/yr of material consumption to get to a Consumer Sustainable Lifestyle on behalf of P&G for the World Business Council for Sustainable Development.

Digital leader on team charged with step-changing P&G CMK’s internal capabilities in qualitative research, synthesis and storytelling. Proposed new role, sourced a mobile collaboration app, partnered with ethnographers to integrate methodologies into the app – with goal to shift the culture of a 1000 person organization to be more in-touch, more agile and more continuously learning.

Led team of two, consulting to 55 FemCare CMKers, to strengthen the strategic foundation and brand building fundamentals of the business unit’s Always, Tampax, Naturella & Discreet brands to deliver a 4% growth in sales / 4% growth in volume. Expertise areas included consumer segmentation, brand equity positioning and differentiation, claims and advertising copy.

Represented CMK on cross-functional leadership team to deliver sales goals & plan innovation for P&G’s Water Filtration business. Directed a 5 person team and managed $1.1M research budget covering PUR’s established business and upstream initiatives across concept ideation, product development, volume forecasting, positioning, packaging, advertising evaluation, marketing mix & ROI as well as fundamentals such as ethnography, segmentation, brand equity and usage & awareness tracking.

Led a 4 person CMK team and $600K budget across Enablex and a disruptive innovation while assessing external license and acquisition opportunities. Represented CMK on cross-functional and cross-company (Enablex was a joint venture between P&G and Novartis) leadership team to deliver sales goals and plan innovation in Women’s Health Pharmaceuticals. This role enabled me to learn about differences between the pharmaceuticals (need to consider consumer, physician, formulary and patents) vs fast moving consumer goods models and how to work in a joint venture between two Fortune 100 companies for part of my role, while also reserving part of my role for licensing & acquisitions which involved working scrappy, fast and back of the envelope.

Managed a $600K research budget for upstream Global Olay Facial Cleansers, the equity measurement program for the entire Global Skin Care portfolio as well as served as 1 of the 5 startup members of the integration team for DDF when P&G acquired the $13M brand in Jan 2007. This role was a contrast between Fortune 50 and startup culture, as well as a window into channel differences between Food/Drug/Mass vs Specialtiy/Spa.

Owned Secret teen and US Hispanics business and led overall business analyses, business review, marketing planning, media planning, advertising, PR, sampling. Developed the benefit positioning, pricing, scent & package strategies of a new anti-perspirant line that reached 15% of brand volume in 6 months and help reverse four yrs of decline on Secret.

Researched partnership opportunities in snacks, soft drinks and beer for business development presentations as priceline.com attempted to expand from airline tickets & hotels into groceries and gasoline. Assisted in the creation of the first market test to quantify incremental volume gained by manufacturers.

Member of Testing & Implementation teams of a software development project with 200+ staff to deliver and convert over 88 counties to Ohio’s first state-wide child support system, supporting the Uniform Interstate Family Support Act. Consistently had best prepared counties (eg. 3 days of running parallel systems vs average benchmark of 6 weeks).