Tracy Murchison Email and Phone Number

Own and deliver Design Strategy for Olay Body Wash, Safeguard and Ivory from end to end .Drive breakthrough creative for initiative programs. Deliver Brand Fundamentals for portfolio.Develop comprehensive VisID Brand guidelines and framework for all consumer-facing touch points across respective brands.Expand brands into other agencies and categories.

Lead end-to-end Brand Expression Design for ZzzQuil, VapoRub, Prilosec and the Club channel.• Create distinct and iconic brand expression for new PURE Zzzs natural sleep offering white space expansion, resulting in total ZzzQuil growth of 117 IYA and dollar share of 110 IYA.• Develop PURE Zzzs | ZzzQuil Brand architecture in accordance with the brands “where to play” strategies, trends analysis and consumer research and insights. Deliver initiativestorytelling, packaging strategy, instore strategy and key product visual across all touch points.• Managed top down to Influence leadership alignment of a more ownable key product visual to drive robust brand storytelling versus originally approved version.• Established a non-existent PHC Club Channel design framework that systematized the Club requests, resulting in a 20% increase speed to market. This enabled PHC to deliver the highest P&G dollar share week at Sam’s Club since FY 12/14.• Generate hands-on design Intent creative resulting in FY 17/18 120M+ savings.

Supervised design strategies for Pantene, H&S North America (NA), H&S Sub Sahara Africa (SSA).• Led end-to-end creative development of the inaugural Pantene Gold Series and H&S Royal Oils premium collection, specifically addressing unmet consumer needs. Creative deemed ownable, unique winning and best in class by the business, confirmed by qualitative and quantitative data. Established key direction with cross functional teams on the communication idea, photo shoot, instore strategy and all go to market executions. Gold Series grew the total Pantene Brand by a three point House Hold penetration share (+558MM HHs).• Launched H&S core business first significant line-up in (SSA) white space of +800MM consumers with a market share of +$626MM. Led end-to-end creative development of over 16 products and all go to market strategies This resulted in P&G winning with the region’s top tier consumers.• Re-established P&G Hair Care as the category leader in the Club channel. Delivered first break through technical solution for Costco via “Wrapped edge trays” netting in a 75% total delivery cost (TDC) cost savings. Delivered three consecutive years’ of positive growth at Costco, +70MM increase in sales FY13/14.• Built iconic brands via strategic, ownable promotion system that successfully overcame the brands trial barriers.• Defined instore principles to deliver global, on equity, holistic touch points. Partnered with Shopper Marketers to translate principles into store executions. The creative delivered Patent winning instore designs. Process drove simplicity, consistency, scale and cost savings resulting in better quality, execution excellence, easy navigation and consumer trade-up.• United with international design team to ensure appropriate regional implementation of assets.• Collaborated with external stakeholders to establish global principles and a consistent vision for the Hair care business.

Established and led new Tween business based on deep Consumer “WHO” understanding.• Developed recommendation and successfully on-boarded new Tween agency.• Led creative development for the first Tween offering.• Established and supervised the Tween segmentation with internal stakeholders.• Restaged the aesthetic and strategic direction for Oral B Stage 4.

Led design objectives, strategies and complete package graphics development• Completed Iams global design theme, established the brand architecture and corporate identity.• Collaborated with photographers, illustrators and other suppliers to produce high-quality visual solutions for a variety of communication challenges.• Partnered with external print production team to ensure creative maintained design intent and was technically feasible when implemented.• Cultivated and coached two junior Artwork Planners to their fullest potential.

Adapted agency creative for each brand based on its initiative strategies.• Planned, implemented, and coordinated workflow with the agencies designers and cross functional internal/external teams on lead creative.• Communicated effectively, orally and in writing, with all levels of management and vendors.• Sharpened proficiencies in Adobe Illustrator, Photoshop, MS Word and PowerPoint