Vicky Francis Email & Phone Number

Cincinnati, Oh, Us

Cincinnati, Ohio, United States

Cincinnati Area, Ky

Delivers robust insights to support the evolution of customer communications and the loyalty experience to Kroger customers by identifying drivers of engagement, satisfaction, and loyalty.

Cincinnati Area, Ky

•Successfully led a team of 3+ researchers (2 remote) and effectively guided the team on career management choices and personal growth by identifying unique and important learning opportunities. Acted as a mentor for others in the Consumer Research organization, often fielding questions related to research design and approach.•Developed and aligned the General Merchandise leadership team to an action plan within 1 month on the job that helped guide the organization in uncovering critical… Show more •Successfully led a team of 3+ researchers (2 remote) and effectively guided the team on career management choices and personal growth by identifying unique and important learning opportunities. Acted as a mentor for others in the Consumer Research organization, often fielding questions related to research design and approach.•Developed and aligned the General Merchandise leadership team to an action plan within 1 month on the job that helped guide the organization in uncovering critical business questions which were translated into a holistic learning plan capturing both functional and emotional needs of the customer.•Led the 1st ever Apparel category landscape assessment that identified growth opportunities focused on driving department awareness and consideration by uncovering Kroger shopper barriers, gap vs. competition in terms of perception, and consumer unmet needs.•Established and executed a multi-phased attitudinal segmentation research plan that influenced the launch of dip apparel and housewares brands and enabled Kroger to maximize its communication and merchandising strategies to grow sales by providing a roadmap of shoppers/buyers, guiding prioritization of our customers, and providing direction where, when, and how to message to customers through the use of both attitudinal and behavioral data.•Led the Savor World Flavors Measurement team of 15+ cross-functional partners for Taste of Spain and Taste of Italy, while being an active member of the Champions Team and Products Committee. Quickly earned a seat on the Steering Team with the Vice President of the Promo Planning Team by identifying critical opportunities to interject the voice of the customer across multiple swim lanes for holistic understanding of the program and by transforming post event measurement session into a storytelling approach with recommendations for program optimization. Show less

Established a critical WHO foundation to drive the Beauty Strategy of Winning With More Consumers in Male Personal Care –Identified clear Brand Strategic Targets, leading to a profitable NOS forecast & enabled clear architectural choices for product innovations.–Delivered a Best In Class multi-sensorial consumer immersion session that was recognized as the “Gold Standard” in terms of simplicity, engagingness, & creativity and awarded the First Ever Beauty Belief Award “We are Forward… Show more Established a critical WHO foundation to drive the Beauty Strategy of Winning With More Consumers in Male Personal Care –Identified clear Brand Strategic Targets, leading to a profitable NOS forecast & enabled clear architectural choices for product innovations.–Delivered a Best In Class multi-sensorial consumer immersion session that was recognized as the “Gold Standard” in terms of simplicity, engagingness, & creativity and awarded the First Ever Beauty Belief Award “We are Forward Looking” + 2 Power Of You awards from the Lead Team. Recognized as a NA CMK Insight Award Finalist for “Brand Growth” and highlighted in Beauty Breaking News & Personal Care R&D Newsletter.Drove clear equity strategic choices for Male Personal Care organization for the 1st time in 4+ years– Identified opportunities to grow trial & increase loyalty among core consumer groups & received a Power of You Award within 1 hour of presentation from the Vice President–Aligned Vice President to strategic brand choices and equity pyramid changes across male personal care portfolio which were deemed as the strategy to win vs. competitionDeveloped robust communication success principles & and toolkit to deliver breakthrough in-market performance across beauty care brands globally- Identified incremental NOS opportunity by improving benefit visualization in future executions–Co-Created a radical approach to copy qualification relying on success principles, behavioral science, Digital Communities, & in market tracking to adopt a Do-Learn approach & eliminate copy testing in the USEstablished a forum to elevate corporate capabilities and maximize results by reapplying success stories and eliminating swirl/slow independent learning-Enabled Corporate function to build communication and connections by establishing a monthly forum of 25+ people to share real-time business case studies from the newest capabilities allowing functional mastery to be elevated across business sectors. Show less

Cincinnati, Ohio Area

Enabled scaled knowledge sharing & efficient activation of underserved consumers (substantial incremental opportunity for P&G) in North America Female Beauty–Co-led US Hispanic immersion session (bringing her “to life” with in-store & shopper insights, identification of unique TV & Digital insights, & retailer specific insights) & identified growth opportunities via brand equity across male and female beauty brands in the portfolio–Developed global consumer and shopper… Show more Enabled scaled knowledge sharing & efficient activation of underserved consumers (substantial incremental opportunity for P&G) in North America Female Beauty–Co-led US Hispanic immersion session (bringing her “to life” with in-store & shopper insights, identification of unique TV & Digital insights, & retailer specific insights) & identified growth opportunities via brand equity across male and female beauty brands in the portfolio–Developed global consumer and shopper profiles–Improved organizations knowledge of how to win with US Hispanic Beauty consumer via actionable insights; resulted in stronger comm. plans rooted in category drivers, WHO action plans linked to initiative master plans, in-store optimization & initiative ideation with specific focus on priority brands. Aided in step-changing approach to winning with USH.–Enabled the North America Hair Care organization to update financial commitments to activate regional differences in communication plans targeted against consumer segments. Drove clear innovation (base and new item) & architecture choices for North America SPC–Olay: Identified oppty to drive superiority claims vs. competition & enabled Olay PCC to differentiate at FMOT through renewed focus –Identified trial barriers against point of market entry consumers; enabled renewed focus on loyalty & base business comm., driving a clear business strategy –Secret: Successfully deployed WHO immersion (6 senses of WHO to drive adoption) & awarded POY from AD; new WHO was at the core of ideation, driving Initiative Master Plans & architecture choices; identified reapplication opportunity & established Corporate case study –Enabled 360 view of Secret’s brand fundamentals via 1st health check –Developed segment placemat with ethnic & POME targeting opportunities–Ivory: Maintained brand’s ‘purity’ heritage & enabled stretch plans with analysis completed via existing research at no cost Show less

Cincinnati, Ohio Area

Co-led Pioneering NA Vicks Digital Strategy for 10/11 and Led eLearning Plan. •Led design of the first-ever Digital eLearning which was the foundation of a category-leading digital marketing plan.•Identified critical digital business questions on the Vicks business through Digital Immersion •Determined how best to drive Vicks digital investments and understanding our WHO including how they live digitally via 360 Digital profile. Uncovered Strengths, Opportunities, Drivers,… Show more Co-led Pioneering NA Vicks Digital Strategy for 10/11 and Led eLearning Plan. •Led design of the first-ever Digital eLearning which was the foundation of a category-leading digital marketing plan.•Identified critical digital business questions on the Vicks business through Digital Immersion •Determined how best to drive Vicks digital investments and understanding our WHO including how they live digitally via 360 Digital profile. Uncovered Strengths, Opportunities, Drivers, and Cost Savings that fed the NA Vicks Pipeline for for multiple years•Led the design and analysis of a 17 leg Single Product Identified Test, covering 28% explicit NOS / 58% extrapolated NOS. •Aligned management to trail blaze a new modeling approach prior to the tool being adopted corporately in order to robustly assess purchase intent improvement opportunities. •Designed and aligned robust analysis plan which addressed PI drivers, product attributes, package aesthetics, and symptom relief. Drove Next-Level NA Copy Capability by Qualifying Award-Winning Campaigns, Confirming PHC’s qualification hurdle rates, Identifying True Drivers of Recall, and Owning 09/10 Copy Qualification.•Led all 09/10 copy qualification including Award-Winning “Sleepers” Campaign and “Power Back” TV & print resulting in incremental NOS “meeting or exceeding P&G airing criteria”, & “Highest-Scoring DqyQuil TV copy ever”. •Led and Deployed Recall Drivers Analysis and develoed brand leveraged as key focus areas when developing and testing copy.•Led validation of copy success hurdle rates for “new items” & “sustaining” spots across NA PHC by collaborating with key suppliers and analyzing PHC-wide historical copy. Show less

United States

Oral Care