TALENTS
18 years of building greater business value through expertise in formulating marketing and sales strategies, uncovering consumer insights, and applying those insights for competitive advantage.
Results focused with a strong orientation to action.
A record of building long-term sustainable collaborative partnerships.
Creative and resourceful with effective communication skills that readily adapt to evolving business environments.
EXPERIENCE
The Nielsen Company, Fremont CA 2008– Present
Vice President, Professional Services (2008 - Present)
Client business partner leading the analytic and consulting teams on several CPG companies and consumer-oriented manufacturers.
Cross-functional added-value analysis and consulting with senior management on marketing, sales / category management, and business performance issues.
Facilitate a best-practice action-oriented information framework providing key insights on business drivers, analytics, and software solutions to functional leaders and senior management across the enterprise.
Provide leadership and direction to a team of two assistant directors and two managers on business connectivity, analysis, and consulting issues.
Provide guidance to senior management on progress on forecast vs. plan, revenue/expenses, and major initiatives.
Sell and service projects against variable margin targets and an annual revenue goal of $10 million.
Information Resources Inc., El Segundo CA 2001 – 2007
Vice President- Client Service & Consulting (2003-2007)
Leading the consulting team on the Mars Food and Pet Divisions: Uncle Ben’s, Seeds of Change Organics, Pedigree, Cesar, and Whiskas pet foods.
Cross-functional consulting with management on marketing, sales, demand forecasting, and business performance issues.
Providing key insights on business drivers, software solutions, and analytics to functional leaders and senior management.
Provide strategic direction and leadership to team of two directors and five managers in the delivery and presentation of major insight studies and tracking.
Provide guidance to senior management on weekly and quarterly progress on forecast vs. plan, revenue/expenses, and major initiatives.
Exceeded goal in four of five years selling and servicing projects against variable margin targets and an annual revenue goal of $5.5 million.
Director- Client Service & Consulting (2001-03)
Led consulting team on the Mars Food Division: Uncle Ben’s, Seeds of Change Organics businesses.
Managed client-supplier relationship with senior management.
Consulted with management on marketing analyses, sales planning, demand forecasting, and business tracking issues.
Delivery and presentation of tracking studies and analyses.
Guided four managers in analysis planning and delivery.
Sold and serviced projects against annual revenue goal of $2.5 million.
Oberto Sausage Company, Kent WA 1996 – 2001
Director- Marketing (1999-2001)
Led the marketing team, coordinated Oberto/Frito-Lay Strategic Alliance, and directed consumer, market, and strategic insights.
Managed four brand managers on staff with total responsibility of $150 million annual sales, margin targets, and a $3 million annual marketing spend.
Directed brand positioning and go-to-market strategies of new product launches, existing base brands, and new product innovation pipeline.
Developed and managed the strategic distribution Alliance relationship with Frito-Lay which achieved true national distribution and grew company sales 25% in each of the first two years of the agreement.
Constructed and led the company’s cross-functional team on the Alliance.
Oversaw all qualitative and quantitative consumer and strategic insights projects in support of business initiatives.
Manager- Consumer & Strategic Insights (1996-1999)
Successfully built and led the consumer and strategic insights function at a foundational level where none had existed before at this company.
Formulated annual insights strategy, projects, and managed budget in excess of $1 million annually in support of business initiatives.
Directed all qualitative research projects and suppliers in focus groups, awareness and usage studies and tracking, concept & product tests, and in-home use studies.
Trained and equipped field sales, category management, and brokers with fact-based insights , analysis, and software tools.
Information Resources Inc., San Francisco CA 1990 - 1996
Project Director / Account Executive (1994-1996)
Principal contact for all in-market retail product and marketing/advertising tests commissioned by clients: Nestle, Clorox, Dial, and Ore-Ida.
Analyzed and presented test results and implications/recommendations.
Consulted with clients to develop effective testing designs to address marketing issues and questions.
Managed team of two analysts on projects commissioned by clients.
Testing Services Representative / Market Operations Manager (1990-1994)
Managed implementation and execution of BehaviorScan® retail consumption tests and other in-market retail and media test projects.
Adapted/scoped national test promotional events and programs for test market execution.
P & L responsibility for the BehaviorScan® product warehouse and distribution system in local markets across the nation.
EDUCATION
Michigan State University, East Lansing MI
MA, Advertising 1989
BA, Political Science 1987 |
