Projects / Work Examples
The examples below are only a small sample of some of the completed projects and workflow examples in multiple areas for several companies. Each reflects how transferrable the knowledge is to any industry and can be applied immediately.
Latest Projects (click on image for presentation)
Example 1: NEW BRAND LAUNCH
Launching a new Brand from scratch can be quite daunting! The challenge included leveraging a scrappy team of 4 Category Management/Insights Leads and Brand Managers to launch a new brand to fill a gap in the Party Supplies category to fill a void of a mid-tier/more profitable brand. The bigger challenge was to launch in under 6 months. Our mission was accomplished with distribution was secured at CVS nationally (8 feet of new space) and Meijer with tremendous gains in # skus, incremental space and new planogram layout. To accomplish this, we needed a base of solid insights to support the "Reasons to Believe" that this would work in the market. This is an abridged version of the strategies born from the insights to create the ongoing compelling story for Retailer acceptance.
Example 2: CHANNEL/CATEGORY PLANNING
To drive a vision into strategies and tactics you must understand how to interpret the needs of the channels customers. Aligning to these needs with targeted initiatives based on solid research of the consumers/shoppers in these channels and understanding their shopping behaviors drove the successful implementation of our Category Selling Platforms.
Example 3: JOINT BUSINESS PLANNING
The challenge with Joint Business Planning is to ensure you have the right people on both sides of the table in attendance that can make the decisions with go/no go initiatives for short term wins and long term success. I ensured that the information contained in the deck provided enough detail to generate a thoughful, effective dialogue allowing for a brief understanding of the past with 80% forward looking discussion to keep strength and challenge in the partnership..
Example 4: COLLABORATIVE STRATEGY DEVELOPMENT
I led the challenge of developing collaborative COMPREHENSIVE SOLUTIONS for a large, national retailer with multiple suppliers to drive Traffic, Conversion, Transaction Size and overall Loyalty within the Stationery Department (Office Supplies). Result: Drove increase traffic (+6%) & conversion (+3%) in a declining industry. This drove increased transaction size (+8%) through solid loyalty-based programming utilizing retailer and external solution providers / tools.
Example 5: INTERNAL ANNUAL MEETING TOPICS: eCOMMERCE / RISK MITIGATION PLAN
For the Annual Meeting, I led the development of the meeting theme, topics to be covered, subject matter expert coordination, presentation of my group's key topic areas for focus and overall company ambassador to coordinate the efforts of the entire meeting.
Example 6: BRAND RE-LAUNCH
When buying copy paper, the key pain points for consumers is trying to figure out what to buy. I commissioned research to better understand the situation, landscape and consumer/shopper needs. Based on deep qualitative and quantitative research, I built our Category Selling Platform approach to understand the path-to-purchase. With an existing Consumer Segmentation, we provided a deeper level of understanding with a Shopper Segmentation that became the basis for our integrated marketing plan. This deck is a culmination of the research and blended with our re-launch strategy presented to retailers.