Shou-an (Ann) Cheng

Manager, Consumer Insights, U.S. Brands (Ai Integration, Trend Intelligence, Trolli, Laffy Taffy)

Ferrara · Chicago, Illinois, United States

Present

➤ Spearhead AI Integration across consumer research funnel and develop AI research playbook to enhance Ferrara's research capabilities. ➤ Design and integrate Ferrara's first 360 Trend Intelligence Program to detect, evaluate and apply trend insights, providing governance and a futurist Lens on U.S. Snacking and Global Trends. ➤ Led cross-functional moments-of-consumption research that uncovers real-time, at-home with sensor technology ➤ Supervise Brand Health (Equity) Tracking program for both everyday and seasonal candy brands, providing actionable insight for sales-pitching stories and agency briefing.

Manager, International Insights (Nerds, Jelly Belly, Sweettarts, and Black Forest)

Ferrara · Chicago, Illinois, United States

➤ Led the International Insights team at Ferrara and drove Ferrara's growth through global expansion, informing Ferrara's go-to market strategy in Europe, Latin America, and Asia-Pacific. ➤ Managed quantitative and qualitative consumer research covering product research, creative testing, and brand health tracking for Nerds, Jelly Belly, SweetTarts, and Black Forest, Laffy Taffy, and Lemonhead. ➤ Optimized international research projects by integrating new research guidelines, action standards, and collaboration with international marketing teams.

Manager, Consumer Insights, Transformational Innovation and Seasonal Brands

Ferrara · Chicago, Illinois, United States

➤ Led end-to-end consumer research for transformational (breakthrough) Innovation initiatives, through product and concept testing, and cross-functional ideation. ➤ Drove consumer centricity for Trolli, Brach’s, Laffy Taffy, and Now and Later by developing consumer research plan covering product testing and creative testing.

Associate Manager, Global Strategic Insights

Mondelēz International · Chicago, Illinois, United States

➤ Drive global consistency in consumer segmentation approach across 24 countries through Demand Spaces; co-direct research partners in survey design, fieldwork, statistical analysis to inform brand positioning strategies, marketing communication, product innovation, and sales activation strategies ➤ Customize the research framework and data harmonization of Snacking Tracker, a real-time consumer behavior research that leverages AI to analyze growth opportunities in China, India, and UK ➤ Collaborated with U.S. Insights Team to identify category growth insights for Oreo and Chips Ahoy! through syndicated POS and panel data analysis (Nielsen and NPD) as well as the trend and funnel analysis in the Brands Equity Tracking Studies

Associate, Strategic Foresight

Mondelēz International · Chicago, Illinois, United States

➤ Established the new Strategic Foresight team with team leaders to provide planning-oriented trend intelligence; identified and coordinated between agency partners in consultancy and data providers ➤ Integrated qualitative trend data sources through API bridges, harmonizing multiple data sources onto the internal proprietary trend intelligence platform ➤ Built the internal Strategic Foresight community via live introductory sessions and e-learning programs

Associate, Global Strategic Insights

Mondelēz International · Deerfield, Illinois

➤ Supported the roll out of the global market research framework –– Demand Space, and facilitate the training sessions across North America, Latin America, Asia-Pacific, and Europe ➤ Co-led the Ritz Canada Activation workshop, enhancing Ritz’ communication plans and sales strategies ➤ Leveraged Mar-Tech solutions to develop the in-house Knowledge Management system and democratized best research practices and e-learning programs ➤ Analyzed global consumption patterns in snacking categories (e.g. cake & pastry) through syndicated and proprietary databases, including Nielsen and Euromonitor

Graduate Research and Teaching Assistant in Marketing

Northwestern University Medill School · Evanston, IL

➤ Coordinated school-enterprise collaboration and guided students in their summer internship projects ➤ Guided graduate and undergraduate students in Marketing Communication courses

Strategy Graduate Intern Researcher & Communication Manager

American Association of Advertising Agencies · Chicago

➤ Key Challenge: How to attract more entry-level talent to Chicago’s advertising community ➤ Action: Performed an ad hoc analysis regarding the consumer decision journey and provided strategic market insights based on quantitative and qualitative research (26 in-depth interviews & 473 surveys) ➤ Result #1: Developed a brand communication strategy, a real-time dashboard, and a measurement plan to monitor its progress, provide customized reports, and inform future benchmarks and strategies. ➤ Result #2: 300+ talents signed up for this career development program since 2017 and 4A's adopted the suggested theme in the Brand Communication Strategy, "Thinkers Become Doers".

Marketing and Communications Coordinator

Discovery Networks Asia-Pacific · Taipei, Taiwan

4 years in Marketing and Communication Department at Discovery Networks Asia-Pacific. Drove changes in international digital marketing, influencer marketing, and 360 marketing campaigns. ➤ All TV Brands: ➢ Digital & Social Media Marketing: Analyzed performance marketing KPIs and executed 35+ campaigns (including mass email) in collaboration with headquarters in USA, UK, and Asia-Pacific ➢ Sales Support: Assisted sales enablement and experiential marketing events to drive sales growth ➢ Public Relations: Hosted 20+ press and consumer events as in-house emcee and assisted 10+ global influencer management to boost on-and-offline media exposure ➤ Discovery Channel: Led cross-functional collaboration for the international digital campaign Racing Extinction and earned Taiwan Office the No. 4th ranking in website traffic among 196 countries ➤ Animal Planet: Developed the on-and-offline marketing plans for the annual experiential marketing event and engaged 60K+ children to increase their know…

Marketing Intern

Discovery Networks Asia Pacific · Taiwan

➤ Executed creative writing as the Facebook editor and achieved 10% in Facebook Fan numbers growth for Discovery Channel, TLC, and Animal Planet in two months ➤ Supported the largest marketing project in 2011 for TLC’s local series, Fun Taiwan Challenge, as a project assistant and bilingual interpreter by facilitating the marketing event details and communications with local journalists.

Strategic Project Intern

ELIV (International Social Enterprise) · Taiwan

➤ Led a team of 11 volunteers to Southern India; cooperated with the local NGO named ARV; and helped the Dalits build concrete houses in order to improve their residential conditions. ➤ Organized the 1st Annual Gathering for 90 international volunteers and secured Lai Shu-Sheng, an eminent writer, and the CEO of 3R Advisors Company, Peng Kang Syong, as the keynote speakers