About
Experienced business insights leader with a passion for research and turning insights into real sales results. Expertise in analyzing wine and spirit shopper and industry data to improve decision making, recognize evolving trends and evaluate competitor activities.
Experience
Region Insights Manager
Commercial Insights and Integration Manager
Off-Premise Insights Lead
Explored shopper behaviors to guide brand-building initiatives at the point of purchase, as well as strategic decisions on brand/customer fit and identification of target consumers. Utilized shopper data, such as InfoScout, 84.51 and Nielsen Homescan, to uncover key sales opportunities. Significant projects included uncovering sparkling shopper purchasing idiosyncrasies and highlighting small bottle size buyer motivations and commonalities. Honed storytelling skills by taking vast amounts of data and observations and then connecting the dots for key stakeholders and sales leaders. Collaborated with members of National Retail Teams, Customer Marketing, Category Management and Marketing Brand Teams to develop true sales insights that speak to our key retail customers and motivate action on their part.
Planning and Operations Analyst
Acted as expert for dunnhumby software and as a champion for its capabilities across the North America Region. Managed relationship with dunnhumby Associate Director. Built dunnhumby brand health templates and presented them to B-F marketing teams, delivering actionable insights and specific findings about their shoppers. Partnered with B-F Customer Marketing and National Retail team members to contribute analysis and critical thinking to an adult beverage reinvention project for a national grocer. Enhanced the national retail on-premise mandatory placement reporting to allow for better accuracy and distributor execution of targeted placements.
Strategic Retail Commercial Analyst
Managed on-premise pricing process for over 300 customers in all states. Performed analyses on national programs to determine their effectiveness and developed conclusions for the account managers and retail partners as to why promotions experienced success. Designed and then analyzed on-premise unit level reports, which were used by Commercial Teams and Account Managers to track volume and opportunities in their markets. Contributed to the preparation and presentation of bi-annual brand team review meetings with retail account / industry insights and updates of successful promotions.
Strategic Retail On-Premise Account Analyst
Created monthly promotion analysis summary bringing to light volume lift, competitive performance and distribution/execution performance for all National Retail on-premise programs. Utilized Spectra Enlighten to identify right brand / right account for National Retail customer segmentation project. Developed and presented customer presentations, with insights regarding beverage strategy, industry trends, beverage decision factors and consumer profiles. Analyzed NPD Crest and Technomic data to build knowledge database for key on-premise customers.
Wines Associate Market Research Manager
Examined all available data and in-market knowledge to provide Wines East Division clients with in-depth analyses of market conditions for our brands and the competitive environment. Collaborated with in-market personnel to prepare and present retailer presentations for new product listings, brand health analyses, promotion evaluations and competitive assessments. Acted as Korbel team’s expert resource for industry trends and competitive activity. Managed ACNielsen support team and assisted in management of other data suppliers.
Wines Promotion Evaluation and Data Analyst
Wines Project Coordinator
Education
University of Cincinnati Carl H. Lindner College of Business
Bachelor of Business Administration (BBA), Marketing and International Business
Assumption High School
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