About
By title I’m a Strategist. Brand Planner. Consumer Insights Professional. By heart, I just really love figuring it all out. I don’t assume to know the answer. I ask the right questions. I listen. I analyze. I get to the precious “ah-ha” moment and use those moments to drive brand growth. I’m passionate about truly understanding why people do what they do and why people love the things they love. I’m driven to help brands be the best version of themselves and love making great work that works. Recognized as a quick thinker, I cut to the chase fast, bring clarity to complex brand challenges, simplify brand narratives to create breakthrough, and bring a highly collaborative work style that energizes teams. Specific areas of consumer expertise include, but not limited to: Youth, Family, and Young Adults. Specialties: Insight Mining, Creative Development Strategy, Brand Repositioning, Story telling, Cultural trend analysis, Qualitative and Quantitative Research Design, Collaborating and fos…
Experience
Senior Director Global Consumer Insights Whiskey/Bourbon and Tequila
Beam Suntory · New York City Metropolitan Area
Present
Senior Director Global Consumer Insights Whiskey/Bourbon
Beam Suntory · New York, New York, United States
Principal
Shepfield Consulting LLC
Director, Consumer Planning and Research Scotch Portfolio
Diageo · Greater New York City Area
Johnnie Walker, Buchanan's, Single Malt Portfolio Led consumer insight, research (qual and quant), and strategy development across the full Scotch Portfolio; Identified unmet consumer growth opportunities, crafted brand and creative strategies, led cultural and category semiotic work, developed award winning creative, and became a lover of Scotch Highlights: Led the global reframe of Johnnie Walker (the world’s biggest Spirit by value) for the U.S market, transforming the brand into a modern and culturally vibrant Scotch, leading to +8% growth in consumer recruitment Identified clear consumer white space opportunities and crafted clear brand narratives across seven priority Single Malt brands driving +8% growth Co-led, designed, and facilitated the Creative Collective, an internal development program aimed at growing the Diageo capability of creative excellence
Senior Consumer Planning and Research Manager
Captain Morgan, Smirnoff, Ketel One, Ciroc, Baileys, Tanqueray, Don Julio Highlights: Unlocked key category, consumer, and cultural insights for Ketel One Vodka leading to 4% growth after 5 consecutive quarters of decline Through semiotic analysis of indulgence, re-shaped the positioning of Baileys as an indulgent treat leading to +5% growth Executed breakthrough research into how consumers shop the flavored vodka category that led to the implementation of a new go to market portfolio strategy and new communications model for Smirnoff. Drove a +10% growth on priority flavors Repositioned Smirnoff as a quality vodka for everyone, celebrating inclusivity and bucking the category convention of exclusivity. Volume sales grew by 2.6% and achieved a sustainable increase in share of vodka for the first time in over 10 years
Strategy Consultant
Freelance
DEUTSCH NY, SAATCHI & SAATCHI WELLNESS, SMARTY PANTS CONSULTANCY
Senior Brand Planner
Hershey Foods, GlaxoSmithKline (TUMS, Citrucel), Lee Jeans, United States Tennis Association, New Business Worked across a range of CPG business, leading clients to better strategic outcomes through: Brand Repositioning; Archetype Brand Analysis; Creative and Brand Strategy Development; Consumer and Cultural trend deep dives; Research design, analysis, and data storytelling; Identified new consumer targeting opportunities
Senior Brand Planner
Just Kid Inc.
Kraft, Kellogg's, Hershey Foods, State of Ohio Anti-Tobacco Campaign Helped clients understand how their products and brands can best resonate with kids and parents. Managed qualitative research including innovation/new product development and brand positioning and strategy; Moderated focus groups (kid and adult) and led ethnographic studies
Strategic Planner
Microsoft (Xbox), Verizon Wireless Revisited my love of gaming, led positioning and creative strategy development for Xbox. Led cultural and consumer insight analysis into young adult lifestyle.
Brand Planner
Hasbro Toys (Playskool, Girls, Tonka, Easy Bake, Nerf, Super Soaker), Hershey Foods (Kit Kat, Reese’s Pieces, Twizzlers, PayDay); Unilever (Knorr Foods) Spent my days analyzing the world of chocolate and kid's play. Led consumer insight and strategy development for Hasbro toys and key Hershey brands doing such things as: Brand and Creative strategy, Ethnographic research, Brand Narrative Development, Brand Architecture; Brand Positioning Workshops; New Business win: Hershey Bar
Assistant Account Executive
Griffin Bacal
Hasbro Toys Manage execution and development of creative campaigns
Education
Syracuse University
BS, Consumer Studies
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