Leah Yep Cao (Basford)

Manager, Global Neutrogena Skin Health & Beauty Consumer Insights, Innovation, & Strategy

Kenvue · New York, NY

Present

• Leading Skin Health & Beauty Consumer Business Intelligence (CBI) for Neutrogena Sun, Acne, Body and Makeup categories' 3-year new product innovation pipeline and brand strategies with consumer insights, market research, social listening, and robust data analytics • Developed and executed end-to-end innovation roadmaps for 20+ skin health product launches, including consumer insight generation, product concept creation, consumer quantitative and qualitative testing/research, communication/ads testing, financial and brand portfolio strategy, to product launch into market, and translating research results; deriving actionable recommendations to cross-functional teams •Shaped Global Skin Health 3-Year Pipeline Strategy & long range financial plan by synthesizing & analyzing internal and external consumer research, sales, and web analytics data to identify emerging consumer, culture, category, science, ingredients, and tech trends to influence leadership future pipeline decisions • Champ…

Lead, Global Beauty Tech & Breakthrough Skin Health Innovation Consumer Insights & Strategy

Kenvue · New York, New York, United States

• Developing and leading Skin Health & Beauty Consumer Business Intelligence (CBI) for innovation and brand strategy with consumer insights, market research, social listening, and robust data analytics - brands include Neutrogena, Aveeno, Neostrata, Exuviance, Clean & Clear, and Lubriderm • Designed and executed UX Skin Tech research for Neutrogena’s Skin360 mobile web application for facial skin scanning and science-backed personalized skin care recommendations by managing external research vendors and designing questionnaire and discussion guides for consumer focus groups, usability testing, and surveys •Pioneered development of BIPOC & Gen Z Advisory Councils of 60+ J&J employees, producing 50+ project collaborations with brand and R&D teams to ensure representation of diversity & inclusivity into all steps of the innovation process • Launched first Web 3.0 and Metaverse brand experience consumer insight research for Johnson & Johnson Consumer brands, resulting in creation of a meta…

Lead, Global Skin Tech & Breakthrough Skin Health Innovation Consumer Insights & Strategy

Johnson & Johnson · New York City Metropolitan Area

• Driving future forward skin health innovation, product development, and brand and portfolio strategy through in-depth consumer and category insights to future proof global J&J skin health portfolio - including Neutrogena, Aveeno, Neostrata, Clean & Clear, and Lubriderm • Market research management for the Neutrogena and Aveeno brand innovation teams including quantitative and qualitative concept testing, consumer co-creation, focus groups, consumer interviews, segmentation, personas, social listening, brand equity and distinctive brand asset studies • Led development of an AI powered digital tool that synthesizes skin health social media, search, and ratings & reviews data in collaboration with data science developers, resulting in a self-serve online platform to identify emerging skin health trends •Led menopausal and hormonal wellness consumer strategy & research to shape the incubation of a new 1st of its kind personalized holistic hormonal wellness brand, Versalie, by co-creating…

Senior Analyst, Global Skin Health & Beauty Innovation Research, Insights, & Strategy

Johnson & Johnson · New York City Metropolitan Area

• Identifying and capitalizing on key macro trends for leading global strategic skin care innovation initiatives and developing multi-region projects that drive strategic plan objectives for high growth of Neutrogena, Aveeno, and the broader the Johnson & Johnson skin health portfolio of brands • Deeply understanding the skin health consumer and developed new product innovation through consumer market research, social listening, focus groups, interviews, journey mapping, and concept testing to develop consumer centric innovation products and drive future portfolio strategy • Lead and shaped the ideation/concept process for Neutrogena and Aveeno innovation sessions. Facilitated ideation and concept development sessions and co-creation with consumers. • Developed forecasts, category growth rates, pricing, trends, and competitive analyses to shape J&J's Skin Health Long Range Financial Plan and 3 Year Operating Plan • Building data analytics tools that make data and insights quickly and b…

Senior Analyst, Health & Beauty Brands Category Insights, Customer Development, & Data Capabilities

Johnson & Johnson · Greater New York City Area

Drove category insights and analytics for food and specialty retailer channels for health & beauty categories with top US household brands (Neutrogena, Aveeno, Tylenol, Zyrtec, Benadryl, Motrin, Listerine, Johnson's) • Piloted and designed best-in-class health and beauty care product portfolio assortment recommendations and merchandising for specialty retailer channels • Led monthly and quarterly reporting for 13 categories, 28 brands, 15 retailers, and brick-and-mortar/omnichannel/e-commerce channels, tracking performance, profitability, and new product innovation growth • Defined value of budget conscious shoppers for health and beauty care categories and J&J brands to support sales and marketing conversion and awareness strategies • Discovered Specialty Retail Health and Beauty Care consumer and market trends and created category and brand stories to influence retailer strategies based on where consumers shop, how they shop, what they shop, and why they shop

Analyst, Health & Beauty Brands Shopper Insights & Category Management

Johnson & Johnson · Greater New York City Area

Drove category thought leadership, shopper insights, and data capabilities across health & beauty categories top US household brands (Neutrogena, Aveeno, Listerine, Tylenol, Johnson's, Zyrtec, and Zarbee's) • Led and trained 50 cross-functional analysts to utilize portfolio optimization and consumer data tools effectively, resulting in 230+ portfolio assortment and new product launch recommendations that projected a $300MM business/category impact • Collaborated with sales category and retailer teams to implement and track Perfect Store best-in-class portfolio assortment, in-store navigation, and shelf placement, projected to grow $32MM net trade sales growth across 7 categories and 13 top US retailers • Constructed in-depth consumer, category, and retailer insights stories to gain and protect distribution of 50+ SKUs into top brick-and-mortar, e-commerce, and omnichannel retailer assortments to drive $10MM of category sales growth • Developed shopper profiles and omnichannel journey m…

Finance and Sales Specialist

Tiny Hearts Technology

Tiny Hearts is a Nigerian start up company that produces low-cost portable phototherapy units to treat neonatal jaundice. Their business model is to sell the Crib A'Glow units to hospitals and clinics and also rent them to new mothers at low cost on a daily basis. Tiny Hearts' purpose is to save infants lives and to provide education on symptoms and treatment of jaundice to mothers in Africa. • Collaborated with Tiny Hearts' founder, Virtue Oboro, and a team of Johnson & Johnson volunteers to develop a sustainable financial and sales management strategy • Developed financial management tools and key sales metrics to track performance • Forecasting and developing a growth plan for expansion into more hospitals and regions in Africa as well as a rental business model

Social Entrepreneurship Consultant - Investher Women Led Investment Circles

Studio B Creative Exchange · Indianapolis, Indiana Area

• Consulted and assisted in launching InvestHER circles, which brings together small groups of women to form investment circles and collectively invest in women-led enterprises • Created an educational tool to assist in launching the InvestHER Circles on March 8, 2018. • Provided launch guide as a tool to leverage industry trends with the unique combination of services provided through the tier levels of the circles • Conducted an analysis of the beta test and compared program features with industry standards for criteria for entrepreneurs and investors, and social impact metrics • Executed a human centric focus group to assure understanding and gauge validity of proposed guide

Intern, International Sales and Data Analytics – Asia Pacific Department

United Airlines · Chicago, Illinois

• Identified $4MM potential corporate contracted and in travel management company year-over-year sales opportunities for U.S. to China routes • Discovered and presented 5 underperforming routes to United’s Network Planning division and collaborated to strategize route planning improvements based on analyzing and tracking • Researched, introduced, and signed 3 corporate small/medium size enterprise contracts with corporations from the U.S., China, and New Zealand to increase high-yield travel revenue by $100,000 based on yearly corporate travel spend • Conducted customer centric research for United Polaris business and first class product and service to improve customer experience • Brought insights into sales business meetings in Chicago, New York, and Tokyo

Intern, Digital and Social Media Marketing

Resonance · Shanghai, China

• Created actionable digital solutions and brand stories for 3 luxury and lifestyle brand clients to effectively connect with the consumers locally and globally through thorough in-depth competitor review, user experience, and consumer research • Researched and analyzed trends in China and clients’ digital and social media to identify key brand and comparative metrics, create digital ecosystem reviews, and formulate digital marketing tactics • Wrote 5 articles for Resonance’s Social Brand Watch about Chinese culture, internet, brands, social media, and e-commerce to reach prospects and update members on trends

Co-Founder & Chief Sales Officer - Startup

BU Cookies · Indianapolis, Indiana

• Created a startup business with a team of five other students and worked collaboratively to increase businesses’ traffic and profit through customized branding and baked goods • Managed outsourcing of bought supplies and inventory, and self-packaged and delivered over 2000 units • Tracked and analyzed lead-to-client conversion rate, average transaction value, lead quality, and customer acquisition cost to breakeven within two weeks of start-up • Created and presented a product pitch, business plan, marketing plan, financial budget, and proof of concept to an investment panel to secure funding for a loan • Generated $10K in revenue in eight weeks and placed second in Zotec Entrepreneurship Competition