About
Marketing professional with over 10 years of bringing data to life. Skilled at combining qualitative and quantitative data to analyze category trends, marketing efforts and consumer insights to inform strategic planning for better customer engagement and drive sales.
Experience
Brand Manager
Lake Champlain Chocolates · Greater Burlington Area
Utilizing consumer and market research to inform product development, sales and marketing. ● New Product Development: Utilized focus group insights to refine marketing strategy to develop new products and flavors with R&D team. Created, executed and analyzed follow up research with consumer panel to ensure consumer buy in. Utilized syndicated sales data to measure success. ● Market Analysis: Performed sku rationalization on current product groups to measure performance and set goals for product mix by retail channel. Utilized syndicated category and competitor data to measure success. ● Shopper Marketing: Work with sales team, distributors and retailers to support sales goals from sku rationalization to ensure success in outside retailers and to increase average order sales for mail order and retail outlets. ● Trade Shows and Events: Organize and execute trade shows, demos and consumer facing events.
Senior Market Research Analyst
Cabot Creamery · Montpelier, Vermont
● Consumer Insights: Create and conduct research utilizing consumer database to aid decision making for marketing and new products. ● Competitive Analysis: Keep tabs on competitive brands to analyze their marketing and sales tactics. Utilized information to perform cannibalization analysis on new product line Cabot was considering to help supply chain, marketing and sales better launch new product line. ● Return on Investment Analysis: Analyze results from marketing campaigns to measure ROI for strategic planning in mature and new markets informing future business strategy and marketing implementation decisions. ● Online Marketing and Media Analysis: Performing ongoing analysis of Online, PR and media events for all markets. Marry POS and consumer insights to find most efficient tactics to use. Utilize consumer surveys for feedback on creative.
Circulation Promotion Manager
EatingWell Media, Inc. · Charlotte, VT
● Marketing Plan Development and Maintenance: Responsible for both direct mail and online initiatives to acquire new subscribers. Resulting in increased web subscription revenue by 25-50% each year. ● Marketing Plan Execution: Edited and revamped communication for subscribers online and through direct-mail channels. Oversaw creative development and execution for each tactic. ● Vendor Management: Managed budget and execution of projects with fulfillment vendor, print vendors, list rental vendor and web vendors. ● Online Marketing and Direct Mail: Executed and developed direct mail and online campaigns for new business and gift subscriptions. Analyzed renewal efforts, added email and online renewal efforts and maximized response rates from mailed efforts. ● Cross-Marketing: Initiated and coordinated successful cross marketing emailed subscription offers with other magazines to expand reach with partners such as King Arthur Flour, Martha Stewart Magazine included social media component.
Education
Indiana University Bloomington
BA, French, Arabic
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