Strategic Planning
Challenge: Develop Emerging Brands growth strategy and plan that will drive incremental cases and revenue.
Action: Leverage insights and enterprise feedback to create segmentation models for each brand that unlocks growth opportunities.
Result: Drive focus on core brands with customized options for all other. Core brands reversed negative sales trends into sustainable growth.
Partnerships
Challenge: Develop relevant partnerships to drive credibility for brand(s) with limited resources / budget.
Action: Leverage insights to identify celebrity and lifestyle connectivity that drives authenticity, emotional resonance and engagement.
Result: Created breakthrough, ownable partnerships that drove massive PR, social engagement and blockbuster sales.
Integrated Communications (incl. Digital & Social)
Challenge: Mom believes the family can skip the Oreo occasion.
Action: Develop fully integrated campaign with powerful storytelling, digital and social that creates moments of connection to be enjoyed by anyone in the world.
Result: Double digit growth, 3X engagement and historical PR impressions.
Challenge: Fix messaging and branding that is fragmented and inconsistent across channels.
Action: Create point of differentiation on the brand and 'story-doing' to drive continuity, reinforce the brand attributes and relevancy across all channels (TV, point of sale, in-store, digital & social).
Result: Simplicity and clarity of the brand and its attributes.
Commercial Planning
Customization & Winning at Retail
Challenge: Extend NFL sponsorship into winning moments at retail.
Action: Create NFL multifaceted campaign across Frito Lay & Anheuser Busch to drive demand for 3 largest categories.
Result: Sales lift +45% Pepsi and Display Execution +11%.
Roadmaps, Dashboards & Templates
Challenge: Improve workflow and enable teams to communicate with precision and impact.
Action: Create tools and custom templates for planning, activation and reporting to C-Suite.
Result: Efficiency across the organization resulting in consistency of work and more effective use of resources.
People Leadership
Challenge: Redesign and merge two divisions into one marketing team structure with reduced FTE headcount.
Action: Assess organizational needs, roles required and people to build world class structure.
Result: Centralized Marketing structure designed to focus on incubator brands, deliver growth, and EBIT.
