Experience

MaxPoint

• United States
• Advertising Services
• 1 - 100 Employee

• INSIGHTS CONSULTANT

  • Sep 2015 - Present



Constellation Brands

• United States
• Food and Beverage Services
• 700 & Above Employee

• SHOPPER INSIGHTS & ANALYTICS MANAGER

  • Mar 2014 - Oct 2014

  • Delivered actionable shopper insights pertaining to top import beer brands (Corona Extra, Corona Light, and Modelo Especial) by integrating findings from proprietary research studies with syndicated scanner and panel market data to help capture incremental distribution, acquire premium shelf positioning, enhance product assortment decisions, uncover cross-promotional opportunities, and optimize retail execution efforts • Created core selling story decks, sell sheets, and ad-hoc analysis for various trade channels (on-premise, convenience, grocery, mass merchandise, liquor store, drug, and Hispanic) for use in client facings involving annual business reviews, sales presentations, field marketing sales collateral, and consumer/shopper marketing meetings • Presented findings and insights from a proprietary research study to national retail chain stores that entailed beer shoppers path to purchase and included pre-store planning, trip types, purchase triggers, purchase decision trees, SKU rationalization, shelf schematics, merchandising, pricing, promotions, along with Hispanic and Millennial shopper insights• Developed end-user training programs for market research databases by working closely with client service teams from research vendors such as Information Resources Inc. (IRI), Nielsen/SPECTRA, GuestMetrics, Scarborough, and Technomic• Managed the budget and design of marketing research studies and aligned research strategies to key business objectives for category management and national sales teams Show less

• SALES PLANNING & EXECUTION MANAGER

  • Mar 2008 - Feb 2014

  • Provided analysis and channel insights for beverage alcohol company with top-selling import beer brands such as Corona Extra, Corona Light, and Modelo Especial in the areas of category management/development, annual sales planning, sales optimization, retail execution, sales incentive development, and strategic planning for specific trade channels including convenience, grocery, mass merchandise, liquor store, drug, and on-premise• Created robust analytical tools and reports such as category management score cards, sales performance reports, heat maps, and forecasting models by integrating information from syndicated market databases, proprietary research, internal sales data, and industry metrics that benchmarked company performance by geographic division, brand, and SKU that also highlighted under-preforming macro sales trends, opportunities to minimize distribution gaps, along with market share and retail execution vulnerability• Designed and presented key market research findings and beer industry insights to national retail partners in the grocery, convenience, casual dining, and hospitality industries which helped secure product placement and incremental points of distribution, enhanced retail promotional activities, and increased market share• Regularly interfaced with cross-functional work teams to support strategic sales and marketing initiatives such as launching new products and line extensions, expanding distribution of draft products, increasing consumer awareness, and developing/monitoring major sales incentive programs which helped grow market share by maintaining existing customer base while acquiring new customers with expanded brand awareness and product trial Show less



Chicago Tribune Media Group

• United States
• Newspaper Publishing
• 700 & Above Employee

• SENIOR MARKETING ANALYST

  • Apr 2001 - Feb 2008

  • Developed customer-focused advertising solutions based on demographics, consumer behavior, and media usage patterns utilizing data from proprietary and syndicated marketing research, along with customer sales data and internal data sources• Teamed with sales executives in customer facings to major home goods, food/grocery, retail, and consumer electronics retailers and provided media recommendations and secured sales revenues in excess of $30M• Managed customer segmentation initiative by spearheading procedures to integrate PRIZM NE lifestyle system with customer sales data and executed findings into efficient, multi-dimensional media recommendations Show less

• FINANCIAL/OPERATIONS ANALYST

  • Jul 1998 - Mar 2001

  • Developed forecasting expense models for annual operating plan that accurately projected distribution expenses totaling over $75M• Monitored and reported financial activities utilizing variance analysis, expense modeling, and scenario planning• Managed distribution projects involving distribution territory realignment and consolidations which optimized operational efficiencies and resulted in expense reductions totaling more than $700,000