Consumer Insights Assoc Manager/$90K/Anthony


Anthony

High Energy, Results Oriented, Team Player with Robust Analytical and Communications Skills Offering 4+ Years of Business Research Experience and Strong Career Advancement Potential

Experience

Consumer Packaged Goods, Consumer & Customer Insights May 08 - Present
Associate Manager

  • Lead senior management through Quarterly Earnings Releases via regular assessment of company-wide marketplace performance drivers (advertising, pricing, merchandising, consumer promotions, distribution, economic factors, etc.)
  • Managed relationship with advanced analytic suppliers to deliver actionable insights to Marketing and Sales teams.
  • Delivered ROI based media investment guidance to Marketing Teams and Agency Partners, effectively generating over $15 million in savings to the bottom line.
  • Provided pricing thought leadership to Marketing & Sales Teams by projecting the sales and profitability impacts of adjusting everyday and promoted price strategies in a tough macroeconomic environment.
  • Aided Sales in crafting compelling selling decks by quantifying the incrementality and sales lift associated with adjusting existing shelf assortment via new product introductions & competitive SKU discontinuance.
  • Provided ongoing consultation to individual Brand Teams via Store Scanned & Household Panel metrics.
  • Assessed new product launch success via POS trends, trial & repeat rates, and sources of volume analyses.
  • Provided strategic targeting guidance via consumer segmentation (demographic/psychographic cuts), buyer flow (new/lost/retained buyer shifts by purchase size), and purchase trend (penetration & buying rate) analyses.
  • Studied shopper profiles/attitudes/behaviors across Club & Dollar stores and Developed unique activation strategies (across the 4 P's) to gain immediate traction in these sparsely penetrated but high growth opportunity channels.

The Nielsen Company, Analytic Consulting - Stamford, CT October 06 - April 08
Project Manager

  • Managed relationship with premier Fortune 50 client (P&G), contributing over $1 million to annual revenue stream.
  • Served as trusted business partner by providing on-demand consultation regarding marketing decisions.
  • Oversaw client interactions from start to finish (Scope &Methodology Review, Results Delivery, Follow-up Analysis).
  • Responsible for training, development, and performance assessment of 3 individual team members.
  • Interviewed prospective candidates for marketing research analyst position.

Senior Analyst

  • Provided retail level pricing, merchandising & shelving insights via Price & Promotion / Assortment analyses.
  • Lead everyday operations of multiple projects and trained junior analysts on analytic techniques and methodology.
  • Simulated optimization scenarios by forecasting the sales lift and profit impact of marketing plan adjustments.

Market Research Analyst

  • Generated Effectiveness and Efficiency (ROI) insights via Marketing Mix to guide marketing investment.
  • Gained understanding of market dynamics (market size, sales and share trends) of various CPG categories.
  • Developed proficiency with all causal data inputs used to explain drivers of sales via Marketing Mix Analysis.

Liberty Mutual Group, Portfolio Analysis - Portsmouth, NH June 05 - October 06
Portfolio Analyst

  • Re-engineered P&C underwriting guidelines, resulting in greater confidentiality and operating flexibility.
  • Researched competitive product offerings by analyzing filed rate changes based on key risk management criteria.
  • Monitored impacts of rate changes on existing portfolio to prevent adverse impacts to individual customer segments.
  • Tracked underwriting contributions to bottom line via assessment of loss prevention and premium recovery programs.
  • Produced regular & ad-hoc reports tracking sales prospecting and closure metrics by geography, channel, and account.

Education

Cornell University, Dual BA Economics and Political Science, May 2005 • GPA: 3.40
2005 Freeman-Asia Travel Grant • 2003 Dean's List • Student Peer Advisor • Korean Students Association

Skills

MS Office (Excel/PowerPoint/Word) • Nielsen (Nitro)/IRI (XLerate)/Wal-Mart (RetailLink)/Natural (SPINS) • SPSS/SAS
Korean (Fluent) • Japanese (Conversational)