PRODUCT MARKETING

As a classically trained marketer, I bring disciplined skills in marketplace insights and analytics, marketing planning and communication, and new product development . Product Marketing involves Sales,  Finance and IT as much as it does R&D, Operations and Customer Service, and getting the best of cross-functional collaboration requires broad and deep experience across industries.

ANALYTICS and DATA VISUALIZATION

Marketing decisions must be rooted in data. Accessing the data, selecting the right metrics and setting decision criteria are crucial, and providing a way to communicate those Key Performance Indicators (KPIs) helps to gain alignment.

Marketplace Insights

• Nielsen/IRI consumption and panel analysis

• Landscape/competitive assessment

• Market launch and Gap/Risk analysis

• Packaging design optimization

Marketing Analytics

• Marketing Optimization - marketing mix modeling for branding and promotion planning

• Post-event ROI analysis

• ROMO (Return on Marketing Objectives) evaluation

• Web and Search analytics*

Brand Planning and Promotion

• New product planning and launch

• Hispanic marketing strategy

• Marketing/Advertising campaign management – from brief to photo shoot to approval and submission

Channel experience: major retailers in Grocery, Drug, Mass, Club, Convenience, Dollar, Foodservice, Specialty Retail

*I hold the following certifications: Google Analytics Individual Qualification, Google AdWords, Bing Ads Accredited Professional