Director, Global Analytics Resume Example

Led business analytics program to enable global Color Cosmetics business leaders with effective/efficient process for market measurement data and analysis:

• Transitioned business reporting from supplier model to internal marketing team, enabling the organization with tools and training to drive self-sufficiency.
• Developed business reporting for Western Europe brands to make timely market measurement data visible to leadership team for improved actionability.
• Enabled Coty transition via leadership data needs/landscape analyses, data purchase decisions for new Coty and preparing reporting tools for new data systems.

Led analytics innovation program to develop next generation analytics tools for consumer and business insights to grow sales, share and profit:

• Leveraged text analytics and modeling to deliver system of tools for using consumer generated data to understand brand health and identify opportunities for brand growth, including social media, ratings & reviews, Google and YouTube analytics.
• Developed new real time brand health measurement system that was implemented across all P&G categories and markets; system included industry-leading analytics that made it more predictive of in market brand performance, reduced brand tracking time from weeks to days and resulted in $9M+ in savings.  Tracking system also included a rule-based triggering system to detect short and long term trends that should be addressed by the business.
• Developed recommendation that led P&G to build a neuroscience center of excellence. Recommendation was based on pilot testing of several biometrics tools and vendors, across multiple business applications.
• Led technical qualification that led to converting brand drivers modeling to new Bayesian modeling capability, yielding models across many categories that were significantly more predictive and stable than previous approach.
• Developed and delivered corporate strategy for engaging with external partners and industry groups to keep P&G at the forefront of the market research industry.

Led P&G's consumer insights center of excellence for brand health, leveraging strategic influence and consultation to enable P&G brand growth:

• Identified $0.5-1.0B revenue building opportunities for P&G company and brands through meta analysis of winning vs. losing brands.
• Championed use of brand purpose as core brand building element based on brand growth analysis; led workshops with brands to find and execute brand purpose.
• Created simulation tool based on drivers modeling for brands to quantify revenue impact of improving brand positioning and resonance with consumers.
• Conducted training on brand health and architecture best practices to global audience of 500+ P&G marketing and insight leaders.

Elevated credibility of consumer insights department with category leadership through capability building and bias towards business action:

• Led team of 8-10 people to deliver consumer & marketing insights that led Cover Girl and Max Factor to become $1B and $500M global brands
• Increased capacity of category by implementing breakthrough tiered initiative qualification program that led to unprecedented productivity levels for insights and marketing organization.
• Led development of category segmentation and targeting model that was used to guide product development and initiative programs for over a decade.  By using more complex multi-level technical approach, the model demonstrated clear space for all of the P&G brands in the portfolio, while reaching 80% of female population.
• Implemented new brand health/equity measurement system that identified brand positioning strengths and opportunities for CG and MF that were addressed in future product initiatives and communication programs.

Implemented new analytical capabilities in Global Cosmetics category that created a new culture of initiative management and elevated the role of the consumer insights organization in driving business decisions:

• Developed strategic approach to initiative forecasting and tracking that led to significant improvement in how category assessed business potential for new initiatives and product restages.  Trained organization on how to leverage drivers of volume to maximize sales.
• Built new item volume forecasting desktop tool and initiative tracking system that became standard requirement for all product initiatives; led to decisions to proceed, optimize or cancel based on expected business potential.
• Led implementation of market mix modeling to optimize spending on brand's $100M+ media budget.

Oversaw consumer research programs for a portfolio of technology innovations that would become leading Cosmetics products on CG and MF, contributing over $1M sales annually:

• Led several R&D teams to deliver complex quantitative and qualitative consumer research programs including segmentation/targeting, ethnography, habit & practices, product testing, concept/BASES testing, pricing analysis, drivers modeling and conjoint analysis
• Championed development of product that would become largest US Cosmetics product launch in history by leveraging consumer feedback to optimize product design and marketing and influence leadership of sales potential
• Developed expertise in several statistical packages including Math Cad, Statistica, Quanvert, SPSS, Desktop Reporter
• Recognized as consumer research leader in R&D; led training in own organization and across P&G in consumer research techniques, statistical methods & software packages, coaching/managing others