Expertise in both
Brand and Corporate Brand Management
Success across diverse consumer categories, including: |
| Oral Care |
Frozen Foods |
| Infant Care |
Cereal |
| Hair Care |
Aggregates |
| Foot Care |
Cat Litter |
| Prescription Drugs |
Dog Treats |
| Jams |
Dog Chews |
| Condiments |
Animal Watering Devices |
| Carbonated Soda Beverages |
Household Paper & Tissue |
Advertising Development / Evaluation
Experience creating business building campaigns for TV, Print,
Outdoor and Radio, including award winning campaigns. Consumer
Promotion (In-store, at-home targeted, sampling, free standing
inserts). Planned and evaluated search engine and web viral marketing campaigns.
Trade Marketing Strategies
Successful launches of new products across both channel and
category lines.
Value Added strategies to avoid/ reverse price-only conundrums
Packaging Evaluation to maximize benefit communication to
shoppers.
Shelf Planogram strategies for merchandising "wow"
and increased sales.
Analyzing Price Points to optimize category sales/ margin.
Creating Trade Presentations eg. New Distribution Pitches,
Key Account Reviews.
Research
Extensive experience with Nielsen, IRI evaluations to identify
business trends, opportunities, threats.
Category-wide Useage & Attitude studies.
Advertising Pre-Qualification Studies (focus groups and Persuasiveness
Analysis) and Ad Tracking Studies.
New Product Concept Testing.
Extensive Qualitative Research- 1 on 1’s, panels, focus
groups (qualified group moderator).
Retail Shelf Set Testing (alternative planograms)
News
- Spitfire Global presented 'Trend Savvy New Product Development' at the inaugural Pet Industry Transformation Summit in Las Vegas on Feb 11, 2010
- Spitfire Global presented 'Trend-Driven New Product Development' to the Wilfred Laurier MBA class in Waterloo on June 24, 2010
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