Situation – European dessert company seeking US Expansion
Task – Develop strategic go-to-market plan
Action– led all activities including research, product reformulations, optimum product line, full integrated marketing communications.
Results – Successful product line launch into Southeastern retailers.
Situation – Large bakery mnfg 5-year source of growth
Task – develop new product “road-map” taking product line from sweet course at end of meal to baked goods any time anywhere.
Action – Researched company, market and competitive strengths and trends. Plotted growth strategies through analytical tools such as Ansoff matrix. Led team to plot product execution against strategic road map – from close in -expand current offering to fill gaps (fruit pie slices, pound cake) to longer term – hand help portable concepts and new targets (kids cake).
Results – fruit slices exceeded sales goals. Multiple items in concept test and test markets
Situation – Large bakery mnfg annual plan to drive profitability
Task – Develop plan across all sales divisions to deliver breakeven EBITDA.
Action– analyzed external environment, facilitated SWOT sessions, determined core competencies, plotted objectives, goals, strategies and tactics across all sales divisions.
Results – company hit plan – 1st bonuses paid out in years for organization
Situation –Industrial refrigeration company desires to understand customer perceptions of company
Task – Develop research plan and methodology to enable articulation of value proposition.
Action– interviewed a cross section of customer types- refenced this with current internal perceptions and prior brand learning.
Results – provided value proposition elements that enabled the company to build a communications strategy that leveraged its core competency of “customized solutions.”
Situation – Professional cleaning service in Atlanta looking to increase advertising via social media.
Task – Develop social media strategy.
Action – conducted a SM audit of competitors and key target sites, (followers content engagement, effectiveness) Identified best fit social media networks based on demographics and target engagement.
Results – Developed strategic positioning and best fit social media content plan.