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Stories (Pricing Analysis
+Tasked to solve for $100M cost push
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Stories
Pricing Analysis
+Tasked to solve for $100M cost push
+developed detailed model
- at brand/pack level, assessed:
market power, elasticity, price cliffs,
created bask to price that delivered $80M
- recommended not to price pedigree
+could grow $10M and deliver abs earnings
- cut $10M a&c to get there
- boldly told senior management they would be sitting around table monthly trying to dig out of hole if priced pedigree
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Portfolio Strategy
- Category and segment growth analysis
- Created profit forecast at segment level by modeling RSV, Retail Margin, Trade Rate, Primes, Conversion
- Insight: MM profit contracting, Treats profit expanding
- Recommended focus on Treats
- Asked to lead Treats innovation team
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IAMS Restage Leadership
- Core Insight: Dove through historical ad copy and scores - identified Look, Feel, Play Young
- Improved ad effectiveness 25%
- Improved pack effectiveness 15%
- Generated trial program +19% penetration
- Reduced trial size pricing +19% penetration
- Implemented in record time during complex integration and personnel transition Link Title
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Treats Innovation Strategy
- Category commoditized
+Mars 60% Share
- imperative is category growth
- Quant Need state study
- identified Play, Functional, Meaty
- Proposed to mgmt, authorized to create 3 task forces
- led creation and execution of 3 brand propositions
- grew business $100M and market 20%
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Power Tools Strategy
- Evaluated Spend by Category
- Determined Power +60% OPS
- Challenged team on OPS (+40%)
- Downstream spend +30%
- Challenged if can optimize laggards
- Yes, peel of Pneumatics +10% DSI
- Defined 4 focus Categories
- Traffic: Merch, GW, Display Ads
- Conv: Pathfinder, Partsfinder, Project Center, Buying Guides, Expert Search
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