Lisa Brown

Experience

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  Maybelline

  Apr 1999 - Sept 2001

  Trade Marketing Manager

  Regional Field Sales ManagerTrade Marketing ManagerResponsible for activating and executing account-specific brand initiatives to maximize brand growthIn partnership with National Account teams, provided support in the development of overall retail strategies, business plans and promotional activitiesWorking in conjunction with both the Display and Creative teams, managed the retailer display process including crafting retailer promotional creative briefs, approvals for merchandising vehicles and tracked production Show less

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  The Nielsen Company

  Aug 2005 - Mar 2009

  Client Service Manager-Insights

  Provided in-store consumer intelligence and recommendations to key manufacturers on total store and category traffic, audience exposure as well as consumer demographics to gauge the impact and value of their in-store merchandising and POP efforts to drive sales Developed and created best practice approaches to In-Store Marketing analytics for use in category reviews, KPI’s and buyer scorecards at assigned manufacturers and key retailers (Wal-Mart, Target, Safeway, etc). Utilized POS & RetailLink sales data to identify and expand distribution opportunities, leverage consumer centric insights to improve product sales effectiveness, as well as maximize product sales by focusing on optimal distribution and merchandising opportunities at key retailers (i.e. Target, Wal-Mart, Kmart, HEB and Safeway) Created, designed and analyzed annual consumer targeted marketing playbooks across the Hefty portfolio of brands, incorporating promotional, assortment, merchandising, pricing and media recommendations. Fostered relationships with non-traditional points of contact within the client (i.e. marketing, market research, ad agency) and provided hands-on training and guidance to broaden their knowledge of trends in shopper and consumer insights. Show less

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  Nestle USA

  Oct 2009 - Jun 2011

  Category Advisor and Consumer Insights Manager

  * Acted as a Category Advisor to provide key strategic recommendations and category plans for the Frozen Meals Category at Wal-Mart to drive category performance* Contributed to the category review process and modular development in line with business unit objectives * Developed and fostered strong working relationships with Walmart's buyers and cross-functional partners within the sales and research functions* Provided expertise in the analysis of syndicated (Nielsen) data and household panel data leading to key insights and business recommendations for the frozen meals category* Led in the identification of category / customer business opportunities and developed recommendations for customer and category growth* Insured that customer, consumer, and category insights are delivered for fact based decision-making to the buyer and internal sales development teams• Acted as the category expert and thought leader by providing actionable go-to-market insights, executing modular resets and identifying optimal promotional activities to fuel category growth • Developed and executed frozen category modular strategies, including partnering with both internal and external teams to implement Walmart’s merchandising vision Show less

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  The Clorox Company

  Jun 2011 - Apr 2015

  * Led in the development of focused category strategic shopper insights learning plans and activation opportunities across key strategic retailers• Built and spearheaded influential shopper research learning plans, overseeing research design, programming, survey development, execution, analysis and creation of fact-based presentations across the laundry, bags and food protection categories• Led in the execution of foundational research for key Clorox brands including shopper journey, consumer decision trees, assortment optimization, merchandising effectiveness, packaging and ideation * Conducted multiple research workstreams based off of category priorities, leveraging a variety of research techniques such as mobile platforms, consumer immersions, Shopalongs, focus groups, online surveys and BASES * Proactively identified key business issues in collaboration with business partners, managing key research priorities/plans and providing actionable recommendations to drive business results * Ensured full utilization and integration of existing research and consumer/market knowledge to drive strategy and tactics for category and brand portfolios.Key Areas of Focus: * Survey Development & Execution* Consumer Immersions and Shopalongs* Market Structure Analysis* Consumer Decision Trees* Shopper Journey/Path to Purchase development* Online Focus Groups* Shelf of the Future visionary research* Packaging Claims testing* BASES research* Category Vision* Joint Business Planning* Occasion Based Growth Research* DIY/Home Improvement Foundational Research Show less * Ensured development of effective and efficient research learning plans and manage an annual budget of $160K to achieve business results for the bleach and laundry additives category * Worked in conjunction with Category Advisory Services to ensure our shelving and assortment recommendations are insight based as well as with National Account teams to leverage recommendations to build annual business plans. * Provided consultation and perspective to all levels of marketing and sales planning management on key business decisions, integrating shopper insights, macro trends and category research to achieve business targets * Developed best practices approach to analyzing new product launches, restages and packaging changes from a shopper and consumer perspective that provides guidance to leadership teams * Continually assessed current shopper research and identify any foundational gaps for the category Show less

  • Global Shopper Insights Manager-Glad Portfolio of Brands Joint Venture w/ P&G

    Aug 2013 - Apr 2015

  • Global Shopper Insights Manager-Laundry Category

    Jun 2011 - Aug 2013
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  Sharethrough

  May 2015 - Jan 2016

  Director of Market Solutions

  -Identified and led in the development of the ARF research workstream to uncover consumer attitudes, perceptions and behaviors towards native advertising and content marketing-Collaborated with internal product marketing and account management teams during the RFP process, incorporating insights focused key deliverables-Created and executed relevant blog posts, articles and insights driven sales decks to drive awareness of native advertising among CPG clients

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  Murphy Research

  Jan 2016 - Jul 2017

  Account Management

  • Managed, supervised, and partially executed all phases of market research studies including proposal writing, research design, questionnaire preparation, analysis and report writing• Worked hand-in-hand with the research team to develop story-driven analysis and other key deliverables including infographics and video sizzle reels• Re-engaged with lapsed clients, highlighting new capabilities and areas of expertise to ignite sales growth

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  AT&T

  Feb 2018 - Jul 2021

  Lead Manager-Advertising & Retail Insights

  • Owned all aspects of the market research lifecycle including scoping, vendor selection, research design, data collection and the development of compelling reports• Developed a needs-based shopper segmentation to uncover white space opportunities to fuel strategy planning, product innovation and creative messaging• Initiated and led research efforts for creative messaging and digital advertising testing to guide retail marketing leadership and agency partners in quarterly strategy planning initiatives• Crafted and managed a real-time interactive metrics dashboard, infusing disparate quantitative, CRM and sales data sources to measure brand performance, perceptions and awareness factors• Analyzed user testing results, identified usability issues and provided recommendations for improving interactive kiosk shopping, gaming console engagement and mobile app user experiences• Conducted research to better understand the impact of existing store formats within underserved areas, uncovering new format opportunities and identifying market shifts to fuel the store planning process• Led 40+ research projects including eye tracking, VR testing, user experiences, foundational knowledge, competitive landscape, promotional pricing, consumer decision trees, marketing mix, shopper journey, brand awareness, language and message testing • Fully managed agile DIY surveys including questionnaire design, programming, monitoring panelists, data table creation and compiling results• Partnered with external research vendors in bringing best in class research techniques, executing projects and adhering to delivery timelines• Communicated research results through written reports and oral presentations to cross-functional internal CX, retail, and brand teams in addition to agency stakeholders• Owned, developed and managed a retail research budget of $2.2M, advocating for yearly budget increases of 20% Show less

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  Circana

  Jul 2021 - Apr 2024

  Media Measurement Solutions Lead

  • Annually conducted 50+ campaign effectiveness measurement projects, varying in scope from quick-turn digital brand lift reporting, stand alone linear TV studies to large scale cross-channel deep dives for assigned clients such as Campbell’s and Nestle USA • Communicated campaign results and optimization recommendations to agency’s and brand teams, highlighting areas of opportunity for effective targeting, attribution and placement• Led in the day-to-day project management of measurement activities, including ensuring data integrity, management of partner communication, identifying potential obstacles and monitoring exposure data assets• Across internal account teams, collaborated and advised on media measurement approaches, timelines, methodology and effort required for client activities • Partnered with internal analytics teams on complex media measurement projects such CRM, brand website and multi-partner cross channel deep dives• Managed onboarding and testing for 5+ new media measurement partners such as Hulu, Claritas, iHeart, Acast and Discovery+• Across CPG client campaigns, communicated with DSPs, Ad Servers and Publishers on the implementation of pixels and receipt of ad log exposure files for use in measuring digital campaigns• Contributed to the training and development of new media analysts including processes, internal tools and crafting of client deliverables• Continually identified opportunities for process improvement, implementing standardized practices with new measurement partners and updating brand lift training documentation Show less

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  Henkel

  Oct 2024 - now

  Category Development Lead