Sandra Loo

Experience

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  The Walt Disney Company

  Nov 1997 - Aug 2001

  Brand Manager
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  Campbell Company of Canada

  Sept 2001 - Jul 2011

  Sr. Brand Manager (brand management, consumer insights leadership, innovation)

  Encompassing progressive roles in brand management (Red and White Eating & Cooking soup portfolios), innovation, and consumer research, including 2+ years leadership of consumer insights team). Spanning from Assistant Brand Manager to Senior Brand Manager positions.Canadian Grand Prix New Product Award: Campbell's Less Sodium broths.

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  Kellogg Company

  Jul 2011 - Oct 2023

  Leadership of consumer insights, data analytics, media and digital strategy, and marketing operations functions. Inclusive of: Campaign development and validation, claims and packaging, brand equity, full funnel marketing and measurement (digital KPIs, marketing mix modelling, panel/Homescan analytics, ad tracking); media principles; commercial plan support (shopper, shelf); development of integrated data analytics platform to enable more efficient access and decision making; oversight of media and creative agency partnerships and of Marketing team capability training (digital foundations, brand growth principles, financial acumen).Selected as Marketing lead to oversee and ensure functional readiness through complex company spin entailing the dissolution of Kellogg Company to two new Global business entities (Kellanova & WK Kellogg Co). Show less Research and analytics leadership supporting development of cereal portfolio strategy and insights discovery for all associated brands and select Kellogg master brands. Consumer segmentation; positioning; multi-channel experience plan creative development and validation; innovation launch support and post-launch evaluation; analytics (advertising and brand equity tracking, media and digital measurement, Nielsen Homescan and consumption, marketing mix modelling lead). Passion for building team culture and insights acumen through ongoing training and initiatives to optimize research understanding, utility, and application. Show less Marketing leadership for Special K Tier 1 priority global brand (franchise/master brand strategy and cereal). Responsibilities included stewardship of ground-up Canadian creative and integrated experience plan development, including launch of Special K #OwnIt campaign with broad and deep mass, digital, and social media activation which contributed to sequential improvement in business results, and growth in household penetration and brand equity.2017 Strategy Awards -- Shortlist, Special K Nourish2017 Cassies Awards -- Bronze, Special K #OwnIt (Brand Reawakening)2016 Marketing Awards -- Shortlist, Special K #OwnIt, Mainstream Magazine Campaign2015 Kellogg Global Commercial Excellence Award (household penetration growth) -- Vector cereal Show less Developed new role serving as internal consultant for optimizing media plans and strategies across all brands and categories. Primary liaison with media agencies and global media team. Led development of Canadian media principles (mass and digital). Participated in North American digital search agency review. Responsible for driving investment efficiency/sufficiency across all media, and helping to develop more forward-thinking plans to keep pace with fast-changing media consumption behaviours and landscape. Show less Brand leadership for global brand, All-Bran, and heritage brands (Corn Flakes, Raisin Bran), including development of ground-up Canadian strategy, creative, and innovation launch plans.All-Bran Tweet Shop: (1) Silver -- New Product Launch Campaign, Canadian Public Relationships Society 2014 ACE awards; (2) One of Top 10 experiential marketing initiatives of 2013 (Canadian Sponsorship Forum).Team recipient of two Global Sparky Awards (2012, 2013) for developing and leveraging best-in-class consumer insights. Show less

  • Associate Director -- Portfolio Insights & Effectiveness

    Apr 2020 - Oct 2023

  • Sr. Manager -- Insights, Analytics & Portfolio Strategy

    Jan 2019 - Mar 2020

  • Sr. Brand Manager -- Adult Health

    May 2018 - Dec 2018

  • Sr. Brand Manager -- Special K

    Apr 2015 - Apr 2018

  • Sr. Marketing Manager -- Media

    Dec 2013 - Mar 2015

  • Sr. Brand Manager -- Fibre Portfolio

    Jul 2011 - Dec 2013
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  Kellanova

  Oct 2023 - now

  Associate Director -- Insights, Omni-Marketing & Capability

  Lead of internal Marketing Centre of Excellence team supporting in the areas of: research & analytics; digital, data & media strategy; full funnel marketing including shopper marketing; eCommerce; functional learning & development program; Marketing operations.