Briant Giles

Experience

• 

  Brigham Young University

  Apr 2006 - Apr 2007

  Teaching/Research Assistant

  • Taught marketing concepts to students, researched material for in-class presentations, and kept track of grades and assignments

• 

  Larry H. Miller Sports and Entertainment Co.

  Apr 2006 - Sept 2006

  Marketing Intern

  • Generated promotion ideas, carried out promotional activities, and assessed marketing strategy through consumer research for the Utah Jazz, Salt Lake Bees, and Miller Motorsports Park

• 

  Melaleuca:The Wellness Company

  May 2007 - Jun 2012

  • Led cross-functional teams to develop, launch, and promote 1 reformulated brand, 2 new product lines, and 2 LTO products; category revenue up 23% and profit up 17%• Planned and executed promotion strategy for 8 brands; increased promotion revenue 70% YOY• Analyzed benchmarking data to make product improvement recommendations that led to formula, packaging, and advertising changes of fiber supplement; revenue up 7%• Developed strategy to enhance current online dieting website and managed the site’s operations Show less

  • Brand Manager, Vitality for Life Functional Foods

    Mar 2011 - Jun 2012

  • Assistant Brand Manager, Vitality for Life

    Jun 2009 - Feb 2011

  • Marketing Analyst, Customer Experience Team

    Jan 2009 - May 2009

  • Marketing Analyst, Bath & Body

    Aug 2007 - Dec 2008

  • Management Trainee, Business Development

    May 2007 - Jul 2007
• 

  The Hershey Company

  May 2013 - Aug 2013

  Marketing Intern, Brookside

  • Developed promotion strategy for $165M new brand to drive year-round merchandising and strengthen brand equity through brand partnerships; estimated incremental sales of $15M in Y1• Analyzed launch performance by customer using Nielsen, shopper marketing, and customer team data and recommended launch executions to activate across customers; estimated $6.7M opportunity • Wrote creative brief for $600k FSI (est. 808k units moved), reviewed concepts for alignment with design objective, communication hierarchy, and mandatories, and provided feedback to agency Show less

• 

  The Hershey Company

  Jul 2014 - now

  • Manage two employees and lead the Commercial governance of strategic topics and product development projects, advance portfolio analytics to support business decision-making and engage in strategic Product Lifecycle Management projects for CMG and Salty businesses• Implemented new governance processes, including enhancing portfolio governance for Salty, creating VIP project process for CMG, leading SKU Rationalization process for CMG and creating Technical Resourcing Review for R&D• Enhanced portfolio analytics and communication to leaders by developing new US Project Portfolio dashboards and improving content for portfolio review meetings for leaders of IR&D, CMG Brand teams and Salty Brand teams• Acted as Functional Business Lead for Portfolio/Data for U.S. CMG S/4 transition and led a cross-functional team that developed new methods to track and report on new item development priorities to allow on-time sell-in of products• Improved governance meetings and processes by conducting key stakeholders surveys, providing new analysis during meetings, and improving existing and creating new training materials and Accolade configurations Show less • Managed one employee and was responsible for the P&L delivery and long-term strategy of the ~$650M Easter season and for standing up seasonal innovation strategy capability to operate effectively with Innovation Team and in governance process • Developed the Easter 2023 & 2024 programs by gaining organization alignment of strategy and portfolio, leading product innovation/renovation, creating sales materials, and assisting Sales teams with sell in of the program • Led the in-market execution of Easter 2022 & 2023 programs, including leading Sales and Supply Chain collaboration to maximize sales, developing advertising and PR communications, and analyzing retail market performance • Created internal process as the Seasons Team liaison with Innovation Team to better link teams’ innovation processes to drive strategic alignment around Reese’s, Hershey’s, and Kit Kat Seasonal “Hero” innovation pipeline Show less • Managed two employees and provided in-year and out-year planning for Instant Consumables business (2020) and Seasons/Media/Digital Commerce (2021) to influence strategic decision making and enable business management• Led Integrated Business Management (IBM) process for +$2B Instant Consumables business and +$2B Seasons business by conducting retail and factory sales analysis on relevant brands and packtypes• Created new Media planning process and tools to provide more accurate planning assumptions by partnering with Media, Finance and Strategy teams to integrate sales impact of changes to budgets, media flow charts, ROIs and media capabilities• Led integration of eCommerce sales into commercial plan and assisted eCommerce team in developing enhanced IBM process inclusive of building blocks usage, incrementality analysis and business reporting Show less • Led new product and platform development, from insights to commercialization, by managing cross-functional teams and gaining alignment on proposition through stage-gate process• Led product renovation projects that enhance existing products through re-formulations and packaging updates to delight consumers, increase purchase intent and drive sales growth• Assisted in developing Hershey's 3 to 5-year innovation pipeline by developing and validating product concepts that align with brand's innovation strategy Show less • Expand Hershey’s footprint in Birthdays and Appreciations gifting occasions, growing portfolio sales from $16M in Year 1 to $40M in Year 2• Led cross-functional team (Insights, Packaging, Design, Operations, Sales) to develop go-to-market strategy and portfolio of 10 new SKUs for Appreciations gifting, resulting in $9M in Year 1• Created and presented portfolio sell-in materials and merchandising fixtures to retailers to help secure in-store placement to drive incremental sales and effectively target consumers during their occasion shopping journey• Provided strategic direction on marketing campaign ideas and expanded content across Social, Search, Banner Ad and Website mediums to drive portfolio awareness Show less • Single ABM on brand, helping drive +$200M in sales with HH penetration +13% and brand awareness +40% (2015 vs 2014) • Commercialized new products (Crunchy Clusters, Cranberries, Almonds, Tablet Bars, Multipack) for +$40M in Year 1• Managed strategy and content development for FSIs and digital channels (Facebook, Twitter, Search, Website)• Implemented new brand Visual Identity System across packaging, merchandising and communications channels• Led sampling programs to distribute 10M samples and developed ROI tool to analyze impact and guide future strategy • Managed monthly brand volume forecasting and reporting, retail analysis and multi-million-dollar budget Show less

  • Senior Manager, Portfolio Operations

    Apr 2023 - now

  • Manager, Easter & Innovation Strategy

    Dec 2021 - Mar 2023

  • Manager, Planning & Analytics

    Feb 2020 - Nov 2021

  • Brand Manager, Global Innovation

    Jun 2018 - Feb 2020

  • Sr. Associate Brand Manager, Portfolio Strategy

    Mar 2018 - Jun 2018

  • Sr. Associate Brand Manager, Occasions

    Mar 2016 - Feb 2018

  • Associate Brand Manager, Brookside

    Jul 2014 - Feb 2016