Data-Driven CPG Marketing
Brand and Marketing Communications leader for the Shelter retail business at DuPont Led a comprehensive refresh of the Great Stuff™ brand. The objective was to shift the business from a focus on opening price point products to a robust, tiered-value brand.
Scope of Work
Brand strategy
Customer segmentation
Cross-functional Project Management
Multi-agency Management
Creative Direction
Copywriting
Product Photography/Videography
Packaging
Tradeshows
Planogramming
Wrote updated Brand Mission.
Full Funnel Marketing Strategy.
Omnichannel Media Mix + Influencers.
Scalable Comprehensive Brand Book.
Focus on Product Detail Pages drove engagement and conversion.
Templated collateral facilitates scalability and uniformity.
Shelf analysis led to Good-Better-Best merchandising strategy.
Updated packaging and planogramming lifted sales at retail.
Codified brand look and feel delivered cohesion.
On-location videos drove engagement.
Tool kit was created for digital ads and social media.