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 egmentation
Cross-functional Project Management
Multi-agency Management
Creative Direction
Copywriting
Product Photography/Videography
Packaging
Tradeshows
Planogramming
Executed Data-driven Customer Segmentation
Delivered Full Funnel Marketing Strategy
Rolled out updated Omnichannel Media Mix + Influencers
Created Scalable Comprehensive Brand Book
Wrote New Brand Mission Statement
Focus on Product Detail Pages Drove Engagement and Conversion
Templated Collateral Facilitated 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 Across Channels
On-location Videos Drove Engagement
Tool kit Created for Digital Ads and Social Media