Brand Management MBA Summer Intern Resume
, Apt.
Washington, DC
EDUCATION____________________________________________________________________
GEORGETOWN UNIVERSITY, The McDonough School of Business Washington, DC
Master of Business Administration May
• Co-President – Graduate Marketing Association, Vice President of Events – Georgetown Wine Society
• Student Member – McDonough School of Business Re-Branding Team
UNIVERSITY OF SOUTHERN CALIFORNIA Los Angeles, CA
Bachelor of Arts-International Relations; Minor-Business Administration May
• Dean’s List ,
EXPERIENCE___________________________________________________________________
UNILEVER HOME AND PERSONAL CARE DIVISION Greenwich, CT
Brand Development Summer Intern, ALL Laundry Detergent June – August
• Developed strategic recommendations to target the $MM High Efficiency Detergent segment by building hypothesized consumer segments, crafting targeted messaging for each, and then validating segments through consumer research. Ultimately recommended one segment to target that strategically fit with the All Brand Key.
• Recommended a communication strategy for All High Efficiency based on understanding the competitive landscape, trends and consumer needs, while exploring claims language and reformulation opportunities with Claims and R&D. Resulted in an ownable positioning statement and direction for future product formulations.
NEUTROGENA CORPORATION (A JOHNSON & JOHNSON COMPANY) Los Angeles, CA
Senior Marketing Research Analyst –
• Managed all consumer research activities in support of the Neutrogena Suncare brand, including new product development and long-term strategic planning decisions. Resulted in the Suncare brand achieving sales of $MM and increasing shipments by % in vs. , enabling Neutrogena to hold the # position in the Suncare category.
• Managed the new product development process – from idea generation to launch – in partnership with the Brand Teams to ensure that products are consumer insight driven and accepted. Led the Sun Protection new product innovation process which yielded a % increase in above-norm product concepts versus prior year.
• Co-led advertising agency in the creation of TV and print advertising campaigns. Persuaded the Brand Team and agency to develop an alternative creative execution for Fresh Cooling Sunblock Body Mist, resulting in top-tier ASI Next*Idea scores, ultimately leading Fresh Cooling to achieve forecasted sales of $MM in .
• Directed research to aid in the concept, product and advertising development of Neutrogena Mineral Sheers Powder Foundation, the # New Foundation launch in within the FDM class of trade.
LIEBERMAN RESEARCH WORLDWIDE Los Angeles, CA
Project Director –
• Conducted multi-country market segmentation and psychographic profiling research for a Fortune client, by means of factor analysis and cluster analysis, resulting in client implementation of proposed messaging strategies. Project saved client $M in future research expenditures.
• Designed and executed innovative approaches to classic strategic marketing objectives, such as evaluating new product categories for brand extension. Used choice modeling to identify profitable business segments for extension, the optimal product configuration and the pricing strategy based on market demand estimates. Incremental sales projections were valued at $MM.
• Managed all phases of qualitative and quantitative research, managing an annual project management budget of $MM.
SKILLS/INTERESTS_____________________________________________________________
Volunteer: MBA Volunteers, Lieberman Research Volunteer Program (Founder)
Interests: International travel, piano, violin, golf, wine tasting, college football, organizing social events, developing new business ideas and studying consumer trends.
