Sales Management

Joan M. Centanno

**** *. ******* ****** ~ Chicago, IL 60625 773-***-**** ~

************@******.************.***

SUMMARY OF QUALIFICATIONS

With a unique combination of research, consulting, and CPG functional

expertise in category management, marketing and sales, as well as studying

consumer research design while earning my MBA from Kellogg, I am highly

skilled at pinpointing crucial consumer behaviors and preferences. I have

routinely produced meaningful consumer insights for leading companies

including Sara Lee and Target.

Not only have I devised fruitful research plans, developed innovative tools

and successfully coached Junior Associates and analysts, I have literally

been the person in the room conducting the research and talking to the

consumers myself. So I know from the frontlines how consumers interact, how

research works in the real world, and what approach/process/plan optimizes

results.

My consumer insights/ research experience is broad and diverse, e.g., new

product/packaging concept tests, SKU optimization, price elasticity,

merchandising tests, promotion effectiveness, usability, market basket,

consumer segmentation and ethnographic studies. A critical thinker, I am

adept at mining, synthesizing, and analyzing varied data (e.g., scan,

shipment, space, loyalty, and panel), including both syndicated (such as

Nielsen, IRI, and Spectra) and custom data, to identify valuable

opportunities.

Areas of excellence:

Research Design and Tool Development Communication and Presentation

Skills

Project and Stakeholder Management Team Leadership and Training

Identifying Trends, Needs, Solutions Vendor Management

Devising Market Tactics Budget Management and Cost Control

Professional Experience

OPTIMAL ADVANTAGE/THE ADDVANTAGE GROUP, Chicago, IL 2003 -

Present

Senior Consultant

Manage successful research initiatives by devising effective project plans,

managing/optimizing resources and presenting stellar results. Expertly

execute primary and secondary research (e.g., intercepts, surveys, testing,

focus groups, usability studies and multi-source data analysis) to deliver

actionable insights for clients, e.g., Dr Pepper and Nordstrom.

. Developed and tested a frequent shopper/visitor program concept for a

national amusement park chain to drive usage among medium and light

users as well as incenting trial among non-users.

. Identified three winning product concepts by evaluating consumer

interest, documenting viability, and pinpointing required attributes,

generating 14% in incremental sales for a major manufacturer.

. Developed a new go-to-market strategy for a leading retailer with a true

consumer point of differentiation, logo, merchandising, and shopping

bags, resulting in gross sales increase of 8% (year one alone).

. Enabled the successful deployment of a highly innovative government

social messaging website by leveraging consumer insights to define

content and usability needs.

PERISHABLES GROUP, INC/WILLARD BISHOP CONSULTING LTD, Chicago, IL 1996

- 2003

Director, Perishables Group (2001 - 2003)

Instrumental in establishing this profitable consulting spin-off by

developing/managing, e.g., research protocol, proposals, project workflow

and project management tools. Manager of the Retail Division, clients

(e.g., Target and Sunkist) and Junior Associate/Analyst staff. Designed,

sold and conducted CPG and retail research initiatives from inception to

successful completion.

Joan M. Centanno - Page 2

. Devised and implemented the division's strategy and products, achieving

sales 21% over goal.

. Built research programs with 3 top U.S. retailers, securing annuities

of 25% of company revenue.

. Developed and tested an entire brand re-launch strategy for a major

salad dressing manufacturer, including brand identity, key brand

messaging, PR, promotion and CRM programs.

. Designed a Project Tracking System that improved planning and resource

utilization rate by 14%.

. Secured exclusivity contracts with research vendors which cut costs by

almost 35%.

Senior Associate, Perishables Group (2000 - 2001)

Recruited and trained Junior Consultants and Analysts. Developed, sold and

managed research projects, and key accounts such as Sara Lee and A&P.

. Designed and managed a nationwide consumer research study with over

5000 participants across 10 categories. Documented the results and

implications by writing a magazine insert for The Packer.

. Conceived, sold and wrote a monthly category/consumer trend column in

Deli Business magazine.

. Developed a neighborhood marketing program for a west coast retailer,

based on a hybrid consumer segmentation approach, identifying winning

assortment and pricing tactics.

. Developed pricing, promotion, and merchandising Best Practices for the

top 6 industry products.

. Built our project management process and tools that increased

profitability by 10%.

. Promoted to Director.

Senior Associate, Willard Bishop Consulting, Ltd. (1998 - 2000)

Managed half of the company's research projects, staff and clients, e.g.,

Safeway and Kraft. Developed our #1 product (category management system),

generating 35% of company sales.

. Winner Best of Class Consultant, Supermarket Business 1998 and 1999.

. Created a landmark consumer segmentation strategy for the apple

industry, successfully redefining how they go to market with pricing,

promotions, merchandising, and assortment.

. Designed the merchandising strategy for a national supplier and grew

their sales by 14%.

. Established/moderated annual industry focus groups to collect insights

from leading retail executives.

. Chosen as key member of senior management team for the new company spin-

off.

Associate, Willard Bishop Consulting, Ltd. (1996 - 1998)

Managed complex research projects on branded and private label products as

well as the project teams, and budgets. Achieved average project profit

margin of 45%. Promoted to Senior Associate.

PREVIOUS EXPERIENCE

Promoted through positions of increasing responsibility in marketing,

management, sales, and category management for leading companies including

Procter & Gamble and Frito-Lay.

EDUCATION

MBA: Marketing, Management & Strategy, and Organizational Behavior

Kellogg Graduate School of Management, Evanston, IL

Bachelor of Science: Marketing

Northern Illinois University, DeKalb, IL[pic]

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