Manager Marketing
Resume:
Kelly Dean-Bailey
612-***-**** *****.**********@*****.*** Crestwood, KY 40014
Innovative and passionate strategy expert with extensive marketing and people development experience within highly competitive markets. Analytical professional skilled in providing strategic direction for brand expansion through periods of accelerated growth. Curious problem-solver bent on finding the right questions and developing new methods to answer them. Collaborative communicator focused on results delivery through storytelling and delivery of insights that lead to profit growth and cost savings. Areas of Expertise include:
Consumer Insights
Strategic Planning
Moderating & Facilitating
Product Innovation
Vendor Management
Advertising
Brand Strategy & Marketing
Quantitative/Qualitative Expertise
Brand Metrics & Tracking
Experience & Notable Contributions
THE LEARNING HOUSE, INC Louisville, KY 2016 – 2018
Director Of Brand Strategy And Innovation
Provide guidance to client institutions in development of their brand and brand strategy. Develop program and marketing innovations for partner schools through evaluation of competitive set, deep understanding of industry trends and opportunities, and knowledge of their capabilities and Learning House services.
RELEVE INSIGHTS & STRATEGY, LLC Louisville, KY 2015 – Present
Executive Director & Consultant
Provide thought leadership and creative business insight in the development of new businesses
Key Accomplishments:
Worked in partnership with venture consulting firm to validate the customer experience for a highly innovative experiential beverage product for PepsiCo
Acted as Marketing Director in the launch of iBistro, a foodservice distribution startup with a unique service model
KFC US Louisville, KY 2012 – 2015
Director of Insights and Strategy – Yum Brands
Directed business positioning and restructuring efforts through strategy and innovation by identifying key areas of consumer dissatisfaction in the KFC brand and focused innovation pipeline on breaking down those key barriers.. Introduced KFC team to early blue-sky innovation methodology I3 (Immerse, Interact, Integrate). Developed consumer perceptual map of fast food category to enable team understanding of KFC’s brand signature and competitive “white space”.
Key Accomplishments:
Redefined, rolled out, and trained the full KFC US executive and leadership team in the stage-gate innovation process.
Grew KFC’s individual meals by over 100%, and sales by 97% in the first 6 months, and the layer continued to grow into 2015.
Refocused the KFC brand architecture to own “connection and comfort” in the category, resulting in complete brand renovation (communications, menu, store updates and service training).
GENERAL MILLS Minneapolis, MN 2000 – 2012
International Senior Consumer Insights Manager – Haagen-Dazs Global – 2010 – 2012
Executed a deep dive ethnographic study of the Haagen-Dazs brand champion worldwide. CI lead for international innovation team in the design and launch of the first successful multi-country breakthrough patented product, Secret Sensations®, the Haagen-Dazs personal-portion of ice cream with a liquid heart of sauce.
Key Accomplishments:
Led multi-country team of researchers in the development of the first global brand architecture for the brand based upon the core values and needs of “Natalie”, the Haagen-Dazs brand champion.
KELLY DEAN-BAILEY – Experience Continued Page 2
Launched the Secret Sensations® pints and of Triple Sensations® - three layers of indulgence in an individual serving of ice cream, sauce, with a crunchy topping.
Senior Consumer Insights Manager – General Mills Foodservice - 2008 – 2010
Launched a plan to design a new process for strategic “roadmapping” of foodservice channels to make use of experience immersion, expert interviews, and thought mapping workshops. Developed library of Hispanic C-Store behavioral insights based on extensive interview and ethnography in stores in Texas and California. Executed channel-specific strategy by using immersion and interviews with school district foodservice directors, employees, and students, and developing developed a school-based breakfast pipeline.
Key Accomplishments:
Led a 6-person matrixed (product x channel) CI team performing primary research across the foodservice platform.
CI lead for the launch of the “Foodservice Product of the Year” Pillsbury Mini Pancakes in 2011.
Acquired new lucrative accounts with two major multi-national hospitality companies and numerous new university accounts through the mapping of hotel and university foodservice channels.
Increased revenue by 12% for the General Mills Bakeries and Foodservice division.
Manager – Consumer Insights - Yoplait® - 2005 – 2008
Managed the kid yogurt team in the I3 process (Immerse, Interact, Integrate), resulting in a robust product pipeline.
Key Accomplishment:
Innovative techniques inspired two very breakthrough kid products, Yoplait Shapes (handheld yogurt in fun shapes) and Yoplait Fizzix, the world’s first carbonated yogurt.
Senior Consumer Insights Associate – Big G Innovation, Cheerios® - 2003 – 2005
Developed and implemented “Product Speed-Dating” methodology – a semi-quant/qualitative consumer co-creation to define many components of a new product in a short time period.
Key Accomplishment:
Designed and oversaw all consumer research for the Cheerios® cereal brands including advertising strategy and creative testing, new flanker development (Berry Burst Cheerios®, Yogurt Burst Cheerios®, Fruity Cheerios®) and targeting and positioning initiatives.
Senior Consumer Insights Associate – Pillsbury Sweet Baked Goods – 2002 - 2003
Devised innovative marketing technique as follows: with Nestle winning the place and bake cookie war, created Pillsbury Big Deluxe® cookies, a step up in indulgence in the refrigerated baking category. Managed research plans for established brands Pillsbury Sweet Rolls and Holiday Cookies.
Key Accomplishment:
The launch of Big Deluxe allowed Pillsbury to overtake leadership of the place and bake cookie category.
ADDITIONAL EXPERIENCE
Consumer Insights Associate – General Mills – Yoplait New, Consumer Research Services
Educator and Dance Team Coach – The Vision Dance Center, Knox Junior High School and McCullough Junior High School
Education & Training
Master of Business Administration – Marketing
MCCOMBS SCHOOL OF BUSINESS – UNIVERSITY OF TEXAS Austin, TX
Bachelor of Arts – Interdisciplinary Communication Studies and East Asian Studies
VANDERBILT UNIVERSITY Nashville, TN
Bachelor of Arts – Education
SAM HOUSTON STATE UNIVERSITY Huntsville, TX
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