Consumer Insights Market Research
Resume:
Craig Womble
Puerto Rico / Caribbean / Latin America Consumer Packaged Goods Leader
Consumer Insights Product Placement
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Craig Womble has enjoyed a distinguished career across Puerto Rico, the Caribbean Basin and Latin America helping Consumer Packaged Goods companies penetrate and grow their business in the region.
A native and current resident of Puerto Rico, Craig is an innovator, having founded Market Trends, a CPG market research company where he developed a measure to address the non-scanned grocery market. This service is critical to manufacturers / distributors for whom the non – scanned market continues to represent 70% of sales in the Commonwealth of Puerto Rico. After growing Market Trends to 50+ professionals, Craig and his partners sold Market Trends to IRI in 1994, and through Craig’s stewardship, IRI continues to enjoy a 75% share of the consumer insights market in Puerto Rico.
In addition to his consumer insights experience across the region, Craig has assisted CPG clients who are exploring the Puerto Rico / Caribbean Basin / Latin America markets in the following areas:
1.Market research. Assessing the size of the market and best strategy for retail placement.
2.Sharing unique insights into the complex market of the region gained through years of experience.
3.Identifying key distribution partners based on market segment.
4.Product placement into the targeted retail segment.
5.Ongoing monitoring, detailing to drive results
Examples of brands that Craig has served in the above capacity include Nestle, Bacardi, SMB, Campbells, Diageo, Goya and Pepsi Cola
After the successful sale of IRI, Craig is available for advisory roles, expert assistance to CPG companies or their investors who are looking for unique insights and experience across the region.
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