Resarch, Insights, Strategy
Resume:
Ana Kieckbusch
***.**********@*****.***
http://www.linkedin.com/in/anakieckbusch
http://anakieckbusch.blogspot.com
Global Strategy and Senior Insights professional with experience in translating data into innovative solutions and business plans that deliver incremental growth and consumer engagement. Passionate about building teams, developing people, and delivering to high quality standards.
Savvy at stakeholder engagement in matrix organizations where influence and cross cultural understanding are paramount.
Project Experience in Communication and Consumer Strategy; Data Analytics; Segmentation; Branding; Innovation and Ideation; Market Research; Decision Support; Commercial Planning; Business Intelligence; Media planning.
Project consultancy for
FIFCO USA – $130b Net Income, +6k employees, Brewer
Consumer Segmentation and Growth Opportunity Strategy • hired by FIFCO USA • Buffalo, NY Aug ‘19 to date
Consultant
• Developing Alcohol Beverage Consumer Research and Segmentation to underpin Growth Opportunity Assessment and prioritization to inform future innovation and portfolio strategy.
Project consultancy for
Imperial Brands – $40b Revenue and $8.4b EBITDA, +30k employees, CPG Cross-Category Strategy • hired by Altadis USA in Ft. Lauderdale, FL • Bristol, UK Jun ‘18 to May ‘19
Project Leader and Consultant
• Developed Cross-Category Strategy and Growth Opportunity Assessment/Sizing based on consumer-in-occasion data across and beyond own categories to broaden understanding and inform future global business strategy.
SABMiller – $22b Revenue and $6.4b EBITDA, +60k employees, Brewer Jan ’09 to Jun ‘17
Global Head of Segmentation • Surrey, UK Aug ‘14 to Jun ‘17
Driver of the analytical processes that underpin Category and Portfolio Strategy for SABMiller globally and in countries
• Provided insights-rich global benchmarking and intelligence through harmonization of data and user friendly digital platforms for 22 countries using existing resources and cutting down time from brief to insight from days to seconds.
• Defined and embedded across the organization a global template for drinking occasion enabling the recognition of how these occasions and the beverage choice within evolve, leading to improved category and brand growth.
• Streamlined Research processes producing a turn-key guide for sampling, questionnaire, weighting and analysis that cut down 6 weeks in research time and improved costs 30-50% in 2016.
• Negotiated and led research and analytics on a Pan European segmentation projects across 6 countries in a third of the time and 10% of the cost, using a combination of improved methodology and supplier management in 2015.
• Assigned for two months to lead the commercial information and interface with the target in a M&A project in 2015
• Managed a team of 14 outsourced advanced analysts, and functionally leading a peer team of 8 senior consultants
Strategic Insights Director, Colombia, #1 SABMiller country in revenue • Colombia Mar ’12 to Jul’ 14
Opportunity Assessment, Portfolio Strategy, Strategic Planning, Segmentation, Market Research, Info Management.
Called in to turn around a function lacking credibility and influence, revised the roles and capability of the team and with minimum changes in staff and structural changes in organization to deliver results above expectations from the first year.
• Acting Strategic Planning VP earning President commendation for excellence in 2014 Strategic Plan and process
• Designed and implemented Information Strategy including data management, visualization, and storytelling in 2014
• Led comprehensive Opportunity Assessment that defined Portfolio Strategy and the Strategic Planning agenda in 2013
• Optimized budget with savings in excess of a million dollars within 6 months through formal briefing discipline
• Managed and developed a team of 14 people
Commercial Insights Director, Latin America, 35% SABMiller EBITDA • Colombia Jan ‘09 to Feb ‘12
Commercial Information and Performance Indicators, Market segmentation, Market Research
• Created globally adopted Insights toolkits for the region including pricing, innovation and customer service, shifting the focus from methodology definition to interpretation and action standards, increasing value added to the organization.
• Worked alongside Global team to co-design and run segmentation studies across Latam including in-house analytics
• Led commercial information efforts and Marketing Strategy in two Merger & Acquisition Projects
PEPSICO, $63b Revenue and $10.8b EBITDA, 263,000 employees
Dec’87 - May’08
Director of Beverage Insights Latin America (LAR), 12% beverage volume • FL, USA Mar’02 - May’08
Market strategy, consumer insights, brand development, and insights team building
• Developed strategic diagnostics, recommending brand and category strategies for the region, Brazil and Mexico
• Developed consumer-based revenue management strategies, delivering in excess of $15MM in increased profits, and over $20MM in savings in Venezuela, Guatemala, and Brazil (PepsiCo Insights Award 2005)
• Developed new Pepsi positioning and creative brief for LAR, later implemented internationally
• Led redesign of Global Consumer Tracker, increasing business relevance with cost savings by as much as two thirds, applying an innovative approach to questionnaire structure and sample design.
Marketing Research Manager • Latin America May’97 - Mar’02
Trade surveys, consumer research, brand development, and performance measurements
• Led research and analysis to reposition 7•up brand and advertising in Argentina, later adopted globally
• Developed Brazil Pepsi brand marketing mix strategy leading to double-digit growth 2000-2005 Market Research Manager and other entry positions • Brazil Dec’87 - Mar’97
Education
Master in Statistics, Texas A&M University, USA 2021
Bachelor in Business Administration (Magna cum Laude), Florida Atlantic University, USA 2004
Mechanical Engineering coursework, CEFET- RJ, BRAZIL, 1982-1984
Digital Marketing; University of Stellenbosch's Business School, South Africa (online) 2016
Leadership Development Program; Center for Creative Leadership, NC, USA 2002
Conjoint Analysis in Pricing Research; Institute for International Research, IL USA 2000
Management courses including Negotiation, Presentation, Coaching, Diversity; in-house for PepsiCo 1988-2008
Beverage industry courses from Fleet management to Total System Economics; PepsiCo 1988-2008
Memberships skills mobility
Member of ESOMAR – World Association of Research Professionals since 1998 Fluent and literate in English, Spanish, and Portuguese. Basic conversational French.
Multi-cultural savvy and globally mobile.
Ability to legally work in USA and Brazil.
Superior proficiency in information technology, MS Office Suite, Statistical, Analytical, and Reporting tools.
Contact this candidate