Marketing Strategist & Business Analyst Expert

ALLANTÉ HARRISON

Hunt Valley, MD • 443-***-**** • ********@*****.***

LinkedIn.com/in/allante-harrison-20bb76293

MARKETING STRATEGIST BUSINESS ANALYST

Innovative and data-driven marketing professional with 8+ years of experience delivering strategic insights, customer-centric campaigns, and process improvements across energy, consumer goods, and manufacturing industries. Proven success in driving brand growth, optimizing marketing performance, and aligning cross-functional teams to achieve business objectives. Skilled in market analysis, campaign ROI measurement, and regulatory alignment.

CORE MARKETING COMPETENCIES

Strategic Marketing Planning

Customer & Market Insights

Brand Positioning & Messaging

Campaign Performance & ROI Analysis

Cross-Functional Team Leadership

Product Lifecycle Management

Regulatory Strategy & Compliance

Forecasting & Budget Oversight

Digital & Multichannel Marketing

PROFESSIONAL EXPERIENCE

Exelon / BGE – Baltimore, MD

Business Analyst

Feb 2024 – Present

Spearhead strategic initiatives supporting Gas Retail Energy Suppliers (GRESs), aligning marketing operations with state legislation and Public Service Commission (PSC) policies.

Lead documentation and testing for new customer-facing programs, ensuring seamless implementation and compliance.

Collaborate with internal teams to resolve customer inquiries related to metering, billing, and service enrollment.

Represent BGE in PSC workgroups, contributing to the development of customer choice programs and marketing strategies.

McCormick & Company – Hunt Valley, MD

Strategic Business Analyst

May 2021 – June 2023

Directed customer marketing and competitive analysis to inform brand strategy and drive market share growth.

Partnered with marketing, sales, and agency teams to develop integrated campaigns and promotional plans.

Presented annual marketing strategies to senior leadership, influencing brand direction and investment decisions.

Evaluated campaign performance using KPIs and ROI metrics to optimize future marketing efforts.

Associate Product Manager II

Jan 2021 – May 2021

Managed commercial planning and product innovation initiatives across multiple consumer segments.

Oversaw brand renovation projects and coordinated cross-functional execution of go-to-market strategies.

Maintained segment P&L, driving profitability through strategic pricing and cost management.

Delivered actionable insights through forecasting and performance analysis.

Stanley Black & Decker – Towson, MD

Brand Strategist Manager

Aug 2017 – Dec 2020

Led multichannel marketing campaigns for DEWALT, including digital advertising, content strategy, and event marketing.

Conducted consumer behavior and market trend analysis to refine targeting and messaging.

Collaborated with product and sales teams to launch innovative retail solutions and drive brand engagement.

Reported on campaign effectiveness using performance dashboards and analytics tools.

Senior Sales Operations Analyst

Dec 2015 – Aug 2017

Executed promotional strategies across sales and marketing teams, accelerating product launch timelines.

Conducted compliance audits and maintained detailed reporting on logistics and consumption trends.

Resolved inventory and supply chain issues, supporting efficient product distribution and availability.

EDUCATION

Bachelor of Arts in Political Science

Towson University – Towson, MD

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