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Brand Management MBA Summer Intern
Seeking a full-time Brand Management position from a CPG firm interested in someone with a brand marketing and marketing research background
VANESSA J. TING
1729 35th Street, NW, Apt. 25
Washington, DC 20007
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GEORGETOWN UNIVERSITY, The McDonough School of Business Washington, DC
Master of Business Administration May 2008
Co-President Graduate Marketing Association, Vice President of Events Georgetown Wine Society
Student Member McDonough School of Business Re-Branding Team
UNIVERSITY OF SOUTHERN CALIFORNIA Los Angeles, CA
Bachelor of Arts-International Relations; Minor-Business Administration May 1999
Deans List 1998, 1999
UNILEVER HOME AND PERSONAL CARE DIVISION Greenwich, CT
Brand Development Summer Intern, ALL Laundry Detergent June 2007 August 2007
Developed strategic recommendations to target the $400MM High Efficiency Detergent segment by building hypothesized consumer segments, crafting targeted messaging for each, and then validating segments through consumer research. Ultimately recommended one segment to target that strategically fit with the All Brand Key.
Recommended a communication strategy for All High Efficiency based on understanding the competitive landscape, trends and consumer needs, while exploring claims language and reformulation opportunities with Claims and R&D. Resulted in an ownable positioning statement and direction for future product formulations.
NEUTROGENA CORPORATION (A JOHNSON & JOHNSON COMPANY) Los Angeles, CA
Senior Marketing Research Analyst 2003 2006
Managed all consumer research activities in support of the Neutrogena Suncare brand, including new product development and long-term strategic planning decisions. Resulted in the Suncare brand achieving sales of $100MM and increasing shipments by 30% in 2005 vs. 2004, enabling Neutrogena to hold the #3 position in the Suncare category.
Managed the new product development process from idea generation to launch in partnership with the Brand Teams to ensure that products are consumer insight driven and accepted. Led the 2006 Sun Protection new product innovation process which yielded a 150% increase in above-norm product concepts versus prior year.
Co-led advertising agency in the creation of TV and print advertising campaigns. Persuaded the Brand Team and agency to develop an alternative creative execution for Fresh Cooling Sunblock Body Mist, resulting in top-tier ASI Next*Idea scores, ultimately leading Fresh Cooling to achieve forecasted sales of $15MM in 2006.
Directed research to aid in the concept, product and advertising development of Neutrogena Mineral Sheers Powder Foundation, the #1 New Foundation launch in 2006 within the FDM class of trade.
LIEBERMAN RESEARCH WORLDWIDE Los Angeles, CA
Project Director 1999 2002
Conducted multi-country market segmentation and psychographic profiling research for a Fortune 50 client, by means of factor analysis and cluster analysis, resulting in client implementation of proposed messaging strategies. Project saved client $200M in future research expenditures.
Designed and executed innovative approaches to classic strategic marketing objectives, such as evaluating new product categories for brand extension. Used choice modeling to identify profitable business segments for extension, the optimal product configuration and the pricing strategy based on market demand estimates. Incremental sales projections were valued at $20MM.
Managed all phases of qualitative and quantitative research, managing an annual project management budget of $2MM.
Volunteer: MBA Volunteers, Lieberman Research Volunteer Program (Founder)
Interests: International travel, piano, violin, golf, wine tasting, college football, organizing social events, developing new business ideas and studying consumer trends.
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