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Barbara
US-New York-New York City
Director
To provide excellence in consumer insights to drive cutting edge advantage for business success.
BARBARA A. PACHECO
75 PENNSBURY WAY
EAST BRUNSWICK, NJ 08816
(H) 732-257-2992 (W) 212-251-8331 (M)732-763-1127
bapacheco17@yahoo.com
EXPERIENCE:
3/05 -Present Moet Hennessy USA (LVMH, Inc), New York, NY
Director, Consumer Insights & Strategies
- Provide excellence in consumer insights to brand teams to maintain cutting edge advantage over competition –
includes brand health monitoring, competitive research, custom qual/quant brand specific research, consumer
trend overviews, pricing models, advertising and concept research, syndicated reporting with IRI, Spectra,
Adams and Impact
- Lead and direct all custom and syndicated research for the champagne/sparkling wine portfolio, Wine Estates,
and Grand Marnier.
- Lead and manage all syndicated research for entire MHUSA portfolio.
- Lead newly formed C-Trends Group – collect and distill via website (newly created) pertinent consumer trends
that affect the Luxury industry with a focus on Bev Al
- Major responsibilities:
- Provide direction and support for Strategic Brand Planning
- Ensure maximum effectiveness, efficiency and excellence of all fact based selling
information/communications to field sales personnel.
- Build management confidence in recommended actions with appropriate interpretation and integration of
key concepts and consumer insights
- Manage all syndicated reporting to Executive Team in US and France
- Manage and direct C-Trends Manager, IRI Team (1 Director, 1 On-site) and Spectra Team (1 On-site)
- Responsible for research budgets of $1.5 million
3/04-2/05 Pinnacle Foods Corporation, Mountain Lakes, NJ
Senior Manager, Business Development – Duncan Hines
- Lead the tactical and strategic development and implementation of the Duncan Hines overall trade platform
across all channels (excluding Food Service).
- Lead role responsible for the following Key responsibilities:
- Development of innovative, leading-edge business plans that are executable against core Category
Management principles
- Ensure maximum effectiveness and efficiency of all fact based selling information/communications to field - Responsible for development, execution and management of trade marketing budget in conjunction with
agreed to P&L criteria provided by Brand. 2004 = $107MM
- Lead planning, tracking and forecasting in conjunction with continuous national/customer plan evaluation
- Responsible for setting up ASM process and maintaining key liason role with agency across all Brands.
- Developed 2005 Trade Plan to deliver +5% volume with 10% spending efficiency
11/99 – 4/03 Kraft Foods – Confections Division, East Hanover, NJ
Senior Manager, Consumer Insights and Strategies
- Lead the category business teams with fact-based (quantitative and qualitative) guidance in the development
of marketing and sales strategies and business plans that increase profitable growth and return on spending
investments. Leading role in establishing strategic view of the competition, consumer targets and category
portfolio optimization.
- Primary Responsibilities:
- Direct the development/improvement of in-market empirical learnings for pricing and spending
principles in support of division volume and profit planning
- Improve return on marketing and sales investments with guidance on profitable tactics and consumer
targets (MMA)
- Direct and/or collaborate qualitative (consumer-based) research for packaging, brand image, awareness and consumer insights for strategic value targeting (primarily focus groups, A&U, Arbor Tracking, MARC)
- Consult with sales on use of category understanding and response knowledge to support merchandising
strategies, customer plans and category management.
- Design and execute all syndicated research projects, internal and in-field. Provide leadership in improving
productivity and impact of analytic applications and processes.
- Responsible for syndicated budgets of $1.6 million.
2/97-11/99 Church & Dwight Co., Inc, Princeton, NJ
Manager, Category Development
- Responsible for daily management, co-ordination, integration and implementation of Personal Care
Development Team (Toothpaste; Oral Care Gum; Deodorant; Cat Litter; New Products).
- Functional center of Brand Marketing/Sales interaction, major responsibilities are to provide:
- Innovative, leading-edge business plans
- Work closely with Brand Marketing on key initiatives: new item launches and category strategies
- Key role of sales liaison to marketing as it relates to all Brand issues impacting field sales.
- Facilitate and manage tactical execution of all Brand strategies, positioning and promotion.
- Responsible for all reports and analyses utilizing syndicated data
- Responsible for career planning, skills development and daily management of 3 direct reports.
9/95-1/97 Philip Morris USA, New York, NY
Sr. Marketing Analyst, Business Analysis
- Responsible for critical reporting documents on a weekly and monthly basis that went to all levels of Philip
Morris USA and Corporate (including the CEO of Philip Morris Companies).
- Analyzed and commented on state of the business in a weekly report on market share and current trends
and in several monthly reports on shipment and market share.
- Analyzed Consumer Tracking data to identify trends in brand equities, pricing and the effectiveness of
buy-down pricing strategies along with evaluation of effectiveness of promotional events.
- Managed all ad-hoc requests from our client groups (Brand, Sales, other M&SI groups).
- Supervise Nielsen Client Service on-sites with workload and scope.
- Group leader of the M&SI Analysts’ Roundtable Committee
1994-9/95 A. C. Nielsen, Hackensack, NJ
Account Executive - Sales Development/Category Management
- Designed category management presentations for brand management and field sales strategic planning.
- Product Restage Rollout; EDLP Strategy Introduction; Distribution Drives; New Product Introduction.
- Managed all facets of critical sales & marketing analyses for client - American Home Foods.
- Evaluated Merchandising/Promotion Effectiveness.
- Analyzed Household Data and Demographics to determine buyer group dynamics.
- Analyzed sales opportunities both at market and account level for new/existing products.
- Instructed client on all facets of software, including technical, troubleshooting and job-related applications.
1992 - 1994 Drake Bakeries, Inc., Wayne, NJ
Sales/Marketing Analyst
- Analyzed promotions, consumer events, new product introductions, product cannibalization, and the effects of
manufacturing on sales volume.
- In charge of compiling Divisional Sales Volume Budget.
- Developed, implemented and maintained on-line forecasting system.
- Key contact for development, implementation and maintenance of an on-screen sales inquiry system.
- Responsible for:
- Key Account Business Reviews.
- Created Quarterly Budget Breakdowns for Manufacturing.
- Designed spreadsheets for daily/weekly tracking of various sales data. - Special projects from upper level management.
1989 - 1992 Hotel Bar Foods Division, Secaucus, NJ
Business Development Analyst
- All sales analysis (Foodservice & Retail) including: cost margins/market trend analysis; business reviews and
presentations.
- Managed all accrual & promotional sales programs.
- Supervised pricing structure and created on-line pricing structure.
- Trained staff on PC/Mainframe (System 36).
Assistant to Controller/Inventory Supervisor
- All A/P and A/R, retail pricing and promotions, coupon redemption, and inventory control.
- Managed billing, inventory control & sales reports for IDEVAL USA (Affiliate Co.).
1987-1989 Merrill Lynch, Fort Lee, NJ
Head Cashier, Operations Research
- In charge of all monies and securities for client accounts. Handled the bank reconciliation and acted as a
backup to the wire operator.
EDUCATION: Rutgers University, Douglass College, New Brunswick, NJ
B.A. Economics (Corporate Finance), 1987
Minor - Marketing, Accounting, International Economics
COMPUTER SKILLS: MSOFFICE, IRI Analyzer, All Nielsen Software, SPECTRA Advantage, SAP, Cognos, ADOBE,
SPSS, DataNet, Quanvert, Lotus 1-2-3, Harvard Graphics, SOS, Aldus Persuasion, Wordperfect, Windows,
Macintosh
ADDITIONAL SKILLS: ASPIRE (strategic problem solving), HPT Training (High Performance Team), STEPS – strategic thinking, Strategic Advertising College, Managing Marketing Investments, Negotiation Skills, Decker Method of
Effective Communicating, AMA Basic Supervision Seminar, Leadership on Paper, Stephen Covey - First
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