Marketing & Marketing Research Professiona

Posted on: 2007-02-02

Laura A. Magliulo 110 Figlar Avenue Fairfield, CT 06824 Home: 203-259-4115 E-mail: [email protected] Laura A. Magliulo, Inc., Fairfield, CT 9/05 to Present Marketing Research Consultant •Provides Metro NY companies with expertise in managing all types of qualitative and quantitative market research initiatives from inception to completion. •Partners with key constituencies (marketing and marketing research) to fully understand business objectives in order to design, execute, analyze and deliver actionable insights and recommendations. •Creatively designs market research without sacrificing quality and integrity for brands with limited funds. •Manages multiple projects at once under deadline pressures. MasterCard International, Purchase, NY 3/05 to 9/05 Vice President, Consumer Marketing Intelligence Managed global research initiatives which included advertising and continuous brand tracking research. •Managed global advertising research for key brand building markets such as England, Germany, Italy, Spain and Australia. •Designed, implemented and analyzed custom market research initiatives such as new product concept tests and acquisition and usage tests. Playtex Products, Inc., Westport, CT 12/98 to 3/05 Senior Marketing Research Manager (Head of Marketing Research Department) Led all strategic research to support Playtex Products, Inc. corporate goals and identified opportunities for growth utilizing appropriate research application that were a combination of primary and secondary research. Managed $3.0+MM personal care and consumer products research budget for all Playtex brands. Supervised one Market Research Manager and one consultant. •Completely revamped Playtex’s Market Research department to a fully functional, contemporary business unit providing creative, forward-thinking solutions that drive business decisions. •Worked closely with Marketing, Research and Development and Category Management to understand business objectives and provide strategic direction on how to move the brand(s)/new products forward. •Held responsible for implementing market research project execution from issue identification to reporting of results. Research includes qualitative and quantitative techniques [focus groups, concept tests, concept-product tests, product tests, copy tests, package tests, controlled store tests, promotion tests, callback (trial and repeat) tests, segmentation and attitude and usage]. •Presented research findings with strategic based recommendations/implications to all levels of management including Marketing, Research and Development and Category Management. •Maintained positive and proactive relationships with other Playtex business units and other strategic partners such as market research vendors and GREY advertising. Corporate Based Initiatives: •Designed “Concept Writing Tutorial” which guides Marketing on how to write persuasive and succinct new product and/or re-stage concepts for testing. •Introduced Concept Screening methodology that tests new product concepts in a quick and cost-efficient manner with key evaluative measures being delivered 2 business days after close of field (reduces timelines by over 70%). •Organized and facilitated internal ideation sessions with colleagues from different functional departments to generate new product ideas that could be developed further for concept testing. •Sold in and executed Playtex’s first Continuous Tracking program for the Feminine Care Marketing group (includes Playtex Tampons, Personal Cleansing Cloths and Heat Therapy Patches). The program was highly actionable in helping Marketing to develop defense programs versus leading competitive brands. •Member of the Product Development Planning (PDP) task force, a multi-functional team created by Senior Vice President, Research and Development. The task force was formed to develop and launch a more effective process for how to introduce new products and/or re-stages to market. Maybelline, Inc., New York, NY 10/96 to 12/98 Consumer Market Research Manager Responsible for consumer research for new and established brands in cosmetics and skin care. •Implemented market research projects from issue identification to reporting of results. Research included a range of qualitative and quantitative techniques (focus groups, concept tests, concept-product tests, product tests, copy tests and package tests). •Participated in Maybelline’s FutureTrends, a multi-functional ideation team that generated new product ideas for the company. •Integrated relevant Business Intelligence Learning/Sales Information (Nielsen) into custom market research findings to enhance actionability or value of analysis. Dr. Pepper/Cadbury North America, Stamford, CT (company relocated to Plano, TX) 1/96 to 10/96 Senior Market Research Analyst Worked with Market Research Manager to set-up research design and analysis. •Implemented market research projects from issue identification to presentation of results. •Monitored category activity and external trends to identify strategic opportunities for existing beverage brands and new products. ASI Market Research, Stamford, CT 8/94 to 1/96 Senior Advertising Manager Managed advertising research for Fortune 500 package goods companies. •Handled over $1.5MM in Copy Testing Research (television and print) for consumer packaged goods clients such as Campbell Soup Company, Duracell and Clairol. Other research included tracking and attitude & usage tests. •Revitalized below average scoring advertising campaigns with superior creative solutions that were well received by client management. •Combined Market Mix Modeling, tracking and copy research data to provide strategic recommendations for allocating spending between various media as well as consumer and trade promotions. Moskowitz Jacobs Inc., White Plains, NY 7/88 to 8/94 Associate Director of Research (‘93 to ‘94) Senior Project Director (‘91 to ‘93) Research Coordinator/Assistant Project Director (‘88 to ‘91) Education IONA College, New Rochelle, NY: BBA, ’88; MBA, Marketing ‘98.