Associate Marketing Manager @ From September 2013 to Present (2 years 4 months) Sr. Associate Brand Manager - Hershey's Franchise @ Primary manager of Simple Pleasures brand, a better-for-you (BFY) offering.
• Regularly analyze Nielsen data to understand business drivers and identify opportunities, one of which resulted in $2.0M in sales from incremental programming.
• Initiated ownership of brand’s Facebook page, increasing fan engagement by 244% and reach by 168% in the first month.
• Led packaging redesign work to address consumer feedback and strengthen BFY message, with initial concepts increasing purchase intent by 3% among target consumer.
• Collaboratively worked to launch new TV advertising to introduce flavor extension and provide a more targeted message.
• Evaluate all Hershey franchise consensus numbers monthly and identify gaps to Forecasting team’s projections to ensure production efficiencies. From January 2013 to August 2013 (8 months) Associate Brand Manager - Packtypes Marketing @ Managed $1.1B King packtype portfolio, providing analyses and recommendations to deliver 15% growth.
• Expanded initial King packtype analysis to include total Instant Consumables (IC) portfolio to fully understand business drivers and grow share by 1 pt during Yr1 of competitive launch.
• Led graphics team for co.-wide Front-of-Pack initiative, aligning Sr. management to design architecture and collaborating with cross-functional members to ensure seamless implementation.
• Optimized merchandising mixes and counts while holding sku count flat, resulting in increased sales of $2.5M and increased margin by 0.2%.
• Recommended portfolio box count improvements to proactively respond to customer and consumer needs and projected results of implementation.
• Evaluated merchandising shifts and conversion trends to anticipate future waste issues and recommend solutions that reduced waste by 8.5%. From July 2011 to December 2012 (1 year 6 months) Brand Management Intern - Reese's Franchise @ Delivered strategic recommendation and launch plan to Sr. management on expansion opportunities for company’s baking portfolio.
• Researched consumer baking habits and paired with consumer insights to recommend plan for integrating new product into existing baking portfolio.
• Collaborated with cross-functional team members to determine short- and long-term effects of recommendation on all areas of company.
• Analyzed competitors’ performance trends by synthesizing IRI data, past consumer promotion and creative trends and advertising expenditures to capitalize on areas of opportunity.
• Developed creative brief and delivered print advertisements in partnership with external advertising agency. From May 2010 to August 2010 (4 months) Legal Assistant @ - Managed paralegal teams and coordinated with cross-functional members to facilitate case management for four clients.
- Led data-collection efforts and collaborated with team members to provide legal services to firm's largest revenue-producing client.
- Hired, trained and supervised teams of temporary employees for document review projects.
- Created, implemented and measured data-retrieval procedures that documented performance of temporary employees and were later applied across the WCC team.
- Analyzed performance metrics determining temporary employees' future viability at the firm and conducted annual reviews for team members. From June 2006 to June 2009 (3 years 1 month)
MBA, Marketing @ University of North Carolina at Chapel Hill - Kenan-Flagler Business School From 2009 to 2011 BA, English, Spanish, Media Studies @ Duke University From 2002 to 2006 Jessica Johnson is skilled in: Market Research, Cross-functional Team Leadership, Marketing Strategy, Marketing, Consumer Products, Strategy, Marketing Research, Market Analysis, Strategic Planning, Business Strategy, Due Diligence, Social Media, Analytics, Forecasting, Customer Insight