Shopper Market Insight Manager in North Dallas TX Resume Vivian Marafine
Vivian Marafine is a sales, finance, and marketing management professional offering 20 years of increasing levels of responsibility with industry leader in consumer packaged goods.
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Vivian L. Marafine _______________________________ Lucas, Texas 75002 Phone: 214.448.1301 VivianMarafine@Yahoo.com Sales, finance, and marketing management professional offering 20+ years of increasing levels of responsibility with industry leader in consumer packaged goods. Proven achievements measuring business results against objectives set for syndicated data supplier teams including IRI, Nielsen, TDLinx, Market Track, Kantar, as well as internal IT support teams. Recognized for innovative thinking and creative approaches to obtain appropriate results in constantly changing markets. Outstanding interpersonal and communication skills with ability to produce fact-based recommendations. Professional strengths: Shopper-focused insights Vendor Relationship Management Channel and retailer insights Contract compliance & ROI Training Program Development & Leadership & Integrity Implementation Project Management PROFESSIONAL EXPERIENCE PepsiCo, Purchase, New York 1988 - 2012 Sr Manager, Consumer Insights (2011 – 2012) Delivered meaningful data and recommendations to improve growth potential through data-driven solutions. Aligned insights to PepsiCo business objectives, market share goals, and ROI efficiencies. Achieved strong results during corporate consolidation efforts including budget and contract reductions as well as timeline goals for major syndicated data restructure. Effectively designed training programs utilizing external data and tools and implemented across diverse user groups and business units. Developed concepts and led the design of new ‘Ask The Expert’ tool solution to satisfy recurring internal business questions which increased data value and promoted knowledge management. Improved quality and timeliness of insights data by initiating Monday morning ‘data quality’ debrief meetings with vendors to confirm accountability in order to divert business disruption. Maximized contracted service quality and value delivered to Pepsi Americas Foods (PAF) organization by governing first-ever data quality Council. Manager, Market & Business Intelligence & Training (2001 – 2010) Directed all accountabilities involving managing contractual syndicated consumption and purchase behavior- related data, services, and tools for Pepsi America Foods (PAF). Delivered on-time or early timelines. Obtained productivity improvements from vendor partnerships through bi-weekly vendor meetings to align, plan, and push out insights against PepsiCo corporate initiatives. Developed prototype and collaborated with vendor to establish monthly PepsiCo Feature Ad business review and share of voice opportunity gaps. Compiled and published market and product trends for sales and marketing which brought a competitive advantage. Delivered ROI objectives through improved data and tools capabilities across PepsiCo through thought leadership in identifying data opportunity gaps. Led cross-functional collaboration to standardize macrosnacking universe definition for share reporting and emerging brand opportunities analyses, resulting in consistent analytic basis. Designed and implemented cross-divisional training programs aligned to key initiatives at each business unit. Conceptualized, guided development, and prepared communication and rollout of new one-stop training center website which enabled a new certification (requirement) model for syndicated data access. Vivian L. Marafine Phone: 214-448-1301 VivianMarafine@Yahoo.com Frito-Lay North America, Plano, Texas Project Manager, In-House data warehouse (1997 – 2001) Managed all aspects of startup of creating internal data warehouse of contracted syndicated data. Resulted in on-time delivery and rollout of new platform, communication, and training. Interfaced with internal sales, marketing, and finance teams to develop and distribute reporting templates, business reviews, and best practice insights relevant to Frito-Lay key strategic initiatives. Included commentary, perspective, and key business drivers on a weekly basis. Turned data into selling briefs for field sales account managers to sell in new product space. Associate Financial Analyst (1996 – 1997) Responsible for weekly, monthly, and quarterly financial reporting to national business team and to PepsiCo corporate finance. Reporting included weekly Flash sales and share report, balance sheet item analyses of Field Contribution, field sales areas’ profit to Plan, margins and field imperatives tracking. Associate Marketing Analyst (1994 – 1996) Provided consultative support for tracking results of brand innovation market performance. Worked with vendors, managing on and off site support, managing timelines and deliverables to achieve on-time results. Collaborated with vendors in developing vendor tools, validation, piloting, and user training for new analytic tools such as Drivers On Demand. Created sell sheets, 1-page product advantage execution plans in support of new product DSD initiatives. Sales Capabilities Specialist (1988 – 1994) Partnered with sales director to immerse field sales teams on use of new tools and selling techniques. Resulted in data-driven selling stories. Provided training and best practices to category management teams and account managers. Made impact on measurable field sales space gains. Wiland & Associates, Fredericksburg, Virginia Account Executive 1985 – 1988 Provided market research for American Express, AT&T, and Polaroid for direct mail targets resulting in greater strategic consumer reach for these accounts. EDUCATION Bachelor’s Degree – Business Management, Mary Washington University, Fredericksburg, Virginia PROFESSIONAL DEVELOPMENT “Situational Leadership” training (Center For Leadership Studies) Technical instructor training (Langevin) Strong Women Leadership Summit (Antonio Lucio) Diversity & Inclusion Level 3.
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