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The Marketing Posse | How?
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How?

Case Studies
Pepsico

PEOPLE

Challenge: Complex portfolio of non-carbonated beverages that were individually small, getting minimal attention from the system

Approach: Bundled multiple brands together and developed training and merchandising solutions to drive scale

Solution: Developed PepsiCo’s first Non-Carb University, a learning experience to assist sales and franchise bottlers in selling PepsiCo’s variety of non-carbonated beverages. Presented full portfolio (water, tea, juice, coffee) at multiple customer and franchise bottler meetings, training a total of 1,432 people

ClearChannel

MANAGEMENT

Challenge: As interim CMO, ensure continuity in existing work and led reset of renewed vision, mission, and values

Approach: Provided CMO talent to media company with several key areas of focus, including: leadership and guidance to marketing team; executive presence at key industry events, conferences & meetings; national sales & client solutions team support

Solutions: Led day-to-day work; facilitated the development of corporate vision, mission, and values to guide the organization; developed processes to drive creativity and efficiency; recommended optimal field structure

Sonic

MANAGEMENT

Challenge: As CMO, turnaround declining business

Approach: Led team of 30+ across insights, marketing, product development and communications on key brand building and growth generating initiatives with KPIs

Solutions: Drove increased revenues through new vision, brand positioning, new menu strategy and design, insights and planning work, and marketing campaign and graphics

Benihana

STRATEGY

Challenge: Develop initiatives to deliver profitable growth to portfolio of restaurants as outlined in strategic plan

Approach: Facilitated 2-day ideation session with senior leadership team to develop initiatives that solve business challenges and drive profit as outlined in financial plan

Solutions: Developed and prioritized 15 ideas to pursue including required resources and key scorecard measures providing the basis for the annual strategic plan

Propel

INNOVATION

Challenge: Brand was declining in a highly competitive category

Approach: Led cross functional team to develop 3-year turnaround plan including new base product, innovation pipeline and go-to-market plans

Solution: Drove increase in sales through brand repositioning, consumer insights work, new packaging and new products

Cypress Initiative

STRATEGY

Challenge: Clearly articulate the mission, and reinforce it throughout brand and marketing communications

Approach: Facilitated the development of corporate vision, mission and values to guide the organization’s behaviors, strategies and tactics

Solution: Developed vision, mission and values for organization, as well as brand positioning and creative brief for the new logo design; Guided design of new logo for all future marketing communications

Mighty Leaf

INNOVATION

Challenge: Identify the right cause marketing platform to distinguish Mighty Leaf Tea in the competitive premium tea category

Approach: Through a strong understanding of the brand, created multiple cause marketing platforms with partner options and program concepts

Solution: Developed Mighty Leaf Tea Collective, a flexible platform to support the communities and causes they care about in a way that builds equity for the brand