Digital Strategy Master Class - Andrew Rupert
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First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy
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Digital Strategy Master Class - Andrew Rupert
- 1. Digital Strategy Master Class MASTER CLASS Andrew Rupert LEAD, ASPIRANT DIGITAL AGENCY ASPIRANT DIGITAL AGENCY VANCOUVER, BC ~ APRIL 25 - 26, 2024 DIGIMARCONCANADAWEST.CA | #DigiMarConCanadaWest
- 2. FIRST THINGS FIRST | Building an Effective Marketing Strategy Building an Effective Marketing Strategy DigiMarCon Canada West April 26th, 2024
- 3. FIRST THINGS FIRST | Building an Effective Marketing Strategy Hello, DigiMarCon! 3 Andrew Rupert Lead, Aspirant Digital Agency
- 4. FIRST THINGS FIRST | Building an Effective Marketing Strategy Growth Marketing vs. Brand Marketing 4 Growth Marketing Brand Marketing Awareness & revenue ramp-up
- 5. FIRST THINGS FIRST | Building an Effective Marketing Strategy Growth Marketing vs. Brand Marketing 5 Brand People are emotionally invested in our stuff Business We have a formal approach to selling our stuff Product I’m selling this stuff Company I’ve got people to help sell this stuff Operational maturation Strategy is the key enabler
- 6. FIRST THINGS FIRST | Building an Effective Marketing Strategy Takeaways for Today 6 Illustrate the critical role of strategy in marketing Explain Aspirant’s approach for building an actionable, effective growth marketing strategy Share our templates and guides to create / clarify / formalize your own marketing strategy
- 7. FIRST THINGS FIRST | Building an Effective Marketing Strategy Today’s Agenda 7 IDENTIFY THE OBJECTIVE 1 CRAFT THE MESSAGE 3 BUILD THE PLAN 4 ANALYZE THE AUDIENCE 2 TRACK THE RESULTS 5
- 8. FIRST THINGS FIRST | Building an Effective Marketing Strategy Identify the Objective
- 9. FIRST THINGS FIRST | Building an Effective Marketing Strategy Organizational Strategy Framework 9 What do we want to be? What do we believe? What do we intend to achieve? What specific outcomes do we seek? How do we intend to do it? What is our plan for doing it? Why do we exist? Conceptual Components Practical Components Vision Mission Values Goals Objectives & KPIs Strategies Tactics
- 10. FIRST THINGS FIRST | Building an Effective Marketing Strategy 10 What do we want to be? What do we believe? What do we intend to achieve? What specific outcomes do we seek? How do we intend to do it? What is our plan for doing it? Why do we exist? Conceptual Components Vision Mission Values Goals Objectives & KPIs Strategies Tactics Practical Components Organizational Strategy Framework
- 11. FIRST THINGS FIRST | Building an Effective Marketing Strategy Organizational Strategy Plan 11 Goals What do we intend to achieve? Strategies How do we intend to do it? Tactics What is our plan for doing it? Objectives & KPIs What specific outcomes do we seek? Reduce Operating Overhead Reduce Spending Waste Increase Sales to Current Customers Gain New Customers Expand Retail Distribution Launch Awareness Campaign Establish Wholesale Distribution Sell via External Online Channels Improve Profitability Financial Increase Community Impact Reduce Environmental Impact KPI: Contribute 100 Hours to Volunteering KPI: Conduct Quarterly Lunch-n-Learns Support Local Cause(s) Collectively Minimize Landfill Waste Improve Corporate Citizenship Societal Accelerate Hiring Reduce Team Member Stress KPI: Average Open Roles -33% vs. Last Year Improve Employee Satisfaction Functional Increase Revenue Reduce Operational Costs KPI: Operating Costs -10% vs. Last Year KPI: $35 Million in Total Sales
- 12. FIRST THINGS FIRST | Building an Effective Marketing Strategy Opening a New Coffee Shop: Café Nitro Here’s the situation: − Jumped on opportunity to rent retail space − Will be second Café Nitro location − Original location opened 6 months ago, about 20 minutes away • Sales have been tepid, but consistent • Business to date exclusively from passersby • Encouraging customer feedback and repeat visits • Brand, menu, and operations are in place • Ready to begin promotional support Use digital marketing as a launch pad for expanding awareness to accelerate sales
- 13. FIRST THINGS FIRST | Building an Effective Marketing Strategy Simplified Strategic Plan: Café Nitro 13 Goals Strategies Tactics What do we intend to achieve? How do we intend to do it? What is our plan for doing it? What specific outcomes do we seek? Improve Profitability Financial Objectives & KPIs Generate Revenue KPI: $100k in 6 months Gain New Customers Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing!
- 14. FIRST THINGS FIRST | Building an Effective Marketing Strategy Simplified Strategic Plan: Café Nitro 14 Goals Strategies Tactics What do we intend to achieve? How do we intend to do it? What is our plan for doing it? What specific outcomes do we seek? Improve Profitability Financial Gain New Customers Generate Revenue KPI: $100k in 6 months Objectives & KPIs Back it up… First Things First Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing!
- 15. FIRST THINGS FIRST | Building an Effective Marketing Strategy DIGITAL AGENCY FIRST THINGS FIRST | Building an Effective Marketing Strategy Your customer is at the heart of everything we do. We gain a thorough understanding of market context through human-centered design. Gaining this perspective is an essential step in forging a concise, compelling value proposition. The Power of Human-Centered Design 15
- 16. FIRST THINGS FIRST | Building an Effective Marketing Strategy DIGITAL AGENCY FIRST THINGS FIRST | Building an Effective Marketing Strategy Who is your audience(s)? What are their needs? How will you convince them of the relevance of your offering? How will your offering generate more value than the alternatives? Why should they trust you to deliver that value? How will you deliver that message to those audience(s)? Considerations for Effective Marketing 16
- 17. FIRST THINGS FIRST | Building an Effective Marketing Strategy Personas Create a representative description of key stakeholder groups − Relevant characteristics: demographics, geography, job title, company industry & size − Description of goals, challenges, and unmet needs − Specific enough to reveal insights and inform strategy; general enough to be actionable − Who is your audience? − What are their needs? Positioning & Value Proposition Identify the most compelling messaging points for that audience − Target: Consolidated characteristics from Persona(s) − Offering: Brief description of the product/service and its functional use − Benefits: The value they stand to gain via your product/service − Reasons to Believe: Qualities and differentiation that create superiority vs. the competition − How will your offering generate more value than the alternatives? − Why should they trust you to deliver that value? Task Maps Dissect and diagnose the mindset of each Persona − What are they thinking & doing in response to their needs? − What ideas/truths are anchoring them to their current course of action? − How should they think & act when faced with that need in the future? − How will you convince them of the relevance of your offering? Forging a Communication Strategy 17
- 18. FIRST THINGS FIRST | Building an Effective Marketing Strategy Analyze the Audience
- 19. FIRST THINGS FIRST | Building an Effective Marketing Strategy Sample Persona: Morning Mandy ‒ Mandy is a married 32-year-old accounting manager for a national law firm. For the last year, she has been working exclusively from her home office in a large subdivision in the Cincinnati suburbs. ‒ A morning walk to pick up a cup of coffee has become an indispensable part of her day. The combination of fresh air and jolt of caffeine helps her get focused for the day ahead. However, she has increasingly found the local coffee options to be lacking. ‒ A large coffee chain has a location in her neighborhood, but their quality seems to be declining and it always takes forever to be served. ‒ She only knows of one other option within walking distance: the donut shop down the street. Service there is much faster, but too often their coffee tastes stale. ‒ Mandy needs to find a new place that offers quality coffee and quick service. She would even be willing to pay a bit more to restore the morning routine she used to enjoy so much.
- 20. FIRST THINGS FIRST | Building an Effective Marketing Strategy Sample Task Map: Morning Mandy Need State What are this Persona’s pain points? “I love to take a morning walk, and picking up a coffee is a great excuse to leave the house. But the local options have either slow service or gross coffee.” Task What does this Persona need to know / be convinced of to overcome the Barrier(s)? Café Nitro just opened nearby, providing quality products and reliably quick service. Barrier(s) What ideas anchor them to the Current Belief? - No places nearby offer quality products and quick service. - Never heard of Café Nitro. Current Behavior What are they doing today? Wrestling with the option of putting up with a substandard coffee experience or foregoing the morning walk. Current Belief What do they believe today? “My morning walk for coffee is spoiled by either slow service or poor quality. I might as well just stay home and brew my own.” Future Behavior How should they act in the future? Give Café Nitro a try and consider making a stop there each morning, as part of the new daily routine. Future Belief What should they believe? “Sounds like that new Café Nitro has great coffee and fast service. It might be the ideal destination for my morning walk.”
- 21. FIRST THINGS FIRST | Building an Effective Marketing Strategy DIGITAL AGENCY FIRST THINGS FIRST | Building an Effective Marketing Strategy Who is your audience(s)? What are their needs? How will you convince them of the relevance of your offering? How will your offering generate more value than the alternatives? Why should they trust you to deliver that value? How will you deliver that message to those audience(s)? Who is your audience(s)? What are their needs? How will you convince them of the relevance of your offering? How will your offering generate more value than the alternatives? Why should they trust you to deliver that value? How will you deliver that message to those audience(s)? Considerations for Effective Marketing 21
- 22. FIRST THINGS FIRST | Building an Effective Marketing Strategy Craft the Message
- 23. FIRST THINGS FIRST | Building an Effective Marketing Strategy Understand Your Competitive Set Market research 6.3 4.2 8.5 3.7 8.8 5.4 5.3 5.9 6.6 0 1 2 3 4 5 6 7 8 9 10 Large Coffee Chain Local Donut Shop Downtown Café Satisfaction Ratings Coffee Quality Service Speed Value for Money
- 24. FIRST THINGS FIRST | Building an Effective Marketing Strategy Understand Your Competitive Set Market research SWOT analysis Strengths Weaknesses Opportunities Threats
- 25. FIRST THINGS FIRST | Building an Effective Marketing Strategy Understand Your Competitive Set Market research SWOT analysis 4 quadrant Quality Price
- 26. FIRST THINGS FIRST | Building an Effective Marketing Strategy Understand Your Competitive Set: Morning Mandy Direct Indirect Competitors Fresh Air Enjoyment Coffee Quality Wait Time Coffee Price Brewing Effort Large coffee chain Short walk Good Significant $$$ None Local donut shop Short walk Mediocre Minimal $$ None Downtown café Short drive Excellent Acceptable $$$$ None Brew coffee from beans Stay home Good Acceptable $ Some Brew coffee from pods Stay home Acceptable Minimal $$ Minimal Skip coffee altogether Stay home No coffee None Free None
- 27. FIRST THINGS FIRST | Building an Effective Marketing Strategy Indirect Competitors Fresh Air Enjoyment Coffee Quality Wait Time Coffee Price Brewing Effort Large coffee chain Short walk Good Significant $$$ None Local donut shop Short walk Mediocre Minimal $$ None Café Nitro Short walk Excellent Minimal $$$ None Downtown café Short drive Excellent Acceptable $$$$ None Brew coffee from beans Stay home Good Acceptable $ Some Brew coffee from pods Stay home Acceptable Minimal $$ Minimal Skip coffee altogether Stay home No coffee None Free None Understand Your Competitive Set: Morning Mandy Direct Downtown café Short drive Excellent Acceptable $$$$ None Brew coffee from beans Stay home Good Acceptable $ Some Brew coffee from pods Stay home Acceptable Minimal $$ Minimal Skip coffee altogether Stay home No coffee None Free None
- 28. FIRST THINGS FIRST | Building an Effective Marketing Strategy Competitors Fresh Air Enjoyment Coffee Quality Wait Time Coffee Price Brewing Effort Large coffee chain Short walk Good Significant $$$ None Local donut shop Short walk Mediocre Minimal $$ None Café Nitro Short walk Excellent Minimal $$$ None Downtown café Short drive Excellent Acceptable $$$$ None Brew coffee from beans Stay home Good Acceptable $ Some Brew coffee from pods Stay home Acceptable Minimal $$ Minimal Skip coffee altogether Stay home No coffee None Free None Find Your Market Niche: Morning Mandy Direct Indirect
- 29. FIRST THINGS FIRST | Building an Effective Marketing Strategy Competitors Fresh Air Enjoyment Coffee Quality Wait Time Coffee Price Brewing Effort Large coffee chain Short walk Good Significant $$$ None Local donut shop Short walk Mediocre Minimal $$ None Café Nitro Short walk Excellent Minimal $$$ None Downtown café Short drive Excellent Acceptable $$$$ None Brew coffee from beans Stay home Good Acceptable $ Some Brew coffee from pods Stay home Acceptable Minimal $$ Minimal Skip coffee altogether Stay home No coffee None Free None Find Your Market Niche: Morning Mandy Direct Indirect
- 30. FIRST THINGS FIRST | Building an Effective Marketing Strategy Competitors Fresh Air Enjoyment Coffee Quality Wait Time Coffee Price Brewing Effort Large coffee chain Short walk Good Significant $$$ None Local donut shop Short walk Mediocre Minimal $$ None Café Nitro Short walk Excellent Minimal $$$ None Downtown café Short drive Excellent Acceptable $$$$ None Brew coffee from beans Stay home Good Acceptable $ Some Brew coffee from pods Stay home Acceptable Minimal $$ Minimal Skip coffee altogether Stay home No coffee None Free None Find Your Market Niche: Morning Mandy Direct Indirect
- 31. FIRST THINGS FIRST | Building an Effective Marketing Strategy Competitors Fresh Air Enjoyment Coffee Quality Wait Time Coffee Price Brewing Effort Large coffee chain Short walk Good Significant $$$ None Local donut shop Short walk Mediocre Minimal $$ None Café Nitro Short walk Excellent Minimal $$$ None Downtown café Short drive Excellent Acceptable $$$$ None Brew coffee from beans Stay home Good Acceptable $ Some Brew coffee from pods Stay home Acceptable Minimal $$ Minimal Skip coffee altogether Stay home No coffee None Free None Find Your Market Niche: Morning Mandy Direct Differentiation: Unique combination of quality & convenience Indirect
- 32. FIRST THINGS FIRST | Building an Effective Marketing Strategy Create Your Positioning: Morning Mandy Demographics ‒ Location: Residents within 3 mi ‒ Household Income: $100k+ ‒ Age: 22+ Perspectives / Attitudes ‒ See a coffee run as an indulgence that creates a welcome escape from the stress of daily life ‒ Busy schedule due to professional and/or family demands ‒ Enjoy good quality coffee, but do not require the best of the best ‒ Slow and impersonal service a significant negative ‒ Not particularly price sensitive Products ‒ Coffee and tea ‒ Pastries and snacks ‒ Bottled beverages Service ‒ In-store dining ‒ Takeout Environment ‒ Indoor & outdoor seating ‒ Dog friendly Products ‒ Great-tasting coffee, tea, and pastries Service ‒ Quick order turnaround ‒ Friendly, knowledgeable staff Environment ‒ Pleasant space to relax or work Pricing ‒ Reasonable value for the dollar Products ‒ Top quality coffee beans and teas ‒ Signature nitro cold brew on tap ‒ Full-service coffee menu ‒ Premium espresso machines Service ‒ Dedicated ‘Nitro Express’ lane ‒ Online ordering option ‒ Barista certification program Environment ‒ Free, secure, fast Wi-Fi ‒ Plentiful AC outlets ‒ Comfortable, well-spaced seating Pricing ‒ In line with big coffee chains Target Reasons to Believe Offering Benefits
- 33. FIRST THINGS FIRST | Building an Effective Marketing Strategy Create Your Positioning: Morning Mandy Demographics ‒ Location: Residents within 3 mi ‒ Household Income: $100k+ ‒ Age: 22+ Perspectives / Attitudes ‒ See a coffee run as an indulgence that creates a welcome escape from the stress of daily life ‒ Busy schedule due to professional and/or family demands ‒ Enjoy good quality coffee, but do not require the best of the best ‒ Slow and impersonal service a significant negative ‒ Not particularly price sensitive Products ‒ Coffee and tea ‒ Pastries and snacks ‒ Bottled beverages Service ‒ In-store dining ‒ Takeout Environment ‒ Indoor & outdoor seating ‒ Dog friendly Target Reasons to Believe Offering Products ‒ Great-tasting coffee, tea, and pastries Service ‒ Quick order turnaround ‒ Friendly, knowledgeable staff Environment ‒ Pleasant space to relax or work Pricing ‒ Reasonable value for the dollar Products ‒ Top quality coffee beans and teas ‒ Signature nitro cold brew on tap ‒ Full-service coffee menu ‒ Premium espresso machines Service ‒ Dedicated ‘Nitro Express’ lane ‒ Online ordering option ‒ Barista certification program Environment ‒ Free, secure, fast Wi-Fi ‒ Plentiful AC outlets ‒ Comfortable, well-spaced seating Pricing ‒ In line with big coffee chains Benefits
- 34. FIRST THINGS FIRST | Building an Effective Marketing Strategy Target Create Your Positioning: Morning Mandy Demographics ‒ Location: Residents within 3 mi ‒ Household Income: $100k+ ‒ Age: 22+ Perspectives / Attitudes ‒ See a coffee run as an indulgence that creates a welcome escape from the stress of daily life ‒ Busy schedule due to professional and/or family demands ‒ Enjoy good quality coffee, but do not require the best of the best ‒ Slow and impersonal service a significant negative ‒ Not particularly price sensitive Products ‒ Coffee and tea ‒ Pastries and snacks ‒ Bottled beverages Service ‒ In-store dining ‒ Takeout Environment ‒ Indoor & outdoor seating ‒ Dog friendly Products ‒ Great-tasting coffee, tea, and pastries Service ‒ Quick order turnaround ‒ Friendly, knowledgeable staff Environment ‒ Pleasant space to relax or work Pricing ‒ Reasonable value for the dollar Products ‒ Top quality coffee beans and teas ‒ Signature nitro cold brew on tap ‒ Full-service coffee menu ‒ Premium espresso machines Service ‒ Dedicated ‘Nitro Express’ lane ‒ Online ordering option ‒ Barista certification program Environment ‒ Free, secure, fast Wi-Fi ‒ Plentiful AC outlets ‒ Comfortable, well-spaced seating Pricing ‒ In line with big coffee chains Reasons to Believe Offering Benefits
- 35. FIRST THINGS FIRST | Building an Effective Marketing Strategy Build Additional Personas, Task Maps, and Positioning Morning Mandy Remote Randy Posh Patty
- 36. FIRST THINGS FIRST | Building an Effective Marketing Strategy Create Your Universal Value Proposition Demographics ‒ Location: Residents within 3 mi ‒ Household Income: $100k+ ‒ Age: 22+ Perspectives / Attitudes ‒ See a coffee run as an indulgence that creates a welcome escape from the stress of daily life ‒ Busy schedule due to professional and/or family demands ‒ Enjoy good quality coffee, but do not require the best of the best ‒ Slow and impersonal service a significant negative ‒ Not particularly price sensitive Products ‒ Coffee and tea ‒ Pastries and snacks ‒ Bottled beverages Service ‒ In-store dining ‒ Takeout Environment ‒ Indoor & outdoor seating ‒ Dog friendly For locals craving a go-to destination for their caffeine fix… Target Come to us because you can trust our commitment to premium products and unparalleled service. Reasons to Believe we have created a welcoming neighborhood oasis… Offering that provides a gratifying café experience, whether you want to grab n’ go or stay and hang out. Benefits Products ‒ Great-tasting coffee, tea, and pastries Service ‒ Quick order turnaround ‒ Friendly, knowledgeable staff Environment ‒ Pleasant space to relax or work Pricing ‒ Reasonable value for the dollar Products ‒ Top quality coffee beans and teas ‒ Signature nitro cold brew on tap ‒ Full-service coffee menu ‒ Premium espresso machines Service ‒ Dedicated ‘Nitro Express’ lane ‒ Online ordering option ‒ Barista certification program Environment ‒ Free, secure, fast WiFi ‒ Plentiful AC outlets ‒ Comfortable, well-spaced seating Pricing ‒ In line with big coffee chains Target Reasons to Believe Offering Benefits
- 37. FIRST THINGS FIRST | Building an Effective Marketing Strategy DIGITAL AGENCY FIRST THINGS FIRST | Building an Effective Marketing Strategy Who is your audience(s)? What are their needs? How will you convince them of the relevance of your offering? How will your offering generate more value than the alternatives? Why should they trust you to deliver that value? How will you deliver that message to those audience(s)? Who is your audience(s)? What are their needs? How will you convince them of the relevance of your offering? How will your offering generate more value than the alternatives? Why should they trust you to deliver that value? How will you deliver that message to those audience(s)? Considerations for Effective Marketing 37
- 38. FIRST THINGS FIRST | Building an Effective Marketing Strategy Build the Plan
- 39. FIRST THINGS FIRST | Building an Effective Marketing Strategy Mult-Channel Promotional Plan 39
- 40. FIRST THINGS FIRST | Building an Effective Marketing Strategy Tie Promotional Plan Back to Objectives & KPIs 40 Goals Strategies Tactics What do we intend to achieve? How do we intend to do it? What is our plan for doing it? What specific outcomes do we seek? Improve Profitability Financial Objectives & KPIs Generate Revenue KPI: $100k in 6 months Gain New Customers Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Digital Marketing! Don’t forget our definition of success
- 41. FIRST THINGS FIRST | Building an Effective Marketing Strategy Persona-Level Planning & Allocation 41 Align ad investment with anticipated sources of sales Proportionally support the corresponding messages
- 42. FIRST THINGS FIRST | Building an Effective Marketing Strategy DIGITAL AGENCY FIRST THINGS FIRST | Building an Effective Marketing Strategy Who is your audience(s)? What are their needs? How will you convince them of the relevance of your offering? How will your offering generate more value than the alternatives? Why should they trust you to deliver that value? How will you deliver that message to those audience(s)? Who is your audience(s)? What are their needs? How will you convince them of the relevance of your offering? How will your offering generate more value than the alternatives? Why should they trust you to deliver that value? How will you deliver that message to those audience(s)? Considerations for Effective Marketing 42
- 43. FIRST THINGS FIRST | Building an Effective Marketing Strategy Track the Results
- 44. FIRST THINGS FIRST | Building an Effective Marketing Strategy 44 Create Persona-specific content & conversion funnels Find creative methods for categorizing sales − Flag transactions manually on POS system as they are processed − Using credit card as unique customer identifier − Ask customers directly Observe / analyze customer dynamics − Times of the day − Days of the week Maximize Attribution of Sales to Personas
- 45. FIRST THINGS FIRST | Building an Effective Marketing Strategy Any Questions?
- 46. FIRST THINGS FIRST | Building an Effective Marketing Strategy DIGITAL AGENCY FIRST THINGS FIRST | Building an Effective Marketing Strategy Thank You, DigiMarCon! 46 Andrew Rupert Lead, Aspirant Digital Agency Learn more about Aspirant: aspirant.com/agency Download the templates we covered: aspirant.com/FirstThingsFirst What to connect, offer feedback, or share ideas? I’d love to hear from you! LinkedIn: linkedin.com/in/arupert Email: andrew.rupert@aspirant.com
- 47. FIRST THINGS FIRST | Building an Effective Marketing Strategy Appendix
- 48. FIRST THINGS FIRST | Building an Effective Marketing Strategy SKILLS PROFESSIONAL EXPERIENCE EDUCATION Andrew Rupert Lead, Aspirant Digital Agency ‒ B2B / B2C Brand & Product Positioning ‒ Integrated Marketing Campaign Strategy ‒ Market Segmentation & Prioritization ‒ Lead Generation Forecasting & Optimization ‒ Sales & Marketing Operational Design ‒ New Product Development ‒ Product Lifecycle Management ‒ Multivariable Regression Analysis ‒ DMAIIC / Kaizen Continuous Improvement ‒ Aspirant: • Senior Director, Marketing & Communications • Director, Marketing & Communications • Senior Consultant, Marketing & Innovation ‒ PPG Industries: Senior Innovation Manager ‒ Valvoline: Brand Manager & Amazon Channel Lead ‒ H.J. Heinz Company: • Marketing Budget Owner, Heinz North America • Brand Manager, Ore-Ida Frozen Potatoes • Associate Brand Manager, Ore-Ida Frozen Potatoes ‒ MBA Marketing: Carnegie Mellon University ‒ BS Operations and Information Systems Management: Pennsylvania State University Andrew has 20 years of practice translating customer and consumer needs into improved experiences and brand growth across a variety of industries. He is an entrepreneurial, passionate marketing leader with a track record of leveraging creative thinking and analytical rigor to deliver results despite challenging market conditions. Andrew always sees opportunities to drive growth through an unwavering focus on the perception of the end user. He has been recognized numerous times with vendor, customer, and industry awards.