Resume

1. LIZ BECKER
Glenview, IL 60025
224-238-0731
becker.liz15@gmail.com
www.linkedin.com/in/lizbecker15
CAREER SUMMARY
Strategic, insights-driven B2C marketing leader with extensive experience driving business growth and
profitability through marketing planning, new product initiatives, and innovating, launching and
evaluating integrated digital and off-line marketing plans. Passionate about identifying consumer
insights, synthesizing market analytics, connecting the dots and incorporating into marketing strategies
and tactics that win in the marketplace. Skilled in leading teams and fostering relationships with cross-
functional partners, agencies and vendors.
Competencies:
• Strategic Marketing Planning • Integrated Marketing Plans
• Digital, Social Media & Offline Marketing • Consumer Research & Insights
• Brand Development & Management • Market Analytics / Segmentation
• New Product Ideation / Development • New Product Launch
• Marketing Communications • Packaging
• Post-Event Evaluation / ROI • P&L / Budget Management
WORK EXPERIENCE
BARILLA NORTH AMERICA, INC., Northbrook, IL 2019
Marketing Consultant, contract (Marketing Manager)
• Directed 2020 company-wide marketing plan development process and facilitated content
development for 150-page deck, improving trade plans integration and customer journey mapping,
resulting in 5.7% increase in sales versus prior year.
• Developed and launched introductory display shipper (new structure and design) in just two months
for overseas product in specialty retailers, driving sales of 100K units prior to product expiration.
• Created Barilla’s first-ever comprehensive post-promotions database documenting 15 KPS’s across
350 consumer promotions, used to select and optimize future promotions.
SEARS HOLDINGS CORPORATION, Hoffman Estates, IL 2007 – 2017
Integrated Marketing Planning Manager, Sears & Kmart, 2011 – 2017
Sporting goods, Fitness, Toys marketing. Managed one direct report and $30M marketing budget.
• Generated 41M impressions and best company-wide return on ad spend (ROAS) of $7.2 by
launching $200K programmatic campaign. Drove agency selection and creation of 5 fitness videos.
• Proposed and initiated division’s first “free” goods promotion and sales incentive campaign, driving
31K new online fitness community memberships, surpassing goal by >50%.
• Drove an $8.2M sales increase by co-managing integrated holiday campaign, launching new Star
Wars episode 7 toys and promoting “Fab 15” toys.
• Instituted “America’s #1 Fitness Retailer” by spearheading positioning research and gaining legal
approval after rigorous analysis of competitors’ sales, service and product selection.
• Directed first-ever fitness equipment catalog mailed to 100K households, resulting in return on ad
spend (ROAS) of $4.7 and recommendation to launch nationally.

2. Page 2 Liz Becker becker.liz15@gmail.com
Marketing Planning Manager, Kmart, 2007 – 2010
Consumer Electronics, Pharmacy, Store-wide Marketing.
• Added 20 incremental print covers in one year to drive greater awareness and consideration by
negotiating with and influencing store-wide and division marketing teams.
• Overhauled weekly advertising planning process, adding competitive, seasonal and sales/financial
content for faster, fact-based decision making and adopted as “gold standard” in other divisions.
• Grew pharmacy division by 7.6% by developing and implementing new customer acquisition plan
as key growth strategy.
BECKER RESEARCH, INC., Glenview, IL 2001 – 2007
Independent Qualitative Research Consultant
Built client-base and directed qualitative research studies from methodology development to final report
presentation, including key insights and recommendations. Clients included GE Capital, Unilever, Dean
Foods, DePaul University, University of Chicago, Sassy, Orren Pickell, American Bar Association etc.
• Directed idea generation session for client to create, optimize, and refine new product concepts
across 7 categories, resulting in 22 prioritized and fleshed out concepts.
• Conducted 6 focus groups with prospective students and parents to obtain feedback on local
University’s website, leading to major changes in site content and navigation.
• Evaluated new hair care product line concept among 5 focus groups, resulting in consistent product
and benefit confusion and decision to not enter market.
ADDITIONAL EXPERIENCE
Rapid progression through marketing in Fortune 500 organizations. Roles included: Senior Marketing
Manager, SBC COMMUNICATIONS; Brand Manager, Tombstone Pizza, Associate Brand Manager,
DiGiorno Pasta and Sauces, KRAFT FOODS, INC.
• Turned around declining start-up, increasing sales by +144% vs. prior year by expanding product
line, creating new sales training, and initiating installment pricing and quarterly promotions.
• Created product concept, name, positioning, packaging, merchandising plan and sales materials for
new Ameritech branded phone cards, growing first year revenue to $12M.
• Developed Kraft’s #1 selling pizza. DiGiorno Rising Crust pizza by heading innovation team from
concept ideation to final winning production prototype.
• Conceived and championed $31M DiGiorno shredded parmesan cheese as addition to pasta/sauce
line, resulting in approval to launch quickly without testing.
• Increased Tombstone pizza market share from 13% to 21% over three years by introducing
differentiated brand positioning in base markets and expanding brand nationally.
• Earned “Kraft Creativity Award” for directing agency in branding and package re-development.
EDUCATION
Master of Business Administration, Marketing and Management Policy.
Kellogg School of Management, Northwestern University, Evanston, IL
Bachelor of Arts, Economics, magna cum laude; Phi Beta Kappa.
University of Rochester, Rochester, NY