Liz Becker is a senior marketing manager with over 20 years of experience in marketing roles across various industries. She has a proven track record of developing marketing strategies and campaigns that drive business growth and increase sales. Her skills include strategic planning, new product development, digital and social media marketing, brand management, and analytics. She holds an MBA from Northwestern University's Kellogg School of Management.

1. LIZ BECKER
Glenview, IL 60025
224-238-0731
becker.liz15@gmail.com
www.linkedin.com/in/lizbecker15
CAREER SUMMARY
Classically trained Senior Marketing Manager with proven success driving business growth through
innovating, launching and evaluating integrated consumer marketing programs, new product initiatives
and brand development. Passionate about identifying consumer insights and synthesizing market
analytics, connecting the dots and translating into marketing strategies and tactics that win in the
marketplace. Collaborative cross-functional team leader and agency partner.
Skillset
• 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 the 2020 company-wide marketing plan development process and facilitated content
development for 150-page Sales 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 and shopper promotions, to be used to select and optimize future promotions.
SEARS HOLDINGS CORPORATION, Hoffman Estates, IL 2007 – 2017
Integrated Marketing Planning Manager, Sears & Kmart
Managed one direct report and $30M marketing budget.
 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.
 Drove agency selection and creation of full-line fitness equipment videos to drive awareness and
consideration and launched $200K programmatic campaign generating best company-wide return
on ad spend (ROAS) of $7.2.
 Proposed and initiated division’s first “free” goods consumer promotion and sales incentive
promotion, driving 31K new online fitness community memberships, surpassing goal by 11K.
 Co-managed integrated toys holiday campaign, launching new Star Wars episode 7 toys and
promoting “Fab 15” toys, driving $8.2M increase in sales.
 Influenced and negotiated with store-wide and division marketing teams for additional circular cover
space, resulting in 20 incremental covers in one year.
 Spearheaded fitness category positioning research and gained legal approval of “America’s #1
Fitness Retailer” positioning after rigorous analysis of competitors’ sales, service and product
selection, both on and offline.

2. Page 2 Liz Becker becker.liz15@gmail.com
 Overhauled planning process for electronic division’s print and digital weekly advertising, adding
competitive, seasonal and financial content allowing for faster, fact-based decision making and
adopted as the “gold standard” in other divisions.
BECKER RESEARCH, INC., Glenview, IL 2001 – 2007
Independent Qualitative Research Consultant
Built client-base and led qualitative research studies from methodology development to final report
presentation, blending CPG marketing experience with qualitative training. Study examples include:
 Directed two-day idea generation session for service corporation to create, optimize, and refine new
product concepts across seven categories, resulting in 22 prioritized and fleshed out concepts.
 Conducted six 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 five focus groups of target consumers,
resulting in consistent product and benefit confusion and decision to not enter market.
OTHER RELEVANT EXERIENCE
AMERITECH | SBC COMMUNICATIONS (now AT&T), Chicago, IL
Senior Marketing Manager, Small Business Services
Managed one direct report and $11M marketing budget.
 Turned around declining start-up increasing sales by +144% vs. prior year by sourcing product line
extensions, creating new sales training, and initiating installment pricing and quarterly promotions.
 Developed product concept, name, positioning, packaging, pricing, merchandising plan and sales
materials for new Ameritech B2C branded phone cards, growing first year revenue to $12M.
 Managed 100+
deal evaluations and proposals and collaborated with Sales in closing three sizeable
retail accounts (Texaco, Phone Card Connections & Dairy Mart) valued at $10M.
KRAFT FOODS, INC., Northfield, IL
Brand Manager, Tombstone Pizza
Managed two direct reports and $21M marketing budget.
 Headed innovation team from new product concept ideation to final production prototype for
DiGiorno Rising Crust pizza which became Kraft’s #1 pizza, surpassing Tombstone sales.
 Conceived and championed new product idea for DiGiorno shredded parmesan cheese in the
pasta/sauce line valued at $31M in sales, resulting in approval to launch 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.
 Directed and partnered with agency in creating new packaging graphics and logo design for
DiGiorno pastas and sauces, outperforming prior design and key competitor in consumer research.
 Managed cross-functional team in the development of an in-depth competitive analysis of Nestle,
garnering significant new insights and implications for dairy case launch.
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.
Universityof Rochester, Rochester, NY