LIZZIE BELL, MBA
PROFESSIONAL RESUME
"Life it is not just a series of calculations and a sum total of statistics,
it's about experience, it's about participation,
it is something more complex and more interesting
than what is obvious." - Daniel Libeskind
PROFESSIONAL RESUME
"Life it is not just a series of calculations and a sum total of statistics,
it's about experience, it's about participation,
it is something more complex and more interesting
than what is obvious." - Daniel Libeskind
Experience
WINLAB Women's Entrepreneurship Accelerator Program, Boston, MA 2018 2018 - Present
Marketing Director
Off The Beaten Path Food Tours, Somerville, MA 2017 - Present
Founder
MYWEBGROCER (AOR for Albertsons/Safeway grocery retailer), Boston, MA 2015 - 2016
Senior Strategist
BARBARA’S BAKERY/WEETABIX NORTH AMERICA, Marlborough, MA 2012 – 2015
Brand Manager, 2014 – 2015
· Full P&L and budget responsibility for Weetabix cereals in the US. Excellent negotiator; resourceful, entrepreneurial mindset saved company over $500,000 negotiating contracts. Created and presented 2015 Marketing Plan to Executive Leadership. Efforts led to strong improvement on select skus in key accounts (>+20%) and reversed declines on Weetabix Cereals
· Led innovation cross-functional team, launched Barbara’s Better protein granola line, with 10g of protein per serving and less sugar and fat than competitors, which was accepted for early release at Sprouts and Wakefern stores. Carried launch through conception to development to rigorous consumer testing (competitive research, tasting, concept test, panel research, discrete choice analysis, in-home-use test) to packaging design and copy, and built out the timeline to launch. Created and executed sell-in deck and strategy, planned digital support, and issued press releases
· Created and executed multiple integrated marketing consumer promotions that drove sales >+40% including: an online daily reveal giveaway for Morning Oat Crunch which featured exciting prizes and partnership from key industry partners and social media cross-promotion; “Barbara’s Pledge” digital cause marketing campaign with World Wildlife Fund; and Weetabix Energy Challenge, a monthly contest with USA Rugby to challenge health-minded consumers to attain new fitness goals and eat healthy. All promotions were supported by in-store displays, social and paid media, display ads, partnerships, and PR. Managed Twitter
· Conceptualized and managed key industry trade shows including: Food & Nutrition Conference and Expo for dieticians, Expo West Natural Foods, Whole Grains Council conference, local dietician shows and consumer marketing events such as Earth Fest
· Managed new Public Relations agency, improved high profile impressions tenfold over previous year and increased brand awareness and recall. Spearheaded outreach to Dieticians including: e-newsletter, partnerships, blogging, mailings, trade shows
· Identified and cultivated numerous industry partnerships including Non-GMO Project, Naturally Savvy, Kid Kritics, KIWI magazine/Mom’s Meet, Whole Grains Council. Outreach led to Official Breakfast Cereal of USA Rugby, drawing support from a national franchise and leveraged in an integrated marketing campaign including social media tactics, sampling and events, endorsement by athletes, stadium presence and giveaways, and other grassroots efforts
· Performed advanced analytics, extracting and leveraging key insights via SPINS, panel data, primary and secondary research
Associate Brand Manager, 2012 – 2014
• Instrumental in development and execution of numerous new processes and hiring vendors for new Marketing team, transitioned office with VP of Marketing from Petaluma, CA to Marlborough, MA in 2012
• Led cross-functional packaging team and re-branding initiatives for WNA. Led packaging overhaul that extended to every sku, leveraging insights from focus groups and quantitative studies. Managed details on a myriad of packaging changes from concept; wrote strategic creative brief to RFP to design, copy-writing, naming, and photography to approval of specs and regulatory assets on every cereal & snack item in portfolio of 40+ skus. Research projected potential brand volume increase +25%
• Fully managed new brand standards. Designed and executed new display shippers with branded headers, coupon tearpads, shelftalkers, IRCs, brochures, sell sheets, and other marketing collateral. Created and tested print ad campaign and digital ads
• Successfully established more rigorous CI discipline at Barbara's, which resulted in stronger analysis and better products as well as a high-value cost savings with in-house expertise. Partnered with R&D to create internal Action Standards for new product development, executed numerous taste panels, manage new VIP panel, strategic A&U, concept testing, advanced quantitative packaging research, and flavor testing. Partnered with SPINS data to bring actionable insights to the team
• Led launches of multiple new items including: Snackimals Cereal organic kids cereal line ($5MM) which was accepted nationally at Whole Foods, Squarefuls cereal, Alpen Dark Chocolate muesli, Organic Weetabix, various Canadian skus
STOP & SHOP SUPERMARKET COMPANY, Quincy, MA 2007- 2009
Senior Brand Insights Analyst
• Oversaw primary consumer research projects, both qualitative and quantitative, related to the launch of Stop & Shop/Giant’s new brand platform, including: new ideas concept test, brand launch communications strategy, logo design, store format prototype development (new and remodel stores), employee uniform development, strategic partnership research, nutritional labeling program launch, cart research, and price communications
• Fully managed all aspects of Grocery Advisory Board (G.A.B.) online research panel, an interface with primary customers, including: monitoring panel health, publishing newsletters, and managing on-going projects (questionnaire writing and analysis)
DUNKIN’ BRANDS, Canton, MA 2005- 2007
Market Research Specialist
• Independently managed wide range of strategic research projects, both qualitative and quantitative, including: large-scale brand tracking study, web boards, exit interviews, TURF analysis, custom online studies, drivers analysis, focus groups and 1:1s
• Fully managed all aspects of new product development sensory research ($1 million budget). Forged strong partnership with R&D to ensure all prototypes tested met internal Action Standard before launch
QUANTITATIVE ECONOMIC SOLUTIONS (QES-LLC), Cambridge, MA 2004- 2005
Analyst
• Critical member of case team providing key research and analysis using rigorous and complex micro-economic methods including: econometrics, financial modeling, applied statistics, and applied game theoretic modeling to develop expert reports for private litigations, including anti-trust, mergers and acquisitions, and contract dispute casework
• Extensively used SAS and Stata statistical software and Microsoft Excel. Assisted in design of casework methodology and conducted broad independent research under tight deadlines
FOOTE, CONE, & BELDING (FCB), Chicago, IL 2003
Account Planning Intern
• Participated fully in a broad range of agency activities: setting strategy, assisting creative development, testing creative, understanding production and media planning, learning proprietary tools, facilitating focus groups, and tracking results
Education
BABSON COLLEGE, F.W. OLIN GRADUATE SCHOOL OF BUSINESS, Wellesley, MA
Master of Business Administration, May 2011
Magna Cum Laude, Beta Gamma Sigma Honor Society, Olin Scholar, Women’s Leadership Award, Needham/Wellesley Grant
WELLESLEY COLLEGE, Wellesley, MA
Bachelor of Arts in Economics, May 2003, Magna Cum Laude, Phi Beta Kappa, Omicron Delta Epsilon Economics Honors
Leadership
COMMUNITY LEADERSHIP: President & Reunion Co-Chair, Wellesley College Alum Class of 2003; Board Member & Governance Committee Chair, Wellesley College HAFA; Board Member & DIY Arts Circle Leader, JArts Collaborative/New Center NOW! Non-Profit in Arts & Culture, Various Leadership Roles, CJP of Boston
MBA CAMPUS LEADERSHIP: President, Culinary Society; President, Community Action Initiative; Intern – Consumer Goods, Boston Harbor Angels; VP, Entrepreneurship Club; Peer Connector, Babson Center for Career Development
WINLAB Women's Entrepreneurship Accelerator Program, Boston, MA 2018 2018 - Present
Marketing Director
Off The Beaten Path Food Tours, Somerville, MA 2017 - Present
Founder
- Historical neighborhood walking tours and culinary adventures! Our first tours are in: Davis Square, Somerville; Union Square, Somerville; Harvard Square, Cambridge; and Jamaica Plain, Boston.
MYWEBGROCER (AOR for Albertsons/Safeway grocery retailer), Boston, MA 2015 - 2016
Senior Strategist
- Digital marketing senior team leader responsible for insights and new processes related to campaign-based media activities
- Led insights and storytelling strategy for several large-scale integrated multi-channel marketing programs for both client only and co-branded CPG shopper marketing efforts, including: on-platform ad network, off-platform media and publisher partnerships, and social channels (such as Facebook, Twitter, Pinterest, Instagram)
- Developed and presented insights, recommendations, and results to improve client decision making. Documented assumptions and benchmarked metrics against industry, competition, and existing work; identified sources of data and data integrity
BARBARA’S BAKERY/WEETABIX NORTH AMERICA, Marlborough, MA 2012 – 2015
Brand Manager, 2014 – 2015
· Full P&L and budget responsibility for Weetabix cereals in the US. Excellent negotiator; resourceful, entrepreneurial mindset saved company over $500,000 negotiating contracts. Created and presented 2015 Marketing Plan to Executive Leadership. Efforts led to strong improvement on select skus in key accounts (>+20%) and reversed declines on Weetabix Cereals
· Led innovation cross-functional team, launched Barbara’s Better protein granola line, with 10g of protein per serving and less sugar and fat than competitors, which was accepted for early release at Sprouts and Wakefern stores. Carried launch through conception to development to rigorous consumer testing (competitive research, tasting, concept test, panel research, discrete choice analysis, in-home-use test) to packaging design and copy, and built out the timeline to launch. Created and executed sell-in deck and strategy, planned digital support, and issued press releases
· Created and executed multiple integrated marketing consumer promotions that drove sales >+40% including: an online daily reveal giveaway for Morning Oat Crunch which featured exciting prizes and partnership from key industry partners and social media cross-promotion; “Barbara’s Pledge” digital cause marketing campaign with World Wildlife Fund; and Weetabix Energy Challenge, a monthly contest with USA Rugby to challenge health-minded consumers to attain new fitness goals and eat healthy. All promotions were supported by in-store displays, social and paid media, display ads, partnerships, and PR. Managed Twitter
· Conceptualized and managed key industry trade shows including: Food & Nutrition Conference and Expo for dieticians, Expo West Natural Foods, Whole Grains Council conference, local dietician shows and consumer marketing events such as Earth Fest
· Managed new Public Relations agency, improved high profile impressions tenfold over previous year and increased brand awareness and recall. Spearheaded outreach to Dieticians including: e-newsletter, partnerships, blogging, mailings, trade shows
· Identified and cultivated numerous industry partnerships including Non-GMO Project, Naturally Savvy, Kid Kritics, KIWI magazine/Mom’s Meet, Whole Grains Council. Outreach led to Official Breakfast Cereal of USA Rugby, drawing support from a national franchise and leveraged in an integrated marketing campaign including social media tactics, sampling and events, endorsement by athletes, stadium presence and giveaways, and other grassroots efforts
· Performed advanced analytics, extracting and leveraging key insights via SPINS, panel data, primary and secondary research
Associate Brand Manager, 2012 – 2014
• Instrumental in development and execution of numerous new processes and hiring vendors for new Marketing team, transitioned office with VP of Marketing from Petaluma, CA to Marlborough, MA in 2012
• Led cross-functional packaging team and re-branding initiatives for WNA. Led packaging overhaul that extended to every sku, leveraging insights from focus groups and quantitative studies. Managed details on a myriad of packaging changes from concept; wrote strategic creative brief to RFP to design, copy-writing, naming, and photography to approval of specs and regulatory assets on every cereal & snack item in portfolio of 40+ skus. Research projected potential brand volume increase +25%
• Fully managed new brand standards. Designed and executed new display shippers with branded headers, coupon tearpads, shelftalkers, IRCs, brochures, sell sheets, and other marketing collateral. Created and tested print ad campaign and digital ads
• Successfully established more rigorous CI discipline at Barbara's, which resulted in stronger analysis and better products as well as a high-value cost savings with in-house expertise. Partnered with R&D to create internal Action Standards for new product development, executed numerous taste panels, manage new VIP panel, strategic A&U, concept testing, advanced quantitative packaging research, and flavor testing. Partnered with SPINS data to bring actionable insights to the team
• Led launches of multiple new items including: Snackimals Cereal organic kids cereal line ($5MM) which was accepted nationally at Whole Foods, Squarefuls cereal, Alpen Dark Chocolate muesli, Organic Weetabix, various Canadian skus
STOP & SHOP SUPERMARKET COMPANY, Quincy, MA 2007- 2009
Senior Brand Insights Analyst
• Oversaw primary consumer research projects, both qualitative and quantitative, related to the launch of Stop & Shop/Giant’s new brand platform, including: new ideas concept test, brand launch communications strategy, logo design, store format prototype development (new and remodel stores), employee uniform development, strategic partnership research, nutritional labeling program launch, cart research, and price communications
• Fully managed all aspects of Grocery Advisory Board (G.A.B.) online research panel, an interface with primary customers, including: monitoring panel health, publishing newsletters, and managing on-going projects (questionnaire writing and analysis)
DUNKIN’ BRANDS, Canton, MA 2005- 2007
Market Research Specialist
• Independently managed wide range of strategic research projects, both qualitative and quantitative, including: large-scale brand tracking study, web boards, exit interviews, TURF analysis, custom online studies, drivers analysis, focus groups and 1:1s
• Fully managed all aspects of new product development sensory research ($1 million budget). Forged strong partnership with R&D to ensure all prototypes tested met internal Action Standard before launch
QUANTITATIVE ECONOMIC SOLUTIONS (QES-LLC), Cambridge, MA 2004- 2005
Analyst
• Critical member of case team providing key research and analysis using rigorous and complex micro-economic methods including: econometrics, financial modeling, applied statistics, and applied game theoretic modeling to develop expert reports for private litigations, including anti-trust, mergers and acquisitions, and contract dispute casework
• Extensively used SAS and Stata statistical software and Microsoft Excel. Assisted in design of casework methodology and conducted broad independent research under tight deadlines
FOOTE, CONE, & BELDING (FCB), Chicago, IL 2003
Account Planning Intern
• Participated fully in a broad range of agency activities: setting strategy, assisting creative development, testing creative, understanding production and media planning, learning proprietary tools, facilitating focus groups, and tracking results
Education
BABSON COLLEGE, F.W. OLIN GRADUATE SCHOOL OF BUSINESS, Wellesley, MA
Master of Business Administration, May 2011
Magna Cum Laude, Beta Gamma Sigma Honor Society, Olin Scholar, Women’s Leadership Award, Needham/Wellesley Grant
WELLESLEY COLLEGE, Wellesley, MA
Bachelor of Arts in Economics, May 2003, Magna Cum Laude, Phi Beta Kappa, Omicron Delta Epsilon Economics Honors
Leadership
COMMUNITY LEADERSHIP: President & Reunion Co-Chair, Wellesley College Alum Class of 2003; Board Member & Governance Committee Chair, Wellesley College HAFA; Board Member & DIY Arts Circle Leader, JArts Collaborative/New Center NOW! Non-Profit in Arts & Culture, Various Leadership Roles, CJP of Boston
MBA CAMPUS LEADERSHIP: President, Culinary Society; President, Community Action Initiative; Intern – Consumer Goods, Boston Harbor Angels; VP, Entrepreneurship Club; Peer Connector, Babson Center for Career Development