Andrea Baldecchi Feldman

About Andrea Baldecchi Feldman

Consumer brand-builder, innovation leader, and operational marketing executive with extensive experience creating, building, and growing successful consumer businesses through focused brand strategy, innovation, and business fundamentals.Multifaceted executive with strong business acumen and 25 years of experience in P&L holding marketing roles, brand strategy development, general management, new product development, commercialization, and strategic advisory. Entrepreneurial consumer brand marketer who deploys a general management approach to brand strategy development, laying blueprint for profitable growth acceleration. Skilled at understanding consumer behavior and connecting consumer insights and market trends to identify unmet needs and untapped consumer opportunities. Excellent communicator, skilled relationship builder, and dedicated team leader focused on the professional development and mentoring of team members. Analytical, data driven decision maker, equally comfortable making decisive decisions in ambiguous situations. Passionate about brand strategy, new product innovation, and developing new brands. Intellectually curious, always looking to learn and grow.AREAS OF EXPERTISE* Brand strategy, planning and communications* New brand development* Brand positioning and message development* Brand architecture, portfolio management* Consumer research insights development* Innovation strategy and pipeline* New product development, concept to launch* Product commercialization* Go-to-market strategy* P&L management* General Management oriented marketing strategies for profitable growth* Business analysis, data analytics and reporting* Market analysis, competitive assessment, category diligence* Complex cross functional team management* Business advisory* E-commerce strategy and digital marketing tactics* Amazon platform optimization and success tacticsINDUSTRY FOCUS* CPG Food and Beverage, Beauty, Personal Care, Health & Wellness, Tech enabled Lifestyle* Emerging and growth-stage consumer brands * PE and late stage VC portfolio businesses* New brand development* New venture development* Brand incubators

Experience

1. Vice President Marketing and Business Development

   Waterloo Sparkling Water

   Mar 2022 — Present

   As part of the best team in the history of a consumer products organization, I have the privilege of leading Innovation and New Product Development, Consumer Research and Insights, and Marketing Analytics for Waterloo Sparkling Water. In partnership with my cross functional team members, I am responsible for all of our new product development and commercialization efforts both within sparkling water, as well as all efforts to explore new opportunities and develop a pipeline of viable, white space ideas. Additionally, I lead our consumer research and insights work, which informs both our innovation priorities and overall brand strategy. My team also leads marketing analytics to support regular business performance analysis, as well as assist our Sales team in the development of retailer sell stories and opportunity identification.

Education

• University of Michigan - Stephen M. Ross School of Business

  BBA, Finance

  1994 — 1998

• NYU Stern School of Business

  Master of Business Administration - MBA, Marketing and Finance

  2002 — 2004

Skills

• Customer Insight
• Business Strategy
• Team Leadership
• Integrated Marketing
• New Venture Development
• General Management
• Competitive Analysis
• Start-Up Ventures
• Marketing
• New Business Development
• Revenue & Profit Growth
• Trend Analysis
• Market Research
• P&L Management
• Revenue Growth Generation
• Strategic Consulting
• Forecasting
• Consumer Package Goods
• Advertising
• New Product Ideas
• Product Development
• Trend Research
• Strategic Planning
• Brand Architecture
• Brand Management
• Cross-Functional Team Leadership
• Brand Development
• Marketing Strategy
• Cpg Industry
• Executive Management
• Consumer Marketing
• Business Planning
• Marketing Plan Creation
• Consumer Products
• Product Marketing
• Product Innovation
• Strategy