Melissa Hite
- Role
- Group Manager, Strategic Insights,, Na Commercial, Stanley Black & Decker at Stanley Black & Decker, Inc.
- Location
- Massillon, OH, US
- LinkedIn followers
- 500 followers
About Melissa Hite
Business leader adept at transforming complex insights and data into action-oriented…
Experience
Group Manager, Strategic Insights,, Na Commercial, Stanley Black & Decker
Jun 2021 — Present
Strategic Insights & Analytics leader for $4B+ in NA Tools and Outdoor Power Equipment Retail Sales, partnering with Home Improvement Retailers, including Home Depot and Lowe’s to drive sales for Craftsman, Dewalt and Black+Decker brands. Inspiring engagement while driving end-user insights into all facets of business including CMO/President Senior Leaders Strategy Development, Portfolio Management, Brand Growth, Marketing Budget Optimization, through promotional execution at point of sale. Created first-ever SBD Commercial-facing Insights Organization through envisioned leadership and collaboration, which has led to supporting 30+ Customer/Channel Strategy and Category Review meetings. Constructed and championed “Voice of the Shopper” mantra and suite of actionable Shopper Journey insights from pre-trip to post-purchase. Visually deployed to over 500 managers and leaders with actionable recommendations customized to each business team. Resulted in winning the Global Consumer Experience Excellence Award in 2022. Reimagined project-specific siloed research into broad, strategic fundamental insights generation to look “outside in” and recognize $500 M+ in growth opportunities for Craftsman and Dewalt brands. Holistically integrated many data sources to deliver results-oriented insights, leveraging Numerator, Panel, Industry Networks, Brand Health, POS data, custom Quantitative Research, Social Listening, Ethnographic study, Shop-Alongs and Retailer Trends analysis.
Skills
- Marketing Roi
- Market Analysis
- Cosmetics
- Volume Forecasting
- Segmentation
- Ideation
- Product Innovation
- Qualitative Research
- Brand Equity
- Consumer Products
- Syndicated Data Analysis
- Advertising Research
- Hispanic Marketing
- Customer Insight
- Moderating
- Beauty
- Strategic Thinking
- Marketing Mix
- Budget Management
- Brand Innovation
- Forecasting
- Consumer Trends
- Brand Architecture
- Market Research
- Analytics
- Marketing Research
- Competitive Intelligence
- Consumer Behavior
- Copy Testing
- Pricing
- Business Strategy
- Cross-Functional Team Leadership
- Pricing Strategy
- Promotions
- Brand Tracking
- Insight Generation
- Qualitative Market Research
- Quantitative Research
- Personal Care
- Focus Groups
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