Nathan Oakes
Sr Manager, Insights - Sweet Baked Snacks @The J.M. Smucker Co.
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WORK HISTORY
Sr Manager, Insights - Sweet Baked Snacks @The J.M. Smucker Co.
Insights (Consumer & Shopper) lead for Sweet Baked Snacks. I lead the team that drives insight and consumer-led thinking into all aspects of the business to contribute to profitable, sustainable growth. We collaborate with and support: C-Suite, Brand Management, Marketing Communication, Innovation, R&D, Activation, PR, E-comm, Sales and Customer Teams.Hostess Positioning & Messaging: Advancing the growth of the Hostess brand by exploring, refining, and validating human and brand truths in order to optimize brand positioning and creative territories. Hostess Brand and Innovation Research:• Lead and manage all research and strategy initiatives related to Hostess brand positioning and innovation. Project examples: A&U, Brand Positioning Exploratory, BASES Restager, Packaging Redesign, Forecasting/Pricing Modeling, and Activation/Campaign Development. • Guide the strategy for the Hostess brand and Innovation by bridging insights across teams to bring the voice of the consumer into all discussions to help influence decisions. • Lead all product sensory work related to validating formulas across the Hostess portfolios.
EDUCATION
The University of Texas at Arlington - MS in Marketing Research
Master of Science (MS)
Columbia College Chicago
BA
ABOUT NATHAN OAKES
I’m a consumer insights and brand strategy leader with 13+ years of experience driving…
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