Priscilla Matos

About Priscilla Matos

I am a passionate leader, driven by finding innovative ways to tell powerful stories…

Experience

1. Gillette Consumer Insights Director

   Procter & Gamble

   May 2012 — Present

   As Gillette’s Consumer Insights Sr. Manager, I identify consumer insights to guide decision-making and growth in key areas such as Gillette’s NA eCommerce Strategy, Global Scale Portfolio Activation, and Mach 3 Production Innovation. For Gillette’s NA eCommerce Strategy, I played a key role in the rebalancing Global 5-Year Innovation Strategy by redefining Innovation to reflect category disruption (Dollar Shave Club, Harry’s). I am proficient in digital analytics tools that enable me to drive growth and optimization within eCommerce. During my role on Gillette’s Global Scale team, I built a global innovation plan for Body Grooming, Gillette’s newest category. For Mach 3, I created forecasting models based on market trends/consumer behavior with BASES, delivering $100M in product innovation. Other Key Achievements: • Defined online Shopper Principles to drive category growth via Brick & Clicks • Managed and allocated $2.2M research budget across Gillette’s NA Insights Team to activate an internal learning culture that drives business growth. • Optimized P&G/Agency relationship prior to launching Gillette’s new campaign. Campaign exceeded in market performance (US awareness index 119 vs. goal) and established global principles that reduced production expense by $22M. • Maximized P&G’s Olympic sponsorship for Gillette, generating 15% expected sales increase for Rio 2016 by integrating Olympic sports with Gillette’s initiatives, boosting engagement with top retailers. • Cultivated strong supplier and agency relationships (i.e. IPSOS, Grey, Slice), establishing Joint Operating Principles to ensure premier research in all regions. • Qualified global copy with 100% first-time success rate in U.S, Brazil, & Russia, reducing research spend. In addition to identifying key insights for actionable growth, I integrate behavioral science and experiential learning methodologies that result in a more empowered and informed executive team.

Skills

• Strategy
• Consumer Insight Generation
• Cross-Functional Team Leadership
• Behavioral Segmentation
• Market Research
• Marketing
• Management
• Consumer Products
• Competitive Analysis
• Shopper Marketing
• Consumer Behaviour
• Customer Insight
• Diversity Recruitment
• Cognitive Science
• Marketing Research
• Brand Equity
• Consumer Behavior
• Qualitative Research
• Business Strategy