Marketing Background
I have been fortunate to work in a broad range of industries and categories for some outstanding companies. As a part of my brand management responsibilities, I have overseen a variety of consumer insight work, too.
Strategic Consumer Insights Research Commissioned:
- Focus groups:
- Product testing and usage
- New product concept development and testing
- New product ideation (Conway/Milliken Super Groups)
- Competitive assessments
- Advertising and communications
- Trade Probes - One-on-ones/in-depth interviews
- In-home use testing
- Sensory and taste testing
- Quantitative Research
- Consumer Segmentation
- B2B Segmentation
- Pricing Optimization (Conjoint Analysis)
- Retail Scan data: Nielsen, IRI, account-specific databases (e.g., Retail Link)
- Syndicated data: US Census; Industry reports, trade journal studies and reports
Biography
Bruce started his career at L’eggs (a division of Sara Lee at the time) in Brand Management, co-managing their largest and most profitable, nationally advertised brand and working on new products both internally and externally developed. He then moved to a newly acquired Sara Lee company and continued his new product experience, successfully developing and launching a new Hanes brand. Bruce took his new product experience to Brown-Forman Beverages, managing the national roll-out an innovative frozen cocktail, and then developing marketing programs for their portfolio of brands that included Jack Daniel’s. Bruce leveraged his knowledge of the restaurant industry to become the Vice President of Marketing for Waffle House, a restaurant chain with a cult-like following. Bruce rounded out his corporate career at CIBA Vision, the 2nd largest manufacturer of contact lenses, developing marketing programs for a portfolio of brands targeting health care professionals, chain retail buyers, and consumers.
Bruce has a BA in Public Policy Studies from Vanderbilt University (Nashville, TN), and an MBA in Marketing from Indiana University (Bloomington, IN). He is active in his local community of Roswell, GA, where he lives with his wife, three children, and three pets. He serves on two boards (Cultural Arts; Convention and Visitors Bureau) and is a an active trained Boy Scout leader.