Background: 

Due to concerns about the impact of inflation and slowed growth velocity, the new CEO of Impossible wanted to understand barriers to purchase and recommendations to increase velocity. 

Solution: 

I conducted custom research with verified buyers and then distilled my key findings into one clear and concise takeaway: focus on the value proposition (vs. barriers) that make customers continue to buy. I then partnered cross-functionally with key stakeholders to create a 3X revenue growth plan which incorporated my key recommendations on value proposition, brand positioning & strategic messaging, how to create a plant-based meat habit with consumers, and identification of an additional revenue source.

A year after U by Kotex launched I was asked to save the brand from being discontinued at a major retailer. The biggest competitor, P&G, told the retailer that U by Kotex was cannibalizing sales of existing brands and  therefore should be discontinued. I leveraged my key insights from an extensive analysis I conducted to tell a compelling rebuttal story with data showcasing that the U by Kotex brand contributed significant incremental revenue, brought in a new customer segment, and contributed to overall category sales growth. In addition to saving the brand from being discontinued, I was able to sell-in new products from the U by Kotex line, and shared my findings with Corporate HQ and colleagues, which helped prevent U by Kotex from being discontinued at other retailers as well.