Pursuit

Brought on by a local DC marketing group to drive market diversification efforts and profitability optimization for D.G. Yuengling & Son included.

Selected Career Benchmark:

• _Leveraged market research and consumer insights to recommend two new product offerings to promote brand awareness among millennial segments and expand Yuengling's current audience into underserved markets.
• Conducted a comprehensive market research study that uncovered new opportunities for product development and diversification in Yuengling's portfolio.
• Determined the most effective go-to-market strategies for launch and presented recommendations to key stakeholders, including operational strategies for product development and marketing distribution.
• Performed extensive quantitative and qualitative research including competitor and market analyses, surveys, focus groups, and in-depth interviews to identify formal target segments, developing detailed consumer personas that informed the marketing strategy, product positioning, and messaging.
• Pitched "Pursuit," a low-cal, hazy IPA featuring locally-sourced and artisanal ingredients, resonating with the target audience's desire for quality, authenticity, adventure, and increased physical and mental health.

Skills

• Market research and analysis
• Product development and diversification
• Consumer insights and data analysis
• Competitive analysis and differentiation
• Go-to-market strategy development and execution
• Project management
• Communication and Collaboration