University of Florida

Director, Brand Marketing and Analytics at Publix Super Markets

•	Cultivated the overarching vision across three teams of 90 associates in brand marketing, consumer insights and marketing analytics. Influenced the most important business decisions of the organization including pricing, new store format creation, product innovation, site selection, new market identification, and private label brand optimization.
•	Directed marketing strategies and research plans to support top organizational priorities including the launch and ongoing measurement of Publix’ first loyalty program, Club Publix. Proven increase in the recency, frequency, and monetary value (RFM) of customer trips in-store and triple digit ROI.
•	Led the Marketing strategic planning and research analytics best practices, knowledge, methodologies, processes, techniques, and tools:
o	Developed an Annual Insights summary to identify top strategic priorities for the Annual Marketing Plan.
o	Reduced research timeline from 5 months to 5 weeks by creating an in-house research capability.
o	Empowered team to cultivate nearly 30 custom, proprietary analytical solutions to serve the unplanned research needs at a lower cost.
•	Oversaw the development of insight-supported Marketing plans with a $32 billion budget to successfully engage customers, increase revenue, and promote the Publix brand across seven US states, five geographical divisions, and more than 1,300 retail locations.
•	Allocated and managed a $10 million budget for research and analytics including Trends, qual/quant custom consumer research studies, tracking studies, and customer segmentation.
•	Planned and managed annual headcount growth for a team of 90 associates.
•	Executive approver of the $32 billion annual marketing budget on the highest priorities with the best chance to generate the strongest ROI for the organization.
•	Executive decision maker in the management and evolution of Publix’ private label brand portfolio to grow Publix’ brand equity across a family of brands with distinct customer benefits.

Publix Super Markets

Director, Brand Marketing, Consumer Insights and Analytics

Led, developed, and provided oversight in brand management and strategy development for a team of 15 Brand Marketing Managers assigned to all fresh/grocery product groups, Pharmacy, and Omnichannel business areas to increase sales, profitability and long-term customer loyalty.
•	Leveraged data, analytics and consumer insights to develop strategies and integrated marketing plans that drove trial and brand loyalty across 30 campaigns per year.
•	Served as the sole marketing expert on several strategic initiatives to drive revenue growth and defend market share in a highly competitive, low margin grocery industry. Examples:
o	Development of the first Publix GreenWise Market – a new retail store format focused on natural/organic, specialty and local products.
o	Chainwide business defense plan to combat Walmart Super Center entry into Publix trade area.
o	Development and planning for an enterprise-wide Analytics strategy including the recommendation to create a Center of Excellence to serve the organization while leveraging synergies of all analytical teams currently sitting in separate departments.
o	Alternative Growth and Revenue Opportunities to diversify Publix’ business outside the brick-and-mortar grocery format.
•	Mentored high potential, high performing Marketing associates for future growth and succession planning.

Manager, Marketing Brand Management

Skills: Attention to Detail · Advertising · Passionate about Work · Strategic Relationships · Product Marketing · Voice of the Customer · Presentations · Campaign Development · Strategic Thinking · Communication · Critical Thinking · Retail Marketing · Marketing Communications · Brand Storytelling · consumer insights · Creative Direction · Food and Beverage Marketing · Advertising Campaigns · Presentation Skills · Marketing Campaigns · Communications Strategy · Advertising Strategy · Management · Consumer Research · Team Management · Customer Insight · Problem Solving · Relationship Building · Managing Partners · Key Performance Indicators · Product Strategy · Decision-Making · Marketing Leadership · Creative Briefs · Marketing Effectiveness · B2C Marketing · Written Communication · Leadership · Brand Awareness · Creative Campaign Development · Embraces Change · Strategy · Marketing Budget Management · Marketing Agency Relationship Management · Marketing Strategy · Campaigns · Budgeting & Forecasting · Market Research · Vendor Relations · Design Direction · Data-driven Marketing · Strategic Planning · Budget Management

Corporate Marketing Services Manager

Skills: Attention to Detail · Advertising · Passionate about Work · Strategic Relationships · Voice of the Customer · Presentations · Campaign Development · Strategic Thinking · Communication · Critical Thinking · Retail Marketing · Marketing Communications · consumer insights · Food and Beverage Marketing · Advertising Campaigns · Marketing Campaigns · Advertising Strategy · Management · Consumer Research · Team Management · Customer Insight · Problem Solving · Relationship Building · Decision-Making · Marketing Leadership · Creative Briefs · B2C Marketing · Written Communication · Leadership · Brand Awareness · Creative Campaign Development · Embraces Change · Strategy · Marketing Budget Management · Marketing Strategy · Campaigns · Budgeting & Forecasting · Market Research · Vendor Relations · Design Direction · Data-driven Marketing · Strategic Planning · Budget Management

Karen Murino