University of Maryland - Robert H. Smith School of Business

Penn State University

Williamsville South High School

Consultant, Educator, and Innovator.

In my role at Nlumn, I help clients understand the needs of their consumers, uncovering insights to help food, nutrition, and health technology companies create innovative products, services, and consumer experiences.

Nlumn

Head of Consumer Insights

As a partner with DES!GNOLOGY, my role is helping to deliver fast and nimble consumer learning to inform the journey. I work with insights-driven strategists, innovators, designers, developers, photographers, illustrators, copywriters and promotional experts to deliver exceptional value to their clients.

DES!GNOLOGY LTD

Insights Director

Katie Cleary is passionate about authentic consumer connections.  Rather than working with a big agency, you get deep consumer understanding with close consumer connection.  Katie likes to meet the consumers where they live, shop, and hang out - rather than bringing them to a sterile research environment. By making real, authentic connections, you can get deeper and more meaningful insights. Katie loves helping start-ups and those working on brands or projects with social impact.

Cleary Insights LLC

Founder

During my time as an Adjunct at Penn State Brandywine, I have taught a variety of courses from Introduction to Marketing, and higher-level electives Social Media Marketing, Consumer Behavior, and Sustainability in Marketing Strategy.

Adjunct Professor, Marketing and Consumer Behavior

As a Project Executive, I help lead a team of MBA candidates through a capstone course BA5287.  They work on a real-life client project that combines strategy, marketing, finance, product planning, and org design and puts them all into practice. I work with the students to provide team leadership and guidance to the MBA students as they work on this hands-on consulting project.

Fox School of Business at Temple University

Project Executive, Fox Management Consulting Practicum Capstone Course

Katie serves on an Industry Advisory panel for the Master in Market Research program at Temple University.

Master in Market Research Industry Advisory Board Member

I am responsible for all Consumers Insights for the soup and broth category at the Campbell Soup company including all consumer insights for the base business, communications, and innovation and working closely with Shopper Insights and Media Insights for these categories.

Campbell Soup Company

Director, Integrated Insights - Consumer Insights for Soup and Broth

Responsible for all of the custom research for all of Campbell's US Soup and Broth Brands including all consumer insights for the base business, communications, and innovation for the category.

Director of Consumer Insights for Soup, Sauces and Meals

In addition to my work on The Greenhouse at Campbell's I am thrilled to be a part of the creation of the company.  We are a Public Benefit Corporation that believes that good food should be available to everyone, and we are trying to make something that is more than just food.  I am responsible for helping this new company better understand consumers, food bank recipients and helping to expand the product footprint with delicious and healthy products.

https://thesoulfullproject.com

The Soulfull Project, PBC

Head of Mission and Insights

I am responsible for driving consumer understanding for the company’s front-end innovation team called The Greenhouse at Campbell Soup Company where I work on a cross-functional “intraprenuerial” team to generate, develop and nurture disruptive innovation products and processes for the Campbell Soup company and new business opportunities including products and new business models.

I am passionate about driving consumer understanding, empathy, and uncovering insights and solutions to improve the lives of our consumers. I champion rapid innovation techniques and approaches within the organization and have helped lead multiple Google Ventures Innovation Sprints within the organization.

In addition, I continue to lead research on corporate transparency to help support Campbell's Company Purpose because this is something I am very passionate about. One example was leading the company’s effort to develop a GMO label that would give consumers clarity and the right amount of information.  I presented the learnings in Washington, DC  at the FDA and to US Secretary of Agriculture Tom Vilsack.

Senior Manager, Consumer Insights - The Greenhouse @ Campbell's (Disruptive Innovation)

Responsible for consumer research for the roughly $700MM V8 juice portfolio which includes V8 100% Vegetable Juice, V8 V-Fusion, and V8 Splash.  My focus was primarily on research regarding the V8 master brand and includes strategic exploratory through evaluation of new products and communication.  I have also managed our online research community of 700 consumers with our partner Communispace for over 5 years.  During my time on the team we developed new positioning with a new consumer target and positioning.  We also redesigned the labels for the brand and led the insights for the launch of V8 Veggie Blends which had $30MM in sales in the first year and resulted in shifts in brand health metrics related to taste and popularity.

During this time I also worked on all of the foundational research with consumers on transparency.  I led the insights to help identify the key issues consumers cared about and helped develop the framework for our website whatsinmyfood.com where we share the information the consumers want to know about what’s in their food.

Manager, Consumer and Customer Insights Department - V8

-	Member of the departmental Central Intelligence Hub that is responsible for next generation research approaches, business intelligence, and multi-brand research initiatives.
-      Worked on a Joint Development project with Green Mountain Coffee Roaster to explore consumer interest and appeal for a Soup in a K-Cup product and took the partnership through concept and prototype development and then transitioned the product to the commercialization team.  Product is launching in the Spring of 2015.
-	Implemented knowledge management system that allows all researchers, marketers and category sales team members in the US and Insights professionals globally to access all market research and business intelligence content which includes over 12,000 research and business intelligence records.  
-	Partnered with academic institutions like Emory University and St. Joe’s University to explore next generation research approaches including virtual world research and quantification of impact of social media on sales.
-	Oversaw our $800M Communispace online marketing research community of 700 consumers by managing team, community structure/design to best meet the changing needs of the organization, and ensuring we leverage the insights from member-generated discussions.
-	Managed all business intelligence relationships with partners like Mintel, Futures Company, WARC and NPD to ensure our investment were leveraged effectively and conduct ad hoc strategic research projects for senior leaders when acquisitions or large capital investments were considered.
-	Partnered with Consumer Affairs department to better integrate the unsolicited voice of the consumer in to brand health and advertising research using surveys, word clouds and text analytics.
-	Participated in development and execution of vendor management program, which brought the number of vendors being used in Campbell USA from 150 to 40 key partners.

Manager, Consumer & Customer Insights Department - Central Intelligence Hub

-	Independently managed all qualitative and quantitative research for the $240MM Pace Salsa and Picante Sauce business with an average annual $1MM in custom market research spend. Research included focus groups, ethnography, in-depth interviews, concept tests, volumetric tests, concept optimization, product testing, packaging research, ad copy testing, brand tracking, and variety sorts.
-	Conducted research to reposition the Pace brand resulting in 6% net sales growth and first share growth in over 15 years. Involvement included strategic positioning research, label design research, advising on creative brief development, advertising qualitative and quantitative to brand and advertising tracking post-launch.
-	Evaluated brand extensions and line extensions through qualitative, both in-person and online, and through concept tests which resulted in the launch of Pace Specialty Salsas.
-	Conducted Shopper Insights ethnography and discrete choice analysis to understand shopper behavior in Dollar and Club channels for Salsa, Italian Sauce and Soup categories and evaluate new product and promotion offerings to understand the impact these product offerings could have on channel and sales growth.
-	Explored new sauce and simple meal ideas to fill the innovation pipeline through field exploratory, brainstorming sessions, concept screens, and ultimately co-development with a culinary partner for rapid prototyping .

Manager, Consumer & Customer Insights – Pace Salsa and Picante Sauce and Sauce Innovation

-	Designed and executed primary qualitative research projects for Red and White Condensed Soup, Kids Soups, and SpaghettiO’s including clarifying objectives, selecting approaches and vendors, and synthesizing learnings into insights and implications for the business teams.
-	Focused research efforts on kids and the development of a new animated advertising campaign for kids’ ages 6-12 for our kids soups and SpaghettiO’s. 
-	Managed a $168,000 strategic foundational study to understand more about the interests, values, consumption patterns, and impressions of Campbell’s Soup and SpaghettiO’s with kids which included in-situ visits in homes and stores and delivered a multi-media presentation to bring the research results to life.

Associate Manager, Consumer & Customer Insights – Campbell’s Red & White Condensed Soups

-	Analyzed all sales, marketing and consumer data for top chain customers in the Northeast United States to develop key insights into the drivers of trends and develop strategies to address the market conditions confronting Philip Morris and the tobacco category.

-	Assisted clients, chain account manager and regional vice president of sales, in analyzing retailer performance utilizing syndicated data (IRI), shipment information, and custom market research to identify market dynamics affecting account & communicating category management principles to respond to market conditions.

Philip Morris USA

Key Account Analyst

-	Assisted ethnic marketing campaign to reach the 38.8 million Hispanics in the United States including the launch of 16 new Hispanic bakery and dessert products estimated to generate $15 mm in revenue in 2004.

Rich Products

Summer Intern

-	Built Product Support Department for category management software company by establishing all processes, hiring and managing the day-to-day activities of 3 direct reports through periods of high growth and downsizing.

Mercari Technologies

Product Support Manager

-	Provided superior customer service to users of Manugistic’s 23 different supply-chain management software modules during the implementation and post-implementation phases and through on-site application training.