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8/20/2019 Market Research Director In New York Resume Edward
Kenney
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Edward Kenney
Metuchen, New Jersey 08840M: (908) 599-5336 / H: (732) 321-
0516
[email protected] LinkedIn: Edward
Kenney
P R O F I L E Consumer insights/planning and marketing
research professional with extensive experience inbrand strategy
& communication, thought leadership and its business
application
Effectively translates learnings & observations into
powerful insights, stories & strategic brandrecommendations for
marketing & management to meet and/or exceed business growth
targets
Detailed knowledge and understanding of brand positioning; brand
architecture; concept & adcampaign testing; innovation
development; digital communities; product naming;
ethnographies;syndicated research; segmentation studies; consumer
& shopper analytics; equity tracking; etc.
Extensive work across a breadth of quantitative &
qualitative research in financial services,consumer packaged goods,
spirits & wines, pharmaceuticals, communications,
etc.
People management dedicated to mentorship & development for
personal/corporate success
Certified in Google Analytics and candidate for Digital
Analytics certificate from NYU Stern
E X P E R I E N C E Cit i N e w Y o r k , N YG l o b a l
R e s e a r c h & I n s i g h t s D i r e c t o r C o n s u l t
a n t 2 0 1 4 – P r e s e n t
Analyze results of Citi's on-going global equity tracker
encompassing 15 major markets across bothconsumer and commercial
segments. Provide executive summaries on Citi's performance
relativeto global and market-specific competitors by segment, with
deep-dives addressing business issues.
Leveraged Citi's online community to inform global
sponsorship strategy by identifying consumerinterest areas to be
leveraged globally/regionally in building brand, business &
corporate relations.
Conducted key analysis of segmentation target, Progress
Makers, to understand the markets andcommunications that represent
best opportunities for Citi in their business development
efforts.
Diageo N e w Y o r k , N YC o n s u m e r P l a n n i n g
& R e s e a r c h D i r e c t o r 2 0 1 0 – 2 0 1
4Brand team strategy & research lead for Tequila portfolio
(Jose Cuervo and Don Julio), providingconsumer insights and
marketing recommendations; oversaw $800K annual budget .
Morerecently, planning lead for whiskey portfolio (i.e., Crown
Royal, Bulleit, Johnnie Walker, etc.)
Created Diageo’s first on-line consumer community of 300
Jose Cuervo brand-advocates for on-going discussions and Q&A.
Generated immediate results leveraged by Marketing Team
forconcepts, program development, print ad / video refinement, etc.
with measurable results.-- Received recognition by Executive
Leadership Team & Diageo’s ‘FaceTime’ Award as a
result.
Led exploration and detailed study for Jose Cuervo on
challenges facing specific variants amongwaning core audience of
ages 30+. Identified motivating elements of heritage and
authenticitythat would trigger brand reappraisal & advocacy
which informed agency briefings.
Evolved Crown Royal’s successful “Reign On” campaign via
consumer ethnographies around the‘modern day king,’ and brand
choice motivations. TV ad garnered stronger testing scores
thancompetitive norms, and superior efficacy & efficiency in
volume contribution within media mix.
Drove luxury thinking for Marketing Department by
creating “Living Luxury” presentation modulewith agency partner.
Brought Diageo on-board as member of Luxury Marketing Council.
mailto:[email protected]:[email protected]://www.linkedin.com/profile/view?id=2129320&authType=NAME_SEARCH&authToken=TAUc&locale=en_US&srchid=21293201404078003545&srchindex=1&srchtotal=56&trk=vsrp_people_res_name&trkInfo=VSRPsearchId%3A21293201404078003545%2CVSRPtargetId%3A2129320%2CVSRPcmpt%3Aprimaryhttps://www.linkedin.com/profile/view?id=2129320&authType=NAME_SEARCH&authToken=TAUc&locale=en_US&srchid=21293201404078003545&srchindex=1&srchtotal=56&trk=vsrp_people_res_name&trkInfo=VSRPsearchId%3A21293201404078003545%2CVSRPtargetId%3A2129320%2CVSRPcmpt%3Aprimaryhttps://www.linkedin.com/profile/view?id=2129320&authType=NAME_SEARCH&authToken=TAUc&locale=en_US&srchid=21293201404078003545&srchindex=1&srchtotal=56&trk=vsrp_people_res_name&trkInfo=VSRPsearchId%3A21293201404078003545%2CVSRPtargetId%3A2129320%2CVSRPcmpt%3Aprimarymailto:[email protected]
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8/20/2019 Market Research Director In New York Resume Edward
Kenney
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Edward Kenney
Tapped by CMO to play an additional role as Don Julio’s
Global Marketing Manager, guidingfledgling global markets in
positioning Don Julio as premier ultra-premium tequila. Reviewed
andapproved marketing plans by global regions, and recommended
distribution of funds to markets.
Authored executive report entitled “Accessible
Luxury” for our Global CEO to frame size of prize inthe luxury tier
for Diageo ‘Reserve’ brands, with recommendations on consumer
targets and futurefiscal benchmarks.
Refined direction of Cuervo TV ads featuring Especial
Silver via testing & guidance. Variant wasthe most successful
spirits innovation having achieved a half-million annual cases
after two years.
Wrote the advertising communication headlines for
multiple print ad executions launched for bothJose Cuervo and Don
Julio drawing upon consumer insights. Ads included the first-ever
forluxury brand, Don Julio 1942. 1942 achieved 50% volume growth
vs. prior year.
Co-created 5-year strategic plan with Don Julio brand
team based on brand / competitor analysis,projected category and
price tier growth, evolving demographics, as well as identification
of keytarget markets. Delivered strategic roadmap to accelerate the
brand’s category leadership.
Utilized TURF analysis to prove the value of Jose Cuervo
variants in national restaurant chainsbased on quantified
incremental revenue contribution and the retention of chain
customers.Succeeded in retaining brand at six national chains and
addition to Applebee cocktail menu.
LVMH N e w Y o r k , N YC o n s u m e r I n s i g h t s D i r e
c t o r a t M o e t H e n n e s s y U S A 2 0 0 5 - 2 0 1
0Brand-assigned consumer research specialist across all MHUSA
spirits & wine brands
Provided consumer insights to launch new cognac marque,
"Hennessy Black". Qualitativeresearch organized included product
tasting, packaging considerations, and brand-marque nameand
positioning. Successful reception and consumer feedback expedited
successful launch.
Conducted $750K cross-portfolio consumer segmentation and
A&U that addressed key issues forportfolio of MHUSA spirits and
sparkling/champagne brands. Collaborated with each brandleader in
providing strategic input and recommendations for their teams and
their Maisons.
Spearheaded development of brand platform for Lapostolle
Wine of Chile, working directly withthe team including brand-owner
Alexandra Marnier-Lapostolle, descendent of Grand Marnierfounder.
Assisted in the creation of brand positioning, brand essence,
target consumerunderstanding tool and tactical expressions for
Lapostolle Wine.
Conducted packaging research for Belvedere macerated
(flavors) that led to the successfullaunch of a new macerated
flavor, Black Raspberry, the first in over ten years, in April
2009.
Appointed to task force with second-in-command Exec
VP and the COO to explore new
acquisitions providing research on category/brand potentials as
well as investigation of non-traditional opportunities.
Interpubl ic Group N e w Y o r k , N YA s s o c i a t e R
e s e a r c h D i r e c t o r a t D r a f t F C B 2 0 0 3
– 2 0 0 5 Strategic planner and researcher
dedicated to $30 million Bank of America consumer businessand ad
hoc clients & business development
Organized Bank of America "Immersion Tour" banking center
audits, highlighting strengths &weaknesses of current sales
process & POS materials. Yielded actionable input for bank
comms.
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8/20/2019 Market Research Director In New York Resume Edward
Kenney
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Edward Kenney
Conducted major attitudinal study with cluster
segmentation of Bank’s Home Equity Line of Credit(HELOC) customers
to determine mindset and motivations for use or non-use. Results
utilized increation of targeted direct mailings that significantly
increased HELOC usage over control forspecific segments that proved
the most profitable.
Conducted trial and repeat study for J&J o.b. line
extension Silk Ease for fall of 2004 DRTV and
magazine launches. Findings guided marketing efforts and allowed
successful addition ofproduct to J&J o.b. family.
WPP N e w Y o r k , N YB r a n d I d e n t i t y S p e c i a l i
s t f o r E n t e r p r i s e I G 1 9 9 8 – 2 0
0 3
Senior Program Director 2000 – 2003; Prog ram
Director 1998 -1999
Researcher and strategist for range of services including brand
architecture, positioning, conceptdevelopment, brand
essence/personality development, corporate/product naming, etc.
Clients included Bank of America, Motorola, Pfizer, Wyeth,
Northwestern Mutual, Boys Town,Johnson & Johnson, Museum of
Natural History, Merck, Ford, Qwest, DuPont, US Surgical
Conducted global research for Bank of America at the time
of its merger with NationsBank todetermine name and identity for
newly formed entity among customers in consumer andcommercial
global segments.
Headed research for Naming Practice at Enterprise IG,
with specialty in pharmaceutical.Developed proprietary methodology
to test proposed product names among physicians andpharmacists,
increasing success of securing trademark.
Personally created business names and taglines for
several companies including Motorola, USSurgical and Boys Town,
while assisting with others in creative name development process
forvarious clients.
Nielsen N e w Y o r k , N YC l i e n t & A n a l y t i
c S e r v i c e s M a n a g e m e n t 1 9 9 3 –
1 9 9 8
Acc oun t Executive 1996-1998; Senior Assoc iate 1994-1996; Acc
oun t As soc iate 1993-1994
Household Panel expert & syndicated data specialist
identifying/addressing client business issues
Clients included Philip Morris, Wise Snack Foods, Avon
Products, and De Cecco Pasta
E D U C A T I O N MBA - Rensselaer - Troy NY
Marketing/Finance ConcentrationsBachelor of Science - SUNY
Binghamton Concentration in Finance
Certificate of Digital Analytics & Social Media
Candidate - 2015 - NYU Stern School of Business
S O F T W A R E Highly proficient in PowerPoint, Excel,
Word, SPSS, SQL, Google Analytics (certified),and IRI & Nielsen
platforms
I N T E R E S T S Skiing, Cinema, Portrait Artist,
Creative Writing; Author of published children's story;
Coverdesigner of published novel; Illustrator/writer for 50th
anniversary re-launch of Bazooka bubblegum comics and interviewed
in televised segment of Food Network’s ‘Unwrapped’ series
Member of Luxury Marketing Council of NYC
