HEATHER ADAMS
Phone:- Email:-LinkedIn: https://www.linkedin.com/in/heather-n-adams/
Current Location: Dallas, TX USA (Relocation Available)
EXECUTIVE PROFILE
Committed strategic leader in the CPG sector with consumer insights, research, strategy, and project management leadership,
demonstrating a profound mastery of utilizing Nielsen & Circana (IRI) and other quantitative and qualitative resources. Recognized for
comprehensive strategic planning, actionable insights and analysis, and simplifying complexities through compelling storytelling. A
proven problem-solver with a track record of anticipating unrealized needs and delivering effective solutions. Expertly enriching and
guiding decision-making with agility and curiosity, as evidenced by a demonstrated ability to secure client revenue growth and contract
renewals. Valued for cultivating solid and effective client connections, collaboration, and interpersonal management skills.
SKILL HIGHLIGHTS
Strategy | Business Insights and Analytics | Consumer and Audience | Brand Planning and Management | Business Development
Circana (IRI) Certified Expert: Unify Certified Expert, Market Advantage (POS Syndicated), Consumer and Shopper Insights Advantage
(CSIA Panel), ShopperSights, Supply Chain, Weather, Lift, Gas
EXPERIENCE
Director of Insights and Business Intelligence | Ziosk - Dallas, TX
07/2022 to 06/2023
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Contributed to the company’s most significant client pilot increase and base revenue growth, condensed daily reports by 80%,
and spearheaded the selection of a new data tech stack while managing a 5-person team of BI, Data Science, and Insights Analysts.
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Orchestrated impactful executive selling stories and daily reports and implemented an advertising reporting suite for national
restaurant brands. Facilitated high-level decision-making at the executive level and implemented a data validation process and
3-year strategic plan.
Client Insights Strategy Consultant | Circana (IRI) - Dallas, TX
02/2021 to 06/2022
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Orchestrated the development of 125 executive-level strategic presentations, resulting in a noteworthy +12% internal revenue
growth and the successful renewal of 65 client contract renewals within a year. Managed a team of analysts and conducted
extensive research on various topics, including mobility, recession and inflation forecasting, e-commerce, conversion rate, supply
chain, promotion, ingredient and food trends, consumer shifts, social media personalization, innovation, product mix and
assortment, and comprehensive 4 P’s forecasting. Skillfully blended data from diverse sources into sharp presentations.
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Collaborated with 60 internal stakeholders, optimizing processes, advocating consistency, driving productivity and growth, refining
client strategies, and steering data visualization modernization.
Client Services Consultant | Circana (IRI) – New York, NY
05/2018 to 02/2021
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Oversaw $900MM in client sales with customized analytical projects, including major segmentation improvements for the entire
confection client base and innovative marketing, and cultivated indispensable consultative client relationships that remain intact.
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Improved the Pladis’ confectionary client segmentation resulting in a +45% (+ $4.8B) positive business increase.
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Led companywide process enhancements, including the annual restatement process documentation and training, spanning over
200 employees.
English Professor | Centro de Cultura Anglo Americana (CCAA) – Parintins, Amazonas – Brazil
06/2016 to 11/2017
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Professional Sabbatical at a Brazilian language school with over 700 franchised locations, instructing 60 students aged 6 to 55.
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Grew student enrollment by +5% in one year leveraging my marketing, advertising, and analytics expertise.
Director of Consumer Insights | CROSSMARK - Plano, TX
10/2012 to 04/2016
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Guided $1B annual client sales, driving disruptive ideas and strategic planning for multiple iconic client brands.
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Achieved unmatched incremental growth and national channel strategy changes, securing +$7MM at two retailers in one year and
presented $6MM additional revenue opportunities with a groundbreaking assortment tool.
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Revamped companywide business review processes and led customized selling story creations while consulting and negotiating
industry partnerships for major national clients.
Category Manager | Marketing Resources Solutions (Frito Lay) - Plano, TX
03/2011 to 10/2012
• Led and performed all aspects of custom research projects and developed growth platforms, shaping new growth strategies, brand
planning, and positioning, annual selling stories, forecasting, innovation, concept testing, and new item launches for iconic brands.
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Achieved +130% annual growth for both Munchies Crackers and Grandma’s Cookies and +4% annual growth for Hispanic Gamesa
Cookies in one year by overhauling custom research projects, including targeted shopper analysis, selling stories, forecasting,
package format expansions, and planogram optimization. Provided multifaceted expertise in the Convenience channel and
profitably introduced these two FMCG (Fast-Moving Consumer Goods) brands into the Grocery channel.
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Efficiently streamlined 50% of departmental projects through cross-functional education and coaching.
USA Director | AmazonVida - Dallas, TX and Parintins, Brazil
07/2010 to 03/2011
• Oversaw all governmental 501c3 non-profit management. Enhanced accounting measures and marketing efforts, including
branding, web design, and fundraising material.
• 10,000 lives impacted along Amazon River villages within 9 months.
Client Manager |Nielsen (Dr Pepper) - Plano, TX
07/2008 to 03/2010
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Designed consultative marketing initiatives, successfully relaunching the Crush soda brand, surpassing annual sales goals by 120%
within 5 months, and minimizing cannibalization of the similar consumer brand, Sunkist, in the same portfolio.
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Repositioned target audiences for A&W Root Beer, 7UP, Canada Dry, and Schweppes iconic brands.
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Project highlights included annual planning, brand strategy, multicultural marketing, concept testing, segmentation, focus gr oups,
brand positioning, and demographic targeting.
Category Manager | CROSSMARK - Plano, TX
04/2003 to 06/2008
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Managed $600MM annual client business through selling stories, category captainship, new item distribution, and
retail shelf enhancements.
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Administered $400M in RFPs annually and served in other roles, including Marketing Coordinator and Retail Supervisor,
overseeing 16 employees in three states.
INDUSTRY APPS
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Analytical Tools: Nielsen, Circana (IRI / NPD), Spins, dunnhumby
Presentation: Microsoft Office Suite – PowerPoint, Excel, Word, Access, Canva
Data Visualization: Tableau, Alteryx, PowerBI, Amplitude
Research Sources: Mintel, Kantar, Statista, Placer.ai, Insider Intelligence, IPSOS
EDUCATION & ACCOLADES
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MBA, International Business | Dallas Baptist University
BBA, Business Management | Dallas Baptist University (One semester abroad in Eastern Europe)
Progressive Grocer National Rising Star Award
Languages: English (Native) and Portuguese Fluency
Non-Profit Volunteer: +10 years with Amazon Outreach and AmazonVida, 4 years with Bridge Builders Dallas
REFERENCES
“...truly Best-in-Class work. Thank you for being a true partner, listening to the client
and finding insights that drive real action… Your persistence holds our team
accountable, and finding opportunities is truly the best I have experienced.”
Sherene Jagla, Chief Demand Officer, Impossible Foods
Former VP & Manager at CROSSMARK
“Heather is a proven category management leader capable of
creating, leading, and implementing successful brand market strategies. Her
insights-driven approach to closing brand opportunities & delivering best-in-class
selling materials consistently exceeded client expectations and growth.”
Maricela Reyes, Sr Director of Category Development, L&R Distributing
Former Employee & Colleague at CROSSMARK
Word Cloud Source: Feedback gathered from 38 former colleagues & friends anonymously stating three words that describe me, 12/10/23
