Who am I?

Name:

Pippa Rose

Background:

Psychology degree inspired my interest in people, what they want and how to understand them

Passions:

Happy consumers, growing brands, simplifying complexity

(theatre, travelling and gardening as I’m a human too)

Strengths:

Questioning and curious, future thinking, story driven, passionate, collaborative, clear communicator

Brand Experience:

General Mills, BT Group, American Express, GSK, Diageo, Unilever

Brands

What have I done?

  • Segmentation

    Demand Spaces/ U&A

    Shopper behaviour

    Line/portfolio optimisation

    Simulated test market

    Post launch evaluation incl NPS

    Bespoke survey design

  • Consumer empathy

    Groups and depths

    Ethnography

    Voxpops

    Bespoke approaches

  • AI

    Design thinking

    Agile working

    Concept development

    Shelf/pack testing

    Communication development

    Semiotics

  • Usage diaries

    Sales

    Brand Health/Equity

  • BASES

    Nielsen

    IPSOS

    System 1

    Millward Brown (incl Link Test)

    MESH

    Shopper Intelligence

Global Product and Innovation Strategy for Häagen-Dazs

Identified and filled the white spaces in knowledge to root strategies in foundational consumer behaviour

50+ person FMOT Training

Taught marketing and R&D about the importance of FMOT and how to ensure the best is always delivered

Double Digit Growth for Amex

Put consumer needs at the heart of the card proposition and communication to drive acquisition growth on the Gold card

Nutrition Strategies at GSK

Developed consumer-led innovation and portfolio strategies in Sports & Adult Nutrition

New Verticals for BT/EE

Explored opportunities to extend propositions to drive growth and acquisition by answering new needs which lead to growth and improved NPS

Driving Loyalty

Developed brands and products consumers want to buy more than once using a variety of techniques eg Axe Dark Temptation, still on shelf over 12 years later. Including focussing specifically on how to develop and modernise loyalty programmes.

Launched New Brand and £9mm Category for Diageo

Created a new European brand (Parrot Bay) and developed the category strategy to encompass the new frozen cocktails into the RTD category in store. Established a post launch tracking programme to ensure success was understood and measured

Returned Axe North America to Growth

Analysed existing brand perceptions, sales and behaviours to understand why the brand was in decline. Created a consumer focussed comms plan to answer the uniquely American challenge the brand faced

Celebrations

  • MRS In-House Team of the Year

    Quirks Best Client-side Team

    Amex & Harvard Certificate of Leadership Excellence

  • Ginny Valentine Badge of Courage - Judge

    Aura/MRS Insight Management - Award winner

    GRBN improving participant experience

  • Podcast participation

    ESOMAR innovation Detonation Conference

    Internal Mentor and Trainer

  • Turned around Häagen-Dazs, BT, Axe

    Created new sub-category

    Number 1 Shower Gel

    Silver Cannes award

    Saved $500k from one study alone

Contact

Have a question or interested in working together, please just drop me a message