Susan Mackey

smackey@cincconsult.com

 

Susan had a very successful 30-year career with Procter & Gamble as an executive, specializing in consumer understanding and market research evaluation, before joining The Cincinnati Consulting Consortium (CCC).

 

She has extensive experience in strategy development and evaluation, new idea & product optimization and evaluation, particularly in the Food & Beverage, Health Care and Beauty Care consumer product areas. Susan also has significant experience in developing highly effective personnel systems, such as recruiting & training programs and organizational design for market research professionals. As a CCC senior consultant, Susan has worked with clients such as Samsung, Time Warner Cable, McCormick Fisher- Scientific and Perfetti Van Melle.

Consulting Expertise

 

  • Market and Category Strategy Development including: 1) review and analysis of consumer and market trends, 2) market and category segmentation design, analysis and interpretation, and 3) consumer need analysis.
  • New Idea Development, Screening and Evaluation including: 1) creating and expanding potential ideas, 2) optimizing the volume potential of the ideas, 3) determining the relative potential of several ideas, and 4) evaluating the critical elements of the ideas.
  • New Brand or Product Introduction Evaluation Programs including: 1) needs assessment, 2) product assessment, 3) brand selling strategy development and evaluation, 4) pre-market volume potential assessment, 5) marketing plan optimization, and 6) in-market evaluation.
  • Market Research Capability Development including: 1) developing and applying recruiting criteria for the successful market researcher, 2) developing effective technical and business application-oriented training programs, and 3) designing efficient and effective market research organizations to successfully support the business.

Experience

2002- pres Market Research Strategy and Evaluation Specialist, The Cincinnati Consulting Consortium
1998-2001 Director, Procter & Gamble, Global Market Research, Food & Beverage
1996-1998 Director, Procter & Gamble, Global Market Research, Corporate Development
1991-1996 Director, Procter & Gamble, Market Research, OTC & Rx Health Care
1989-1991 Brand Manager, Procter & Gamble, Head and Shoulders
1984-1989 Associate Director, Procter and Gamble Corporate Research and Health Care

Education

BS, Marketing, Miami University