Anthony Geralis
Global Claims & Consumer Insights
Summary
I have more than eight years of R&D experience in consumer testing and management of product claims. My focuses have been to manage a wide range of brand communications and claims, while also uncovering insights to deliver our best to consumers.
Throughout my career, I've successfully incorporated my creative and magnetic style to projects related to Skincare, Haircare and Deodorant products.
Experience
Senior Scientist
Unilever / Trumbull
▫ Responsible for consumer testing and claims for new brands, white space technologies and existing brands: Dove and Simple
▫ Coordinate development of computer modeling for consumer testing
▫ Identify new claims territories and areas of opportunities within emerging trends and formats
▫ Create a quarterly newsletter highlighting new technologies accessible to brands
▫ Investigate new test methods for breakthroughs in consumer spaces
▫ Network with regional colleagues for successful rollout of communication plans
▫ Present findings to senior leaders and broader project team
Career Highlights:
− Lead the consumer testing and claims for the introduction of 2 new global brands
− Implementation of our 1st consumer test predictive models in: US, India, Indonesia and Japan.
Senior Scientist
North America Skincare / Trumbull
▫ Managed all areas of claims implementation including pack copy, advertising, and web campaigns for Axe, Ponds, St. Ives, Suave and Vaseline
▫ Led extensive consumer testing to understand US face cleanser market
▫ Collaborated with cross-functional teams- from marketing, research development and legal- to produce effective claims and communications
▫ Coordinated testing plans to support claims and communications
▫ Created new communications leveraging existing data
▫ Presented findings to senior leaders and broader project team
▫ Organized claims pipeline and technology workshops
Career Highlights:
− Uncovered the US consumers' key drivers of liking related to facial cleansers
− Managed claims integration of St. Ives and Noxzema portfolios following acquisition of Alberto Culver
Senior Scientist
Claims - North America Haircare Deodorants / Trumbull
▫ Oversaw technical testing for North American hair projects, ranging from formulation assessment and supporting claims for Axe and Dove brands
▫ Played an active role in managing anti-perspirant deodorant claims needs for North American projects
▫ Performed wide-ranging consumer tests to evaluate key competitors providing brand teams with material for advertisements
▫ Prepared strategic product demos to drive successful market introduction of newly developed Dove hair products in Asia
Career Highlight:
− Effectively handled all testing of a competitor's new line of hair products, utilized to develop new marketing campaigns
Education
University of Connecticut
Master of Business Administration, Marketing
Master of Business Administration, with Concentration in Marketing: May 2013
University of Connecticut-Stamford, CT
Iona College
Bachelor of Science in Biology, Biology
Bachelor of Science in Biology: May 2003
Iona College, New Rochelle, NY
Skills
