Jennifer Snyder

Director, Insights and Analytics

Baltimore, MD

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Profile:

Summary

Award winning marketing leader with a passion for delivering insight-driven strategy, communications and branding for a Fortune 500 company. Proven ability to drive growth, awareness and customer satisfaction across multiple industries including sports apparel, medical devices and power tools.

Specialties:
People Development and Coaching, Communication, Global Marketing Strategy, Brand Positioning, Multicultural Marketing, Digital Marketing, Analytics and Measurement, Customer Segmentation and Path to Purchase, Public Relations, Shopper Marketing, Forecasting and Budget Management

Experience

2016 Jun - Present

Director, Insights and Analytics

Stanley Black & Decker / Towson, MD

Formed a global team to deliver strategic insights and recommendations for “Global Tools and Storage”, a $9.5B (billion) business unit of Stanley Black & Decker.The global Insights team is tasked with providing strategic counsel and cost savings via synergies with product development, marketing content and digital analytics.

Top Achievements:

• Led a portfolio management initiative that resulted in clear consumer segmented targets, product development direction, pricing and ideal channels of distribution for Stanley Black & Decker’s iconic house of brands - CRAFTSMAN, DEWALT, STANLEY, BLACK + DECKER and more.

• Developed Stanley Black & Decker’s first ever global Marketing Analytics KPI tracker and dashboard. The tracker is being used with C-suite executives to highlight our brand strategies, media mix optimization, post campaign performance and ROI.

• Evolved the innovation process which resulted in 2X more ideas, 2X more concept tests, $400K in savings and delivered an estimated $50MM in projected sales to the product road.

2014 Jun - 2016 Jun

Director, Brand Marketing

Stanley Black & Decker / Towson, MD

Led the strategy and execution of all go-to-market plans from creative conception through ROI measurement for DEWALT, a $2.5B portfolio of Stanley Black & Decker. Developed new campaigns to drive awareness and consideration, monitored brand health and executed promotions and in store merchandising to achieve targeted growth and annual revenue goals.

Top Achievements:

• Drove FLEXVOLT, DEWALT’s largest innovation launch in recent history. Successful campaign delivered highest ever digital channel impressions, email click through rates, video views, social engagement and resulted in over $300MM of incremental sales in year 1.

• Launched “Building the American Story” – DEWALT’s first multicultural campaign delivering personalized content.Campaign resulted in a 47% increase in conversion for over 100 products.

2011 Jun - 2014 Jun

Sr. Manager/ Group Manager, Brand Marketing

Stanley Black & Decker / Towson, MD

Provided leadership, mentorship and built a positive internal culture for a team of up and coming brand marketers. Worked with the staff to identify, retain and manage agency partners, drive alignment with cross-functional teams and ensure on-time and on-budget delivery of brand marketing assets.

2005 Jun - 2005 Jun

Sr. Manager/ Manager/ Sr. Analyst, Strategic Insights

Stanley Black & Decker / Towson, MD

Managed a team of researchers to provide actionable insights to all professional units of Stanley Black & Decker.

2002 Feb - 2005 Jun

Insights Analyst

180s Performance Wear / Baltimore, MD

Responsible for strategic insights counsel on the development of innovative line extensions to a newly formed startup company.The success of the line extensions increased the value of the organization by tenfold, which led to 180s being named “Fastest Growing Private Company” in the inner city by Inc. magazine.

Education

Colorado State University

BA, Marketing

Skills

Marketing
ROI
Brand Management
BRAND MARKETING
Product development
Competitive Analysis
Marketing Strategy
Portfolio Management
Merchandising
Agency Partners
Public Relations