Shiva Scotti

Brand manager responsible for effectively leading strategy and analysis of multi-media optimization test, resulting in over 10% test market growth. Drove solid rationale and inspired leadership team approval for $15MM 2008 national television media campaign. Led the consumer qualification of 2008 print, television, and online creative campaign that has driven a 32% increase in the EAS Myoplex business. Lead contact for all Sales contacts (over 200 people). Strategic brand leader.

Managed Canadian business with responsibility for ROI of strategic initiatives and trade budget resulting in market share growth via incremental distribution of several unique, Canada-specific products. Led cross-functional mass personalization project, including identification of target consumer, positioning, pricing, channel strategies, and financials to support the concept; patent earned.

Led new product development of a 5-product line for 2007 US and European introduction, establishing positioning in both regions via consumer-driven insights, utilizing BASES research analysis, identifying and defining a new-to-KCC category, establishing meaningful claims language, and creating a robust launch strategy. Led packaging and financial analysis of strategic category re-stage, re-affirming Brand leadership of the category. Created key customer analysis tool, including full volume analysis.

Responsible for business analysis, utilizing A.C. Nielsen as a tool to understand category dynamics & volume and product mix optimization opportunities to defend and grow market share. Managed cross-functional team to execute the successful launch of Kleenex® Anti-Viral, ensuring Regulatory compliance, appropriate packaging, and execution at key customers contributing over 5% market share of the $1B category during peak seasons. Effectively managed trade budget of over $100MM, implementing key strategies.

Brand management and consumer behavior

Consumer Behavior