Valerie Kaeppelin

I help Global Advertisers optimizing their Marketing Effectiveness journey, as freelance consultant.

• Lead multi-country Marketing Analytics program from business issues to Marketing Budget optimization (10 to 20% Budget savings)

• Recommend appropriate Marketing approach & tool to best address Marketing ROI questions

• Help Marketing & Sales team understand which Marketing activities impact their Sales & Brand equity most in order to optimize together their strategy

• Define Media/Promotions/Sampling Global guidelines capitalizing on local multi-country insights

EXPERIENCE on both sides - advertiser & consulting

• FMCG companies (Procter & Gamble 14 yrs, Mars, Mondelez, Bel)

• Pharmaceutical industry (J&J, Bayer)

• Automotive industry (Renault, Nissan)

• Consulting & Media agency (Nielsen 5 yrs, Omnicom)

CONTRIBUTIONS

• 20+ years in Global Marketing Analytics / Sales effectiveness projects

• Analytical thinking that turns holistic data into simple actionable insights

• Proven ability to build diverse, collaborative relationships internally, externally and across countries

• Advanced experience in leading international multifunctional project teams

• Strong FMCG & Automotive business understanding

My experience covers areas as diverse as Marketing Mix Modelling (MMM), Marketing Effectiveness, ROI, Econometric modelling, Media, Price, Promotions, Brand portfolio, Media mix, synergies, Product launch & Life cycle optimization, Consumer & Shopper insights.

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