Frito-Lay

 

2005-2006

Product Manager – Health & Wellness Innovation

Developed and managed a line of innovative new products to launch Frito-Lay’s start-up category of healthy fruit and vegetable snacks, projecting over $450M in incremental revenue. Assembled and led a top-notch team of experts and divergent thinkers that originated entirely new pricing and go-to-market launch strategies to address a unique market opportunity.

  • Defined the launch strategy and brand architecture that positioned the category to become a “megabrand” within the company’s snack portfolio
  • Based on core consumer insights and analysis, built a communication strategy aligned to target consumer’s values and buying tendencies
  • Created an innovative go-to-market strategy incorporating a multi-channel launch, inventive pricing model, new packaging and branded permanent merchandiser

 
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Wendy Ferguson MBA, MA
Marketing Executive