Innovation

Grow market share with products & services that create superpowers.

Product Portfolio Strategy • New product & Service development • Brand Extension & Expansion • Digital products & IP • Innovation Accelerator & Hackathon Design

Case Study: Spirits Commercial Sales Growth

Problem: Beam Suntory was competing against all of the large alcoholic beverage conglomerates to win over their largest commercial customers for primary and exclusive placement, from hotels to restaurants. They were struggling to differentiate their products using the traditional go-to-market model and realized they needed a big change.

Solution: Jennie led the creation the Food & Beverage Innovation Series for Beam Suntory as a sales initiative to win more business from Beam’s biggest clients, with a focus on millennials. She pitched to the Chief Buyers of Darden Restaurants & Marriott new experiences grounded in the latest millennial trends and proprietary shopper data.

Outcome: Beam Suntory’s brands won premium placement in 2 large commercial accounts in 2 months, contributing to a 12% increase in US commercial sales year-over-year

Case Study: Creating an AXE for All

Problem: AXE bodyspray was getting backlash amongst women for being an anti-feminist brand due to its “Angels Fall” marketing campaign, hurting sales and brand sentiment. After all, the whole point of AXE is to help guys attract a partner!

Solution: Edelman PR firm hired Jennie as AXE’s first social media manager and brand ambassador to create a content strategy to bring women into the brand dialogue. Jennie attended to AXE events around the country, connecting the millions of social media fans with celebrities like Aaron Rogers, Donald Glover and OAR around topics like dating, confidence, and (of course) good hygiene. She also uncovered that women had a desire to wear AXE themselves, a new business opportunity for Unilever who historically only marketed to men.

Outcome: Jennie was able to increase AXE’s fanbase by 5x and increase engagement by 215% with her engaging content. She also put together a business case based on social analytics that led to the development and launch of AXE Anarchy for men AND women, which is still a best-seller today.

Three people posing together in front of an AXE Music branded backdrop. Two women and one man, all smiling at the camera. The man is wearing a blue shirt, and the women are wearing dresses, one gray and one with black and white stripes.
Advertisement for Axe Anarchy body sprays for men and women, featuring black and white bottles with a Facebook page link for Axe Malaysia.

Case Study: Workplace by Facebook

Problem: Meta was having difficulty differentiating its B2B communications platform, “Workplace from Meta”, from established competitors like Microsoft Teams and Slack.

Solution: As Innovation leader at PwC, Jennie helped Workplace from Meta develop new tools to address unmet needs for businesses. For instance, she helped develop a one-stop chatbot that streamlined new employee onboarding and helped direct employees to the right resources and teams.

Outcome: The chatbot tool was forecasted to save 30% of onboarding time for companies, helping to land a series of new clients for the platform

A person holding a smartphone displaying an onboarding app. The screen shows a message about being ready to begin onboarding with options to view a Welcome Kit, remind later, or mark as completed. The background is blurred, suggesting an office environment.

Case Study: Citibank Innovation Accelerator

Problem: In 2015, Citibank’s goal was to be the world’s digital bank. Customers were starting to desire mobile solutions for on-the-go banking, but Citibank didn’t have the capabilities or team yet setup to satisfy demand.

Solution: At PwC, Jennie helped Citi launch the Citi Mobile Challenge, which was a competition for founders and startups in the fintech space to partner with Citibank to leverage and integrate their technology into their brand experience. She helped define the strategy for what a winning solution looked like and hosted competitions in Nairobi, Tel Aviv, Warsaw and London.

Outcome: The Citi Mobile Challenge was able to secure funding and launch 6 new mobile solutions for Citibank within a year, including an innovative customer spending tracker.

Citi Mobile Challenge promotional graphic with the text "#CITI MOBILE CHALLENGE \ UNLEASH DEVELOP DISRUPT" and "REGISTRATION NOW OPEN THROUGH MARCH 10!" on a green background. Includes Citi logo in the corner.

  • "Jennie is great to work with, and brings strong strategic and creative talent to the table every time a new challenge is thrown her way. She is contagiously energetic and passionate about her work, but also is determined to produce the best work possible at all times."

    - Amy Caplan, EVP at Edelman

  • “​​Jennie is a natural born strategic visionary armed with drive and an ability to always get the job done. I was lucky enough to work with her for almost 4 years. From building a new creative strategy function at Wayfair, and launching the Kelly Clarkson partnership, to repositioning the Specialty & Luxury brands, and building Wayfair's brand toolkit, Jennie has the ability to think both as "big picture" as it gets, and also execute each step of her strategic plan with determination and precision”

    — Yelena Cashion, Global Head of Brand, Wayfair

  • “Jennie immediately stood out as a thought leader. She seeks unmet consumer needs through deep data, trends and insights. She digs into research and analyzes the competitive white spaces that can differentiate a brand. Jennie contextualizes findings for numerous audiences in ways that are both objective and inspirational. Her end-to-end mapping of the customer journey serves as a canvas for mass consumer campaigns and new product experiences”

    — Sandro Corsaro, Wayfair Chief Creative Officer

  • "Jennie never failed to impress. One of the larger projects we worked on together involved corralling multiple department leads to overhaul our seasonal GTM (go-to-market) process. Jennie not only led the strategy, laddering it back to our business goals, but also took charge of developing the tactical toolkits, and tactfully fielded feedback from all angles."

    - Ashley Hopkins, Consumer Insights Director, Resident

  • “Jennie is a highly fungible brand leader with a mix of experiences in innovation, brand strategy, and brand marketing, and as such she is someone who can jump into most any new situation and add value very quickly.”

    — Claire Elvers, former Head of Brand Development at Wayfair

  • “As fractional CMO, she was able to ramp up quickly to identify opportunities for our brand that could improve our business, and brought a different lens to our existing strategy of product development.”

    — Ana Sanchez Gal, CEO of Oliver Gal

  • “It's a blast working with Jennie. She's an expert in brand management and market segmentation, someone you'll want leading. She brings energy and ideas, and she drives results, like the segmentation study she spun up in 2 months.”

    — Rob Corbin, Executive Director of Analytics at CVS Health