CCC Consultants

Susan Mackey

Susan had a very successful 30-year career with Procter & Gamble as an executive, specializing in consumer understanding and market research evaluation. She has extensive experience in strategy development and evaluation, new idea and product optimization and evaluation particularly in the food and beverage, health care and beauty care consumer product areas. Susan also has significant experience in developing highly effective personnel systems, such as recruiting and training programs and organizational design for market research professionals.

Consulting Expertise

Market and Category Strategy Development – Including 1) review and analysis of consumer and market trends, 2) market and category segmentation design, analysis and interpretation, and 3) consumer need analysis
New Idea Development, Screening and Evaluation – Including 1) creating and expanding potential ideas, 2) optimizing the volume potential of the ideas, 3) determining the relative potential of several ideas, and 4) evaluating the critical elements of the ideas
New Brand or Product Introduction Evaluation Programs – Including 1) needs assessment, 2) product assessment, 3) brand selling strategy development and evaluation, 4) pre-market volume potential assessment, 5) marketing plan optimization, and 6) in-market evaluation
Market Research Capability Development – Including 1) developing and applying recruiting criteria for the successful market researcher, 2) developing effective technical and business application-oriented training programs, and 3) designing efficient and effective market research organizations to successfully support the business

Experience

2001	Director, Global Market Research, Food & Beverage
1998	Director, Global Market Research, Corporate Development
1996	Associate Director, Market Research, OTC & Rx Health Care

Clients

Samsung
Time Warner Cable
Procter & Gamble
Perfetti Van Melle

Education
BS, Marketing, Miami University