Edward Kenney

Metuchen, New Jersey 08840

M: (908) 599-5336 / H: (732) 321- 0516
edwardpaulkenney@hotmail.com
LinkedIn: Edward Kenney

PROFILE

Consumer insights/planning and marketing research professional with extensive experience in

brand strategy & communication, thought leadership and its business application
Effectively translates learnings & observations into powerful insights, stories & strategic brand
recommendations for marketing & management to meet and/or exceed business growth targets
Detailed knowledge and understanding of brand positioning; brand architecture; concept & ad
campaign testing; innovation development; digital communities; product naming; ethnographies;
syndicated research; segmentation studies; consumer & shopper analytics; equity tracking; etc.
Extensive work across a breadth of quantitative & qualitative research in financial services,
consumer packaged goods, spirits & wines, pharmaceuticals, communications, etc.
People management dedicated to mentorship & development for personal/corporate success
Certified in Google Analytics and candidate for Digital Analytics certificate from NYU Stern

Citi

EXPERIENCE

Global Research & Insights Director Consultant

New York, NY
2014 Present

Analyze results of Citi's on-going global equity tracker encompassing 15 major markets across both
consumer and commercial segments. Provide executive summaries on Citi's performance relative
to global and market-specific competitors by segment, with deep-dives addressing business issues.

Leveraged Citi's online community to inform global sponsorship strategy by identifying consumer
interest areas to be leveraged globally/regionally in building brand, business & corporate relations.

Conducted key analysis of segmentation target, Progress Makers, to understand the markets and
communications that represent best opportunities for Citi in their business development efforts.

Diageo

New York, NY
Consumer Planning & Research Director
2010 2014
Brand team strategy & research lead for Tequila portfolio (Jose Cuervo and Don Julio), providing
consumer insights and marketing recommendations; oversaw $800K annual budget More
recently, planning lead for whiskey portfolio (i.e., Crown Royal, Bulleit, Johnnie Walker, etc.)
.

Created Diageos first on-line consumer community of 300 Jose Cuervo brand-advocates for ongoing discussions and Q&A. Generated immediate results leveraged by Marketing Team for
concepts, program development, print ad / video refinement, etc. with measurable results.
-- Received recognition by Executive Leadership Team & Diageos FaceTime Award as a result.

Led exploration and detailed study for Jose Cuervo on challenges facing specific variants among
waning core audience of ages 30+. Identified motivating elements of heritage and authenticity
that would trigger brand reappraisal & advocacy which informed agency briefings.

Evolved Crown Royals successful Reign On campaign via consumer ethnographies around the
modern day king, and brand choice motivations. TV ad garnered stronger testing scores than
competitive norms, and superior efficacy & efficiency in volume contribution within media mix.

Drove luxury thinking for Marketing Department by creating Living Luxury presentation module
with agency partner. Brought Diageo on-board as member of Luxury Marketing Council.

Edward Kenney

Tapped by CMO to play an additional role as Don Julios Global Marketing Manager, guiding
fledgling global markets in positioning Don Julio as premier ultra-premium tequila. Reviewed and
approved marketing plans by global regions, and recommended distribution of funds to markets.

Authored executive report entitled Accessible Luxury for our Global CEO to frame size of prize in
the luxury tier for Diageo Reserve brands, with recommendations on consumer targets and future
fiscal benchmarks.

Refined direction of Cuervo TV ads featuring Especial Silver via testing & guidance. Variant was
the most successful spirits innovation having achieved a half-million annual cases after two years.

Wrote the advertising communication headlines for multiple print ad executions launched for both
Jose Cuervo and Don Julio drawing upon consumer insights. Ads included the first-ever for
luxury brand, Don Julio 1942. 1942 achieved 50% volume growth vs. prior year.

Co-created 5-year strategic plan with Don Julio brand team based on brand / competitor analysis,
projected category and price tier growth, evolving demographics, as well as identification of key
target markets. Delivered strategic roadmap to accelerate the brands category leadership.

Utilized TURF analysis to prove the value of Jose Cuervo variants in national restaurant chains
based on quantified incremental revenue contribution and the retention of chain customers.
Succeeded in retaining brand at six national chains and addition to Applebee cocktail menu.

LVMH

New York, NY
Consumer Insights Director at Moet Hennessy USA
2005 - 2010
Brand-assigned consumer research specialist across all MHUSA spirits & wine brands

Provided consumer insights to launch new cognac marque, "Hennessy Black". Qualitative
research organized included product tasting, packaging considerations, and brand-marque name
and positioning. Successful reception and consumer feedback expedited successful launch.

Conducted $750K cross-portfolio consumer segmentation and A&U that addressed key issues for
portfolio of MHUSA spirits and sparkling/champagne brands. Collaborated with each brand
leader in providing strategic input and recommendations for their teams and their Maisons.

Spearheaded development of brand platform for Lapostolle Wine of Chile, working directly with
the team including brand-owner Alexandra Marnier-Lapostolle, descendent of Grand Marnier
founder. Assisted in the creation of brand positioning, brand essence, target consumer
understanding tool and tactical expressions for Lapostolle Wine.

Conducted packaging research for Belvedere macerated (flavors) that led to the successful
launch of a new macerated flavor, Black Raspberry, the first in over ten years, in April 2009.

Appointed to task force with second-in-command Exec VP and the COO to explore new
acquisitions providing research on category/brand potentials as well as investigation of nontraditional opportunities.

Interpublic Group

New York, NY
Associate Research Directo r at Draft FCB
2003 2005
Strategic planner and researcher dedicated to $30 million Bank of America consumer business
and ad hoc clients & business development

Organized Bank of America "Immersion Tour" banking center audits, highlighting strengths &
weaknesses of current sales process & POS materials. Yielded actionable input for bank comms.

Edward Kenney

Conducted major attitudinal study with cluster segmentation of Banks Home Equity Line of Credit
(HELOC) customers to determine mindset and motivations for use or non-use. Results utilized in
creation of targeted direct mailings that significantly increased HELOC usage over control for
specific segments that proved the most profitable.

Conducted trial and repeat study for J&J o.b. line extension Silk Ease for fall of 2004 DRTV and
magazine launches. Findings guided marketing efforts and allowed successful addition of
product to J&J o.b. family.

WPP
Brand Identity Specialist for Enterprise IG

New York, NY
1998 2003

Senior Program Director 2000 2003; Program Director 1998 -1999

Researcher and strategist for range of services including brand architecture, positioning, concept
development, brand essence/personality development, corporate/product naming, etc.
Clients included Bank of America, Motorola, Pfizer, Wyeth, Northwestern Mutual, Boys Town,
Johnson & Johnson, Museum of Natural History, Merck, Ford, Qwest, DuPont, US Surgical

Conducted global research for Bank of America at the time of its merger with NationsBank to
determine name and identity for newly formed entity among customers in consumer and
commercial global segments.

Headed research for Naming Practice at Enterprise IG, with specialty in pharmaceutical.
Developed proprietary methodology to test proposed product names among physicians and
pharmacists, increasing success of securing trademark.

Personally created business names and taglines for several companies including Motorola, US
Surgical and Boys Town, while assisting with others in creative name development process for
various clients.

Nielsen
C lien t & An alyt ic Service s M an ag em ent

New York, NY
1993 1998

Account Executive 1996-1998; Senior Associate 1994-1996; Account Associate 1993-1994

Household Panel expert & syndicated data specialist identifying/addressing client business issues
Clients included Philip Morris, Wise Snack Foods, Avon Products, and De Cecco Pasta

EDUCATION

MBA - Rensselaer - Troy NY

Bachelor of Science - SUNY Binghamton

Marketing/Finance Concentrations
Concentration in Finance

Certificate of Digital Analytics & Social Media Candidate - 2015 - NYU Stern School of Business

SOFTW ARE

Highly proficient in PowerPoint, Excel, Word, SPSS, SQL, Google Analytics (certified),
and IRI & Nielsen platforms

INTERESTS

Skiing, Cinema, Portrait Artist, Creative Writing; Author of published children's story; Cover
designer of published novel; Illustrator/writer for 50th anniversary re-launch of Bazooka bubble
gum comics and interviewed in televised segment of Food Networks Unwrapped series
Member of Luxury Marketing Council of NYC