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Introduction Purina Pro Plan Veterinary Diets
Returning a Scientific Brand to Growth
Spearheaded 1+ yr global brand repositioning for Purina Veterinary Diets® to Purina® Pro Plan® Veterinary Diets:
Repositioning resulted in 15% YOY growth for the brand in B2B channel
Led strategy and implementation of new brand transition across 60 SKUs and 100+ collateral pieces
Guided international cross-functional team of 30+ ppl to execute best-in-class packaging transition, 85%+ savings
Brand Building: Welcome
Consumer Promotions: Beneful Grain Free
Consumer promotions lead for $XXMM budget driving $XXMM+ via effective holistic planning and optimizing national promotions (FSI, DFSIs, Catalina, Merch, IRCs)
Below example is an FSI supporting the launch of Beneful Grain Free
Brand Building: Text
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