1. RAQUEL V. BECKETT
https://www.linkedin.com/in/raquelbeckett ●Cell: 262-994-8524 ●rvbeckett@gmail.com
Director
Marketing
Jan, 2015 - Aug.
2016
Director New Products
Sept. 2012 - Dec. 2014
Product Manager
Feb. 2011 – Aug. 2012
Sr. Brand Manager
Aug, 2009 - Nov.
2010
Brand Manager
Nov. 2001 – May
2003
Assistant Brand
Manager
Aug. 1999 – Nov.
2001
Sr. Brand Manager
Oct. 2005 - Aug.
2009
Brand Manager
Jun. 2003 – Oct. 2005
Bachelor of Arts, May
1993
Economics
Cum Laude
Institute of International
Education Scholarship
Master of Business Administration,
May 1999
GPA 3.9 (4.0 scale)
Master of Science, May 1999
GPA 3.9 (4.0 scale)
Dingman Center for Entrepreneurship
•Revitalized regional brand by developing marketing
campaign based on brand’s key insights using
conventional and non-conventional tactics, including
radio spots, as well as a touring bluegrass
bus..Integrated to overall campaign co-marketing
programs for Wal-Mart
•Led top of funnel efforts for Food Freshness and Home
Organization, delivering new strategic product innovation that
integrates technology and consumer insights to build a $1B
mega brand
•Developed and launched Personal Insect Repellent
segmentation-- moved from traditional DEET based
segmentation to an occasion based segmentation
•Developed most effective plate campaign, as measured by dollar
sales (lift) per GRP, resulting in dollar share gains despite category
declines.
•Led strategic vision for cups using consumer segmentation and
identifying short term product initiatives and long term white space
opportunities
•Led development of strategic launch plan for NEXGARDTM, identifying above average positioning, and key
incremental targets for both pet owners and veterinary clinics
•Led launch team for new Companion Animal product, FRONTLINE TRITAKTM, setting record sales of $12MM
in only six weeks
•Led launch team for new Companion Animal product, CERTIFECT, achieving $17MM in sales in only six
months
•Identified key consumer terrain for brand and product
portfolio positioning - "Fragrance the way nature
intended,"
•Led the development of the product portfolio including
launch readiness for over 20 SKUs
•Achieved national distribution in key retailers including
HEB, Target, Kroger and Wal-Mart