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Danieli - Brand Strategist - Middlebury, VT, USA

Ken Danieli

Middlebury, VT, USA

Services

Brand Strategist

  • Full time
  • Part time
  • One time
  • Contract
  • Temp

Summary:

Significant experience in marketing, new products, research, & positioning.

Work History

Brand Innovation Consultant

Pepsi

June 2006 - June 2006

Multiple engagements 1998 to present including: New Product Development, Consumer Research Supervision, Brand Performance Analysis, Strategic Branding, Launch Plan Development for Several Pepsi Line Extensions, Event Concept Development and Supervision, Video Production, and Agency Management. 1996-1998 Full time Brand Strategist.

Pepsi Brand Strategy, New Products, Social Responsibility, and Sustainability Consultant

PepsiCo International

January 2006 - January 2012

Multiple engagements 1998-2010 (current) including: New Product Development, Consumer Research Supervision, Cause-Related, Social Responsibility, & Sustainability Strategy & Marketing, Brand Performance Analysis, Strategic Branding, Global Launch Plan Development for Several Pepsi Line Extensions, Event Concept Development and Supervision, Video Production, and Agency Management.

Consultant

2 Degree Ventures

January 2006 - January 2007

Positioining and Brand Architecture, partnering for Microsoft MSN International

Windows Live! & MSN Brand Strategy Consultant

Microsoft

January 2006 - January 2007

Positioning and Brand Architecture, MSN, Windows Live!, International

Consultant

IDEXX

January 2005 - January 2006

Strategy & Branding Consultant.

M&A and Brand Strategy Consultant

PepsiCo (Quaker, Tropicana, Gatorade)

January 2003 - January 2012

Developed Super-Premium Juice Strategy. Initiated due diligence on Naked Juice and other acquisitions,

M&A and Branding Consultant

Tropicana

January 2002 - January 2012

Multiple engagements including: M&A due diligence (Naked Juice acquisition, and others), Product Strategy, Competitive Analysis, Brand Repositioning, Supervising Consumer Research, New Product Development, and Promotion Development. Worked on several existing and in-development product lines including Chilled Premium Juice (Tropicana Pure Premium), Chilled Drinks, Smoothies, Organic, Soy, All-Natural, and others.

Consultant

Vans

January 1999 - January 2005

Multiple engagements including: Internet Brand Development, M&A, Business Plan Development, and Brand Strategy.

Consultant

TracyLocke

January 1999 - January 2001

Consultant for national promotions for Frito-Lay, Pepsi, Mountain Dew, & new business pitches.

Internet Marketing Consultant & Pre-Launch CMO

Pictage.com

January 1999 - January 2001

Helped bring a true internet success story from concept to reality.
Pre-launch marketing and product development consultant.
Site Logic, Design, and Architecture.
Business Plan Development.
Concept Development.
Please visit http://www.pictage.com.

Brand Strategy Consultant

Pepsi

From January 1998

Consultant

Danieli Consulting, LLC

From January 1998

Consultant

Pepsi International

October 1998 - October 1998

Multiple engagements including: New Product Development, Consumer Research Supervision, Brand Performance Analysis, Strategic Branding, Global Launch Plan Development for Several Pepsi Line Extensions, Event Concept Development and Supervision, Video Production, and Agency Management.

President

Danieli Consulting, LLC

September 1998 - September 1998

Strategy, branding, and innovation with a rigorous focus on the consumer & customer. Project management in the Consumer Products, Technology, Telecommunications, Healthcare, and Internet industries. B2B, B2C.

Consultant

Pepsi-Cola North America

January 1998 - January 1998

Multiple engagements on several successful new and existing brands: Pre-launch Brand Architecture and Positioning work on Sierra Mist & Mountain Dew Code Red. Brand Strategy work on Pepsi One, Diet Pepsi, & Pepsi Blue. New Product Development on Aquafina & in other categories.

Brand Strategy Consultant

Pepsi Beverages Company

January 1998 - January 1998

Multiple engagements in brand strategy and new product development in North America and Internationally

Marketing Consultant

Pepsi/SoBe Beverages

January 1998 - January 2007

Brand strategy & new product development.

Consultant

Motorola

July 1998 - January 1999

Loyalty marketing consultant.

Internet Branding Consultant

FreeRide.com

January 1998 - January 1999

Consumer-Focused Site Functionality and Brand Delivery Audit. Please see http://kendanieli.tripod.com/sitebuildercontent/sitebuilderfiles/Danieli_Consulting_FreeRide.doc for details.

Consultant

Winfire

January 1998 - January 1999

Loyalty marketing consultant, Internet.

Client

CYRK

January 1992 - January 1998

Danieii selected and worked closely with CYRK in developing his concept for what became the multi-year, billion-dollar+ Pepsi Stuff campaign.

Marketing & Sales Consultant

7-Eleven

January 1988 - January 1998

Led Pepsi's HQ-to-HQ marketing & sales team consulting role with Southland / 7-Eleven.

Client

GGK

January 1987 - January 1998

Advertising management.

Marketing

PepsiCo

January 1986 - January 1998

Marketing Executive & Consultant

PepsiCo

January 1986 - January 1986

Pepsi HQ Marketing: 1986-1998
Marketing Consultant & Brand Strategist for multiple divisions of PepsiCo: 1998-Present

Client

Information Resources

January 1986 - January 2012

Have worked as a client with IRI for 20 years.

Client

Omnicom

January 1986 - January 2012

Advertising management. Promotions management. Brand strategy development.

Client - Pepsi

Ryan_Partnership

January 1986 - January 2012

Brand executive

Client (Pepsi) & Consultant (Danieli Consulting LLC)

Tracy-Locke

January 1986 - January 2012

Advertising management. Brand strategy. National promotion management.

Client

Ryan Partnership

January 1986 - January 1998

Client on many projects including Pepsi's presenting sponsorship of Woodstock '94.

Marketing Executive

Pepsi USA

January 1986 - January 1998

National brand, promotion, advertising, & customer relationship management.

VP Marketing, New Century Beverages, PepsiCo

Pepsi

January 1986 - January 1998

VP Marketing, New Century Beverage Company, subsidiary of Pepsi and maker of Mug Root Beer and other brands. Danieli was appointed VP Marketing of this acquisition by Pepsi at age 27. Rolled out Mug from small regional brand to national leader. Led development and launch of Mug Cream Soda.

Marketing

Pepsi-Cola Company

January 1986 - January 1998

Brand Management, New Product Development, National Account Sales & Marketing, National Promotion Management. Conceived, tested & created long-running Pepsi Stuff consumer loyalty concept. Consistently exceeded Sales, Growth, & Market Share plans. Internet and Online marketing pioneer starting in the early 1990s. Created CyberBuzz Online consumer research model for Pepsi before there was a consumer Internet.

Client

BBDO

January 1986 - January 1998

Worked on the client side on several brands and promotions developing Pepsi TV, Radio, & Print advertising with BBDO.

Client

TracyLocke

January 1986 - January 1998

Worked on the client side on many promotions and created advertising for TV, Radio, Print, and In-store with TracyLocke / TLP.

Client

Lois/EJL

January 1986 - January 1995

Relaunched Mug Root Beer, expanding from regional to national brand. Developed and launched line extension Mug Cream Soda.
Supervised national advertising and promotions.

Client

Colangelo

January 1986 - January 1995

Pepsi client for national promotions.

Associate Strategic Marketing Manager

PepsiCo FoodService

August 1986 - August 1988

Developed company's strategy for Supermarket & Full Service Restaurant Channels.

Also worked in Brand Management for the FoodService division at Pepsi.

Client

IRI

January 1985 - January 2012

Business analysis and consumer insights management.

Finance & Technology Manager

Joseph A. Wetzel Associates

January 1983 - January 1985

Danieli Consulting

PepsiCo

Pepsi-Cola

Consultant

Danieli Consulting, LLC

Marketing

PepsiCo

Finance & Technology Manager

Joseph A Wetzel Associates

Qualifications & Certifications

Honors science. Honor society. Life in The Universe.

Westchester Community College

Middlebury College

Marketing, Management Policy, Finance

Kellogg School of Management

Marketing, Management Policy, Finance

Boston University

MBA

Northwestern University - Kellogg School of Management

The Boston Computer Society

BS

Boston University

Master Mixologist

Harvard College

High School

Monmouth Regional High School

Monmouth Regional High School

State University of New York

Northwestern University

Boston University

Kellogg School of Management

Club Midd

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