LORI ANN MERZ

Cincinnati, OH 45246
Cell: 513-708-0551 or Email: merzlori@gmail.com | www.linkedin.com/in/loriannmerz
OBJECTIVE
PROFESSIONAL
SUMMARY

SKILLS

To obtain a position that leverages extensive consumer and shopper insight experience, research expertise and technical
mastery, and strong relationship and leadership skills to achieve common objectives and build the business.
High-performing Research Manager recently retired from Procter & Gamble after 24 years in Consumer & Market Knowledge
(CMK). Leverages strong design and analytic skills to assess and translate business needs/gaps into requirements and
opportunities. Applies proven leadership and ability to drive business results (experience includes front end innovation,
retailer/first moment of truth, and usage/second moment of truth). Drives action and results with strong ability to
collaborate with a variety of audiences (sales, technology, executive, etc.). Brings an enthusiastic and positive attitude.
Relationships/Collaboration
Research Mastery (design/execution/analysis)
Opportunity Analysis/Meta-Analysis
Consumer & Shopper Insights Mastery (identify/apply)

Leadership
Creative Problem Solving / Innovative Thinking
Training/Capability Building
Communication (presentation/written/verbal)

WORK HISTORY Procter & Gamble: Consumer & Market Knowledge (CMK) Manager Cincinnati, OH
06/1990 to 07/2014
Skin Care Front End Innovation & Trends CMK (2010-2014)
Pioneered the use of research techniques / analysis within Front End Innovation (FEI), enabling faster/better decisionmaking and more effective transition of projects to Design/Delivery. Conducted Research on Research and identified
appropriate use of visuals in product idea screening. First to leverage Discrete Choice Modeling to identify the best
cost/benefit/rtb fit in consumers minds earlier than ever before (China Olay White Radiance concept written based on DCM
recommendation scored the highest Purchase Intent ever seen for White Radiance.). Piloted use of bio-metrics to assess the
emotional appeal of different product ideas enabling prioritization of product ideas earlier than ever before. Innovated
using Extreme Consumers as inspiration for WHO targets/product innovation and trained CMK network on the value of /
how to research. Hired science fiction writer to consult/train on how to write believable new to the world product ideas.
Highly valued as a strong partner, collaborating across functions and around the globe. Recognized as CMK Global
Collaborator by China Skin Care and for Best Collaboration by global R&D. Recognized globally for research mastery
and across Beauty categories/functions as THE Skin Care consumer/trends/competitive expert. Consistently highly rated
as New Hire Trainer of research execution/questionnaire quality. Recruiter, Interviewer, and Mentor for CMK long-term.
Key contributor to creating a relevant and differentiated product pipeline which will transform global Skin Care
from a technology-led to consumer-led product portfolio critical to long-term success in the marketplace.
Led a Consumer Research Innovation Program (+1 yr/$700,000) that integrated the consumer/competition into Skin Care
global strategy at an unprecedented level. Management aligned to a >$1B incremental NOS innovation portfolio based on
recommendations from the Program learning. Skin Care created a totally new technology platform, renewed a technical
program against an existing, presumed irrelevant, category benefit, and elevated a regional technical project to global effort.
Identified core category benefit spaces to prioritize for technical development in order to achieve a healthy, long-term
global Skin Care innovation pipeline. Led the process and qualifying research which crossed multiple Beauty categories,
geographies, and genders; included assessing existing data, trends, technology, competitive activity, gathering insights from
extreme / expert consumers, ideation, and contributions from 60+ employees (5 functions, 3 categories). For the first time,
every Skin Care innovation project has 2-3 globally qualified, consumer-led, on-trend, product ideas that spanned price
tiers/geographies to guide development decisions. Results contributed to the Olay Regenerists Luminous line launched
January 2014. Skin Cares innovation process recognized as best in class by P&G corporately.
Strengthened Global Beautys innovation process by incorporating Trends and Competitive Anticipation for the first
time as CMK Lead on Trendovation (sponsored by Beauty President). Created & validated a "Trends Adoption Hypothesis"
used to forecast trends, giving P&G time to decide whether or not to take action on a product, commercial, or competitive
scenario planning basis. Contributed to creation of / provided CMK leadership for Trendovation Team identified 8
actionable Beauty Trends and inspired an unprecedented 13 product ideas incorporated into different categories Initiative
Master Plans such as Olay facial oils and Gillettes Manscape commercial initiative.
Previous assignments include: Beauty & Health US Ethnic Market Strategy & Planning Manager - led US Hispanic /
African American insights integration into initiative development/launch, Hair Care Retail Manager and US Ethnic
Shopper Manager - enabled Customer Teams with insights to develop or sell in P&G products and maintain/grow initiative
shelf presence. Global Research Operations Manager fieldwork/coding/processing manager, supplier auditor, global
supplier relationships manager, global methods & standards development owner across categories/Company.

EDUCATION

1990 - BBA: Marketing and Management/ University of Cincinnati - Cincinnati, OH

Recipient Undergraduate, Full Tuition, Albert Voorheis Scholarship
1993 - MBA: University of Cincinnati - Cincinnati, OH