Parker Hurlburt, Finance Expert in Seattle, United States
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Parker Hurlburt

Verified Expert  in Finance

Management Consulting Expert

Location
Seattle, United States
Toptal Member Since
June 2, 2022

Coke, Pepsi, Kraft, Walmart, Parker has advised all of them and hundreds of other CPG manufacturers and retailers over the past 20 years. He used insights and analytics to grow sales, share, develop new products and build existing ones. He is comfortable working with clients at all levels, from managers up to the CEO, and as an executive in market research, category management, and syndicated data (IRI, Nielsen, Symphony), working across marketing, sales, pricing, and promotion.

Market Research

Career Highlights

Consumer Insights Leader
Alliance Sales & Marketing
Senior Director of Insights and Analytics
Symphony
VP of Analytics
Information Resources

Case Studies

Work Experience

Consumer Insights Leader

2021 - 2022
Alliance Sales & Marketing
  • Led a US-based team using Albertson’s Shopper360 software to support multiple CPG clients. Analyzed internal ABSCO data, both brick and mortar, and eCommerce, to develop pricing, promotion, and merchandising stories and recommendations.
  • Increased sales for clients by $2,000,000 with the use of data.
  • Provided direction to clients regarding missing opportunities in excess of $10 million.
Focus areas: Analytics, Consumer Insights

Senior Director of Insights and Analytics

2019 - 2020
Symphony
  • Led an international team of 12 data scientists, modelers, and analysts, supporting Albertsons headquarters and 12 division offices.
  • Used internal shopper data at the household level and syndicated data for collecting, manipulating, and analyzing data for various business functions and departments such as loyalty, eCommerce, marketing, category managers, and vendors.
  • Directed the team in the use and creation of regressions, clustering, and AI/ML-based consumer insights.
Focus areas: Marketing Research & Analysis

VP of Analytics

2017 - 2019
Course5i Analytics
  • Managed the client service team of 15 analysts working across all areas of Microsoft.
  • Conducted research to guide retail strategy both in-store and online.
  • Provided guidance on corporate strategy and thought leadership on the major shifts in the technology industry such as digital transformation.
Focus areas: Market Research

VP of Analytics

2015 - 2016
Information Resources
  • Led a team of 12 coders (SQL, Python, and Hadoop), which worked with both Walmart corporate and vendor sales forces calling on Walmart. Increased IRI sales among vendors by 25% by translating data into actionable insights usable by marketing and sales.
  • Conducted daily use of transactional (POS) data, panel, and survey research to guide Walmart and all local CPG teams.
  • Involved with pricing, promotions, assortment, and category management. Prioritized the workload of the analytical team and converted data into a story with recommendations.
  • Distilled key insights from customer data that addressed critical business challenges and provided actionable recommendations to retailers and manufacturers.
Focus areas: Market Research, Consumer Products, Retail & Wholesale

Director of Consumer Insights

2012 - 2015
Meijer
  • Spearheaded all custom research and syndicated data (Nielsen/IRI/NPD/etc.) throughout the organization; buyers, merchandisers, advertising, real estate, operations, and IT.
  • Worked directly with IT to guide the creation of an eCommerce portal to be customer friendly. Provided regular feedback on usability, functionality, and any issues customers had with the online interface.
  • Collaborated with internal and external clients to utilize data to reinvent various departments such as Pet, Toys, Soft Drinks, etc.
Focus areas: Consumer Insights
1985 - 1986

Master's Degree in Market Research

University of Georgia - Athens, Georgia, USA

1978 - 1983

Bachelor's Degree in Advertising and Marketing

Oregon State University - Corvallis, Oregon, USA

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