Mohamad Akef

Experience

• 

  General Mills

  Insights and Analytics Business Partner

  Jan 2026 - Present

  Making Food The World Loves.

  • Owned insights and analytics for Salty Snacks category—translated shopper, eCommerce, and retail data into actionable recommendations for assortment, promotion and pricing.
  • Built dashboards and models (Power BI/SQL/KNIME) to track digital and in-store performance and accelerate decision-making across marketing and sales partners.
  • Partnered with cross-functional teams (brand, trade, eComm) to prioritize investments and optimize promotional ROI for high-impact SKUs.
  • Delivered consumer & retailer-facing analysis to inform creative tests and media targeting for category growth.
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  Procter & Gamble

  Senior Growth Analyst-Target Family Care

  Oct 2023 - Present

  • Sold in incremental in-store merchandising (buy 3 get $10 plans) and secured 6 weeks of front-of-store pallets across 1,200+ doors, generating $21.5M in incremental sales.
  • Led retailer search strategy to concentrate spend on power SKUs, increasing digital sales 26% for Charmin and 16% for Puffs.
  • Managed end-to-end Holiday 2024 stock-up campaign—oversaw creative development with Roundel and deployed marketing across site, Instagram and programmatic video.
  • Applied promotional and execution analytics to improve activation efficiency and in-store performance for Family Care.
• 

  Procter & Gamble

  Senior Growth & Marketing Leader-Target-Bounty/Charmin/Puffs

  Oct 2023 - Jan 2026

  Our brands are trusted in millions of living rooms, kitchens, laundry rooms, and bathrooms—and have been passed down from generation to generation.

  • Led Back to College 2025 campaign from strategy through measurement—designed synthetic control/matched-market approach and omni-channel deployment (site, Instagram, programmatic, digital OOH) to drive $53M incremental sales and a $114 ROAS (+113% yoy).
  • Directed Spring Cleaning 2025 campaign measurement and multi-channel execution, delivering a $38 ROAS (28% above category benchmark).
  • Negotiated and sold-in incremental in-store merchandising (18 promo weeks, 6 weeks front-of-store pallets in 1,200+ doors) capturing $21.5M incremental sales.
  • Optimized retailer search spend and implemented dayparting for top SKUs, increasing digital sales 26% for Charmin and 16% for Puffs.
  • Implemented eContent improvements (titles, descriptions, alt text, images) to align with Target search, producing $500K incremental sales and top-3 organic ranking since May 2025.
• 

  Procter & Gamble

  Senior Media Manager-Family Care

  Jul 2021 - Oct 2023

  • Created OTT streaming prioritization framework to identify platforms with the best incremental reach, reducing CPMs 10% for Bounty and Charmin campaigns.
  • Analyzed TV post-buy results to find savings and reinvested into OTT—driving $12.5M incremental sales and $3.3M spend savings.
  • Led Puffs programmatic online video test that informed the decision to bring advertising in-house for FY21/22.
  • Designed and delivered Diversity Beyond Numbers seminars for 80+ colleagues to embed multicultural marketing practices into FY22/23 media planning.
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  Procter & Gamble

  Senior Media Analytics & Insights Manager-Bounty/Charmin/Puffs

  Aug 2019 - Sep 2023

  • Built an OTT streaming site prioritization framework to identify platforms delivering the most incremental and efficient reach, lowering campaign CPMs by 10% for Bounty and Charmin.
  • Analyzed TV post-buy performance for Bounty, Charmin and Puffs to find efficiencies—reinvested savings into digital, generating $12.5M additional sales and $3.3M in spend savings.
  • Designed and executed a Puffs programmatic online video test to define digital best practices and audiences, influencing the move to in‑house advertising.
  • Led Diversity Beyond Numbers training for 80+ team members to embed multicultural marketing best practices and secure media investment for FY22/23.
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  Procter & Gamble

  GBS Brand Services-Family Care Activation Manager

  Aug 2019 - Jul 2021

  • Developed shelf analytics across the top 20 retailers to visualize placement and assortment—enabled coordinated shelf resets and delivered $7.5M incremental sales value.
  • Built a promotional analytics suite to track promo spend, tactics and feature imagery—reduced time spent on trade fund reporting and improved execution across $40M in trade investments.
  • Analyzed TV post-buy and reinvestment opportunities to drive $12.5M in additional sales and $3.3M in spend savings for Bounty, Charmin and Puffs.
  • Led Puffs programmatic online video test to identify profitable purchase-based audiences for national campaigns.
• 

  Delta Dental Ins.

  Strategy/Business Development Intern

  May 2018 - Aug 2018

  Discover affordable dental insurance plans at Delta Dental. Get coverage for preventive, basic, and major dental services. Protect your smile today!

  • Supported revenue and brand growth for Dazzle Bar pop-up—conducted market research, operational analysis and pricing work that enabled a price increase and a new location decision resulting in >$20K sales since May 2018.
  • Authored a market assessment on blockchain’s impact on insurance (addressable market estimate ~$64M) used by leaders to develop strategic responses to disruptive recordkeeping tech.
  • Researched dental membership plans (>$2B market) to evaluate partnership and investment opportunities.
  • Interviewed C-suite leaders and created a quarterly strategic initiatives reporting template to institutionalize strategic planning and reporting cadence.

• Candivan

  Business Consultant

  Apr 2018 - May 2019

  Candivan is a company.

  • Led positioning and marketing messaging development for a video streaming startup—used market research and industry interviews to define web and sponsorship messaging.
  • Developed creative direction and provided on-set support for an Indiegogo crowdfunding video to improve campaign storytelling and conversion potential.
  • Synthesized competitive landscape and audience insights to recommend product-market fit and go-to-market priorities for the startup.

• Impakter.com

  Business Development/Marketing Intern

  Sep 2017 - May 2019

  Impakter.com is a company.

  • Led strategic partnership plan for the launch of an online sustainable goods marketplace—conducted 50+ interviews with founders and CEOs to validate marketplace fit.
  • Redesigned and streamlined the company database to improve partner outreach efficiency and enable faster execution of the partnership plan.
  • Synthesized interview findings into partner prioritization and go-to-market recommendations to accelerate marketplace launch readiness.
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  THE TUDOR GROUP

  Treasury Analyst

  Jul 2015 - May 2017

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  • Improved firm credit-risk mitigation by leading a cross-functional effort to resolve daily trade issues and reduce operational exposure.
  • Automated Treasury workflows with Excel macros to reduce processing time and calculation errors across team processes.
  • Built a Tableau dashboard to visualize repo portfolio size and trends, providing more actionable reporting for the investing process.
  • Identified and led non-technical employee initiatives (implementation of a non-denominational prayer space) to improve workplace inclusivity and morale.

• GE Capital

  Risk Management Program Associate

  Jul 2014 - Jul 2015

  Every year, the infrastructure that powers our homes, transports our products, heals our loved ones, and keeps our societies moving forward needs a trillion dollars more investment than it gets. GE Capital wants to change that.

  • Executed stress-testing for GE Capital’s $40B aircraft leasing business (GECAS) and developed KPI dashboards for faster interpretation of results.
  • Led a three-person IT team to design a dynamic database query for sourcing aircraft data, improving data access and quality for stress tests.
  • Developed an economic capital model for GECAS to support Federal Reserve regulatory requirements and strengthen enterprise risk reporting.

• GE Capital

  Intern

  Jun 2013 - Aug 2013

  • Delivered runoff reporting analytics used as basis for yearly planning session for GE Capital, Fleet Services
  • Revised existing financial models to forecast borrowing costs for $3 billion in assets and quarterly P&L accruals totaling $7 million, reducing prior forecasting times and propensities for errors
  • Developed a repeatable Microsoft Access process to identify exceptions to three revenue streams, recorded process, and presented findings to CFO
  • Provided support to team members with reporting for yearly planning session
• 

  Teach For America

  Campus Campaign Coordinator

  Jun 2012 - Jun 2014

  • Sourced student leaders at Northwestern to identify potential TFA corps members
  • Developed strategies to target key student groups and professors to aid in sourcing
  • Managed confirmed corps members in Campus Ambassador program across 6 small Illinois universities
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  City of Evanston

  Intern

  Jan 2012 - Mar 2012

  • Assisted the Sustainability Office and Community and Economic Development Department during winter quarter 2012
  • Researched Green Office Initiatives, geothermal options and energy saving performance contracting for city buildings
  • Studied the socioeconomic history and organized census data for West Side Evanston, a mostly minority district using Microsoft Word and Microsoft Excel
  • Compiled energy usage data for Evanston city government buildings and the Evanston community to tabulate carbon dioxide emissions in 2011 using Microsoft Excel, and contributed to writing a report using data