Mohamad A.

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.

• 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.

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.

• 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.

• 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.

• 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.

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 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 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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• 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.

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.

• 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

• 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

• 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