Alicia Marrs

Consumer Insights-Driven Innovator | Creator

Professional Overview

Alicia Marrs is a seasoned consumer insights-driven innovator and creator with a proven track record of driving business growth and transformative change across the consumer packaged goods (CPG) industry. With her deep expertise in brand strategy, innovation, and consumer insights, she has consistently delivered impactful solutions that resonate with target audiences and drive commercial success.

Experience Summary

Current Role

As a Consumer Insights-Driven Innovator | Creator at ByHeart, Alicia is responsible for leveraging consumer insights to ideate and develop innovative products and solutions that cater to the evolving needs of the market. She plays a pivotal role in shaping the company's innovation strategy, collaborating cross-functionally to translate consumer trends into tangible offerings that capture market share and drive revenue growth.

Career Progression

Alicia's career journey has been marked by progressive roles within leading CPG organizations. Prior to her current position, she served as the Director of Innovation at Tropicana Brands Group, where she spearheaded the development of game-changing products that resonated with consumers and drove increased market share. Before that, she held the role of Director of Innovation at Perfect Snacks, leading the brand's innovation efforts and contributing to its successful expansion.

Alicia's experience also includes her tenure as the Director of Brand Strategy & Innovation (Harry's Inc.) at HEADQUARTERS, where she played a pivotal role in shaping the brand's strategic direction and driving impactful innovation. Earlier in her career, she honed her expertise in consumer insights and brand strategy while serving in various roles at PepsiCo, including Senior Strategy & Innovation Manager - Gatorade & Sports Fitness BU, Senior Brand Manager - Propel, and Senior Innovation Manager - Gatorade & Propel.

Academic Background

Alicia holds a Bachelor of Science degree in Marketing from the University of Illinois at Urbana-Champaign, where she graduated with distinction.

Areas of Expertise

• Consumer insights-driven innovation

• Brand strategy and positioning

• New product development and commercialization

• Cross-functional collaboration and team leadership

• Data-driven decision making

• Agile project management

Professional Impact

Throughout her career, Alicia has spearheaded the development and launch of numerous successful consumer products that have not only resonated with target audiences but also driven significant revenue growth for her employers. Her ability to translate consumer insights into innovative solutions has earned her recognition as a thought leader in the industry, and she is frequently invited to speak at industry events and conferences.

Conclusion

Alicia Marrs is a dynamic and results-oriented professional who has consistently demonstrated her ability to leverage consumer insights to drive transformative innovation and business growth. With her extensive experience, strong leadership skills, and a proven track record of success, she is poised to continue making a significant impact in the CPG industry.