It’s already November, and the fourth week of our second rotation has just wrapped up. During this time, I’ve had the chance to work on brand marketing for the Heinz brand condiments. It’s a really exciting portfolio to work on with products ranging from ketchup to our new yellow mustard to a few other market-leading sauces. At Kraft Heinz, the brand marketing function is split into three main entities: Brand Activation, Brand Performance, and Brand Building in order of increasing future focus. As an analyst in Brand Building, I mostly focus on strategies that are a few years in the future to build the equity of the Heinz brands.
Working in Brand Building has given me an opportunity to work cross-functionally and partner with external agencies that conduct our research studies. This past week, I collaborated with our Consumer & Customer Insights group to prepare a study that will qualitatively gauge consumers’ opinions on different types of flavors. I’ll be using the insights from that study to run a quantitative research study with Nielsen data in the next few weeks. I’ve been fortunate to have the opportunity to work with individuals who have done these activities before for some of our big launches in the past! I’ve definitely had to learn a lot quickly, but it’ll be really exciting to see the results of my studies before the end of the year.
The holiday season is also arriving in Pittsburgh! Right outside of our downtown office at PPG Place, the city is setting up a huge Christmas tree and ice skating rink. I can’t wait until it’s ready for skating!