Connor Patterson

Go-To-Market activation strategy & creative effectiveness for national campaigns & new product launches. Provide a comprehensive, data-driven understanding of consumer behavior and decision drivers across the path to purchase; shaping what we say, how we say it, and when in the consumer journey we say it in order to influence consumer behavior. Use primary research inputs + first-party data to maximize our marketing & creative effectiveness

Menu Insights teams leads research for entire McDonald’s US portfolio allowing team to learn, progress, and validate key menu initiatives resulting in the successful development of multiple consumer led products. Team serves as conduit between US Menu Strategy function and US Consumer Insights Function. Responsible for KPI creation, testing methodology and implementation and validation.

• Synthesized category and competitive insights and data to deliver fresh, new thinking and recommendations on category and platform development • Executed short term and long term strategy for McDonald’s US Coffee Brands, generating ideas and building roadmaps for 2023+ pipeline • Managed cross functional team containing members from Culinary, Consumer Insights, Supply Chain, Operations, Finance and Suppliers turning new products concepts into reality • Built various Business Cases leading to success in multiple LTO, Renovation, and Pipeline Building initiatives • Led quarterly business reviews and updates for US McCafe, Bakery, and Breakfast businesses

Platform Marketing C &F | Yogurt, Portfolio Builders, and Hello Fresh • Lead a cross-functional demand review process for the Yogurt, Cereal, and Portfolio Builder Platforms which enabled accurate demand forecasting across multiple sales channels • Partner with our North American Retail division to run holistic margin management projects that positively impact the Convenience & Foodservice channels, while advocating for savings reinvestment in our channels • Contribute marketing guidance for internal production planning meetings insuring the success of new item launches across the Convenience store, Convenience Specialty Markets, and Foodservice channels • Elevate sales team strategy through implementation of Portfolio Builder Brand Strategy changes that led to incrimental growth and channel penetration •Develop design briefs for 10+ projects and implement packaging design changes to over 100+ products through F21 • Marketing coordinator for high growth customer Hello Fresh and 10+ General Mills brand teams

• Implemented business development strategies that led to YOY growth of both small and large local businesses • Managed sales of over 100 brands across multiple channels for operators and distributors across the north eastern half of Michigan • Collaborated with foodservice distributors ranging from small, independently owned enterprises to national broadline foodservice distributors to drive incremental growth. • Utilized strong relationships with Distributor Sales Reps to drive increased operator penetration. • Called on multiple channels of General Mills Business, ranging from K12 to Nationally recognized sports team venues