CPG Marketing and Innovation Consultancy
Overview
As Principal of HB Consulting, LLC, Heidi Block brings over 20 years of experience in the sales and marketing of consumer packaged goods with a focus on consumer healthcare, at industry leaders such as Pfizer, J&J and Bayer. Throughout her consulting career she has developed a reputation for brand transformation and category expanding innovation on brands ranging from $3M to $100M in sales across more than a dozen categories.
Most recently, Heidi built out and led the marketing team for a $100M consumer healthcare start-up (Avrio Health) where she relaunched and refreshed four legacy brands and developed the company’s first direct-to-consumer e-commerce channel, transforming a declining business to double-digit growth.
Heidi holds an MBA in Marketing from The Wharton School and currently serves as a CHPA committee member.
Consulting Services
Category and Competitive Assessments
Objective: Provide an overview of a category or segment and/or key competitors
Key Work Steps:
- Review industry reports, syndicated data and consumer research
- Assess brand digital assets, shelf presence and marketing communications
- Analyze key indicators and identify trends
Deliverable: PowerPoint presentation summarizing category/segment/competitor sales trends, consumer insights, product overview and SWOT analysis
Innovation Strategy and Planning
Objective: Develop a brand or company innovation strategy and pipeline
Key Work Steps:
- Review industry reports, business plans and consumer research
- Assess brand positioning/extendibility and consumer attitudes, company capabilities and competitive activities
- Identify category white space and innovation opportunities
Deliverable: PowerPoint presentation summarizing brand capabilities, consumer unmet needs, draft innovation strategy and sample concepts
Executive Advisory
Objective: Provide ongoing business advisory services to senior executives
Key Work Steps:
- Meet on a bi-monthly or monthly cadence with client to review key business issues and challenges, or accompany client to meetings to help solve problems and identify opportunities
- Provide business counsel and recommendations based on industry experience
- Make referrals to additional business resources, including agencies, advisors and suppliers
Ad Hoc Projects
Objective: Provide extra support for business projects on an hourly, daily or monthly basis, or for the duration of a set project
Clients
Clients