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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

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(e) heidi@blockconsulting.com

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