Peggy is an accomplished marketing professional, strategic thinker and business leader experienced in building nationally recognized brands, uncovering actionable customer insights, and growing new business opportunities in retail and consumer packaged goods.
At The ROIG Group, Peggy leads the Marketing and Consumer Insights practice, providing brand and business strategy & planning consultation, expertise on customer insights and data mining, and value prop development. She also provides consultation on gathering employee insights for change management and leadership development.
A sample of Peggy's recent work at The ROIG Group includes:
Advertising resource optimization modeling for specialty retailer
Innovation and pipeline growth development for international retailer
Consumer insights on selling expectations and satisfaction rates (NPS ratings) for hardline retailers and manufacturers
Brand positioning and customer segmentation strategy for specialty online retailer
Employee readiness assessment for launch of Women’s Leadership program, a foundational step in ROIG’s “Get Real” program.
Prior to The ROIG Group, Peggy was Vice President of Marketing Communications at Kohl's and was central to the launch of two high profile brands – Simply Vera/Vera Wang fashion line and Food Network consumer and kitchen products. She also led the company's national Hispanic marketing communications planning, expanding beyond local markets.
Before Kohl's, Peggy led several marketing, brand and merchandising initiatives at Best Buy. She initiated a pilot loyalty program with a strong focus on frequency and profitability which expanded into the store-wide Reward Zone® program; she led the buying and merchandising for the fast-growing and evolving Movie business; and she was instrumental to Best Buy's consumer innovation work, leading in the development of the customer centricity concept development process – helping to evaluate new concepts and ideas with insights from consumer segments and employees.
Peggy started her consumer marketing career at Pillsbury, honing her product management, positioning, market research and marketing communication skills within the consumer packaged goods arena.
Peggy is a graduate of the University of Wisconsin-Madison where she earned a BBA in Marketing. She later received her MBA from the University of Michigan.