As the Senior Director of Strategy & Insights at Helen of Troy, Brad Higginbotham plays a pivotal role in shaping the company's strategic direction through an insights-driven approach. With a robust background in consumer packaged goods and a comprehensive understanding of various trade channels, Brad...
As the Senior Director of Strategy & Insights at Helen of Troy, Brad Higginbotham plays a pivotal role in shaping the company's strategic direction through an insights-driven approach. With a robust background in consumer packaged goods and a comprehensive understanding of various trade channels, Brad excels at transforming complex data into actionable strategies that drive brand growth and enhance customer engagement. His leadership of the Center of Excellence (COE) is instrumental in navigating the vast sea of data available in today's market, ensuring that insights are not only clear and precise but also aligned with the company's overarching goals.
Brad's expertise in brand architecture and shopper marketing allows him to craft tailored strategies that resonate with consumers, while his proficiency in trade marketing ensures that these strategies are effectively implemented across retail environments. He is adept at leveraging customer insights to inform decision-making, enabling Helen of Troy to stay ahead of market trends and consumer preferences. Key projects under his direction have included the development of innovative marketing campaigns that integrate Nielsen data analytics, enhancing the company's ability to categorize and target specific consumer segments effectively.
With a commitment to excellence in management and strategy, Brad's ability to identify and eliminate obstacles has been a cornerstone of his success. His passion for fostering a culture of insight-driven decision-making not only empowers his team but also positions Helen of Troy as a leader in the competitive landscape of consumer products. Through his strategic vision and collaborative approach, Brad continues to drive impactful results that benefit both the organization and its customers.
