Launch
Establish presence with the priority retailers and set the KPI baseline against which the rollout is measured.
Client-Sponsored Consulting · Growth Strategy
Jesse & Ben's
Retail expansion strategy for a clean-label frozen fry brand, from category analysis through a 12-month phased rollout.
The case in brief
Key insight
The buying decision concentrated in a specific household: 61% of women ages 25-54 have children at home, and the target segment is 23% more likely to be heavy category users.
- The challenge
- A clean-label frozen fry brand needed a retail expansion path inside a frozen fry category projected at $57.9B by 2030 — a large market it could not enter everywhere at once.
- My role
- On a five-person team, I owned analysis and strategy workstreams and supported project management, consumer research, retailer prioritization, and roadmap development.
- Approach
- Sized and segmented the category, profiled the core buyer, scored retailers against that buyer, and built the positioning and rollout plan out of what the segmentation showed.
- Recommendation
- A 'Fries That Fit Your Life' campaign platform aimed at seven prioritized retailers, delivered through a 12-month phased rollout with a KPI framework attached to each phase.
- Outcome
- The client left with a sequenced plan — launch, build, scale — rather than a market study, with measurement defined before phase one.
- What I took from it
- Narrowing is the work. The plan only became executable once the category had been reduced to a buyer, a shelf, and a first phase.
- Growth Strategy
- Consumer Segmentation
- Retailer Prioritization
- Implementation Roadmapping
- KPI Framework
How the opportunity narrowed
Select a stage to see how a projected $57.9B category became a plan the client could execute.
$0.0B
Projected category size by 2030
0%
More likely to be heavy users, target segment
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Target retailers
Recommendation
Target upper-middle-income mothers with children at home, with a campaign built around “Fries That Fit Your Life.”
Delivered through in-store displays, TikTok influencer partnerships, retailer-app promotions, and Pinterest content, sequenced across a 12-month rollout with a KPI framework at each phase.
Build
Extend the campaign across channels and shift emphasis toward repeat purchase behavior.
Scale
Expand to remaining target retailers with positioning and merchandising already tested, with measurement continuing throughout.
Project Delivery
From category analysis to a plan the client could execute.
Erica owned analysis and strategy workstreams while supporting project management for the five-person team, and the recommendation was delivered as a sequenced 12-month rollout rather than a standalone idea.
Workstream ownership
Carried the analysis and strategy workstreams and kept consumer research, retailer prioritization, and roadmap development moving alongside them.
Cross-functional execution
Pulled category sizing, segmentation research, retailer screening, and campaign development into one connected recommendation.
Implementation roadmap
Structured the rollout into three phases across 12 months — launch, build, scale — each with what happens and which retailers it reaches.
Milestone management
Defined the phase boundaries at months 4 and 8 so the client knew when to review progress and when to expand.
Deliverable development
Produced the segmentation analysis, retailer prioritization, campaign platform, and phased rollout plan handed to the client.
Measurement
Attached a KPI framework to each phase so performance was tracked continuously rather than judged only at the end.
Skills & Functions
Primary Function
Growth Strategy · Consumer Segmentation & Roadmap Development
Core Skills Demonstrated
- Project Delivery
- Implementation Planning
- Market Analysis
- Consumer Research
- Segmentation
- Retailer Prioritization
- Roadmap Development
Tools & Methods Applied
- MRI Simmons
- Category & Market Sizing
- Retailer Screening Criteria
- KPI Framework
- Phased Rollout Planning