- Brand Strategy Development
- Brand Equity
- Brand Architecture
- Marketing Strategy Development
- Market Evaluations (category summaries and competitive landscape assessments)
- Consumer Strategy (consumer target recommendations, communication channels, and archetype creations)
- Consumer Research (Focus Groups and Ethnographies)
- Co-Creation (development of new ideas with client teams and consumers)
- Innovation Pipeline Building
- Knowledge Synthesis (synthesis of existing reports and data into an easy-to-understand format)
- Team Facilitation (team building & communication workshops)
- Laughter Yoga Sessions
Ida is the Founder & President of Ability to Engage, LLC– a consultancy that specializes in the development and co-creation of brand equities, architectures, and consumer segmentation as well as marketing strategies. Ida also develops and facilitates idea workshops, innovation sessions, and team effectiveness workshops.
Most recently, Ida was a Global Brand Manager of Olay Body Care at Procter & Gamble at their world headquarters in Cincinnati, OH. There she led the brand’s global whitespace expansion strategy to generate an incremental $65 Million in sales in 3 years. She also led the brand’s global consumer segmentation, innovation process, and 5 year pipeline plans. Prior to her role on Olay, Ida was the Brand Manager on Secret Deodorants where she most notably led the architecture re-design for the brand. She also held Assistant Brand Manager roles on Downy Fabric Softener and Bounce Dryer Sheets. On Bounce she led the entire redesign of the brand, from equity stretch creation, to new consumer segmentation (including Gen Y research), to brand equity and design look/tone/feel. She was a finalist for Best Design as part of Procter & Gamble’s annual awards/recognition and now holds 3 patents with the USPTO for her work on dryer sheets.
Ida has served as a guest speaker to MBA classes, non-profit organizations, and for-profit companies about how to create brand strategy, creating actionable consumer segmentation, marketing plan strategy, and consumer behavior. She has been published in YOUNG MONEY magazine and served as an Advisory Board Member to Ohio State’s Fisher College of Business Center for Entrepreneurship and NCT Ventures. She currently serves as an Advisory Board Member to a new start-up, Yorganic Chef. Ida also recently obtained her certification as a Laughter Yoga Leader from the Dr. Kataria School of Laughter Yoga to use as key tool in engaging the right-side of the brain to help unleash creativity within corporations.
Ida holds three degrees from The Ohio State University: An MBA with Strategy and Marketing Management majors and minors in Real Estate and International Business; a BSBA with a concentration in Entrepreneurship and minor in Economics; and a BA in Interpersonal Communications with a minor in History.