Connecting CPG brands to consumers

Hi, I'm JD Proulx (that's pronounced Prū)

I help build growth-stage brands through strategic 4P planning. Working hands-on in nearly every marketing function, I excel at finding the right balance of science (data) and art (creativity) to help brands understand the consumer, stand out among competitors, and move products off the shelf.

Resume PDF

Portfolio

Professional Experience:

Research Consultant, Numerator

Marketing Strategist, Bubbies Ice Cream

Director of Brand, Four Sigmatic

Marketing Director, Lazy Bear (✽ ✽ Michelin)

Marketing Manager, Sunfood Superfoods

Creative, analytical, consumer-obsessed, and results-driven.

Over a decade of progressive responsibility driving profitable revenue and market share for CPG brands (and one restaurant).

Consistently delivering results by combining analytical research with creative expression.

Consumer Goods (CPG)
Brand Strategy
Digital Marketing
Omnichannel Marketing
E-Commerce (DTC & 3P)
Retail (Brick & Mortar)
Shopper Marketing

Creative Direction
Go-to-Market Planning
Product Innovation
Syndicated Data (SPINS, Byzzer)
Panel Data (Numerator)
Operational Excellence
P&L Budget Management

But don't take my word for it...

"JD was instrumental in crafting creative strategies for launching new products and revenue-driving promotions. His expertise in DTC and retail channels and his keen understanding of different market dynamics, needs, and goals were great assets to our teams.

He connected tactical plans to overall business goals that helped us grow as a business and a brand."

– Markus Karjalainen, co-founder Four Sigmatic

“JD has a unique combination of both analytical and creative skills, with the ability to think holistically about the business without losing focus on tactical execution.

He has a consumer-first mindset, whether diving into shopper data, building a creative campaign, or guiding product innovation. He has a great understanding of consumers, competitors, the category and our own brand, and was able to deliver insights that guided our marketing both strategically and creatively.

Not to mention he’s easy and fun to work with.”

– Katie Cline, VP Marketing, Bubbies Ice Cream

"JD is a compassionate leader who truly cares about his team and helping them to grow and develop both creatively and as people. He really pushed the brand team at Four Sigmatic to think more creatively at problems to solve, push the social media and influencer strategies, write better briefs, and think audience-first always.

He did not live in the same state as any of his team, but it still felt like we all had a strong personal connection. Additionally, he is a great role model in balancing both work and life. Highly recommend working with (or for!) JD!"

– Elizabeth Jarrard, Brand Manager, Fly by Jing

"JD effortlessly blends creative expertise with strategic thinking. JD can extract valuable insights from data and translate them into actionable tasks.

His combination of creativity and strategic analysis was instrumental in driving the success of our marketing KPI’s and the growth of our brand.

One of JD's standout qualities is his ability to challenge the status quo. He doesn't settle for the way things have always been done; instead, he encourages the team to approach challenges from fresh perspectives. This not only invigorated our projects but also lead to innovative solutions that set us apart from other brands in the category."

– Theresa Sarna, Senior Marketing Manager, Bubbies Ice Cream

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