GfK has appointed James Kennedy – a seasoned GfK team leader and client liaison – to guide its division monitoring Optics retail sales and fitting experiences in North America. As Business Group Director for POS Tracking (Optics), Kennedy will oversee data gathering and reporting from POS systems in contact lens outlets, as well as report collection on lens fittings from opticians’ offices throughout the US.
Kennedy will assume responsibility for client service, product development, data quality control, and team management. He will also ensure alignment with GfK’s global Optics team, which collects point-of-sale lens data in 27 countries.
Kennedy can be reached at email@example.com or (416) 505-1234.
Major contact lens manufacturers use GfK’s POS Optics reports to help guide decisions about product development, pricing, discounts, and other key elements of their go-to-market strategies.
“We are thrilled to have someone with James’s experience and enthusiasm take the lead in POS Optics,” said Shelly Berg, GfK’s Senior Vice President at POS Tracking. “He brings years of GfK leadership and practical problem-solving skills to the team. James is also passionate about helping clients make the most of our data, and I know he will take every opportunity to hear their needs and shape our efforts accordingly.”
Kennedy brings over 20 years of leadership and GfK experience to the team. He joined GfK in 1991 and has managed the Promotion & Causal Retail unit of GfK in North America for the past 15 years. In a key client-facing role, he helped provide manufacturer and retail clients with a causal view of their print ad market through a panel of newspapers and flyers tracked 7 days a week across the US and Canada.
Kennedy also helped launch a number of new syndicated reporting initiatives that allow clients to better understand their ad spend; and he managed a retail unit that measures ecommerce and in-store shelf share.
In the past 3 years, Kennedy began integration into the POS Tracking team to help build the new POS Pet Specialty panel in Canada, which is set to launch later this year.
Also at GfK, Kennedy led a team in designing and building a POS Management Application for a major appliance manufacturer, enabling their sales and marketing teams to measure POS, shipment, and advertising activities.
GfK’s Optics POS team provides a detailed understanding of North American and local market contact lens trends, from a macro view right down to product level. Utilizing this vast database of consumer purchasing behavior, GfK’s Optics POS team delivers market expertise, detailed benchmark reporting, analysis, and insights to manufacturers and retailers, helping them monitor their competitive position in the market.