Shana Redd is a
Professor of Practice and fourth-year Marketing Ph.D. student in the Eli Broad College of
Business at Michigan State University. As a Professor of Practice, Shana exposes
students to the basics of integrated consulting practices; embedding tools that
help students understand the needs of their audience (e.g., a client), conduct
research on the topic of interest, analyze consumer data, and develop viable and
compelling solutions to business problems. Shana also serves as a faculty advisor for
the MBA program’s design-thinking business challenge. Her
research interests are in the new product innovation development and launch
processes domains; understanding the drivers of new product success across
stages of development and the conditions under which customers and consumers
adopt radically new and high-tech products.
to joining MSU, Shana held positions in CPG consulting,
new product development, and brand management. She
served as a junior consultant for NCH Marketing Services where she developed
targeted consumer promotions for large CPG manufacturers including Kraft,
Butterball LLC, and Domino Foods. Shana
left consulting to receive her MBA in Marketing and Leadership Change
Management from Michigan State University.
After which, she joined Whirlpool
Corporation as a product category manager, and
subsequently, a brand manager. In those roles, Shana developed
consumer-driven product and brand plans, launched over 55 new products, and led
a multimillion-dollar rebranding strategy for Whirlpool brand.