Shana Redd

Shana Redd is a Professor Practice in the Marketing Department and a fifth-year Marketing Ph.D. student in the Broad College of Business at Michigan State University. Shana teaches undergraduate and masters-level courses, including new product development, marketing strategy, conjoint analysis, corporate innovation, and data visualization in Tableau. She also serves as a faculty advisor for the MBA program’s design-thinking business challenge.  

Shana’s research interests are focused on the empirical analysis of firm performance related to marketing strategy. Specifically, her research examines the internal and external drivers of successful marketing strategies in B2B and B2C environments, the effect of brand-level characteristics on firm performance, and the drivers of new product and service success across various stage-gate and launch activities in B2B and B2C environments.  

Prior 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 this, she joined Whirlpool Corporation as a product development manager, and subsequently, a brand manager. In those roles, Shana developed consumer-driven product and brand plans, launched over 29 new products, and led a multimillion-dollar rebranding strategy for Whirlpool brand.