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Biography
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.
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 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.
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