My Experience

THE COCA-COLA COMPANY  

• Director/Sr. Director Human Insights (Contract Role) -- 1/2018-12/2020

BMC STRATEGIC INNOVATION 

• Content Director, Research & Planning -- 4/2017-12/2020

THE COCA-COLA COMPANY 

• Director, Knowledge & Insights (2011-2015)
• Director, Custom Research (2005-2011)
• Director, Consumer & Market Knowledge, Global Juice (2001-2005)
• Consumer Insights Sr. Manager, Portfolio  Development & Innovation (1999-2001)
• Principal Manager, Strategic Research &Trends (1994-1999)

FRITO-LAY, INC., DALLAS, TX

• Marketing Research Manager, Strategic Marketing (1987-1994

GENERAL MILLS, MINNEAPOLIS, MN

• Assistant Marketing Research Manager  (1984-1987)

▪  Designed and implemented multi-country quantitative testing of new Visual Identity System for Coca-Cola Portfolio.  Presented learnings and recommendations to Sr. Management, Global Marketing, Local Marketing Teams.

 ▪  Initiated and managed a Global Consumer Panel to track sentiment and provide feedback on the Covid-19impact, resulting in timely feedback on consumer concerns, new behaviors and reactions to key initiatives.

▪  Developed and Executed consumer learning for Coca-Cola Zero Sugar Acceleration, including the “Consumer Journey to CCZS”, Competitive brand assessment, product improvement, claims testing, communication testing. 

▪  Directed all consumer research for Costa RTD Coffee working with new local and global teams resulting in product launch 6 months after acquisition. 

▪ Created innovative research design to develop Global Positioning for Powerade®.  Completed qual & quant research in 5 countries resulting in a globally aligned target definition and 1st Global Integrated Marketing Campaign for 2010 FIFA World Cup. Awarded the ARF David Ogilvy Award for Excellence in Advertising Research, 2011.

▪ Developed unique, efficient approach to profile Glaceau® target consumers.  Implemented Consumer Segmentation, Motivation Analysis, Trend and Mobile Research. Combined new insights with Cultural Influencer model to align Global Brand Positioning across key markets, resulting in new Marketing Campaign & Visual Identity launched in 2015.

▪ Initiated Best Practice sharing process for Global Knowledge & Insights community.  Reviewed submissions, facilitated monthly meetings, identified winners of the Best Practice trophy. This routine enabled improvements in productivity and efficiency in resource sharing and community building.

▪ Developed & executed new protocol to determine impact of In-Store activations.  Assessed impact of FIFA activation in Walmart in 3 countries. Presented learning, provided

performance metrics by country, and recommendations for optimizing future

activations of FIFA/Olympics.