Divisional Vice President of Marketing @ Abbott Nutrition International
Chief Marketing Officer @ PepsiCo-Strauss Fresh Dips and Spreads International
Accomplished Marketing Executive and Consultant with brand management, innovation and general management skills with a record of building and reinvigorating existing brands, as well as launching new products for close to 15 years with leading consumer product and service companies in US and globally. Consistently deliver profitable sales growth through truly innovative positioning, products, packaging, and marketing
Accomplished Marketing Executive and Consultant with brand management, innovation and general management skills with a record of building and reinvigorating existing brands, as well as launching new products for close to 15 years with leading consumer product and service companies in US and globally. Consistently deliver profitable sales growth through truly innovative positioning, products, packaging, and marketing programs. Lead teams in highly competitive consumer segments, through complex distribution systems and across a wide range of channels. A dynamic and resourceful thinker who streamlines complex processes and initiatives. Proven track record building strong working relationships at cross-functional levels and with multicultural teams. Passionate about building consumer-centric organizations and people. Foreign language skills.
Divisional Vice President of Marketing @ Developing a world class consumer-centric marketing organization and brands for a $4 bln division of Abbott. Some of the brands are Similac, Ensure, Pediasure, Glucerna, etc. spanning over 80 countries. From February 2014 to Present (1 year 11 months) Greater Chicago AreaChief Marketing Officer @ The JV is a global company devoted to bringing the best of the world's best foods and flavors together. It focuses on developing healthy, nutritrious and yet incredibly indulgent high quality, fresh products.
The role of the CMO is to create a strong, experiential fresh foods brand and lead the development of a global market for the category. Simultaneously; develop the best platforms and processes required to drive the brand globally while allowing for local execution and cutomization. From February 2012 to February 2014 (2 years 1 month) Partner & Global Practice Leader for Marketing Excellence @ EffectiveBrands is the only marketing consultancy specifically focused on unlocking the value of global marketing organizations and brands.
Our programs and practical tools help marketing leaders build global marketing strategy, structure and marketing excellence programs to accelerate growth and drive efficiencies.
Clients include Starbucks, Sony Ericsson, Unilever, SAB Miller, Philips, Sara Lee, Mars, Novartis, Cargill, Diageo, J&J, Amex, and GSK.
EffectiveBrands consists of 50 international global marketing consultants spread across 4 offices in New York, London, Amsterdam and Singapore.
Driving global marketing effectiveness by working with global brand teams & leaders
Increasing speed to market
Leveraging global scale, increasing efficiency
Building winning global marketing strategies & propositions
Simplifying global marketing organizations
Building common marketing vision and language
Creating community around marketing excellence
I specifically focus on building excellence in marketing by helping companies to create: 1) Marketing Academies; 2) Programs routed in adult learning principles that allow companies to create a common language & improve the skills of marketers to keep up with the times; 3) Finetuning & improving existing global processes (i.e. brand planning, innovation, ideation, advertising).
EffectiveBrands differentiates itself in this area because it helps companies to embed these skills & programs for permanent behaviour change. From February 2008 to January 2012 (4 years) Director of Innovation @ Responsible for building first-time-ever innovation strategy as well as leading development and commercialization of all new product, package and equipment initiatives for newly formed $2.7 billion PepsiCo Foodservice Division. Innovation scope includes strategic needs identification; product, packaging and equipment development; project and pipeline portfolio management; test marketing and final launch decisions. Formed 8-10 cross-functional and cross-BU teams; managed 4 direct reports. Worked across all PepsiCo businesses (PCNA, Frito Lay, Tropicana, Quaker, Gatorade). Reported to CMO and Heads of Innovation for various business units. From 2005 to 2008 (3 years) Vice President of Consumer Excellence @ Responsible for creating global marketing tools, processes and capabilities to shift organization from R&D- / supplier-led system to one based on consumer insights in order to drive business strategy. Implemented these tools and processes to aid in creation of differentiated positioning for global brands along with strategic & annual brand plans to drive double digit growth for $2 billion OTC Division. Member of NCH Marketing Excellence Committee charged with design & implementation of cross-BU programs to build marketing and sales capabilities. Reported to CMO. From 2003 to 2005 (2 years) Vice President of Marketing for Smoking Cessation Category @ Responsible for creating global revitalization strategy and pipeline for Smoking Cessation business to justify entry into US and Asia & significantly grow business in established markets (Europe & Canada). Managed overall brand P&L of $180 million. Led 15 member cross-functional team; 5 direct reports; $15 million marketing & innovation budget. Reported to CMO. From 2002 to 2003 (1 year) Director of Marketing @ Recruited as “fast-track MBA” to be trained across all marketing disciplines by various PepsiCo Divisions to take on a significant role internationally. Started with PepsiCo Restaurants International Group with close ties to PepsiCola and Frito Lay BUs. Reported into Global Marketing VPs for Pizza Hut, KFC and Taco Bell brands with various responsibilities in advertising, promotions, research, merchandising & brand management, as well as global marketing capability development. While in this role, worked on developing & launching KFC & Pizza Hut businesses in Asia (with focus on China); worked on turning around KFC business in Latin America (with focus on Mexico during hyper-inflation period). Developed global programs, tools and guidelines for all local market execution.
Moved on to Europe to manage Germany and Central European markets, as well as Eastern Europe: launched KFC & Pizza Hut businesses & built capabilities; developed innovation & alternative restaurant concepts to manage the overall global businesses. From 1996 to 2002 (6 years) Research Analyst @ Worked at the THE WORLD BANK from 1992-1994 as Economic Analyst - Country Operations, Russia Division. Worked in Eastern Europe, Russian Federation and former FSU countries. Participated in development of five-year lending strategy for $3 billion in loans to Russian Federation. Coordinated public finance projects in Russia: identified Bank lending opportunities through analysis of public expenditure; assisted with the development and implementation of budgetary system reforms.
Worked at INTERNATIONAL MONETARY FUND from 1990-1991 as a Research Analyst and Personal Project Assistant to Managing Director of the IMF as Member of Special Task Force created by Managing Director of IMF to advise G-7 Member Countries and other major development organizations (i.e., EBRD, OECD, U.S. Senate) on lending and macro-restructuring programs to USSR: Assessed political effects of economic reform plans produced prior to disintegration of Soviet Union; coordinated major meetings. Coordinated field work and led various research projects in Albania and Russia during early stages of reforms. From September 1990 to August 1994 (4 years)
MBA, Marketing with concentration in International Finance @ University of Pennsylvania - The Wharton School From 1994 to 1996 BA, French, German & Russian languages @ Emory University From 1986 to 1990 French & German @ Université Paris Sorbonne (Paris IV) From 1988 to 1989 Elana Gold is skilled in: Brand Architecture, Shopper Marketing, Global Marketing, Consumer Products, Customer Insight, Business Strategy, FMCG, Product Marketing, Positioning, Strategy, Segmentation, Marketing Strategy, Sales, Market Research, Brand Management
Looking for a different
Get an email address for anyone on LinkedIn with the ContactOut Chrome extension