Social Analytics Capabilities • Helping teams make sense of social data - understanding what good means in social, what's actually important and where to focus energy • Developing advanced analytics to take social listening data from noise to action - globally scalable KPIs, social engagement norms & benchmarks, predictive analytics • Building social capabilities that scale fast and globally – bringing valuable social analytics knowledge to markets just beginning and markets who are mature Research Capabilities • Building research that drives better targeting and media segmentation decisions • Leveraging consumer insights from qualitative and quantitative research to drive brand and category strategy • Strong analytical skills blended with the ability to frame and translate research in an interesting and actionable way • Planning and facilitating dynamic workshops and offsites that enable stakeholder learning and application Leadership Capabilities • Building talent & teams through passionate and enthusiastic leadership with an incremental focus of developing strategic partners and vendors as part of the team • Dynamic team leadership with a priority to push autonomy down in the org chart so that the team is more empowered, energized and effective • Approaching every project or challenge with a plus-it-up mentality and inspiring others to do the same Specialties: Social media, social analytics, social listening, digital media, digital analytics, pricing analysis, consumer insights, media insights

Board Member @ The Big Boulder Initiative is a trade association wholly dedicated to the advancement of social data in businesses and organizations of all kinds. Our mission is to bring together representatives from companies within the ecosystem to collectively address key challenges in order to establish the foundation for the long-term success of the social data industry. bigboulderinitiative.org From January 2015 to Present (10 months) Boulder, COGlobal Media Insights Director @ My role as Global Media Insights Director is focused on delivering measurement, analytics and insights across all media channels, including the continuation of leading our social analytics. From May 2014 to Present (1 year 6 months) Greater Atlanta AreaMarketing Strategy & Insights @ I work on the Global Marketing Strategy & Insights team focusing on our “Liquid & Linked” integrated marketing campaigns (IMC). My current role includes all aspects of campaign ideation, optimization, evaluation and go-to-market across all media channels. I’m also responsible for working with vendors and end users in the field to create scalable process and protocol for all IMC research. A large focus of my work is on evaluating and implementing new & innovative tools for social and digital media. I’m also a core team member for our global social media listening, issues tracking and social intelligence capabilities. My responsibility within the core team is to lead advanced analytics, metrics and benchmarking for global social listening. Throughout all aspects of my role, I work closely with our Global Connections team to deliver research and cutting-edge approaches focused on campaign planning, media selection and tracking. I also spend my time collaborating with our Global Content Excellence team for early ideation research and creative evaluation work. From June 2012 to Present (3 years 5 months) AtlantaGlobal Social Analytics Lead @ There are 40 digital conversations about brand Coca-Cola every minute. Think about that for a second. What do you do with all those conversations? How do you know if you’re doing well? How do you know what’s normal? As lead of social analytics, I’m working with a team to answer these questions and 100 more. Throughout the past year, a small team has been tasked with a special assignment of developing a new capability around digital conversations. My role on the team has been to lead the analytics development for the global capability so that we can make data driven marketing happen faster than ever before. • Lead the strategy, vision and implementation of the social analytics capability • Responsible for defining a standard measurement system for digital conversations; developing KPIs and milestones against how digital conversations should be evaluated • Lead best practice development for KPI implementation by the field teams, including training of Coca-Cola employees and agency personnel • Develop and implement the roadmap and integration plans to existing legacy market research tools like brand tracking and marketing mix • Focused on teaching all functions within the organization – including executives and board members - what is possible using social analytics From January 2013 to May 2014 (1 year 5 months) AtlantaGlobal Media Insights Manager @ Responsibilities include developing global media insights; leading a team of 17 throughout the Latin American region; managing all research with strategic global media partners, including Facebook, Google, Microsoft, Twitter and Apple; developing digital advertising measurement KPIs and tools (POE, ROI); creating and embedding media best practices within the marketing organization; and leading the global reverse mentoring program for trends in technology and media. From August 2011 to June 2012 (11 months) Consumer & Market Insights Manager @ Responsible for all consumer & market insights for various global food and personal care brands. Qualitative and quantitative research leadership include: digital advertising and communications testing, new concept development and validation; product development testing and benchmarking; advertising/communication testing and development; brand architecture and range development; category segmentation; brand health tracking; strategic pricing; and shopper behavior and decision tree analyses. Have been trained in Insight Activator – a rigorous method of using tools on hand to not only discover consumer insights but to deliver actionable strategic plans. Manage various research vendors to deliver consumer insights: Ipsos-OTX, Dynamic Logic, BASES, Millward Brown, Synovate, Perception Research Services, IAG. From November 2006 to August 2011 (4 years 10 months) Englewood CliffsProject Manager @ Managed CPG and Healthcare industry research specializing in Choice Based Conjoint (CBC) and Adaptive Conjoint Analysis (ACA) to perform price sensitivity analysis (PSA), new product development, and messaging analysis. Extensive client contact with Procter & Gamble on global product categories. Healthcare clients included LifeScan and Philips. From March 2005 to November 2006 (1 year 9 months) New Jersey

BBA, Marketing @ Western Michigan University - Haworth College of Business From 2000 to 2004 Justin Graaf is skilled in: Media Insights, Discrete Choice Modeling, Consumer Insights, Social Media, Digital Media, Pricing Analysis, Segmentation, Quantitative Research, Business Insights, Customer Insight, Marketing Research, Marketing Management, Strategic Planning, Consumer Behaviour, Consumer Products, Strategy, Marketing Strategy, Market Research, Brand Management, Analytics, Integrated Marketing, Online Advertising, Product Development