LOS ANGELES, CA - The Wonderful Company is welcoming a new Marketing and Insights team to be part of the Wonderful Agency, its in-house and full-service advertising and marketing agency. Leading the department will be industry-veteran Amy Snow, who served as Head of Market Research and Consumer Insights and reports to Wonderful Agency President Michael Perdigao.
“The Wonderful Company has had an amazing history of success with its impressive portfolio of brands,” said Snow. “What’s happening here matters from a branding, research, and business standpoint to drive positive impact on our consumers’ healthy lifestyles and within the communities we operate. Our motto, ‘Doing well by doing good,’ goes beyond corporate social responsibility and authenticity and speaks to the heart of who we are as a company.”
This formation is the first of its kind, a company press release shares, as the research team combines respected researchers with client-side and vendor-side experiences across many categories. With the research captured, the new team will offer creative and empirically-sound consumer insights that will, consequently, influence decisions, drive change, and inspire the company’s brands and campaigns to appeal to the masses. As a result, the Insights team’s role is critical for the creation of business strategies, brand development for a portfolio of leading and iconic brands, and macro business objectives for the company. These objectives focus on education, health and wellness, and philanthropy, among others.
In her new role, Snow will tackle the voice of the consumer by finding and interpreting what resonates with them. She will then showcase current and potential customer truths. The goal is to foresee consumer needs and cultivate culturally relevant and authentically compelling products and strategies, the company explains. What Snow specifically brings to the table is 25 years of experience creating insights-driven branding and strategy for some major brands, including Google, Amazon, Uber, Disney, Faceook, Visa, Nike, Starbucks, Microsoft, and many more. Her focus has been on consumer-centric brands, with an emphasis on strong, empirical approaches.
According to the company’s press release, the following will be joining Snow’s team:
Kate Hartzell, Director, Research & Consumer Insights
Kate most recently served as Senior VP at Basis Research, running the U.S. office. Over the past decade, Kate has led global strategic research initiatives for a number of leading companies, including Starbucks, Disney, Toyota, Gap Inc., Sonos, and Fitbit.
Alec Bardzik, Senior Manager Strategic Insights
Alec brings integration to larger strategic initiatives, which will help define what differentiates The Wonderful Company and its brands from both an economic and a consumer standpoint. His background in agriculture and applied economics, and as a consultant at Deloitte, make him uniquely suited for the team’s new hybrid model. Alec joined Wonderful from Deloitte’s Strategy and Operations Consulting practice, where he worked on initiatives in the CPG and agribusiness space related to market expansion, growth strategy, supply chain optimization and corporate social responsibility.
Erin Harumi Lee, Manager, Consumer Insights
Erin facilitates a more holistic understanding of consumers and brands through rigorous and empirically sound research gained from her time at Disney. She integrates that experience with knowledge gleaned through category insights from her tenure at Nielsen. Erin joins Wonderful from Disney ABC Television Group, where she was mostly recently a research manager. An experienced and trusted researcher, bringing both vendor-side and client-side experience in quantitative and qualitative research methods, Erin has particular experience in entertainment, technology, kids and family, and CPG.
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