WHO WE ARE

Russ has led high performance teams and advised leading companies throughout the CPG industry including manufacturers, retailers, and suppliers. He has developed notable expertise synthesizing category and shopper insights to create and drive innovate go-to-market solutions at retail.

At Nestle and Campbell Soup Russ led large centralized teams spanning category leadership and shopper insights functions. At IRI he built up the alcoholic beverage practice, led the Safeway team during the formative stages of category management, and helped launch Safeway’s first commercial application of loyalty marketing.

Russ has been a retail strategy consultant for several of the world’s largest food and beverage companies. He is a graduate of Stanford University in economics and political science. He lives in Tampa, FL.

Brad has over 15 years of experience designing and managing large scale shopper insights initiatives for the world’s largest brands. He specializes in developing creative research solutions and turning complex data into compelling, persuasive stories for C-level executives and functional leaders.

Brad has experience both on the client side and the supplier side, working extensively across CPG as well as food service, telecom, financial services and transportation & logistics. He has developed trusted long-term relationships with a range of companies including Nestle, PepsiCo, Heinz, Intuit, McCormick, SC Johnson, Verizon, and others.

Brad is a graduate of the University of Florida with a degree in advertising. He lives in the suburbs of Kansas City with his wife and two children.

Emily brings over 20 years of experience in advertising research, helping brands understand their audiences and develop campaigns that drive meaningful results. She’s passionate about uncovering how and why advertising works, translating consumer insights into strategies that build lasting branded memories.

Over the course of her career, Emily has partnered with clients across a wide range of industries, including CPG, healthcare, financial services, and technology. Her expertise spans idea development, creative testing, brand tracking, and in-market campaign optimization.

Before joining Vista Grande, Emily led Creative Testing Solutions at Ameritest/Dynata and held senior leadership roles at Ipsos Connect and Ipsos Marketing, specializing in advertising effectiveness, brand tracking, and custom research solutions.

Emily earned her B.A. from the University of Wisconsin-Madison and an MBA from DePaul University. She lives in Chicago with her husband, Joe, and is the proud mom of two college-age daughters.

Maggie is a marketing strategy and consumer insights executive with over 25 years of client-side experience in brand management and market research at some of the world’s largest CPG companies. She is passionate about synthesizing, learning, and developing strategic action plans to address business challenges. She is widely recognized by her colleagues for her action-orientation.

Maggie led the creation of the Market Intelligence Center of Excellence at Nestlé Dreyer’s Ice Cream. At Nestlé SA, she led an Insights team that launched effective category growth initiatives including shopper-based assortment and arrangement principles.

Maggie holds a BS in Marketing and Finance and MBA from the University of California at Berkeley. She lives in Walnut Creek, California with her husband and has two sons in college.

Nikki is a recognized and proven influential leader driving cross-functional decisions via a strategic, solution-oriented aptitude. With over 25 years of experience, she identifies growth opportunities by translating insights into action. She has cross-industry experience, both globally and in the US. Nikki is valued as a trusted partner/consultant credited with growing, managing and retaining partnerships.

Nikki’s client- and agency-side experience at companies such as Mondelez International and Circana powers her ability to see the big picture. Nikki uncovers the true problem to solve, identifies the best approach to generate solutions, and specializes in illuminating insights through compelling stories. Additionally, Nikki has created and led immersive experiences that drive a deeper understanding of stakeholders to inspire meaningful action.

Nikki earned a Bachelor of Science degree in Business Administration from Montclair State University with a double concentration in Marketing and Management. Nikki resides in New Jersey with her husband and son.

Neil is an insights leader passionate about understanding what drives people’s choices and helping brands forge meaningful connections with their audiences. He believes that uncovering the “why” behind consumer behavior is crucial for brands to achieve sustainable business growth and build authentic consumer relationships.

With over 20 years of experience in the insights industry in various roles and teams, Neil has worked across a range of categories and markets, including CPG, electronics, durables, apparel, and services, consistently bringing a strategic approach to every project. His expertise spans areas such as segmentation, needs identification, brand and portfolio development, and retail and shopper insights. Prior to joining Vista Grande he most recently led the US Shopper Insights team at Ipsos. By leveraging thoughtful data analysis, insight synthesis, and compelling visualizations, he helps businesses refine their strategies, create growth roadmaps, and align teams to drive competitiveness in a dynamic market.

Neil holds a degree in Business Management from Ithaca College and lives in New Jersey with his wife and two daughters.

Josh has 15+ years of experience connecting brands with their customers, leveraging a variety of custom market research solutions to drive marketing ROI. With a primary focus on communications optimization, he has delivered actionable insights across a number of verticals, including Financial Services, Automotive, Healthcare, and Alcoholic Beverage.

Josh's strength lies in his ability to see the "big picture" and to turn "numbers into stories" - allowing clients to more directly affect change in their organizations. He most recently built a global ad tracking program and analytical framework for a large automotive manufacturer across four continents.

Josh is a graduate of the University of Wisconsin-Madison with degrees in Marketing and Finance. Originally from the New York City area, he lives in the Chicago suburbs with his wife and three young children.

Alex is a proven leader in analytics, in-market testing, and product innovation, with over a decade of experience at GameChanger and SymphonyAI. Alex specializes in turning insights into action, optimizing go-to-market strategies, and driving growth through data-driven decision-making. Known for his strategic thinking and ability to simplify complexity, Alex is a trusted partner for brands looking to iterate and innovate.

At GameChanger, he has led hundreds of successful projects, guiding cross-functional teams in market testing, e-commerce pilots, and retail strategy. At SymphonyAI, his expertise in analytics and AI tools helped Safeway NorCal refine its pricing, promotion, and consumer engagement approach. He is skilled at distilling complex data into compelling stories that drive business impact.

Alex holds a B.A. in Economics from UC Davis and has completed entrepreneurship academy training. Alex resides in San Francisco with his wife and son.

A seasoned sales and business leader with over 17 yrs of experience driving growth, innovation and strategic partnerships. Specializing in leveraging data driven insights to help brands better understand consumer behavior and make smarter, faster decisions.

Known for this forward-thinking approach and executive leadership, Jeff excels at building high performing teams, fostering clients' relationships  and delivering measurable results.

Erin is an experienced market research project manager with a track record of success based on over a hundred diverse research initiatives. She has led studies ranging from Decision Trees, innovation assessment, package testing, and shelf arrangement for CPG firms of all sizes and across all categories.

On each project, Erin strives to deliver excellence throughout the process to ensure we deliver quality work in a timely manner. She takes pride in carefully thinking through the design to make sure our insights will prove actionable to our clients.

Erin became interested in market research during her undergraduate studies, where she majored in Marketing. She earned her MBA from the University of Missouri, Kansas City. She lives on the outskirts of Kansas City in Missouri with her husband and two children.

Derrick has 15 years of combined experience on the client and supplier sides executing research projects in B2C and B2B.

Derrick specializes in complex data analysis and translating that complexity into something that can be easily understood for his clients. Prior to his time in B2B, he spent nine years working across multiple industries with companies such as Nestle Purina, Nestle USA, Pfizer and Abbott Nutrition.

Derrick has an MBA and B.S. in Marketing Research from Missouri State University. He lives on the outskirts of Kansas City with his wife and three children.

Eldaa Daily is a seasoned advertising research leader with over 20 years’ experience in creative evaluation, advertising effectiveness, and brand communication strategy. Over the course of her career, she has become a trusted advisor to research and marketing executives at Fortune 500 and 1000 companies, delivering insights that drive strategic decisions and measurable business outcomes. Her expertise spans both quantitative and qualitative methodologies, enabling her to uncover actionable insights that optimize advertising performance and strengthen brand messaging.

She has spearheaded thought-leadership studies published in Ad Age, developed innovative research approaches for major brands, and guided clients in making data-driven decisions about campaign development and optimization. Prior to Vista Grande, Eldaa led Creative Testing research at Dynata, and spent over a decade at Ameritest, where she managed multimillion-dollar research portfolios, advanced digital creative development practices, and presented findings at industry conferences including the Advertising Research Foundation.

Eldaa holds a B.A. in American Studies from Yale University and a certification in Principles of Market Research from the University of Georgia. Known for her strategic thinking, leadership, and ability to translate complex data into compelling narratives, she is passionate about helping brands connect with audiences through impactful advertising. Her work has been featured in leading industry publications and has been awarded two Advertising Research Foundation David Ogilvy silver medals.

Mónica Montemayor brings over 20 years of experience turning complex business challenges into clear, actionable strategies. As the new VP of Client Solutions at Vista Grande Strategy, she leads with a rare combination of analytical rigor and genuine passion for people — the kind of leader who can zoom out to see the full strategic landscape and then zoom right back in to make things happen.

Throughout her career at companies like WD-40, Apple Mexico, and Sintec Consulting, Mónica has built a reputation for seeing what others miss. Whether leading a market transition that delivered 152% year-over-year growth, recovering a business unit in under 12 months, or opening new channels that became a quarter of total revenue — she consistently transforms ambiguous situations into tangible results.

At Vista Grande, she’s focused on what she does best: building lasting client partnerships, developing tailored solutions based on real needs, and driving growth that makes sense for the long term. Monica has two master degrees, a husband, four kids & loves to travel.

Jordan brings nearly 20 years of expertise in driving actionable insights for CPG companies through strategic marketing research, customer support, and data-driven decision-making. He has successfully led hundreds of projects, utilizing custom research methods to optimize packaging, innovation, aisle flow, assortment, shopper decision trees, pricing, and more.

With a diverse background serving clients in CPG, food service, financial technology, and telecom, Jordan excels at designing research with clear objectives in mind. He is adept at uncovering core issues, crafting effective solutions, and transforming complex data into compelling insights.

Jordan is a graduate of the University of Kansas with a degree in Marketing. He lives in Overland Park, Kansas with his wife and three children.

Leo is leading the charge to bring survey programming in-house at Vista Grande. He has been a programmer in the market research industry for over a decade. His projects include a wide range of industries such as consumer goods, healthcare, and financial services where he has helped transform client surveys into actionable data.

Leo has experience setting up industry tools from conjoints, maxdiffs, and segmentation algorithms to shelf and hotspot exercises. He has also developed and built various custom solutions to ensure client requirements are met.

Leo has a B.Eng. from McMaster University in Hamilton. He currently lives in Toronto where he enjoys playing volleyball and staying active.

Sanford is a proven sales and industry leader with expertise in product innovation, strategic sales management, and retail partnerships. As National Sales Manager at Clorox, he led a team driving sales across Mass, Club, Drug, and Auto channels. His leadership earned him the Auto Executive of the Year Award and Northwood University’s Automotive Aftermarket Management Education Award.

Sanford was part of Clorox’s senior innovation team, identifying global product concepts and working with R&D to bring them to market. He later co-founded GameChanger and has served as President while building a retailer network to support in-store testing capabilities.

Sanford completed the Venture Capital Executive Program at UC Berkeley’s Haas School of Business in 2007.

Russ is a marketing research professional with 10 years of experience advising brands on the quality and impact of their advertising. He focuses on turning consumer feedback into clear stories with actionable insights to improve creative effectiveness and decision-making.

Before joining Vista Grande, Russ was a Senior Lead of Research at Ameritest/Dynata. Throughout his career, he has worked with clients across CPG, healthcare, financial services, telecommunications, automotive, and retail. His experience specializes in creative testing and custom research design, with a strong emphasis on making insights easy to understand and how to build branded memories.

Russ graduated from the University of New Mexico with degrees in Marketing and Human Resources. He lives in Albuquerque with his wife and two young sons. Outside of work, Russ leads the student ministry at his church and can usually be found playing pick-up basketball or mountain biking.

Lacey McDaniel is a Senior Marketing Content Manager with a passion for crafting strategic, audience-first narratives that drive engagement, build brand loyalty, and fuel measurable growth. With over a decade of experience in content strategy, digital marketing, and cross-channel storytelling, Lacey blends creativity with data-driven insight to elevate brand voices in competitive markets.

Throughout her career, Lacey has partnered with diverse teams, from startups to established enterprises, to design and execute content initiatives that align with business goals and resonate with real people. Her expertise spans editorial planning, SEO-optimized content creation, campaign development, and performance analysis.

Lacey is known for her collaborative spirit, polished communication skills, and ability to translate complex ideas into clear, compelling content. When she’s not shaping standout marketing experiences, she’s exploring creative writing, mentorship opportunities, and the latest trends in digital engagement.

Ken entered the world of CPG as a Senior Market Research Manager at ConAgra in the 1990s. He has also worked in advanced analytics at Liberty Mutual, Hughes Aircraft, and Encirq, where he was Director of Quantitative Marketing.

For the last 15 years Ken has run his own consulting practice called KMS Analytics, with expertise in statistical and econometric modeling and quantitative marketing research including segmentation, target marketing, test design, etc. His work spans multiple industries including CPG, telecom, pharmaceuticals, health care, financial services, etc.

As the Senior Director of Operations, Nicole assumes a central role in ensuring the seamless operation of our organization. Her responsibilities encompass a spectrum of crucial tasks, including but not limited to, coordinating resource allocations, overseeing comprehensive financial management, aiding in contract administration, and steering human resource initiatives.

Prior to her current role, Nicole served as a Senior Marketing Research Analyst, where she was the primary day-to-day point of contact for our consumer-packaged goods clients. Formerly, she garnered experience across various sectors within the marketing research industry, encompassing CPG research, B2B food/beverage and packaging research, as well as qualitative and quantitative telephone interviewing methodologies.

Nicole earned her Bachelor of Science degree in business administration from the University of Central Missouri. Presently, she lives in the Kansas City vicinity with her family.

Haley has a passion for discovering and connecting trends in data to tell a cohesive story. Her range of research experience across multiple industries, along with her specialized master’s degree allow her to view projects from a unique perspective.

Haley has worked on large-scale B2B research studies for Anheuser-Busch and has also developed custom market studies to support strategy development for ambulatory surgery centers in the healthcare space. She is skilled in all stages of a marketing research project including client management, research design, and data analytics.

Haley earned her B.S. in Marketing, and a Master of Marketing Research from Southern Illinois University Edwardsville, where she ran competitively at the NCAA Division 1 level. She now lives in Nashville, TN and enjoys exploring the city, hiking, and training for marathons.

Héctor Granados has led high-performance commercial and trade marketing organizations across the FMCG industry, working with manufacturers, retailers, and wholesalers. He has developed strong expertise in translating shopper, customer, and market insights into actionable go-to-market strategies that drive profitable growth and elevate execution at retail.

At Alpura and GEPP (PepsiCo bottler), Héctor led large-scale commercial and field operations across modern and traditional trade. Earlier in his career at Nielsen, he advised leading companies on commercial strategy and shopper insights, strengthening data-driven decision-making at the executive level.

He has also worked as a commercial strategy consultant, supporting brands in developing integrated go-to-market models, portfolio strategies, and commercial transformation initiatives.

Héctor holds an MBA from UNAM along with postgraduate degrees in Marketing and Business Administration. He is based in Mexico City.

Fina is an accomplished market researcher with a strong reputation for generating valuable insights and offering exceptional client partnership. Her career has been focused on supplier side marketing research where she has partnered with leading manufacturers of consumer-packaged goods and quick-service restaurants. Her experience covers a broad range of research methodologies, and she is dedicated to delivering exceptional quality results.

Fina’s strong attention to detail ensures the seamless execution of projects, and she takes great pride in client satisfaction and in seeing products thrive.

Fina, a Chicago native, earned her Bachelor’s degree in Marketing from DePaul University and now resides in Alpharetta, Georgia, with her husband, two young children, and their rambunctious puppy.

Katherine is an experienced market research project manager with a passion for uncovering insights. She has research experience in multiple industries, with a primary focus in CPG.

Katherine's project management skills allow her to execute projects seamlessly from start to finish. She takes pride in delivering a high-quality client experience through efficient communication and prompt results.

Katherine earned her Bachelor of Science degree in Marketing at DePaul University. She lives in Chicago with her husband and daughter. Outside of work, you will find her running on Chicago's lakefront trail.

Brittanie is the Ameritest Technology Manager who joined the Ameritest team in 2018, bringing a strong pride in execution and attention to detail. She has experience programming across multiple survey platforms and integrating different coding styles to support client needs.

Prior to joining Ameritest, Brittanie worked at Apple, where she developed an appreciation for high-quality technology solutions.

Brittanie is based in Chicago, Illinois. Outside of work, she is an avid sports fan and enjoys spending time with her family.

Chelsea has a decade of experience with GameChanger fielding real-world, in-store CPG product tests across various categories. She is a detail-oriented and client-focused Project Manager with expertise in all phases of in-market research tests, including planning, execution, and data analysis. Chelsea is passionate about translating data into actionable insights that help organizations drive growth, innovation, and strategic success.  

Chelsea earned her BBA in Marketing from the University of Notre Dame. She lives in West Michigan and enjoys reading, watching college football, and spending time on the lake with her family.

Cici is interested in furthering her knowledge and experience in data analysis and consumer insights. A highly motivated and detail-oriented individual, she strives to assist clients in visualizing success and identifying effective solutions for their business goals. Cici was previously involved in creative academic research at post-secondary institutions.

Cici has a B.A. in Political Science from Wilfrid Laurier University and is a recent graduate of the Research Analyst program at Humber College. She resides in Toronto, Ontario and enjoys spending her free time journaling, playing classical music, and rollerblading or ice-skating.

Shaina Farrer is a designer and marketing professional who specializes in creating visually compelling content that not only looks great but drives results. With a foundation in graphic design and extensive experience across digital marketing, she brings a thoughtful, design-led approach to campaigns across email, web, and social platforms.

Shaina earned her BA in Graphic Design from George Fox University. Over the course of her career, Shaina has worked with a range of organizations to develop and execute marketing initiatives that connect with audiences and support business growth. Her expertise includes visual storytelling, brand development, email marketing, and web design, with a focus on building cohesive, high-performing brand experiences.

Outside of work, she enjoys traveling the world and spending time at home in Portland, Oregon with her cat, Paige.

Meghan is an experienced research analyst with several years working in a variety of industries, primarily automotive. She has an interest in consumer shopping behaviors and is excited to broaden her knowledge in CPG. Meghan loves working in market research because she is able to provide clients with meaningful insights to help grow their business.

Meghan earned her B.S. in Marketing from Central Michigan University. She is a native Michigander and now lives in the Metro Detroit area. When not at work, Meghan enjoys reading, traveling to new cities, and spending time with family.

Luis is delighted to continue advancing his data analysis skills and market research techniques with Vista Grande. In previous roles, he has focused on market analysis in a wide range of industries. Luis is proficient at working in multicultural and international teams across multiple time zones.

Luis earned his B.S. in Business Administration from the University of South Florida and a Master of Global Business from the University of Victoria. He now lives in Toronto and enjoys doing Brazilian Jiujitsu, where he holds the rank of purple belt.

Shavin is an experienced market research professional and has gained over six years of expertise across various industries, primarily focusing on the consumer-packaged goods industry. He has played a crucial role in assisting clients with their marketing and branding strategies, helping them make well-informed decisions to foster future growth.

Shavin earned a Masters in Business Administration from Christ University, India. He developed a keen interest in market research during his academic years and conducted thorough studies to understand consumer behavior patterns. Since then, he has dedicated his career to assisting businesses in making well-informed decisions based on actionable insights derived from data.

Currently residing in Ottawa, Ontario with his wife, Shavin enjoys exploring the area's breathtaking landscapes on hiking and camping trips.

Carolin's career spans a wide range of sectors including education, law, technology, and even managing a dry cleaners. She combines her client-centric, research-driven, and operations-oriented background to drive business growth through data insights, while enabling her colleagues to perform at their best by improving processes and optimizing workflows.

Carolin explored her entrepreneurial spirit by creating her own line of ride snacks, which sparked an interest in understanding how brands best position themselves in the consumer packaged goods (CPG) market. This experience deepened her curiosity about the ever-evolving landscape of marketing and brand strategy.

Carolin earned her B.A. in Cognitive Science from the University of California, Berkeley. Now based in San Francisco, she spends her weekends savoring the city’s culinary delights, balancing her love for food with long bike rides through the scenic roads and gravel trails of the Bay Area’s mountains.

Hunter is someone that seeks to answer any and all questions. His analytical mindset drives his passion and curiosity in the data analysis and consumer insight environments. His previous experience with customer data in the financial and education industries has molded a very detail-oriented, legible framework that he strives to carry into Vista Grande.

Hunter obtained his B.S. in both Marketing and Information Technology & Analytics from Bloomsburg University of Pennsylvania. Immediately after, he pursued his Masters in Information Technology, which was completed in August of 2023. He resides in northeastern Pennsylvania and enjoys kayaking, board/card games, and trying coffee beans from around the world.

Phoebe is a technology enthusiast with a passion for bringing efficiency and clarity to survey programming and research execution.

Throughout her career, Phoebe has programmed surveys across multiple platforms and supported clients by providing practical guidance on survey layout, functionality, and respondent experience. She combines technical expertise with a strong understanding of research objectives to help transform project requirements into reliable and effective survey solutions.

Phoebe holds a B.A. in Software Design from Queen's University and brings over five years of experience in market research. Based in Toronto, Canada, she enjoys doing crafts and spending time with family and friends outside of work.

Christopher is an artificial intelligence engineer with a strong background in software development, educated at Centennial College. Originally from Puebla City, Mexico, he has gained extensive experience in data science and software engineering over the past decade, working in industries such as wireless telecommunications, lithography, and software consulting. His skills are further honed by certifications in SQL and development, specializing in database management, infrastructure, and networking.

Now residing in Puebla, Mexico, Christopher holds an advanced diploma in Artificial Intelligence from Centennial College and a bachelor’s degree in IT from Instituto Tecnológico de Puebla. His career includes roles at Telcel, where he developed payment procedures and managed server infrastructure, and Praxis, where he tested and implemented solutions for major banks.

Outside of work, Christopher enjoys staying active and exploring new places with his family. He is passionate about learning and applying new technologies to drive growth and innovation in his field.

Emil is an experienced analytics professional with a background in marketing technology and business intelligence. He is passionate about transforming messy data into strategic business decisions that drive tangible results.

At ClearPier, Emil played a key role in leading business growth through big data analytics and the strategic application of marketing technologies. His analytics strategies helped uncover deep insights, while his data-driven decisions consistently drove growth.

Emil earned a Master of Science in Business Analytics from the University of Maryland, College Park. He currently resides in Atlanta, Georgia, and enjoys music, coffee, and games outside of work.

Kella is a strategic thinker with expertise in market research, consumer insights, and data analysis. She is passionate about tackling complex challenges, uncovering actionable insights from data, and developing strategies that create meaningful impact. With a collaborative mindset, Kella brings creativity and strong problem-solving abilities to every project, working effectively with others to find innovative solutions.

At the Minnesota Vikings, Kella played a pivotal role in enhancing fan engagement initiatives and optimizing organizational workflows. She led projects that expanded the Vikings’ reach among Gen Z and international fans and built centralized systems to improve information accessibility.

Kella holds a BA from Barnard College of Columbia University and resides in Minneapolis. Outside of work, she enjoys baking and cycling.

Lettisha is an experienced research analyst, with a background in institutional research and CPG insights. She is passionate about digging into the data to understand consumer behavior and translating it into actionable insights.

Lettisha earned her M.A. and B.S. in Sociology from the University of Houston-Clear Lake. She now resides in San Antonio, TX, where she loves exploring the Hill Country. Outside of work, she enjoys live music, hiking, and reading.

Stephanie is a research focused analyst with a sharp ability to translate complex data into clear, actionable insights. She’s had a plethora of experience in research and analytics across multiple industries over the course of her career, including CPG, healthcare, and automotive. She has a passion for telling stories using quantitative and qualitative data. 

Stephanie earned her B.A. in Psychology from the University of South Florida and MBA with a specialization in Data Analytics from Louisiana State University. She started her career as a qualitative research recruiter in 2018.

She is now based in Charlotte, North Carolina with her husband. Outside of work, she enjoys seasonal activities, farmer’s markets, and finding new coffee shops.

Audrey is a market research analyst with a background in market research and consumer insights. She is passionate about bringing data and creativity together to understand what drives consumer behavior and transforming data into clear, strategic recommendations to help brands grow. With experience leading fast-paced team projects, she brings a detail-oriented, collaborative approach to every project. 

Audrey earned her Bachelor of Science in Commerce and Business Administration from the University of Alabama, majoring in Marketing and minoring in Advertising and Public Relations. Her academic experience equipped her with a strong foundation in strategic branding, analytics, and communication.

She now resides in Charleston, South Carolina, where she enjoys spending time by the water, staying active, and exploring local spots. In her free time, she also enjoys traveling, live music, and discovering new creative outlets.

Larry is former co-founder and CEO of GameChanger Products, LLC, the leading U.S. transactional research and store testing company recently acquired by Vista Grande. GameChanger was founded in 2007 and provided testing services to most of the Fortune 1000 U.S. CPG companies.

Larry has pioneered several innovative store testing techniques to increase test reliability, improve test efficiency and allow for testing of multiple variables simultaneously using advanced statistical techniques.

Prior to founding GameChanger, Larry was VP of Marketing at The Clorox Company, led the company's corporate innovation team and led development of the company's international strategy. He has an MBA with a concentration in statistics from University of Chicago, has written two books on marketing and innovation, "The GameChanger Manifesto" and "Moneyball Marketing," and has authored several articles for Bloomberg Businessweek.

Larry is a Category Management & Shopper Insights professional with over 35 years of experience across major CPG companies (Kraft Foods, Coca-Cola, Heineken, and the Boston Beer Company) that span 17 categories and multiple supply chain environments. His expertise is in retailer collaboration, leading teams, and strategic thought leadership. Additionally, Larry has worked in pricing analytics and trade promotion management.

Larry most recently spent 9 years at the Boston Beer Company where he led the effort to build category management & shopper insights teams and capabilities. The primary focus was turning data into insights and implications supporting sales & marketing teams.

Larry has been an active member with the Category Management & Shopper Insights Association since 2010, presenting at multiple conferences and leading peer network groups. He has also served on the Shopper Insights Management Association (SIMA) advisory board since 2020. He graduated from Northeastern University with a BS degree in marketing and resides in the New York area with his wife.