Gone are the days of splashy TV placements and generic banner content; retailers today must communicate their brand image and unique value offerings on an individualized level. This increased emphasis on authentic connection both provides and requires extensive consumer data. The value of such data is fundamentally shifting the retail and CPG landscape, from new monetization strategies to the rise of direct-to-consumer companies.
Jaime Mahoney serves as Senior Director of Brand & Product Management at Keurig Dr. Pepper.
In this role, she is responsible for the $1B+ Green Mountain Coffee Roasters (GMCR) portfolio, and has turned the business around from double digit declines to +10% growth. Prior to leading coffee she spent two years building Keurig’s cold innovation platform developing both beverage strategy and creating new brands. Previously, Jaime spent nearly a decade at PepsiCo leading advertising campaigns, brand design, sports and lifestyle platforms, and retail promotions. She also worked in Sales and Category Management at Unilever. Jaime has her MBA from MIT Sloan School of Management and BS from Babson College.