046 Nick Graham| simple and complex

NICK’S BIO

Between growing up in a northern England rural town to leading global insights and analytics for one of the most successful consumer products companies in the world – a lot happens. This is the case for Nick Graham, a remarkable student of human behavior, societal trends and consumer taste. Nick studied History & French at Oxford University which somehow led him to start a career in the world of marketing, first as an advertising planner at GCI Media then InterPublic Group, pivoting later to brand & innovation strategy at Clear, the M&C Saatchi’s strategy division.

That foundation led him to spend almost 10 years at PepsiCo where he led insights and analytics for the company’s global beverages business followed by running insights & analytics for the US business unit of the consumer products giant. He oversaw the reinvention and redesign of the Pepsi brand as well as the company’s strategic shift to new categories like sparkling water (Bubly with $100 million in 1st year sales), energy drinks (Rockstar), protein/sports drinks (Muscle Milk), coffee & tea (Starbucks partnership). He is currently Senior Vice President and Global Head of Insights & Analytics at Mondelez International (“Snacking Made Right”). The company’s brands include Oreos, Chips Ahoy, Clif Bar, Wheat Thins, Cadbury, Milka and Ritz Crackers. His focus, a big one: transforming the function, integrating data science, AI and behavioral economics to help the business understand the shifts the company needs to make to meet future consumer demand.

We talk about marketing, brands, human behavior, innovation, artificial intelligence and the fact that humans innately try to achieve balance in life - including the spectrum of what we consume to nourish ourselves. There is a place for kale salads and probiotics as well as the indulgence and satisfaction that comes with opening an Oreo cookie, licking the frosty cream and chomping on the chocolaty cookie goodness - a source of much debate around the world.

NICK RELATED LINKS

Profile LI

Snacking is King - Fortune

Gen Z Trends - Yahoo

The Path - Ipsos

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