Senior VP, Strategic, Analytical, and Business Insights @
Bachelor of Arts (B.A.), History @
Marty’s passion and strength lies in building businesses by elevating insights, analytics, and marketing activation, linking them with consumers and brands to support and speed sustainable growth. He has been in the unique position in being able to bring to table both the best of big and the best of entrepreneurial environments where experience, judgment, speed, and
Marty’s passion and strength lies in building businesses by elevating insights, analytics, and marketing activation, linking them with consumers and brands to support and speed sustainable growth. He has been in the unique position in being able to bring to table both the best of big and the best of entrepreneurial environments where experience, judgment, speed, and agility can be leveraged with his strengths in strategy, consumer centricity, and CPG information best practices.
Marty has deep experience in creating, building, and leading consumer insight and analytics functions at CPG companies on both the service and corporate side. As a senior management advisor, he provides answers to the most challenging business issues, and navigates the challenges of identifying, developing, and successfully launching new products, working collaboratively across any type of organization.
AREAS OF EXPERTISE:
Business Analysis & Planning
New Product Development & Launch
Existing Business Growth Strategies
Capability & Team Development
Consumer Packaged Goods
Mergers and Acquisitions
Principal. @ Kopp Insight Strategies is a new results-oriented Consumer Intelligence consultancy with a general management perspective. We build businesses by elevating insights and “connecting the dots” across all facets of consumer intelligence by linking it with consumers and brands to support business growth and improve decision-making. www.koppinsightstrategies.com From October 2015 to Present (3 months) VP, Consumer Insights and Analytics, Consumer Connections @ Since 2005, Marty led the Consumer & Analytic Insights, Market Intelligence & Consumer Connections functions at WhiteWave Foods in Colorado. He was instrumental in helping it grow from a $1 billion “startup” business when he joined to a $4 billion growth company today.
Marty developed his team to be top tier for mid-size CPG companies in terms of capabilities, contributions, and people, and played a significant role in the business growth of both the base brands and the successful introduction of new products in existing and emerging categories. Key brands include Silk, Horizon, International Delight, So Delicious, and Dunkin Donuts creamers.
His deep and diverse experience put him in a unique position to drive growth strategies through innovation from exploratory to and launch management, as well as providing integrated solutions to key business problems to drive growth for established brands. He was a partner, advisor, and collaborator to senior management, as well as Marketing, R&D, and Sales. From 2005 to 2015 (10 years) Senior VP, Strategic, Analytical, and Business Insights @ Created the position of Chief Analytics Officer, Marty was a strategic advisor, providing integrated solutions to senior client executives. His focus was on consumer panel insights, marketing and sales modeling, improving retail execution, new product planning and launch optimization, and in-market testing. By driving double-digit business growth he grew his business from $4M to $16M expanding his team from 10 to 30 people. Clients included: Pepsico, Philip Morris, Anheuser- Busch, Diageo, Ocean Spray, Dannon, Gillette and Unilever. From 1998 to 2005 (7 years) Director, Marketing Information @ Director, Marketing Information for three major divisions: Desserts and Snacks, Bakery, and Corporate Services. Key brands included: Jell-O, Altoids, Cool Whip, Entenmanns, Lenders, Kool-Aid, Crystal Light, and Capri-Sun.
Company leader in the creation of portfolio management strategies, spending and advertising principles, and development and launch of new products.
Pioneer in the development and application of “Integrated Marketing Intelligence” at Kraft and created and scaled the first marketing mix analysis in CPG. From 1992 to 1998 (6 years)
MBA, Marketing/Marketing Management, General @ State University of New York at BinghamtonBachelor of Arts (B.A.), History @ Binghamton University Marty Kopp is skilled in: Customer Insight, Shopper Marketing, Segmentation, Marketing Research, Brand Equity, IRI, Consumer Behaviour, Consumer Products, Nielsen, FMCG, Marketing Mix Modeling, Analytics, Market Research, Brand Architecture, Competitive Analysis
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