Profile: Amelia Strobel, Global Consumer & Market Insights, Mars
Amelia Strobel joined Mars five years ago to lead its global Specialty Pet Nutrition Consumer and Market Insights (CMI) organization based in the U.S. Since that time, she has led the Mars global Innovation Center of Expertise for CMI, and currently manages global insights and strategy for its largest dog brands. Strobel gained experience at other manufacturers such as Kellogg, where she was a manager of consumer understanding. She then held insights-related roles at Frito-Lay before leading consumer insights first for Brinker International, then Wachovia/Wells Fargo and Kraft. She led consumer insights for the North American region for Mondelez International before heading to Mars.
Describe your current role.
STROBEL: I am responsible for driving consumer insights and market strategy for our global portfolio of key dog brands. This includes primarily portfolio strategy, global communication and global innovation.
How do insights, analytics and data fit into your organization?
STROBEL: Insights, analytics and data are integral to my success and the effectiveness of the role I play in driving our business growth. I can’t imagine doing my job without these, and it is the art of connecting these that is both fun and rewarding.
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What emerging technology and techniques does your team leverage at Mars?
STROBEL: We have been working with both internal and external partners in building our data lakes and capabilities so that we can quickly harness insights and make use of the massive data we can access.
Are there any recent trends impacting your team’s work?
STROBEL: In our immediate consumption communication world, consumer and customer expectations for speed, agility and customization are exponentially growing. Gone are the days of linear research and standard offerings. We are adapting to this new world by embracing new approaches, tools and ways of working.
What’s the biggest challenge facing CPG companies related to data and analytics?
STROBEL: There is so much data with few resources and time to absorb it all. Therefore, AI and other advanced analytic solutions are imperative. It is not only having the solutions but also packaging or visualizing them in a way that is easy for leaders at all levels of the organization to understand and to activate quickly.
What’s the most rewarding aspect of your job?
STROBEL: Seeing the work we do translate into strategies and executions that drive business growth.