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Smriti Deokule founded NuVista Strategies, Inc., in 2002 to bring to market a pioneering approach to driving strategic decisions for clients based on the consumers’ view of the market called Market Structure. As CEO, Smriti is responsible for overall strategic direction and focusing on company-wide initiatives for driving growth. Smriti is recognized as a thought leader in the consumer insights industry and brings to bear over 20 years of experience in strategic planning, consumer research and global insights with leading consumer packaged goods and consumer research companies. Prior to founding NuVista, Smriti was VP at CNet Networks where she founded and managed the Business Intelligence Division. Previously, Smriti led planning and strategy for the $4B Meals Division at Kraft Foods. Smriti has also held executive positions as A.C. Nielsen, GE Capital and Dun & Bradstreet.
Smriti holds an MBA in Marketing and Finance from SUNY at Buffalo, and a MS in Finance from the University of Bombay. |
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Sue Lynch joined NuVista in 2008. Prior to that she consulted with and conducted research focused on need states, consumer segmentation and brand equity for a diverse range of clients and industries. Sue has spent almost 20 years at Kraft (General) Foods where she provided strategic, company-wide direction on multi-cultural growth and better consumer insight / ethnographic practices, gained international experience with Kraft Jacob Suchard UK, and provided marketing and research leadership for several food and beverage categories in the US. Sue holds a Masters of Marketing Research from the University of Georgia. Sue is passionate about helping teams identify growth opportunities that emerge from the intersection of fundamental consumer needs and brand’s equities. |
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Jill joined NuVista in 2008 with over 18 years of experience in consumer research and strategy. Jill spent over 16 years in positions of increasing responsibility at Kraft Foods and served as a Consumer Insights Director within the North American business unit, as well as, the Global Category Development Group where she managed many international strategic research efforts. Jill's experience includes leading numerous market structure and segmentation projects for her business teams, as well as, in-depth exploration of consumers' usage behaviors, needs and motivations. Jill also brings a wealth of client-side experience in New Business Development & Innovation, Brand Strategy & Positioning, Portfolio Management and Multicultural Marketing. Jill holds an MBA in Marketing and Management from Northwestern's Kellogg School of Management. |
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Evelyn Lawson joined NuVista in 2009 with over twenty years experience in advanced analytics and strategic marketing consulting. Her background includes econometric analysis and simulation development at Global Insights (formerly DRI/Wharton Econometrics) and Ontario Hydro, as well as extensive experience bringing data driven market and customer insights to the financial sector while at E*TRADE, Charles Schwab and Barclays. Evelyn holds an MA in Quantitative Economics from the University of Waterloo, and MBA in Marketing and Strategy from the University of Toronto, and is a Chartered Financial Analyst ("CFA"). She is extensively published in energy economics and marketing analytics journals. |
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