Summary
Overview
Work History
Education
Skills
Awards
Timeline
Generic

Joe McHugh

Stamford,United States

Summary

Seasoned leader in insights and analytics with a proven track record at PepsiCo, adept in data analysis and business analysis. Spearheaded innovative strategies that drove over $300MM in revenue, showcasing exceptional customer insight and strategic foresight. Renowned for transforming insights into actionable growth plans, enhancing brand positioning and commercial success.

Overview

31
31
years of professional experience

Work History

Head of Beverages Marketplace Insights, NA Insights & Intelligence

PepsiCo
Purchase, United States
11.2024 - Current
  • Lead marketplace insights and critical workstreams including corporate support for earnings and Investor relations
  • Leverages a wide variety of data sources, collaborating with key internal partners across Finance, Marketing, Sales, RGM and Strategy to develop actionable commercial insights to advance our growth agenda with consumer centric solutions

Senior Director, Portfolio Insights & Analytics, PBNA

PepsiCo
Purchase, United States
03.2021 - 10.2024
  • Led an Insights team across four verticals to influence the future of beverages for PBNA
  • Drove deeper understanding of consumer trends and product attributes shaping the future of demand for beverages
  • Delivered monthly share performance assessments across the portfolio through a human centric approach to understanding demand
  • Assessed consumer trends and empathy to better understand consumer behaviors and key growth cohorts
  • Optimized point of sale execution through shopper analytics that are aligned to moment of choice principles

Senior Director, Insights & Analytics, TM Pepsi & Hispanic

PepsiCo
White Plains, United States
09.2018 - 03.2021
  • Led the insights and analytics agenda for Pepsi and Hispanic marketing
  • Redefined and modernized Pepsi’s brand positioning to reflect a relevant consumer tension meant to inspire Pepsi’s most loyal drinkers
  • This work led to a new campaign utilizing the brands first new tagline in twenty years
  • Led cultural sensitivity research on three Super Bowl campaigns that reflected the brands challenger status
  • Creative effectiveness significantly improved versus prior years resulting in strongest brand consideration in past five years

Strategy & Insights Director, Water+ Portfolio

PepsiCo
White Plains, United States
03.2016 - 09.2018
  • Drove profitable growth through the development of insight led strategic plans and consumer grounded innovations for the Water+ portfolio
  • Received the 2017 Global Incite award for work that I led on portfolio growth strategy
  • Insights led to the development and commercialization of two innovations that drove over $300MM in revenue over 2 years

Brand Analytics Director

PepsiCo
White Plains, United States
01.2014 - 03.2016
  • Led insights and recommendations on multi-million dollar media investments for PepsiCo beverages through marketing mix and related ROI analysis
  • Forged a stronger partnership across the brands, media, and insights teams to make media dollars work harder leading to significant year over year improvements in media ROI and profit

Executive Director, North America Commercial Operations Leader

Avon
New York, United States
01.2010 - 12.2013
  • Led the Sales & Operations Planning process as a member of the North America Executive Leadership team
  • Led the North America Demand Planning & Forecasting Operations Department and provided forecasts for supply chain planning
  • Initiated & drove a transformation of the forecasting operation that optimized and improved excess inventory levels through advanced analytics

Director, Consumer & Customer Insights

Pepperidge Farm
Norwalk, United States
07.1998 - 01.2010
  • Accumulated strategic and operational market research experience within the areas of consumer and customer insight supporting all Pepperidge Farm categories across a successful 12 year career

Senior Analyst, Marketing Mix Modeling Department

Ipsos
Stamford, United States
04.1997 - 07.1998
  • Quantified the incremental volume and cost efficiencies of television/print advertising, trade promotion, and couponing through marketing mix analysis resulting in sales & profit optimizations

Project Director, Testing Services Division

SymphonyIRI Group
Fairfield, United States
01.1996 - 04.1997
  • Managed the execution and delivery of syndicated testing projects
  • Typical studies related to New Product Performance, Television/Radio Advertising Effectiveness, and Consumer and Trade Promotion Strategies
  • Assisted in providing on-going client focused analytical consulting

Market Research Intern

Kraft Foods Group
White Plains, United States
06.1994 - 12.1995
  • Interned for the marketing research department of Post Cereals

Education

Bachelor of Science - Mathematics

Pace University
01.1996

Skills

  • Data Analysis
  • Business Analysis
  • Customer Insight

Awards

  • Chairman's Award
  • President's Award
  • John T. Dorrance Award
  • CEO Award of Excellence

Timeline

Head of Beverages Marketplace Insights, NA Insights & Intelligence

PepsiCo
11.2024 - Current

Senior Director, Portfolio Insights & Analytics, PBNA

PepsiCo
03.2021 - 10.2024

Senior Director, Insights & Analytics, TM Pepsi & Hispanic

PepsiCo
09.2018 - 03.2021

Strategy & Insights Director, Water+ Portfolio

PepsiCo
03.2016 - 09.2018

Brand Analytics Director

PepsiCo
01.2014 - 03.2016

Executive Director, North America Commercial Operations Leader

Avon
01.2010 - 12.2013

Director, Consumer & Customer Insights

Pepperidge Farm
07.1998 - 01.2010

Senior Analyst, Marketing Mix Modeling Department

Ipsos
04.1997 - 07.1998

Project Director, Testing Services Division

SymphonyIRI Group
01.1996 - 04.1997

Market Research Intern

Kraft Foods Group
06.1994 - 12.1995

Bachelor of Science - Mathematics

Pace University

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