Advisory Board

To ensure continued evolution and expansion of the Department of Marketing, the Institute established the Advisory Board. The Advisory Board consists of senior level executives from Minnesota and national businesses with connections to the field of marketing and the Carlson School of Management.

The purpose of the Advisory Board is to:

  • Engage with both faculty and students and provide advice on evolving, innovating, and expanding the department’s marketing initiatives and research
  • Provide guidance to the Institute creating partnerships between marketing department faculty research and marketing practitioners
  • Serve to strengthen the Institute through leadership in several key areas including joint venture research projects, national outreach, general advocacy and ambassadorship for the Institute

    Bios

    David Crist, 3M

    Vice President of Marketing in Consumer Business Group - 3M

    David Crist has been the Vice President of Marketing in Consumer Business Group since April 2012 and had been with 3M since 1981. He is highly developed in consumer integrated marketing strategy and execution and channel marketing management. David is a lifelong resident of Minnesota and holds a degree in Journalism with the University of Minnesota. 

    Lynne Stockstad

    Chief Marketing Officer - Optum

    Lynne Stockstad serves as chief marketing officer for Optum. She is responsible for the company's strategic brand and marketing initiatives across business lines and customer audience segments. During her tenure at Optum, Stockstad has led product, marketing and branding efforts to increase the awareness and familiarity of Optum with key constituents. Her work has helped accelerate the company’s exponential growth over the past four years.

    Stockstad joined Optum in December 2014 as senior vice president of Product and Consumer Marketing.  In that role, she led a team of marketers supporting a broad spectrum of health services products – ranging from technology, managed services and consulting – used by health plans, employers, providers, life sciences organizations, government and consumers.

    Prior to joining Optum, Stockstad served for 12 years in global leadership roles at Microsoft, spanning product management, product marketing, business development, enterprise marketing and public sector marketing.  Her earlier experience includes leadership roles at Great Plains Software, where she spent 15 years helping to build the organization from a small startup through a successful IPO and, later, acquisition by Microsoft.

    Stockstad has a B.S. in Marketing from Minnesota State University, Moorhead.

    Kenneth Greer

    President - Augeo Marketing

    Kenneth Greer is a change agent, trend visionary, technology geek and creative spark. He’s known as the “go to guy” for big ideas. Ken’s one-of-a-kind combination of creative and strategic marketing skills has been the driving force behind the transformation of both consumer and business-to-business enterprises. Ken holds a Master’s Degree from Stanford University and is nationally recognized for innovative thinking and a unique ability to create compelling brand value. In addition to his duties as Chief Marketing Officer, Kenneth Greer is the President of Augeo+Greer, a Brand Strategy and Communications Design Agency.

    Jennifer Hayes

    Vice President - Compeer Financial

    As Vice President of Segment Marketing with Compeer Financial, Jennifer Hayes oversees a team responsible for integrated marketing planning and campaign execution supporting Compeer’s departments, products and services with the ultimate goal of driving leads and closed loans for the organization. This team includes marketing automation, content, marketing strategy, events, sponsorships and brand representation.

    Hayes has over 19 years of sales and marketing experience in a variety of industries including online retail, healthcare, tradeshows, professional sports, utilities and most recently agriculture and finance.

    Hayes holds a B.A. in sociology from the University of Arizona and an M.B.A. in marketing from the University of Phoenix.

    Stephen Lauring

    Vice President - Ecolab

    Steve Lauring is vice president of Customer Insights for Ecolab Inc., the global leader in water, hygiene and energy technologies and services that provide and protect clean water, safe food, abundant energy and healthy environments. Ecolab’s 44,000 employees deliver comprehensive programs and services to the food, energy, healthcare, hospitality and industrial markets in more than 170 countries. Steve leads Ecolab’s global customer insights function in support of corporate and business unit strategies and objectives. Prior to joining Ecolab in 2010, Steve was senior director, consumer insights, at Con Agra Foods. In this role, he led the research program for the company’s snacks portfolio of major brands.

    Prior to ConAgra, Steve was director, customer insights at General Mills/Pillsbury where his work on the Progresso brand won an Ogilvy award in 2000 for excellence in advertising research. Steve also led the marketing analytics team for the company, where he implemented a proprietary modeling capability. Steve also has held research positions at Kraft Foods, Land O’Lakes and Hormel Foods. Active in industry locally, Steve serves on the University of Minnesota- Duluth Labovitz School of Business alumni board and is an industry advisor to the Labovitz ReMap program (marketing analytics). He also is a member of the Carlson School Institute for Research in Marketing.

    Steve holds a bachelor’s degree in economics from the University of Minnesota-Duluth and a master’s in business from the University of Wisconsin-Madison.

    Margaret Bueltel

    Director of Market Research - Land o' Lakes

    Bio Coming Soon!

    Jill Renslow

    Senior Vice President - Mall of America

    As Senior Vice President of Marketing and Business Development with Mall of America®, Jill Renslow oversees Mall communications, marketing, strategic alliances and partnerships, advertising, digital media, group sales, and attraction marketing. She is responsible for working with new and existing tenants to create unique experiences and drive sales and traffic. Working with various innovative partners, the goal is to develop and integrate emerging technologies into both Mall of America retail and entertainment environments.

    Renslow works with top Mall leadership to provide direction and vision for the new front entrance and expansion to the Mall which is currently under development. The project includes a 342-room JW Marriott hotel, office tower, first-to-market retailers, new dining options, and large event space.

    Renslow brings over 19 years of valuable experience at Mall of America to her current role. Previously, Renslow was Vice President of Marketing and Business Development at Mall of America. During her tenure, Renslow oversaw a $25 million rebranding effort of the nation’s largest indoor amusement park, Nickelodeon Universe®, as well as annual enhancements including new rides, attractions and partnerships. 

    Renslow holds a B.A. in marketing communications from St. Cloud State University and an M.B.C. from the University of St. Thomas.

    Rachel McKinnon

    Director - Marvin Windows and Doors

    It is a passion for customer insight combined with the experience to guide organizations forward based on customer, market and business intelligence that energizes Rachel professionally.  

    Rachel currently holds the position of Director, Market Intelligence and Marketing Operations at Marvin Windows and Doors, a leading manufacturer of premium window and door products. A fourth-generation family-owned and operated company, Marvin Windows and Doors is headquartered in Warroad, Minn., with a team of more than 5,000 employees in 12 facilities throughout the United States. 

    Rachel has oversight on all primary and secondary research, including key areas such as customer experience strategy, journey mapping, customer satisfaction tracking programs, transactional research, segmentation, product concept testing, ethnographic studies, and market trend identification. Beyond research, Rachel also oversees key activities in the organization related to competitive intelligence, product demand analysis, business sales analysis, lead generation and nurturing, Salesforce strategy and digital marketing. 

    Prior to Marvin Windows and Doors, Rachel worked at Thomson Reuters in its legal division,  and has additional experience gained through past roles in a diverse range of industries including utility, education, healthcare, travel, financial and hosted email.

    Rachel has her undergraduate degree in Marketing and Management from the University of North Dakota and is a member of the Customer Experience Professionals Association. 

    Rachel resides in Eagan, Minn., with her husband and two children. 

    Carmen Johnson

    Chief Marketing Officer & SVP - Minnesota Public Radio

    Carmen Rodriguez Johnson is Chief Marketing Officer and Senior Vice President for Audience Development at American Public Media/Minnesota Public Radio (APM/MPR).  APM is the nation’s largest owner and operator of public radio stations.  It also produces and distributes national programming that reaches over 21 million listeners per week.  She is responsible for identifying opportunities to grow the audience and revenue, developing motivating communication to support the portfolio of brands, and providing insight and inspiration about the audience to drive strategy. 

    Prior to joining American Public Media, Johnson was at General Mills for 15 years where she drove growth and innovation on brands including Cheerios, Yoplait, Nature Valley, and Betty Crocker.  She had leadership roles in marketing, sales, and consumer insights across domestic and international retail, as well as foodservice businesses.  Previously, Johnson worked at Procter & Gamble in marketing and sales on brands such as Always and Tide.  She received a B.S. in Marketing and an M.B.A. from the University of Minnesota.

    Elda Macias

    Marketing Executive - Securian

    Elda Macias is currently Director of Customer Insights and Experience at Securian Financial Group, one of the nation’s largest financial services providers, offering financial security to individuals and businesses in the form of insurance, investments and retirement plans since 1880. Elda was brought on to transform the market research function into an enterprise customer insights capability that drives innovation and growth opportunities for the company. Elda has quickly become a key partner to a variety of functions given her strong acumen on the end consumer. She is currently advising a new brand strategy, leading an employer of choice initiative, and a member of a cross-functional team for a new marketing analytics and technology project.

    Prior to Securian, Elda spent 10 years at Ameriprise Financial, a leading financial planning company with 10,000 financial advisors across the country. She was responsible for leading various strategic initiatives to increase visibility, awareness and client acquisition for the firm. Early in her career at the company she created business and sales strategies to help 80% of financial advisors modify their marketing plans to more effectively engage diverse audiences including women, small business owners, the LGBT community, and Hispanic and Asian consumers. Elda was then asked to redesign an alliance program, and build and launch a healthcare initiative that resulted in a four-year alliance with UnitedHealthcare. One of the most significant accomplishments for Elda at the firm was the development and management of a thought leadership strategy. The company had not been actively pursuing media exposure, but after a thought leadership pilot driven by Elda and several colleagues showed positive coverage, she built a plan that the firm continues to use today.

    As an advocate of the customer experience, Elda is able to build strategy and make a case for change by focusing on what is important – the end consumer. She has been quoted in The Wall Street Journal, among other publications. She has 20 years of marketing experience and has held positions at Wells Fargo & Company, the universities of Minnesota and Texas, and the Walt Disney Company.

    She’s an active volunteer in the Minnesota Hispanic community and has been recognized by several organizations. The Minneapolis/St. Paul Business Journal named her to their 2011 “40 Under Forty” list of honorees. In 2010, she received the “Mano Amigo” of the Year Award from the Latino Economic Development Center, and in 2009, she was named to the Hispanic Chamber of Commerce of Minnesota’s list of “25 on the Rise.”

    Elda has served on the board of directors for LatinoLEAD, WomenVenture, and the Certified Financial Planners Board of Standards Women’s Initiative Council. She earned a Bachelor of Arts in Communications from the University of Texas at El Paso, and a Masters in Business Administration from the University of Minnesota.

     

    Tom McGoldrick

    Vice President Strategic Insights - United Healthcare

    Tom has been studying brands and how their stakeholders interact with them for more than 20 years. He is currently leads Strategic Insights for UnitedHealthcare. Some of his current research focus areas include: Net Promoter, customer experience, communications, innovation, and market assessments. Prior to joining UHG in May of 2016, Tom was responsible for global brand and customer engagement research at Cargill. While at Cargill he led the research effort to update Cargill’s global brand and positioning. He has a Master’s Degree in Social Psychology/Research Methodology from the Pennsylvania State University and a BS from St. John’s University. Tom is also the Board Chair for Friends of Velodrome Racing MN and on the Sponsorship Committee for the Loppet Foundation.

    Lorenz Esguerra

    Executive Vice President - Weber Shandwick

    With more than 20 years of experience in marketing services, including leadership roles at BBDO, Proximity and Blast Radius, Esguerra has led integrated teams in the planning, development and tracking of key digital campaigns – ranging from e-commerce to social media – for clients across sectors. 

    Before joining Weber Shandwick, Esguerra served as managing director at Colle McVoy in Minneapolis, where he led and managed the marketing and new business opportunities across the firm’s portfolio of agencies, including Colle McVoy, Exponent PR and 10 Thousand Design, and was responsible for client oversight for several of the agency’s key accounts. Esguerra has nearly 10 years of brand management and business strategy experience, including roles at Mattel and Procter & Gamble. Prior to that, he served as a consultant at Bain & Co.

    Marie Becker

    Senior Vice President - Wells Fargo

    Marie leads a team responsible for marketing strategy, marketing operations, global regional marketing and business services supporting the Wholesale Banking division.

    Lora Alexander

    Senior Director - Reve Consulting

    Lora Alexander is a strategic Market Research leader with extensive experience in business and market research, competitive intelligence, strategy development, and direct primary research. Lora is currently the Senior Director of Research at Reve Consulting. 

    Prior to working at Reve, Lora also worked at Be The Match, she led the primary research department at Optum and headed up strategic research for Aetna’s Accountable Care initiatives. She holds a Master’s of Science in research from the University of Illinois Champaign-Urbana and an BA from the University of Minnesota.

    Greg McCullough

    Senior Director - Medtronic

    In his current role, Greg is charged with creating Medtronic's master brand positioning and narratives, marketing the company to stakeholders in 160 countries, and leading global business strategy communications through the themes of innovation, value-based healthcare, global health, and corporate citizenship. Greg has accountability for the business case, strategy, budget, execution, and program results worldwide, which are reviewed with Medtronic’s CEO and Executive Committee.

    Chris Behrens

    President and Chief Executive Officer - YA

    Chris is the principal architect of YA’s strategy, vision and execution. As chief evangelist for the business, he works closely with clients, partners and team members to create extraordinary omni-channel experiences that motivate consumers to engage the brand, take action and spread the word. Prior to becoming President and CEO, Chris was Chairman of the Board of Directors for Young America, LLC. Before joining YA, Chris had been working with Baird Capital Partners to develop and execute acquisition and investment strategies to build a company in the digital marketing services industry, serving as CEO and/or Board Member of the acquired business. Previously, Chris was President and CEO of SourceLink, which grew to become the 4th largest privately held marketing services company in the US. Prior to SourceLink, Chris was President and CEO of ETrac, a software services (SaaS) business. He also held various positions at GE Financial Assurance, including Senior Vice President Sales and Client Marketing. Chris began his career at OAG, a global publisher of airline and hotel information. Chris received his degree from the University of Illinois - Chicago. 

    Chris is also very active in the industry and community. He currently serves on the Superior International Industries board of directors, the Brand Activation Association board of directors, as a curator to the Direct Marketing Association, the Minneapolis Downtown Council board of directors, the Minneapolis Club Board of Governors, and is a Board Director for Circle Urban Ministries in Chicago. When Chris isn’t leading the team at YA, he’s still pursuing his childhood dream of becoming a shortstop for the Chicago Cubs and wannabe golfer. Outside of these dreams, he enjoys gardening and traveling. Chris has been to more than 50 countries, but never to Italy – he admits, he needs to fix that… fast!

    Mitch Helgerson

    Senior Vice President, Marketing and Ticket Sales - The Minnesota Wild

    Bio Coming Soon 

    Diane Harper

    Vice President of Consumer Insights and Analytics - Schwans

    Diane Harper is Vice President, Consumer Insights and Analytics for Schwan’s Company.    

    Diane has over 25 years of experience with Fortune 500 consumer products and retail companies including General Mills, Kraft Foods and Supervalu.

    Diane is a member of the Board of Directors at Gillette Children’s Specialty Healthcare in St. Paul.  She is also a mentor to female student athletes through the Women Invested in Leadership and Learning (W.I.L.L.) Program at the University of Minnesota.   

    Diane holds an MBA from the Carlson School of Management and a BS in Nutrition and Dietetics from the University of Minnesota.

     

    Caroline Larson

    Senior Director of Marketing - Caribou Coffee

    Bio Coming Soon!

    Jill Giefer

    Sr. Director, Brand and Marketing Insights - Best Buy

    Jill Giefer is the Sr. Director of Brand & Marketing Insights at Best Buy Co., Inc. She leads the team responsible for applying primary consumer research, analytics, and data science to understand and improve the health of the Best Buy brand and the effectiveness of Best Buy’s marketing efforts. Her approach to using leading edge techniques in the fields of research and analytics have been central to Best Buy’s brand strategy transformation.

     Prior to Best Buy, Jill worked as a Market Research Project Director at Strategic Resource Partners, LLC, and as a Media Planner at MPG.  Throughout her career she has been focused on, and energized by, using consumer insights to develop brand and marketing strategies that help companies unlock growth by serving their customers more meaningfully.

    Jill is a member of the Association of National Advertisers Data & Measurement Committee, has an M.A. in Strategic Communication from the University of Minnesota and a B.S. in Advertising from Boston University.

    Ananta Engineer

    Sr. Director, Insights & Planning - Post Consumer Brands

    Ananta Engineer is the Senior Director of Insights and Planning for Post Consumer Brands. As Senior Director, Ananta leads the Consumer & Shopper Insights team, Analytics team, and Pricing/Forecasting team. She brings a passion for deeper consumer and customer insight to PCB as well as a drive for exploring new methods around insights-development including behavior-science tecniques, agile analytics and consumer immersion. Ananta enjoys working across all of the amazing brands in the Post Cereals portfolio, including her all-time favorite cereal Honeycomb. 

    Prior to joining Post, she was Director of Insights and Planning for The Kellogg Company, where she helped build major brands like Egoo, MoringStar Farms, Pop-Tarts, Raisin Bran, Frosted Mini-Wheats and Rice Krispies. 

    Ananta holds a bachelor's degree from The University of Michigan, Ann Arbor and a master's degree in Advertising and Marketing from Michigan State University. 

    Lisa Hake

    Vice President Marketing & Communications - Great Clips, Inc.

    As VP of Marketing and Communications at Great Clips, Lisa drives brand and business growth through marketing and communications. She oversees a range of functions, including annual marketing planning, systemwide campaigns, promotional efforts, public relations, web platforms, social media, cause marketing, customer insight strategy and internal communications.  Lisa joined Great Clips in 2017. Previously, she served as Senior Marketing Director for Geek Squad at Best Buy. Before Best Buy, Lisa held corporate marketing roles for two other household name brands—Pillsbury and 3M. In addition to her experience with Fortune 500 companies, Lisa started a retail business that she and her husband eventually franchised. At their peak, they had four of their own locations and 10 franchise locations in seven states.  At home, Lisa is mom to three active kids who consume most of her free-time with dance and hockey.  She has a degree in international business from the University of Nebraska—Lincoln and an MBA in Marketing from University of Minnesota—Carlson School of Management.  Lisa serves on the Board of Directors for The Cowles Center for Dance and Performing Arts; the Midwest’s largest nonprofit dance complex in downtown Minneapolis, that offers the local community the dance-centric facility it needs to flourish.   

    Teresa Marchek

    Senior Director of Provider Marketing - Be The Match

    Teresa Marchek has over 20 years of experience driving growth and new product development within industries as varied as healthcare, digital health, higher education, and education technology. She currently leads a team of 14 product management, marketing and market research professionals at Be The Match.  Her team works to accelerate access to life saving cell and gene therapies by productizing and promoting services such as cell sourcing, cell transportation logistics, case management and apheresis network management offered to transplant centers and biotherapy companies internationally.   These services are based on the extensive capabilities Be The Match has honed over 30 years of facilitating tens of thousands of unrelated donor stem cell transplants.

    Teresa has successfully developed and launched 15+ new products and businesses across her career.   Instead of following a traditional path, she has done it on her terms by moving between traditional corporate roles both full and part time, 4 years of independent consulting, and as a co-founder of a digital health start-up.

    Teresa earned an MBA in Marketing with a focus on product management from the Carlson School of Business at the University of Minnesota.  She graduated summa cum laude with a BA in Economics and German from Washington University in St. Louis.  She serves on the board of directors for Minnesota-based startup Reflection Sciences, is a judge for the annual Minnesota Cup business plan competition (the largest state-based competition in the country),and is on the board for the nonprofit Ed North.

    Erin Dady

    Chief Marketing Officer - Bremer Bank

    Bio Coming Soon 

    Contact Institute for Research in Marketing