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
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.
Vicki serves as Vice President of Market Insights at Optum and is a highly motivated, results-oriented, market & competitive intelligence professional with over 28 years of health care experience. She is passionate about building and leading client-focused teams that understand business dynamics and who serve as key strategic partners providing actionable insights. Vicki began her career in health care at Humana in Financial Operations and has been with UnitedHealth Group for the past 21 years. Vicki currently serves as an advisory board member for the University of Louisville’s Healthcare Leadership Program. She also serves as a mentor at UnitedHealth Group.
Vicki holds a Bachelor of Business Administration degree from McKendree University where she graduated Summa Cum Laude. She is currently pursuing her Health Care MBA at the University of St. Thomas.
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.
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.
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 is the Director of Market Research at Land o' Lakes. She is a marketing Research professional with 20+ years of experience in Marketing Research, Brand Management & Strategy, CPG (Food), B2B (Animal Feed & Agricultural Inputs), Foodservice, and International.
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.
Bio Coming Soon...
Leads customer and channel partner insights and market research team responsible for identifying and socializing insights to accelerate growth by better meeting customer and channel partner needs. Our charter is to inform strategy and prioritization, identify insights to drive product development, and define and transform customer experiences.
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.
Teri is the Head of Strategic Insights at Wells Fargo. She is a passionate leader with a talent for building exceptional teams and driving results in consumer and business-to-business markets. Wide-ranging executive expertise in both start-up and large-scale businesses with a rare combination of strategic marketing know-how and analytical problem solving. Talent for creating brand-building customer experiences that increase customer lifetime value and drive competitive differentiation.
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.
Mitch Helgerson serves as Senior Vice President, Marketing and Ticket Sales and is in his 13th season with the Wild. In his current position, he oversees all marketing efforts, including brand management, advertising, analytics, events and game operations, digital media and public relations. Helgerson's duties also include managing ticket sales for the Wild, including season ticket packages, groups and single game tickets.
Helgerson previously held the positions of Vice President, Sales and Marketing Intelligence, Senior Director, Marketing Intelligence and Special Projects and Director of Finance.
Prior to his time with the Wild, Helgerson was with Ecolab, Inc. in a variety of financial roles. A native of Alexandria, MN. Helgerson earned his undergraduate degree from the University of North Dakota in Grand Forks and an MBA from the University of Minnesota's Carlson School of Management. Helgerson also serves on the Board of Directors for Sports Minneapolis, which looks to attract large-scale sports events to the Twin Cities area.
He and his wife, Jennifer, have two children, Henry and Emma. The family resides in Lake Elmo.
Michelle is the Director of Consumer Insights & Analytics, Consumer Brands Division. She Leads consumer insights team to inform key aspects of strategy development, advertising, media planning, consumer target identification, product improvements and innovation for frozen businesses (Red Baron pizza, Freschetta pizza, Edward’s desserts, and Pagoda appetizers). Develops and implements training, best-in-class processes, and mentoring to achieve a winning culture and business state. Informs brand purpose, strategy, positioning and creative development for entire portfolio; measures impact of digital and TV media streams.
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 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.
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 has served as Bremer’s Chief Marketing Officer since December 2017, where she oversees all marketing functions, including digital marketing, creative services, external and executive communications, and community relations. Erin was tasked with delivering Bremer’s new brand, which launched May of 2019. Driven by her belief that the world’s problems will be solved at the intersection of the public, private and nonprofit sectors, Erin brings diverse sector experience to her role at Bremer.
Just prior to joining Bremer, Erin led government and community relations at the University of Minnesota. She also previously worked at the City of Saint Paul, serving as director of marketing and the Mayor’s chief of staff. Erin earned a Bachelor of Arts in Political Science from Northwestern University, and an MBA from the University of Minnesota, Carlson School of Management.
Erin is deeply committed to the community. She serves as a board member of the Greater Twin Cities United Way, and organization that works to alleviate poverty, and to provide affordable housing and food security in communities throughout the region. Erin has also served on the Twin Cities Habitat for Humanity Board and a variety of boards and committees, including Visit St. Paul, St. Paul Chamber of Commerce Foundation, The Jeremiah Program, and Women Winning. Erin was recognized as a 2008 Minneapolis St. Paul Business Journal 40 under 40 recipient and named one of the top Executive MBA students in the country by Poets and Quants in 2015. Erin is married with two stepchildren and is passionate about electing more women to public office.
Rachel Wolff works in Visitor Experience and Insights at the Minneapolis Institute of Art (Mia), an encyclopedic art museum in Minneapolis which is home to more than 90,000 works of art representing 5,000 years of world history.
Over ten years of experience in audience research and analytics, project management, development, and marketing in museum and nonprofit settings. Passionate about arts and culture, audience engagement, and cross-departmental collaboration. Received a Doctorate degree in contemporary art history as well as a Master's degree in arts administration.
Bio Coming Soon!
As Vice President of Experience Measurement, Analytics and Insights, Robbi Thatcher is responsible for developing high-value experience measurement programs and advanced analytic solutions across UnitedHealth Group. A passionate insights and analytics leader, Thatcher has focused her decade-long career on driving change by creating deep customer empathy using data.
Driven by the mission of UnitedHealth Group “Helping People Live Healthier Lives and Helping Make The Health System Work Better For Everyone” Thatcher has worked to find the power where analytics and insights meet to make healthcare experiences better for individual people and the system overall. Thatcher has worked to establish UnitedHealth Group’s experience analytics function, dedicated to collaborative analytics to improve experiences. Combining advanced analytics with best-in-class experience measurement drives insight generation and innovative solutions.
Thatcher holds a Bachelor of Science degree from the University of Minnesota and an MBA from the University of St. Thomas.
Andrew is the VP PG&A Strategy, Insights and Digital at Polaris Industries Inc., a global powersports leader. In addition to leading Polaris’ OEM ecommerce business, Andrew’s teams are accountable for driving strategic initiatives, delivering customer insights, and building advanced analytics for the Parts, Garments and Accessories (PG&A) business unit. In his time with Polaris, he has also served as a leader in front-end and supply chain continuous improvement as well as roles leading Sales and Marketing teams. Andrew has spent most of his career in the ambiguous space where strategy meets execution – helping to develop and communicate breakthrough vision while aligning diverse, cross-functional teams to drive change and bring vision to life.
Prior to Polaris, Andrew held various roles in Marketing, Merchandising and Strategy at Target and was a consultant with Accenture’s strategy practice. Andrew also serves on the Board of Directors for Leadership Edge Inc., a non-profit organization committed to developing next generation leaders. He holds an engineering degree from Duke University and an MBA from the Tuck School of Business at Dartmouth. He currently lives in Minnesota with his wife and four children.
Darren Caudill has more than 35 years of grocery experience in merchandising, sales planning and Marketing.
He joined SUPERVALU in September 2013 as the Vice President of Merchandising and Sales at CUB, was named Vice President of Retail West Sales Planning in December 2016, and Vice President center store for wholesale’s East Region in 2018. In his current role as Senior Vice President, Caudill leads teams who are focused on the pricing, sales planning, assortment, store layout, and all media types of marketing and advertising as well as over sees analytic efforts to support the Cub organization.
Prior to joining SUPERVALU, Caudill held multiple positions merchandising, marketing, and customer loyalty leadership for Kroger in corporate and division roles.
He currently serves on the board of directors for the Minnesota Grocers Association.
Caudill graduated from The Ohio State University, and remains an avid Buckeye fan.
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