Mary Beth Jowers

VP, Consumer & Market Insights

Heineken

Mary Beth Jowers is Vice President, Consumer & Market Insights (US & Americas) at Heineken. A veteran leader in strategy, business intelligence and insights, Mary Beth has led domestic and international teams for major organizations including Campari and Pernod Ricard, with prior roles at PepsiCo and Olson Zaltman Associates. Her career is distinguished by her team's ownership of key parts of the strategic and annual planning process, helping organizations effectively direct their resources, including supporting a significant increase in marketing investment. While her early career focused on consumer thought processes and "fuzzy-front-end" methods, her passion is now on the end-to-end strategic application of deep consumer understanding to drive better organizational decisions. Her current focus is on transforming traditional 'knowledge creators' into 'decision-drivers' by wiring insights outputs directly into cross-functional planning and execution.

Sessions

Apr 30

9:10 AM - 9:30 AM EDT

Blue Stage

CPG/Food & Beverage

Future of Work

Leadership & Talent

The Future of Insights: Change Management

As AI hits I&A, the competitive advantage for I&A will no longer be generating business-driving insights—it will be driving sustainable change. The next era asks us to leap into change management to create new organizational behaviors activating insights at scale. This session is designed for those who want to hear hard-learned lessons applying organizational approaches to I&A activities.
Key Takeaways:
1. New Skillsets: Why today’s Insights requires fluency in change management and organizational design.
2. A Few Key Approaches: Simple examples of principles based on common insights activities.
3. Highs & Lows: Examples showing the same approach unlocking success… or spectacular failure.

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