Melissa Garvy

Director, Consumer Insights

Olipop

Melissa proudly leads the Consumer Insights function at OLIPOP, one of the fastest-growing better-for-you soda brands redefining the beverage category. She brings a deep track record of shaping brand strategy through data-driven storytelling and human understanding. Before joining OLIPOP, she led insights for Naked Juice and emerging brands - KeVita and IZZE - at Tropicana Brands Group, helping to guide innovation and positioning across dynamic beverage portfolios. Earlier in her career, she spent over a decade on the supplier side, partnering with leading brands across industries to drive growth through expertise in brand health, marketing effectiveness, and consumer behavior.

Sessions

Apr 29

3:50 PM - 4:15 PM EDT

Green Stage

Sarah Snudden

Brand & Growth Strategy

Consumer Behavior

CPG/Food & Beverage

Beyond Mental Availability: Owning Moments That Truly Matter

Most marketers agree: mental availability drives growth yet few measure it well. Brands win when they come to mind in the right moment. In this eye-opening session, Matt Vicenzi (H&P) and Melissa Garvy (OliPop) will discuss how mapping demand spaces reveals the contexts where brands matter most. And how situational awareness can shift strategy from broad reach to meaningful, context-driven impact. Key Takeaways: 1. Context is King: see how brand associations strengthen when tied to the right demand spaces. 2. Precision Growth Strategy: Target the right demand spaces to fuel smarter brand growth. 3. Smart Measures: Learn how to monitor situational awareness to see when your brand is coming to mind.

Also speaking

Matt Vicenzi

Partner, Hall & Partners

Speaker