Carisa Sirak Griffin
Director, Strategic Planning @Mars United Commerce
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WORK HISTORY
Director, Strategic Planning @Mars United Commerce
Mars United is an award-winning global commerce marketing practice. With talent around the world, we connect people, technology and intelligence to create demand and drive profitable, sustainable growth.As a Brand Strategist, I bring together empathy and insight to help my clients know their audience, be culturally relevant, and to plan, predict, and market to today’s shoppers. I partner with Client Leadership, Creative and Retail Teams to develop insight-based strategic solutions and business-driving opportunities for our clients.Strategic Planning lead on Mars Wrigley US and Canadian Confections brands including M&M’S, Skittles, and Snickers.Develop go-to-market strategies across key retailers integrating within retailer ecosystems. Responsible for targeting and audience understanding, including shopping behaviors, preferences, and buying habits, and identifying new and emerging growth opportunities through thought leadership, trend reporting, and more. Additional Experience: Mars Wrigley US and Canadian ice cream, Dove chocolate. Mars Wrigley US and Canadian Pet care including Pedigree, Greenies, Temptations. Bayer Consumer Health including Claritin, Aleve, Bayer Aspirin, Afrin, Alka-Seltzer Plus. Chateau Ste. Michelle wines.Mars United was acquired by Publicis Groupe in September 2023.
EDUCATION
Penn State University
BS, Industrial Engineering
Carnegie Mellon University
Tepper School of Business, MBA, Marketing, Interaction Design
SKILLS
ABOUT CARISA SIRAK GRIFFIN
Ex-tech engineer who pivoted to brand strategy. Diverse experience across brand development and management, retail and customer insights within the CPG and healthcare spaces. Strength in understanding and interpreting consumer behavior and strategic thinking to develop and grow brands.
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