Laura Bird

About Laura Bird

A leadership, media analytics and consumer insights specialist with experience across big brand advertising, innovation, retail and multi-national FMCG in London, Cape Town, New York & Denver. I have led specialist and cross functional teams to transform the delivery of teams, enhance business productivity and inputted into culture change, working in roles on my own, to leading teams of 12. Currently leading the growth of the global Marketing Science team across the VF portfolio of brands(incl. The North Face, VANS, Timberland, Dickies, Smartwool), to deliver brand growth across the USA, EMEA and China,after setting up and leading the Marketing Science team for the LinkedIn global brand team. As Senior Director of Consumer and Media Insights at Heineken, I led a team through change across a multitude of projects, to embed a data driven Insights team, at the forefront of the industry. With brand marketing, consumer insight, media and client management roles inputting into my experience, I bring a broad business view to solving challenges. I have been credited with driving more effective and efficient outcomes, creating a more positive business culture and being a key enabler of change, resulting in being sought out to lead large projects outside my role I have experience leading a Data Management Platform to drive insight through to activation, saved Millions of $ through an enhanced communications testing protocol adopted as a business KPI and executed full brand campaigns with strong digital focus. I am reliable and professional with high levels of business maturity. I believe in a balanced approach to marketing and insights, ensuring a mix of creative input and intuition together with strong business acumen and understanding.

Experience

1. Senior Director Global Consumer & Shopper Insights

   The North Face

   Nov 2023 — Present · Denver, CO, US

Education

• University of Cape Town

  B.Bus.Sci (Hons), Marketing

Skills

• Project Planning
• Marketing Communications
• Customer Insight
• Relationship Marketing
• Brand Development
• Management
• Brand Management
• Marketing Strategy
• Integrated Marketing
• Market Planning
• Strategy
• Brand Architecture
• Brand Equity
• Marketing Research
• Marketing Management
• Shopper Marketing
• Fmcg