Professional Overview
Matt Giese is a seasoned marketing executive with over 15 years of experience in the consumer packaged goods industry. He has a proven ability to develop and implement effective marketing strategies that align with business objectives and resonate with target audiences. Giese's expertise spans brand management, product positioning, campaign development, and digital marketing, with a particular focus on the retail sector.
Experience Summary
Current Role
As the Director of Retail Marketing at poppi, Giese is responsible for leading the brand's retail marketing efforts, including the development and execution of in-store promotions, merchandising strategies, and consumer-facing campaigns. He works closely with the sales team to identify and capitalize on emerging market opportunities, while also spearheading initiatives to enhance the brand's visibility and drive increased product sales.
Career Progression
Prior to joining poppi, Giese held several senior marketing roles at industry-leading organizations. As the Senior Brand Director for Michelob ULTRA at Anheuser-Busch, he was instrumental in the brand's rapid growth and expansion, overseeing a comprehensive marketing strategy that included innovative digital campaigns, sponsorship activations, and targeted consumer engagement initiatives. Earlier in his career, Giese held brand management positions at Keurig Dr Pepper Inc. and ConAgra Foods, where he played a key role in launching new products, revitalizing existing brands, and driving market share gains.
Academic Background
Giese holds an MBA from the Kelley School of Business at Indiana University, where he specialized in marketing and brand management. He also earned a Bachelor of Arts degree in Advertising and Public Relations from the University of Nebraska-Lincoln.
Areas of Expertise
- Retail marketing strategy and execution
- Brand management and positioning
- Integrated marketing campaign development
- Digital marketing and e-commerce optimization
- New product launch and commercialization
- Cross-functional team leadership and collaboration
Professional Impact
During his tenure at Anheuser-Busch, Giese spearheaded the development and launch of a groundbreaking digital marketing campaign for Michelob ULTRA, which resulted in a significant increase in brand awareness and a 22% year-over-year growth in sales. Additionally, his leadership in the brand's sponsorship and experiential marketing initiatives helped strengthen customer loyalty and drive increased product consumption.
Conclusion
With his extensive experience, strategic acumen, and proven track record of success, Matt Giese is well-positioned to continue driving growth and innovation for poppi as the Director of Retail Marketing. His deep understanding of the consumer packaged goods industry, coupled with his expertise in integrated marketing and brand management, make him a valuable asset to the organization.
