Mary Beth JowersDirector, Strategy, Insights & Innovation at Campari Group
Mary Beth leads a combined team of innovation marketing, brand insights and analytics for Campari America (makers of SKYY Vodka, Wild Turkey Bourbon and Aperol). This is a new team for Campari America, so Mary Beth is focused on building a yearly innovation cycle and integrating insights in business and marketing planning. Before her current role she was head of insights for North, Central and Eastern Europe, leading a Munich-based team of insights managers, and Director of Global Insights – Spirits where she repositioned Wild Turkey Bourbon (as well as 10 other brands) from being a “red neck / frat boy” brand to a respected, premium whiskey. Mary Beth got her start in market research at Olson Zaltman Associates (Zaltman Metaphor Elicitation Technique) and later worked at Frito-Lay North America focused on design thinking innovation methods and brand insights.