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Samantha has mastered the ability to transform brand purpose into actionable brand strategy.

by Samantha Avivi

She has successfully worked with large and emerging businesses to redefine their offering and deliver on their brand purpose. She has transformed the equity of multiple global brands including Herbal Essences, M&M’s and Kimberly Clark’s $4.5 Billion Global Bath Tissue business.  

The power of brand building was ingrained in Samantha at childhood. When she was young, Samantha would often go to work with her father, a creative director, and watch him create legendary campaigns. Her father started his own agency when Samantha was a pre-teen and together they would discuss brand strategy at the dinner table. That’s when she caught the “Brand Building Bug.”

She went on to gain a deep understanding of the power of holistic communication by starting her career in advertising working at top firms such as Y&R and BBDO. From there, she worked in Brand Management with P&L responsibilities at top companies like P&G, Kimberly Clark and ADT. Within these roles, Samantha has worked in Global, Regional and Local capacities. She has worked across 40+ countries.

Samantha was selected to be in P&G’s elite Brand Building Integrated Communications Department where she advised and coached leaders on businesses over $1 billion in the areas of brand positioning, portfolio architecture, innovation strategy, integrated communications strategy and execution.

She has consulted in multiple industries including food, beverage, packaged goods, luxury goods, healthcare, pharmaceuticals, retail, travel, non-profit, automotive and B2B. While at P&G, Samantha partnered with Wal-Mart to recreate their Baby Care department to a more consumer-centric, profitable business. The effort was rolled out to 1,700 stores. During that period, she and her team were identified as Supplier of the Year.

Samantha also has an ingrained capability in training and motivating teams. She was part of the team that trained 5,000+ P&G marketers as part of their Global Marketing University. She has set the global training approach for a world leading automotive manufacturer which is now traveling across the world.  She regularly lectures and advises at the University of Florida as part of their Advisory Council. She has trained in large settings (500+) and small settings (5+.) She has led inspiring team off-sites in multiple countries.

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