2022 Women of Excellence, Technology
Chelsea Carroll
Director, Data Strategy & Insights
Vestcom
Chelsea Carroll has been instrumental in key projects during her first year at Vestcom. She enabled data-based pricing modification for client Walgreens by revising a set of rigorous measurements to inform its go-to-market sales pricing strategy and drive stronger incremental return on ad spend for the retailer’s CPG partners, and has been a driving force in engaging key client contacts to implement Vestcom’s enhanced best-in-class methodology.
Carroll is the director of data strategy and insights. She owns the data analytics and insight delivery for shelfAdz media campaigns across Walgreens and Kroger. She works to strengthen client partnerships by providing strategic, data-driven insights throughout the client engagement lifecycle, helping to design campaigns that maximize results based on each client’s objectives while ensuring that post-event assessments deliver measurable outcomes to prove value and optimize future campaigns. She has also implemented a quality-control procedure for incoming data to ensure retailer feeds are accurate and consistent, and a halo reporting capability to ensure full campaign impact is captured.
She began her career at Nielsen, providing clients with actionable insights through the integration of various Nielsen data points, including online and offline metrics. She later moved on to the strategy and insights department at Quotient, where she created and measured cohesive shopper marketing plans for CPG manufacturers, including programmatic display, digital coupons, social and retailer on-site.
Risa Crandall
Senior Vice President, Strategy + Sales
Aki Technologies, an Inmar Intelligence Company
Described as an inventive strategist, Risa Crandall thrives on tackling the challenges — or finding the opportunities — that lie in white space when working with CPG clients. In her world, it’s no longer about click-through rate, but rather the “add to cart” rate. She and her team make recommendations from a strategy, data and personalization standpoint, striving to be strategic and entrepreneurial at the same time.
Crandall is a trusted and respected partner who builds and nurtures relationships with stakeholders, clients, colleagues and creatives alike. She is a thought leader by nature and approach, and an advocate of diversity. She is always seeking new technology and empowers her clients as brands, helping them solve problems with a collaborative approach.
Crandall partners with marketers and the national sales team to create solutions that drive revenue-leveraging personalization at scale, powered by proprietary moments. Since she assumed her current role in January 2021, the company has seen growth of more than 87% in year-over-year revenue and an 80% renewal rate with its top 100 clients. She and her team drove business of more than 300 new programs and developed more than 65 new clients in 2021, and were selected by PepsiCo Digital Labs as an innovation partner.
Joy Jentes
Shopper Insights Team Lead
Kimberly-Clark
Joy Jentes has held a broad range of roles focusing on data and analytics within Kimberly-Clark (K-C) over her more than 20-year tenure at the company. She is committed to driving superior insights and analytics to help its brand portfolio live out the company’s purpose of “Better Care for a Better World.”
Jentes played a key role in developing the analytics function, and has worked on every K-C brand, from Kleenex to Kotex to Huggies and everything in between. She has also held several cross-functional roles, from brand insights and category management to sales and shopper insights. She has collaborated within the brand sales organization, as a category manager on the Walmart team, a shopper insights leader on the brand side, and has led the field shopper insights team, with responsibility for all of K-C’s retail partners.
She consistently champions new data and analytical tools. Jentes led the partnership as an early adopter with Numerator, and has been instrumental in the exploration of new Nielsen tools including Connect. She has pushed the company to pilot new insights and analytics tools and platforms, all while building strategic partnerships, internally and with suppliers and retailers.
Nadya Kohl
Former Chief Marketing Officer
Volta Charging
As the chief marketing officer of electric vehicle (EV) charging and media network Volta, Nadya Kohl was charged with accelerating Volta’s data-driven focus on understanding and influencing the seismic behavioral shift around consumer fueling habits. The company’s EV charging network — which features large digital displays in many retail, grocery and entertainment venues — is predicated on the transportation shift of “fueling where you go” and the infrastructure needed as the world moves toward more sustainable sources of mobility.
Kohl built Volta’s first consumer data analysis capability, helping the company further understand and anticipate shifting driver behavior as it delivers EV charging solutions that fit seamlessly into people’s daily routines. She joined Volta in August 2020, and brought rapid data maturation to the company, executing a strategic plan that drove its goal of developing a behaviorally driven network.
Tasked with underpinning Volta’s ad tech capabilities with the data capabilities to launch the Volta Media Network, she positioned it as a national and local platform that brands can leverage to reach scaled audiences. Advertisers on average have seen an 83% lift in consideration, a 45% lift in awareness and a 65% increase in purchase intent.
Kohl has more than 20 years of experience in marketing, data and technology. She left Volta in September and is undertaking advisory roles with data-related, early- and later-stage companies in a variety of spaces. Currently, she’s a member of Qonsent’s advisory board.