Publix Super Markets

Responsible for multichannel media analytics at Publix, the largest employee-owned company in the United States with $50+ billion in retail sales in 2022.

Multichannel Analysis, Media Analytics

Brighter Path

Chris Colombo is the Founder of Brighter Path — a firm specialized in Insights & Analytics, Commercial Strategy, and Transmedia Measurement & Planning. 

Brighter Path is more than just a consultancy; it is a catalyst for business growth, employing a robust data-driven storytelling approach and orchestrating organizational transformations.

OUR UNWAVERING MISSION: Elevate our clients to new heights by boosting immediate revenue and propelling them toward sustained long-term growth.

OUR INSPIRING PURPOSE: Ignite focus, expedite growth, and fortify existing or construct innovative insights & analytics capabilities within organizations. We aim to unlock enduring value while simultaneously nurturing high-performance teams, innovative commercial strategies, and customer experiences that meet and surpass business objectives.

OUR POWERFUL MODEL:  Act as an integral "hands-on" partner for companies, organizations, executives, founders, and investors, driving growth and tangible results across business, leadership, and groundbreaking product experiences through:
- Crafting strategic narratives and frameworks that instigate transformative change.
- Establishing proven, measurable frameworks for real-time optimization and continuous learning.
- Deploying strategic and seasoned teams that fuel both project and organizational growth.
- Cultivating a data-driven insights-centric culture within companies, leadership, and teams, without compromising creativity.

OUR COMPREHENSIVE SERVICES:
- Fractional Leadership & Teams
- Project-Based Engagements
- Onsite & Virtual Workshops
- Speaking Engagements, Panels & Podcasts
- Strategic Advisors & Board Members

Brighter Path is deeply invested in the growth and success of our clients. A track record already demonstrated with brands amassing a cumulative revenue exceeding $5 billion.

Founder

Paramount

• Developed and formalized comprehensive go-to-market strategies for priority brands and high-profile initiatives, fostering cross-departmental cohesion. Brands and projects included Paw Patrol, Mission Impossible, Teenage Mutant Ninja Turtles, Avatar, Yellowstone, Mean Girls, and Paramount Catalog.

• Provided high-level thought leadership and strategic guidance across multiple brands and projects, facilitating seamless integration and impactful outcomes.

• Fostered strong relationships with key stakeholders within the Consumer Product organization, serving as a crucial link between teams to drive progress from product launch to growth.

• Collaborated with Line of Business, Franchise, Retail Sales, and Strategy/Finance stakeholders to develop category roll-out plans and strategic recommendations.

• Spearheaded the development of innovative and compelling Consumer Product merchandising solutions, engaging in cross-functional collaboration throughout the organization.

• Supported Retail Marketing and Sales by providing essential strategy and sales insights for key partner presentations, acting as a bridge between teams during critical events.

• Established and maintained prioritization planning documents to facilitate cross-team alignment and ensure streamlined execution.

Commercial and Go-to-Market Strategy - Paramount Consumer Products & Experiences (Project-Based)

Mattel, Inc.

I achieved over $100M in measurable impact, influencing $4B in sales and annual budget by revamping and providing actionable insights, building and scaling new and emerging tools and capabilities, and acting as a connective tissue among the key stakeholders and the Insights & Analytics community ensuring Enterprise-minded insights.
 
• Guided new product and brand launch go-to-market by providing real-time brand monitoring, creating buzz by leveraging proprietary tool focused on digital behavior and creating detailed deep dive of how each internal and external brand built buzz momentum.
 
• Developed data-driven analysis and insights for brands and markets, optimizing marketing plans and offering learnings and recommendations applied across multiple areas, such as SVOD, broadcast, and YouTube Owned and Earned content, linear and digital media, social activities, and influencers.
 
• Delivered dedicated support for EMEA across all disciplines, including Business, Consumer, and Shopper Insights, implementing organizational changes, attracting and mentoring top global talents, and building new analytics capabilities.
 
• Served as Lead for Global Marketing data insourcing and visualization, providing franchise expertise and knowledge to brand teams and local markets across variety of brands, including Barbie, Hot Wheels, Fisher-Price, Harry Potter, Toy Story, Jurassic World, and BTS.
 
• Played key role as Social Listening Evangelist, leading implementation of Social Listening and improving digital metrics capabilities by bringing sources for critical platforms such as Twitch, Baidu, Weibo, and iQiyi.
 
• PREVIOUS ROLES: Director and Sr Manager | Global Business Insights

Global Head - Data, Measurement & Integrated Insights (Media, Content & Digital)

By incorporating a consumer-centric approach based on data, I successfully integrated key processes such as go-to-market, media planning, pricing, and consumer products strategy. This resulted in significant growth in sales and increased profitability.
 
• Created and implemented new vision for Market Research organization, delivering better and faster analytics and shifting from report-driven to action-oriented team.
 
• Improved strategy for Consumer Product, defining priority soft and hardline categories based on market projection, category attractiveness, and brand position / potential.
 
• Enhanced long-term planning by building multi-category database for Consumer Product licensing division and Toys, and providing thought leadership.
 
• Provided expertise and presented on many occasions to external top management, including licensors and customers, and C-Level executives.

Sr Manager | Head of Market Intelligence

Through the implementation of consumer-oriented line selection, data-driven pricing, and promotional plans, I was able to achieve heightened sales and profitability.
 
• Drafted and executed joint business plans with Disney, Warner Bros, and key retailers focused on market potential, doubling brand volume in 2 years.
 
• Boosted marketing effectiveness by implementing a data-driven approach to media planning focusing on reach and conversion.
 
• Guided licensors to enhance theatrical marketing support to maximize toy sales while also achieving box office goals.
 
• Delivered incremental sales of $10M+ by unlocking collector and kidult segment through channel segmentation and tailored marketing and trade marketing execution tied to shopper behavior.

Marketing Intelligence & Brand Manager

Sales Supervisor

Brand Council - Member

ABA - Associação Brasileira de Anunciantes

Market Intelligence Board

Impact Sports Marketing

Branding Supervisor

Procter & GambleMerchansia

Trade Marketing - Pharma

Marketing - Health Care

Unlocking Business Growth through Data-Driven Storytelling | Transmedia Analytics | Marketing Insights & Measurement | Creator | P&G, Mattel, Paramount

VIEWS ARE MY OWN AND DO NOT REFLECT THAT OF MY EMPLOYER

As a Global Insights and Go-to-Market executive, I drive success through extensive Business and Integrated Marketing expertise. I have an extensive experience in Consumer Product, FMCG, and Entertainment, translating consumer insights and data analytics into compelling narratives and actionable strategies.
 
By leveraging my diverse range of skills, I generated meaning returns by influencing and creating frameworks and measurements for go-to-market and content engagement, including devising and optimizing marketing and media plans across various platforms like traditional, digital, and user-generated content, as well as broadcast, cinema, and SVOD.
 
As an experienced leader, I have vast experience building high-performing teams that can deliver meaningful results and drive impact across the US, LATAM, and EMEA regions by attracting top talents and developing my team training, coaching, and mentorship. In addition, I focus on fostering a culture of collaboration and teamwork within the team and with key stakeholders.
 
Storytelling | Business Insights | Go-To-Market Strategy | Actionable Insights | Though Leadership | Media Analytics | Diversity, Equity & Inclusion | Digital Evangelist | Integrated Marketing | Content Analytics

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