Troy Figgins

Head of Consumer Insights

King's Hawaiian · Torrance, California, United States

Present

Head of Consumer Insights for family-owned and operated bakery that makes, markets, sells and distributes packaged bread and other baked goods globally across all major retail channels and generates net revenue of over $500 million. Created new insights department, including defining strategy, hiring team, sourcing and on-boarding vendors, and supervising all research functions and reporting. Responsibilities also include organic social media, influencers, data science and analytics, and customer service. Leads cross-functional team of 10 employees, 4 freelancers, and 20+ vendors with a $2MM budget. Reports directly to CMO.

Marketing Director, Transformational Innovation

PepsiCo · Plano, TX

Marketing Director, Transformational Innovation for largest snack food manufacturer in North America with 29 brands generating net revenue of over $15 billion. Created and launched new frozen foods business unit, including strategy development, implementation, and product planning. Led ideation, testing, and stage-gate development of frozen innovation on Frito-Lay’s largest brands. Commercialized new products. Consulted directly with CEO and executive team.

Marketing Director, Tostitos Brand

PepsiCo - Frito Lay · Plano, TX

Led strategy and execution of all marketing programs for $1B brand, including TV, print and digital advertising, social media, and public relations. Managed $53 million budget. Led three direct reports, twelve cross-functional employees and over twenty assigned staff members in four national advertising and media agencies. Consulted with CMO and key executive leadership. Scored in 95th percentile rating among managers across all of PepsiCo.

Marketing Director, Sam'S Club Shopper Marketing

PepsiCo · Plano TX

Led strategy development and execution of all shopper marketing programs for $550 million account, supporting a portfolio of over 20 national brands. Managed $3 million budget. Led two direct reports and over ten assigned staff members in two advertising agencies.

Region Marketing Manager, West Business Unit

PepsiCo · Plano TX

Developed marketing programs for $4 billion sales territory, including customization of national events and new regional and customer programs. Managed $4 million budget. Led two direct reports and ten assigned staff members in two national advertising agencies.

Brand Manager, Truenorth Nut Snacks

PepsiCo · Plano TX

Led marketing programs for new brand’s national launch, developing all support including TV, print and digital advertising, social media, and public relations. Managed $15 million budget. Led one direct report and four national advertising and media agencies

Innovation Marketing Manager, Stacy'S Pita Chips

PepsiCo · Boston, MA

Facilitated national expansion of a regional snack food acquisition. Led all product innovation, including consumer insights analysis, category trend forecasting, product development and consumer testing.

Founder and President

Randolph Harrison LLC · Boston, MA

Founder of marketing consulting company that provided entrepreneurial advice to early-stage CPG beverage companies in exchange for ownership equity. Facilitated connections to funding, strategic consulting, and product development.

Associate Consultant

McKinsey & Company · Stamford, CT

Consulted to global IT, finance, and insurance clients on wide range of strategic issues. Led project teams, presented findings, acted as trainer for junior consultants, and led recruiting.

Captain

US Army · Honolulu, HI; Bethesda, MD

Led Department of Defense initiatives to improve distribution of medical logistics. Created warfare computer simulation models for Secretary of Defense. Hand selected to serve as aide-de-camp for commander of Tripler Army Medical Center, which supports over 200,000 active duty and retired military personnel across Pacific Rim.