GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, announced the appointment of Kimberly A. Whitler, the Frank M. Sands Sr. Associate Professor at the University of Virginia’s Darden School of Business. A former CMO, Prof. Whitler is a foremost expert on brand and marketing strategy. In addition to researching and writing on a variety of marketing topics for Harvard Business Review, Forbes and other media outlets, Kim is the author of the #1 new book in product management on Amazon, “Positioning for Advantage: Techniques and Strategies to Grow Brand Value.”
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“In contrast to other consultancies, GBK Collective combines both real-world and academic expertise to help our partners solve some of their most pressing business challenges”
“Kim’s research and experience on brand and marketing strategy are second to none,” said Jeremy Korst, President at GBK Collective. “She has significant experience and deep understanding of how successful brands must maintain a sharp focus on their target customers, while pivoting to meet changing customer needs and behavior. And she’s adept at communicating those insights. I’m thrilled she’s joining the GBK team to help advise our growing roster of Fortune 500 brands.”
Professor Whitler’s current research spans marketing strategy, brand and product management, marketing performance, organizational leadership, among other areas. Prior to teaching at University of Virginia’s Darden School of Business, Whitler spent nearly 20 years in general management, strategy and marketing roles within the CPG and Retailing industries. She spent most of her career at Procter & Gamble, and more recently served as the general manager of the Breakfast Division for Aurora Foods, the CMO of David’s Bridal, the country’s leading bridal apparel retailer, and as an officer of PetSmart, the country’s largest pet specialty retailer.
“There are two common mistakes companies make today. One is identifying the desired brand position without data. Many agencies go through processes that don’t include proving the relative power of brand positions. The second mistake is defining brand strategy after product or service definition,” said Prof. Whitler. “I’m excited to join the GBK team to collaborate with clients and senior leaders to build actionable brand and marketing strategies that deliver impact – applying the best available data and methodologies.”
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GBK continues to expand its global collective of experienced practitioners providing Fortune 500 clients with industry leading insights, marketing strategy consulting and customer analytics expertise.
“In contrast to other consultancies, GBK Collective combines both real-world and academic expertise to help our partners solve some of their most pressing business challenges,” said Professor Eric Bradlow, GBK Co-Founder and Vice Dean of Analytics at the Wharton School. “We are constantly looking for ways to expand our team’s collective experience and deliver more value to our clients. We are honored to welcome Kim to the team.”
The addition of Prof. Whitler is the latest in a series of appointments to the GBK team with other recent additions including foremost experts such as Dr. Marco Di Maggio, Ogunlesi Family Associate Professor of Finance at Harvard Business School, Dr. Dominique Hanssens (Distinguished Research Professor of Marketing UCLA Anderson School of Management), among others.
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