Danieli Consulting, LLC
Insightful strategist. Trusted advisor. Kellogg MBA.
Pepsi, Microsoft, eBay, Tropicana, Vans, Motorola, Frito-Lay, Omnicom, Startups.
Ken Danieli, the principal of Danieli Consulting, has rich management and consulting experience in strategy, branding, advertising, new product development, turnaround, repositioning, due diligence, retail, promotions, corporate responsibility, sustainability, & cause-related marketing, and project management.
Clients' industries include Consumer products, Technology, Internet, Social Media, Healthcare, Biotech, Mobile Telecommunications, and Action Sports.
Clients include Pepsi North America and Pepsi International, Tropicana, Frito-Lay, eBay, Microsoft, Motorola, Vans, Omnicom, IDEXX Laboratories, and several successful startups.
Ken was with PepsiCo in a variety of national marketing leadership positions for 12 years. His experience includes brand management, national promotions, channel strategy, national account customer marketing, advertising management, and music, sports, movie, and event marketing. Ken created Pepsi Stuff, a multi-billion-dollar platform that Pepsi's still running more than 20 years later, and launched the first energy drink from a leading soft drink company.
Ken earned his MBA at the Kellogg School of Management at Northwestern University and his BS at Boston University.
Hear what some of my clients and colleagues have to say about working with me.
"Worked with Ken over many years at PepsiCo. Ken had terrific analytic skills in both numbers and logic. He could sniff a strong idea versus a mediocre one.
"He knew how to put together and execute a plan in a complex organization with many stakeholders. He had a very clever communication skill set. He was universally liked among everyone that worked with him. An independent thinker who could work with anyone. Wish he was working with us on our new venture!"
"Ken was our client when he was at Pepsi-Cola, and I remember him in the most positive light.
"He was a consummate team player and someone who could work well with others, not only in creating a culture that nourished great ideas, but he could pave the way for an idea to blossom into reality.
"He's smart and strategic, with the ability to see trends develop before they become part of the cultural zeitgeist. He's an energizer and motivator who makes good things happen."
"Ken is one of the most creative people I've ever worked with.
"He has a keen understanding of consumer dynamics, always has insightful perspective, and is one of those rare people who really comes up with innovative new ideas."
"I first started working with Ken when we were both at Pepsi-Cola. His combination of strategic insights, focused creativity and personable collaboration generated strong business results in the C&G store channel.
"As a CMO, I engaged Ken as my key strategic adviser, branding consultant, and marketing communications specialist. My team loved working with Ken, and they learned a lot in the process -- working with him is always an intellectually enriching process with results you can count on."
"I've known Ken since he was starting his career as a rising star at Pepsi. Ken is someone who has the rare ability to find the right strategy and stay on point, while thinking outside the box. A genuine trend-spotter, he was the first person I knew to predict the web's role in marketing communications.
"Over the years, I've relied on Ken's expertise, particularly in retail alliances and customer-specific promotion, as I hired him to consult in a large retail marketing strategy project for a major client at TracyLocke. I would highly recommend Ken if you're looking for a strong strategic partner."
"I was in the Pepsi brand group and in new products when Ken was doing promotions and then new products in a different area. Ken was always very creative and very focused. He could take new ideas and give them shape and meaning -- he prided himself in discovering new opportunities and bringing them to life (Pepsi Stuff, Mug Root Beer, and more.)
"Ken is your man for creativity, innovation, and driving it all through to results. A great guy to have on the team."
"I worked for and with Ken over a 7 year span of time at Pepsi. Ken has consistently proved to be a savvy and innovative marketer.
"Ken will challenge the status quo and ensure execution to drive results."
Ken supervised Pam at IDEXX Laboratories when he was a Strategic Consultant to the CMO and leading the In-House Agency Team, where she was a Senior Copywriter.
"Ken is a fantastic brand strategist who brings fresh thinking to every project. I enjoyed hearing his perspectives on our many projects at IDEXX. He was instrumental in shaping a number of our most critical value proposition pieces, including very complex brand timeline and return-on-investment materials.
"I hope to have the opportunity to work with Ken again, and I highly recommend him."
"I’ve had the pleasure of working with Ken over the years, and it’s always been a rewarding experience. Not only is he a reliable expert, but he always brings an extraordinary level of creativity to his work.
"Ken is a dedicated team player who is ready to jump in and get things done. His professional experience in social media, market research, and community development all make him a unique and highly valuable branding strategist. I highly recommend Ken when looking for a seasoned brand and social media marketing professional."
Ken worked with Chuck as a Strategy Consultant at IDEXX Laboratories
"Ken was instrumental in helping IDEXX better define our branding and quantify the value of that branding.
"Our future efforts concerning brand are assured to be more productive because of Ken's contribution."
"Ken is an amazing brand strategist who is highly respected by his peers. He has helped me over the years to understand new technology and how to integrate it into my marketing and online promotion strategy. He is always coming up with new ideas, a great catalyst for tapping into insights and creativity that have led to business results. He is generous to a fault and always there to help others.
"I highly recommend Ken and hope to have the opportunity to work with him again."
Candy and Ken worked in marketing at Pepsi together.
"Awesome marketer with the rare blend of creative and strategic solutions. Great career coach and advisor."
"Ken is a recognized leader in marketing and branding. He strategically incorporates social media innovation into solutions for his customers. Ken is also a subject matter expert in understanding and implementing social media analytics and metrics.
"He is inquisitive and enjoys expanding his skillset. I find Ken to always be very reliable, helpful, and a true professional. I give Ken my utmost recommendation."
Trusted Advisor to C-Level Executives at Leading Companies in Diverse Industries /
Multiple engagements including: Global Sports & Music Marketing Strategy Project for the Brazil Games. New Product Development, Consumer Research Supervision, Brand Performance Analysis, Strategic Branding, Global Launch Plan Development for Several Pepsi Line Extensions, Event Concept Development and Supervision, Video Production, and Agency Management.
Client: International CMO, International SVP Marketing
Multiple engagements including: New Product Development, Consumer Research Supervision, Brand Performance Analysis, Strategic Branding, Launch Plan Development for Several Pepsi Line Extensions, Event Concept Development and Supervision, Video Production, and Agency Management.
Pepsi CMOs & VPs brought Ken in to lead thinking on several successful new and existing brands: Pre-launch Brand Architecture and Positioning work on Sierra Mist & Mountain Dew Red. Brand Strategy work on Pepsi One, Diet Pepsi, & Pepsi Blue. New Product Development on Aquafina & in other categories.
Client: US SVP Marketing, International VP Marketing
Positioning and Brand Architecture for MSN and Windows Live!, International.
Products included Hotmail, Windows Messenger, Windows Mail, Windows Photo Gallery, WIndows Movie Maker, Windows OneCare, MSN Money, MSN Shopping, and MSN Carpoint.
Client: Global Branding Team
Conceived, tested, created, and launched long-running Pepsi Stuff consumer loyalty concept. Consistently exceeded Sales, Growth, & Market Share plans. PepsiCo has invested billions of dollars in Danieli's concept and continues to run the platform over 20 years later.
Internet and Online marketing pioneer starting in the early 1990s. Created CyberBuzz Online consumer research model for Pepsi before there was a consumer Internet. Championed and drove use of technology in marketing throughout Pepsi HQ & field for Pepsi Stuff and other national initiatives.
Developed Super-Premium Juice Strategy for Tropicana. Initiated due diligence on Naked Juice and other acquisitions, Danieli Initiated Tropicana Orangeade new product concept development based on his primary consumer research.
Developed online shopper promotional concepts focused on building loyalty and continuity among heavy category users. Leveraged consumer insights to drive shopper behavior and incent more frequent repeat usage.
Client: CMO, BML
Multiple engagements including: New Product Development, Consumer Research Supervision, Cause-Related, Social Responsibility, & Sustainability Strategy & Marketing, Brand Performance Analysis, Strategic Branding, Global Launch Plan Development for Several Pepsi Line Extensions, Event Concept Development and Supervision, Video Production, and Agency Management.
Client: International SVP Marketing, VP Marketing, Directors
Multiple engagements including: M&A due diligence, Product Strategy, Competitive Analysis, Brand Repositioning, Supervising Consumer Research, New Product Development, and Promotion Development. Worked on several existing and in-development product lines including Chilled Premium Juice (Tropicana Pure Premium), Chilled Drinks, Smoothies, Organic, Soy, All-Natural, and others.
Client: CMO, SVP Innovation
Multiple engagements including: Internet Brand Development, M&A, Business Plan Development, and Brand Strategy.
Client: Global CMO, North American CMO
VP Marketing, New Century Beverage Company, subsidiary of Pepsi and maker of Mug Root Beer and other brands. Danieli was appointed VP Marketing of this acquisition by Pepsi at age 27.
Rolled out Mug from small regional brand to national leader. Led development and launch of Mug Cream Soda.
"Go Psycho with Elvira" - Created national integrated promotion with TV, Retail, Sales Incentives starring Elvira.
Identified untapped business opportunity & established Halloween as major merchandising calendar event for PepsiCo.
Loyalty and continuity marketing strategy consultant in the global telecommunications industry. Used consumer insights to develop initiatives that rewarded loyalty by users of Motorola's profitable, premium, proprietary satellite telephone technology. Identified the high value of retaining customers in comparison to the high cost of acquiring new users of this expensive service.
Client: CMO, SVP Marketing
IDEXX is a leading full-line healthcare technology & services provider in the booming veterinary care industry with sales of $1.5B and market cap of $8B.
Strategic partner to CMO on several simultaneous projects. Ken led corporate brand architecture messaging initiative. Supervised customer insights research. Restructured customer loyalty rewards program. Conducted primary research with healthcare providers. Managed internal ad agency & marketing services group.
Client: Global CMO
Brand strategy & new product development.
Client: CMO, VP Marketing
Consultant on National Promotions across all channels and classes of trade. Working with Frito-Lay and partnering with Pepsi-Cola North America and national media properties, developed promotion platform concept for key calendar activity periods, such as Super Bowl, Halloween, & Summer.
Partnerships with NFL, Universal Studios Theme Parks, & Other high-profile media properties.
All Multi-Billion-Dollar Brands including: Lay's, Doritos, Tostitos, Santitas, Fritos, Cheetos, Pepsi, Diet Pepsi, & Mountain Dew
Client: VP Marketing, Director of Promotions
Consultant to TracyLocke for national promotions for Frito-Lay, Pepsi, Mountain Dew, & new business pitches.
Client at Pepsi. Advertising management. Brand strategy. National promotion management. New product launches. North America & International. Created advertising for TV, Radio, Print, Digital, Outdoor, and In-store with TracyLocke / TLP.
Helped bring a true internet success story from concept to reality. Ken created Pictage's first Site Logic, Design, and Architecture. Managed project from initial concept to launch. Business Plan Development. Concept Development.
Client: CEO, Founders
Positioning and Brand Architecture, partnering for global technology leader
Led Pepsi's HQ-to-HQ marketing & sales team consulting role with Southland / 7-Eleven.
Kenhas worked closely as a client with IRI for over 20 years. Broad experience in analyzing data from large data sets to draw meaningful insights and develop actionable strategies. Business analysis and consumer insights management.
Advertising management. Promotions management. Brand strategy development.
Client on many projects including Pepsi's presenting sponsorship of Woodstock '94.
Loyalty marketing consultant, Internet.
Client: Marketing Director
Engaged to conduct Consumer-Focused Site Functionality and Brand Delivery Audit. My work was used to relaunch the platform to better suit consumer needs.
Danieli, as Senior Marketing Manager, Brand Pepsi, and the creator of Pepsi Stuff, selected and worked closely with CYRK in developing his concept for what became the multi-year, billion-dollar+ Pepsi Stuff campaign.
Advertising management. Brand Strategy. New Product Launches.
Worked closely with BBDO Account, Strategy, Research, Media, and Creative teams on the client side on multiple brands and national promotions developing Pepsi TV, Radio, Digital, Outdoor, & Print advertising, from strategy to execution.
Relaunched Mug Root Beer, expanding from regional to national brand. Developed and launched line extension Mug Cream Soda.
Supervised national advertising and promotions.
Pepsi client for national promotions on a number of brands and with several national retail customers.
Developed company's strategy for Supermarket & Full Service Restaurant Channels.
Brand Management for the FoodService division at Pepsi for new Slice brands during launch phase and Diet Pepsi during reformulation and relaunch.
Developed turnkey Direct Marketing program for Pepsi Bottling Network using national databases to identify key local new business opportunities.
Prime mover in bringing technology to marketing function at Pepsi.
Developed project management systems for leading international museum and exhibit design and consulting firm. Designed and programmed a custom interactive, menu-driven SQL-base database system to control and bill all projects on a first-generation dual-floppy IBM PC. Used VisiCal & Lotus 1-2-3 to manage company's finances. Responsible for all technology, infrastructure, and furnishings acquisitions. Reported to CEO/Founder and Managing Partner.
Dean's List. Honor Society. Earned 25% surplus credits through course overloads. Coursework in Consumer Behavior, International Marketing, Artificial Intelligence, Management Policy, Real Estate, Finance, Advertising, Ethics, Entrepreneurship, Leadership, Operations, Statistics, Competitive Strategy, & Decision Science.
Academic Scholarship. Achieved early graduation through course overloads. President, Honor Society. VP, AdLab. Coursework in Writing, American History, Chemistry, Economics, Operations , Geography, Political Science, Art History, Computer Science, Quantitative Methods, Market Research, Astronomy, Psychology, & Law.
That's right, Mixology. Graduated from Harvard Bartending School as a BU undergrad. Used "degree" to land a summer bartending job at one of Boston's best-known restaurants, Anthony's Pier 4.
Honors science course in Astrobiology, the study of life in the universe. Earned A+, with a perfect 100 in all course elements. Highest in class. Honor Society.
Seminars, Lectures, Symposia & Colloquia in Geology, Art History, Economics, Geography, Mathematics, Environmental Science, History, Current Events, Dance, Theater, Literature, Sociology, Chemistry, Biology, Political Science, Physics, Psychology, & Archaeology.
Sales leader for Class Fundraising activities; arrived early each day to set up and staff sales booth.
Participated in school theater productions.
Athletics: Chess team. Yeah, I know.