The Coca-Cola Company

 

1997-2003

Project Manager (02-03)

Worked directly with Coca-Cola Company President and Chief Operating Officer, Steven Heyer, on an initiative to rationalize and redefine the company’s sponsorship marketing and asset management opportunities. Directed a cross-functional team of executives in an exercise that eventually evolved in to the highly successful Coke Rewards program.

Senior Brand Manager – Fanta (01-02)

Successfully re-launched the Fanta brand in the U.S. after a 15-year hiatus, achieving Year1 sales of $250M and contributing over 50% of the company’s total incremental growth.

  • Designed an exciting new brand architecture adopted globally ($4B global sales) and launched a signature multi-cultural campaign that won the 2002 David Ogilvy award for the Americas and achieved the highest advertising index scored within The Coca-Cola Company portfolio
  • Introduced the flavor extension Fanta Berry that effectively thwarted a competitive threat from “Pepsi Blue

EA to Senior Vice President of Consumer Marketing (00-01)

Seconded to help advance the SVP’s leadership agenda and core marketing initiatives. Played a leadership role in the annual strategic planning cycle and assisted in the reorganization of the North America Consumer Marketing division.

  • Championed a new cause marketing initiative partnering The Coca-Cola Company with the Harry Potter franchise, First Book and Reading is Fundamental (RIF), the nation’s largest non-profit children’s literacy organization.

Senior Brand Manager / Brand Manager – Diet Coke and CF Diet Coke (99-00)

Refreshed the $1.6B Diet Coke portfolio representing 25% of the total North American business. Led a cross-functional team of experts through an analytical immersion that uncovered new business insights and led to a year of innovation and +3% volume growth.

  • Redefined the brand’s communication strategy and managed development of a $40M national TV campaign and award-winning print creative
  • Defined the formulation, packaging and brand strategy that launched Diet Coke with Lemon, the first line extension of a Coca-Cola Company trademark in 19 years – Diet Coke with Lemon quickly became the #1 incremental volume driver for North America.

Associate Brand Manager – Adult Portfolio Coca-Cola Fountain (97-99)

Took over the entire Adult Portfolio of fountain drinks (Diet Coke, caffeine free Diet Coke, Nestea, Minute Maid Lemonade, Hi-C), representing 26% of the division’s brand portfolio and 53% of its incremental volume. Directed important occasion-based research that opened new market opportunities and contributed to YOY volume gains of +4% and +2% respectively.
 

Recommendations

“Wendy Ferguson is an out of the box thinker. She excels at examining the broader strategic view and delights in matching consumer insights to the available data in order to drive business. Wendy is an excellent team member and is quick to volunteer to lead any and all aspects to help drive a project. Her marketing skills, especially as it relates to consumer/customer understanding are strong, and she is particularly good in whiteboard type projects and taking ideas from concept to market. A strong financial understanding and a commitment to learning makes Wendy a viable candidate for any role on a team. I recommend her skill set without reservation.”

Jeff Herbert, Senior Vice President, Marketing, Coca-Cola North America managed Wendy at The Coca-Cola Company

 

“Wendy is extremely smart. She has fabulous analytical capability that underpins her natural marketing instincts. She’s an asset in any marketing and creative environment. I loved working with her.”

Jan Hall, Sr VP & General Manager of Consumer Marketing, North America, The Coca-Cola Company managed Wendy at The Coca-Cola Co.

 

“Wendy is a bright, articulate leader who simply put, gets it. She excels at leading both people and process and delivers results. As a manager she empowers her direct/non-direct reports and pushes them to deliver their best results. She doesn’t have to be the hero and lets her team shine. She has a keen understanding of brands, brand architecture and consumers’ relationship with the brand. She works cross functionally to identify and evaluate opportunities, drive innovation and ultimately deliver strong results. Her business acumen is excellent and she understands key stakeholders, both internal and external. Wendy is a pleasure to work with and will be an asset to anyone lucky enough to employ her.”

Kristi Baxter, Sr. Brand Manager, The Coca-Cola Company reported to Wendy at The Coca-Cola Company

 

“I thoroughly enjoyed working with Wendy on new products and branding projects at Coca-Cola. She has both strategic insights and creative strengths, combined with a strong sense of responsibility and accomplishment.”

Debra Holstein, Principal, Debra Holstein Associates worked directly with Wendy at The Coca-Cola Company

 

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Wendy Ferguson MBA, MA
Marketing Executive