About the author
Liz Crawford has more than 20 years of brand management and consulting experience with a concentration in strategic innovation. Her concept and new product launch, Lysol Antibacterial Kitchen Cleaner, won the prestigious Edison Award for New Products. Over the last few years, Crawford has focused on developing integrated Shopper Marketing strategies for Fortune 500 clients. Her last agency assignment was as SVP Strategy for Mars Advertising.
Currently, she is an analyst and contributing writer for the Path to Purchase Institute, publisher of Shopper Marketing Magazine.
Over the years, Crawford's clients have included: P&G, Safeway, Walgreens, Publix Supermarkets, Kraft, Pepsi, Nabisco, Johnson & Johnson, Coca-Cola, Kimberly Clark, American Greeting, Mars Candy, Hershey, Newell Rubbermaid, Y&R, BBDO, CIBA Vision, Spanx, and Pirelli Tyres among others.
As a consultant and market researcher, Crawford has experience conducting focus groups in Europe, China, Japan, Morocco, Australia, and Mexico and throughout the U.S., tapping into a wide array of demographic and psychographic segments.
Crawford has written articles for CBS MarketWatch, The National Review Online and The HUB. She is a member of RetailWire's Brain Trust Panel, and is also a regular contributor to the magazine. Crawford has been a featured speaker at IIR's Shopper Insights Conference Chicago, National Grocer's Association, American Marketing Association VA Beach, University of Chicago's Business Roundtable, Iconoculture's Iconosphere, and was also selected as the kick-off speaker at several corporate innovation off-site conferences.
She has been quoted as a marketing strategy and innovation expert in The Associated Press, US News & World Report, Barron's, ABC News, Public Radio, The Miami Herald, BrandWeek, The Washington Times, The Sacramento Bee, Drug Store News and New Products Magazine. Crawford has taught several semesters as an adjunct marketing professor at Emory University's Goizueta Business School and New York University's Stern MBA program. She has an MBA from New York University and a BA in English from Barnard College, Columbia University.
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