Helen Chen Email and Phone Number

Recruited to design, launch & lead NA's first end-to-end digital transformation agenda for premier luxury brown spirits portfolio, ~$2.5B NA. Sponsored by NA President and Global Chief Strategy OfficerArchitect 3-year strategy, roadmap, and phased investment & execution plan: digital commerce & marketing acceleration, analytics & AI transformation, tech stack optimization, change & scalable people development. Present to Executive Committee - Y1 endorsed & fundedLead & steer a broad set of teams and leaders to bring roadmap to life and drive brand growth & value delivery (eComm, digital marketing & media, IT & product, data, strategy & HR among others): Re-shape org, attract talent, launch new initiatives, re-set or rev-up existing efforts to align to strategy, unlock AI-powered simplification, and stand-up PMO

Member of inaugural team. Sole advisor from spirits

Promoted to build and lead the first unified US digital commerce unit, for #2 global luxury spirits & wines. Report to Chief Transformation Officer. Dual omni-GM and digital transformation dutiesCraft 3-year vision & strategy, set annual operating plans, and define key org milestonesAs omni-GM: Lead P&L for 3 channels (~$150M B2C/DTC, ~$250M B2B) and 8 figure budget. Grow consumer revenues 3x in 24 months, with online share outpacing offline. Build new multi-disciplinary team from scratch (~50 scoped, ~35 hires in first 15 months). Cultivate hybrid "start-up X corporate" culture of data-backed learning As Digital Transformation leader: Spearhead US thesis to invest in and partner with tech start-ups that unlock proprietary data & capabilities. Multiple investments made (e.g., #1 CPG loyalty). Champion org-wide omni-literacy & changeOversee dedicated unit with 6 Director reports: Marketing (performance/growth + content), Commercial, DTC, B2B, Data, Finance

Promoted to lead the US Digital Accelerator team of ~15 in-house experts, on year 3 of journey to modernize marketing with digital, data & tech. Report to CMO. Re-focus team against key strategic efforts to more effectively deliver brand & business outcomesLead teams and leads responsible for: Media (agency, strategy, planning, select in-house buying for $50M+ investments), Experience, MarTech & Ops, CRM & loyalty, Data, eCommerce, Insights, Innovation

Recruited to (re)build and lead a strategic marketing team, with mission to drive +5% topline by unlocking the 3 biggest sources of marketing-led growth: Consumer-centric innovation, culturally-responsive marketing, and new digital channels. Promoted in roleLead team of 5, responsible for portfolio efforts: Innovation, Insights, Data (#2 data hire), eCommerceSpecial project: Disruptor brand joint venture

First member of new innovation function (created from prior strategy work), with mission to expand PepsiCo's portfolio of eComm-friendly offerings. Build & lead a team to drive $25M+ through 3 growth levers: Rapid pipeline optimization, venturing, digital-first platforms- Pipeline optimization: Design and deploy new AMZN insights tools to influence 10+ core brand launches (food, beverage, nutrition) - Venturing: Pioneer PepsiCo's approach to partnering with digitally native brands. Develop pipeline, set-up commercial partnership structure, drive 3 investments (Dang, Barnana, YourSuper)- Digital-first platforms: Identify and tapped to serve as ‘GM’ of new “bundles” platform. Design and pilot new capabilities including, small batch co-man and digital-first brands

Strategy lead for new $250M+ hyper-growth unit, on year 2 of journey to grow to $1B in 4 years (achieved). Report directly to CFO. Dual responsibilities - Global Strategy and NA Special Projects- Drive Global Strategy: 2-year strategy for Chairman/CEO & Board of Directors, 5+ senior executive performance & partnership reviews- Lead NA Special Projects: AMZN Acceleration, M&A Advisory (digital platforms & digitally-native brands), Portfolio Innovation (led to new role)

Recruited to join a new in-house organization of 60+ ex-consultants. First in cohort promoted

Serve Fortune 500 and PE clients across consumer goods, luxury, & retail, focusing primarily on: 1) Growth Strategy, 2) Digital, 3) Marketing Transformation, Org & Portfolio Strategy