Melinda Walker

Melinda Walker Email and Phone Number

President, Walker Branding | Global Brand Strategist | CPG + BioMed | Certified Sommelier | Impactful Innovator | Sunny Optimist | Inspirational Leader & Culture Builder @ Walker Branding
Melinda Walker's Location
San Francisco Bay Area, United States
Melinda Walker's Contact Details

Melinda Walker personal email

About Melinda Walker

I am a global brand strategist with a passion for building powerful, well-loved brands. I bring over two decades of consumer and professional marketing experience with industry-leading companies across the CPG, Medical Device, and MedTech sectors, with a successful track record leading strategy development, branding, market research, product innovation, and omni-channel campaigns for $100M+ brands to $1B+ portfolios on a national and global scale. My career journey has led me to the formation of my own strategic marketing consultancy, Walker Branding, leveraging my expertise in brand, portfolio, and innovation strategy in partnering with companies to create winning business plans that build brands, delight consumers, and maximize long-term organizational growth.Born and raised in Texas, I inherited both a pioneering spirit and warm southern hospitality that have formed my personal style. A lifetime of team sports has taught me the value of teamwork, the shared camaraderie of working together toward a common goal, and celebrating winning together. While my early career years were focused in the US market (as a CPG marketer at Pepsico), I’ve spent the last decade working and traveling in an international capacity as a global marketing leader, which has afforded me a rich understanding and appreciation of diverse cultural perspectives and work styles. I am recognized as an inspirational leader and strong collaborator with both high IQ and EQ, who motivates teams through positivity and infectious optimism to perform at their full potential to deliver business goals. I have also demonstrated resilience and success in championing large, complex change management initiatives to accelerate company growth and build corporate culture. I find great fulfillment in leveraging my talents to help aspiring organizations capitalize on new venture opportunities and business partners in meeting their business goals.

Melinda Walker's Current Company Details
Walker Branding

Walker Branding

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President, Walker Branding | Global Brand Strategist | CPG + BioMed | Certified Sommelier | Impactful Innovator | Sunny Optimist | Inspirational Leader & Culture Builder
Melinda Walker Work Experience Details
  • Walker Branding
    President
    Walker Branding Apr 2024 - Present
    San Jose, California, United States
    Walker Branding is a strategic marketing consultancy, leveraging vast client-side marketing experience with Fortune 500 companies across the consumer products, medical device, and technology sectors, with particular expertise in brand, portfolio, and innovation strategy. We provide clients with a range of upstream marketing consulting services to help businesses accelerate growth and maximize their marketing effectiveness. CONSULTING SERVICE AREAS:STRATEGIC PLANNING: Strategic Vision, Opportunity Assessment, Market & Competitive Analysis, Gap Analysis, Long-range Strategy Development BRAND & PORTFOLIO DESIGN: Customer Understanding & Segmentation, Customer Journey Mapping, Brand Positioning / Persona Development, Branding Guardrails, Portfolio Architecture Assessment INNOVATION DEVELOPMENT: Product Design Briefs / Innovation Guardrails, Ideation Workshop Moderation, Product Concept Writing, Concept Testing, Value Proposition & GTM Strategy Development, Product & Packaging DesignMARKETING COMMUNICATIONS: Product Claims Development & Validation, Marketing Messaging Guardrails, Creative Brief Writing, Creative Design, Marketing Toolkit Creation, Agency Management
  • Sommelier Senorita
    Sommelier
    Sommelier Senorita Jan 2024 - Present
    San Francisco Bay Area
    Certified sommelier and wine enthusiast offering themed wine tastings for events, wine clubs, and social gatherings. Goal is to inform and engage wine newbies in the wonderful world of wine, helping make wine tasting accessible and fun for all.Credentials:• Achieved Sommelier Certification through the International Sommelier Guild (ISG) • Completed WSET Level 2 wine certification through Napa Valley Wine Academy • Have visited 20+ major wine AVA’s across 5 countries and 3 continents • Attend wine trade events and read wine publications to keep up on wine trends.
  • 100 Women At Unc Kenan-Flagler
    Donor & Volunteer
    100 Women At Unc Kenan-Flagler Jul 2020 - Present
    Chapel Hill, North Carolina, United States
    100 Women is a women-led movement harnessing the power of the UNC Kenan-Flagler network to attract and mentor the next generation of strong, ambitious and collaborative female leaders. At its core, 100 Women seeks to grow the number of women pursuing business degrees. https://women.kenan-flagler.unc.edu/100-women/
  • Align Technology
    Global Marketing Director - Itero Software Applications
    Align Technology Nov 2022 - Mar 2024
    San Jose, California, United States
    Managed diverse global team in driving the go-to-market strategy, planning, and commercialization for iTero intraoral scanner software apps to drive customer adoption and increase Invisalign conversion. • Drove iTero brand re-positioning efforts as a powerful oral health & patient conversion tool via creation of oral health story, commercialization of new innovation, & integrated marketing efforts.• Led global commercial launch of Align Oral Health Suite, a new iTero digital oral health assessment innovation, achieving 70%+ trial within the first 3 months – awarded Align “Best Innovation Launch”.• Created iTero Connectivity (3rd party digital integrations) platform via development of global marketing playbook & drove successful integration with major global affiliate, Carestream Dental.
  • Align Technology
    Global Marketing Director - Itero Orthodontic Channel
    Align Technology Nov 2020 - Oct 2022
    Dallas-Fort Worth Metroplex
    Led global professional marketing and education team in driving strategy and commercial planning for the $350M+ iTero intraoral scanner orthodontic channel business, exceeding AOP business goals.• Developed global insights plan & drove global ortho landscape and segmentation research that fed new iTero orthodontic channel segmentation and long-term business strategy.• Led commercial development and highly successful global co-branded launch of major new Invisalign treatment outcome simulation software which drove significant iTero sales & upgrades and increased Invisalign GP patient conversion 2x – received Align “Best Innovation” award.• Built iTero global Ortho channel clinical education strategy and capabilities, creating new global KOL ambassador network and campaign, increasing brand perception & Invisalign program integration.
  • Alcon
    Global Brand Director -- Beauty Portfolio
    Alcon Apr 2016 - Mar 2020
    Dallas/Fort Worth Area
    Managed over $250M Global Beauty Contact Lens portfolio, including FreshLook / Air Optix Colors. Charted a new Beauty brand vision, strategy, identity, and innovation pipeline, re-invigorating growth for the business.• Drove over 200% revenue growth in the lead market through successful execution of new strategy, innovation, and breakthrough marketing, yielding beauty lens business turnaround.• Created FRESHLOOK Brand Playbook, providing a clear marketing roadmap for over 50 global markets.• Led Beauty innovation pipeline ideation and development in close collaboration with global Research/ Development and regional commercial partners, delivering a $150M-plus 5-year pipeline.
  • Alcon
    Committee Chair - Project Spark
    Alcon Jul 2017 - Dec 2019
    Dallas-Fort Worth Metroplex
    Championed a culture movement in the Alcon Global Vision Care group to re-ignite team passion in the workplace and re-establish a winning performance culture by elevating team connection and engagement. Led committee for two years, driving significant improvements in team morale.• Formed and led a 10-person “Culture Club” team to plan and executes a calendar of team-building, team recognition, & environment enhancing initiatives across the year• Established annual seasonal events, such as Halloween costume contest, Thanksgiving Potluck, Holiday Secret Santa, and Community Spirit Day that became a big hit and drove team camaraderie + positive morale• Instituted team recognition activities, including leadership-endorsed quarterly "MVP Award" to incent and reward desired Alcon Values & Behaviors and reinforce a “winning” and high trust culture• Implemented and spearheaded quarterly commercial staff meetings of 30+ member Global VC team to Increase connection & knowledge sharing among & between teams
  • Alcon
    Global Brand Director - Vision Care Brand Architecture
    Alcon Jan 2017 - Dec 2018
    Dallas/Fort Worth Area
    Led pivotal global brand architecture initiative for Alcon’s $2B contact lens portfolio that delivered new consumer segmentation and brand architecture framework for improved marketing efficiency and effectiveness. • Managed complex global market structure quantitative study (8K interviews) and ethnography research to successfully define a new portfolio market structure and build consumer personas for each customer segment.• Attained Global Vision Care MVP Recognition from Marketing Leadership in 2018 for project excellence.
  • Alcon
    Global Senior Brand Manager - Air Optix
    Alcon Apr 2014 - Apr 2016
    Fort Worth, Tx
    Managed global brand strategy, innovation, and activation for the $800M Air Optix lens brand. • Led global brand re-launch, including key new product innovation, technology re-brand, and packaging design update, which drove multi-million-dollar sales gains and delivered over 5-10pts in revenue trade-up.
  • Alcon
    Global Marketing Consultant - Contact Lens Care
    Alcon May 2013 - Apr 2014
    Fort Worth, Tx
    Served as the full-time innovation lead to drive innovation development for the $700M Opti-Free and Clear Care brands. • Led full-cycle global launch of Opti-Free Pro Drops / Clear Care Comfort Rinse, including economic proposition, product positioning, packaging, and commercial execution, expanding both brands into adjacent categories.
  • Pepsico
    Brand Director - Frito-Lay Power-Of-One (Po1) Marketing
    Pepsico 2010 - 2012
    Plano, Tx
    Chosen for new corporate priority role to drive accelerated Frito-Lay/PepsiCo growth by leveraging synergies between Frito-Lay, Pepsi, & other PepsiCo divisions. Co-led the development of the first-ever joint Frito-Lay and Pepsi PO1 marketing strategy and co-marketing brand guidelines, which set the foundation for the new PO1 occasion solutions strategy and PO1 marketing identity across F/D/M & Convenience Channels. Led development & execution of the PepsiCo “Moments to Save” quarterly advertorial publication, a $50M+ corporate investment, delivering positive ROI for both divisions.
  • Pepsico
    Brand Director - Frito-Lay South Division Regional & Shopper Marketing
    Pepsico Apr 2009 - Oct 2010
    Plano, Tx
    Provided strategic direction and leadership to a four-person Marketing team, multiple agencies, and Senior Sales leadership coordination in the regional portfolio and shopper marketing efforts for the $4B South U.S. Sales Division. Built and executed compelling Annual Operating Plan/Quarterly Business Plans to deliver Volume, NOPBT, Share, and Net Revenue targets for the Division. Delivered nation-leading sales & share growth across both large and small format channels.
  • Pepsico
    Sr. Group Innovation Manager
    Pepsico Jan 2008 - Apr 2009
    Dallas/Fort Worth Area
    Led Innovation development for the Small Format channel, including Convenience & Dollar, representing a $100MM+ 3-year pipeline. Led the development of the C&G Hispanic Innovation Strategy and C&G Urban Marketing strategy & Innovation portfolio, which netted two of the most successful C&G new products for 2009 -- Lay’s Honey Barbecue & Lay’s Southern Sweet Heat Barbecue.
  • Pepsico
    Sr. Brand Manager - Convenience Foods / Enterprise Brands
    Pepsico Mar 2006 - Jan 2008
    Dallas/Fort Worth Area
    Directed a four person team, multiple agencies, & cross-division partners in driving the $1B Enterprise Brands portfolio, including Rold Gold, Funyuns, Bakenets, Cracker Jack, Grandma’s, and Frito-Lay Nuts & Seeds. Led Rold Gold brand turnaround strategy, delivering a +15pt trend change on the business. White-sheeted new strategic direction for Grandma’s, transforming it from a value brand to a fresh/homemade equity, driving double-digit growth and significant margin enhancement.
  • Pepsico
    Sr. Promotions Manager - Retail Events
    Pepsico Jun 2004 - Mar 2006
    Dallas/Fort Worth Area
    Managed four-person team and $30M budget in development of Frito-Lay’s sports & entertainment marketing efforts focused around key seasonal events. Negotiated and managed multi-million dollar partnerships with the NFL and major movie studio partners to deliver both volume-driving and brand-amplifying promotional programs. Delivered above plan performance for key promotional windows.
  • Pepsico
    Sr. Brand Manager - Multipack
    Pepsico Mar 2002 - May 2004
    Dallas/Fort Worth Area
    Led a three person brand team in the management of the $600MM+ Multipack portfolio. Grew business $80MM, +15%, in two-year timeframe. Awarded the Pepsico Chairman’s award, for leadership of highly successful packaging innovation launch.
  • Pepsico
    Brand Manager - Doritos & Ruffles 3D'S
    Pepsico Jan 2001 - Feb 2002
    Plano, Texas, United States
    Managed $90MM 3D’s business. Led major relaunch of 3D’s from a Doritos line extension to a tween-targeted stand-alone brand. Created, developed, and executed a $15MM integrated advertising campaign, including creative brief, concept development, communication testing, celebrity talent negotiations, pre-production planning, media plan development, ad shoot, and post-ad evaluation.
  • Pepsico
    Brand Manager - Doritos Innovation
    Pepsico Jan 2000 - Dec 2000
    Plano, Texas, United States
    Led Doritos Innovation, building extensive 3-year pipeline that extended far beyond traditional flavor variety into new benefits/occasions. Created and tested 150+ product concepts, identifying 6 viable platforms worth $500MM+ in revenue. Identified and developed the $150MM Doritos Extreme proposition, which delivered $60MM in incremental volume for Doritos in 2001.
  • Sommelier Senorita
    Sommelier
    Sommelier Senorita 2009 - 2011
    Dallas-Fort Worth Metroplex
    Small group partnership of four certified sommeliers offering themed wine tastings for events, wine clubs, and social gatherings. Attended wine trade events and read wine publications to keep up on wine trends and shared wine tasting experiences via a shared wine blog.

Melinda Walker Skills

Cross Functional Team Leadership Consumer Products Brand Management Shopper Marketing Fmcg Customer Insight Competitive Analysis Product Innovation Trade Marketing Marketing Management Strategy Brand Architecture Brand Equity Integrated Marketing Brand Development Advertising Product Development Marketing Strategy Strategic Planning Marketing Leadership Management

Melinda Walker Education Details

Frequently Asked Questions about Melinda Walker

What company does Melinda Walker work for?

Melinda Walker works for Walker Branding

What is Melinda Walker's role at the current company?

Melinda Walker's current role is President, Walker Branding | Global Brand Strategist | CPG + BioMed | Certified Sommelier | Impactful Innovator | Sunny Optimist | Inspirational Leader & Culture Builder.

What is Melinda Walker's email address?

Melinda Walker's email address is me****@****con.com

What schools did Melinda Walker attend?

Melinda Walker attended Unc Kenan-Flagler Business School, Texas A&m University.

What skills is Melinda Walker known for?

Melinda Walker has skills like Cross Functional Team Leadership, Consumer Products, Brand Management, Shopper Marketing, Fmcg, Customer Insight, Competitive Analysis, Product Innovation, Trade Marketing, Marketing Management, Strategy, Brand Architecture.

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