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Jayne Eastman

Partner, Charlotte
Creates transformational growth opportunities for global consumer-packaged-goods companies through strategic and creatively applied marketing

About Jayne

Jayne’s expertise in consumer-based growth strategies has led her to develop creative and quantitatively sound solutions to tough marketing problems across global consumer-packaged-goods clients, with particular experience in food and beverages. She helped pioneer the development of McKinsey’s proprietary growth-mapping analytics.

Examples of Jayne’s recent client experience include redesigning the marketing approach for an international food giant in a number of categories, providing the base of an end-to-end business transformation, including positioning and growth strategies for existing brands in seven categories; opening new and large sources of volume, helping with identification and quantification of new innovation platforms; improving the coordination of trade, pricing, and promotion strategies to align with portfolio view; and initiating assortment and SKU rationalization down to the city level. The approach has been embedded into the client’s strategic planning process.

For a premium leader in durable goods, Jayne led the transformation of the marketing strategy, focusing on a new marketing message and identifying a new platform that has become the number-one-brand seller, increasing client revenue by more than 30 percent over three years with margin improvement.

She has also helped a global food client focus brands and sublines on distinct competitive spaces in new markets, reducing overlap across consumers, occasions, and needs and allowing each brand to leverage its strengths better and target competitors effectively. The prioritized approaches generated more than $500 million of net sales, doubling the client’s current net sales over three years while improving marketing efficiency.

Jayne brings more than 30 years of marketing experience, including serving as executive vice president of strategy at an advertising agency, where she won a number of awards and was declared the Advertising Woman of the Year. She was a founding member of HRCP, acquired by McKinsey in 2011.

Past experience

HRCP
Partner

The Kraft Heinz Company
VP, marketing

Wells Rich Greene Advertising
EVP, strategic planning

Education

University of Connecticut
MBA, marketing

Yale University
BA