NEW YORK--(BUSINESS WIRE)--Shelly A. Berg, an expert in market research and consumer analytics, has joined GfK’s Retail and Technology team, assuming a senior role in the company’s successful pet retail tracking business.
As a Senior Vice President, Berg will report to Retail and Technology’s Managing Director for North America, Neil Portnoy, and provide guidance on key product offerings and accounts.
“Shelly’s experience will apply directly to our work with major manufacturers and retailers alike,” said Portnoy. “She is a proven leader who understands brand and category management inside and out, and will help clients use our data to optimize marketing and sales for key products. Shelly brings the kind of expertise we need to help companies get ahead in today’s fast-moving pet marketplace.”
Prior to joining GfK, Berg was Vice President at The Nielsen Company, where she led the Walmart Sam’s Club team. She was responsible for all aspects of the client engagement, including data adoption, collaboration, and integration of Nielsen data into the Sam’s Club organization. During her 17-year tenure with Nielsen, Berg also held senior positions on the Nestle and Safeway Corp. teams, as well as a Consumer Insights Specialist role working with large retailers.
Berg, who is based in the San Francisco Bay Area, holds a Bachelor of Science degree in Rhetoric from the University of California-Davis.
Through its Retail and Technology division, GfK captures POS (point of sale) data representing more than 11,000 retail pet outlets in the US – from superstores to independent shops. This unique data access allows manufacturers, retailers, and others to understand how trends in different channels influence or echo one another, and to measure total sales of categories and products that span multiple channels. GfK can also add a global component to clients’ understanding of the marketplace.
About GfK
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s 80 years of data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
For more information, please visit www.GfK.com or follow GfK on Twitter: https://twitter.com/GfK_en
