UCI Insights Bureau

Liz Sanderson

Vice President, Strategy and Insights

Liz Sanderson is Vice President of Strategy and Insights at Univision, the leading media company serving Hispanic America. Her team leads the insights strategy in the CPG Foods, Beverage, Retail and Shopper Marketing categories. She was instrumental in developing the learning plan for the company’s 2012 Path to Purchase study tied to snacks and frozen foods and partnered with Acosta to design the first-ever Hispanic “Why Behind the Buy” research.

Sanderson was with Procter & Gamble for 16 years specializing in laundry detergents, skin care and fragrances and has U.S., Latin American and European market Experience. She was awarded the 1998 P&G Recognition Shares for the launch of Olay Total Effects. She also developed the first shopper marketing programs for luxury retail environments – from shopper understanding and strategy development, to execution and tracking. Sanderson’s experience also includes: brand development/restaging, commercial innovation, communication/creative strategy and go to market strategy development.

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