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Vice President, Multicultural Growth and Strategy, Nielsen


Vanessa Strain serves as Vice President, Multicultural Center of Excellence for Nielsen and is based in Chicago. She has more than 20 years of experience in marketing, sales, business development and market research across key CPG industry sectors.

She is responsible for identifying the key strategies, tools, resources and processes, which drive integration across Nielsen multicultural solution thus accelerating awareness and consideration about multicultural consumers. She plays a pivotal role in evolving the approach to Multicultural Marketing strategies and consumer insights to CPG clients and retail organizations.

One of Vanessa’s main areas of expertise is in developing foresights from understanding the dynamics of current economic and the multicultural marketplace conditions and what clients can do to appeal this growing multicultural segment maximizing opportunities and minimizing risks.

With 23 years of experience at Nielsen, her former position was Region VP, Retail Client Director working closely with Walgreens, Sears Holding Company and Meijer focusing on building strong relationships and executing against client’s strategic and tactical plans. Before that, other positions at Nielsen were: Retail Group Client Director, Region Manager Professional Services, Marketing Senior Product Manager, Account Manager, and Business Development Manager, working with Fortune 500 Retail and CPG organizations, She has a strong background in Category Management, Multicultural/Hispanic Marketing and Sales.

Before joined Nielsen, she worked for Miller Brewing Company for five years in the West Coast where she assisted their sales force with go-to market strategies targeting Hispanic beer consumers.

As a Syracuse University, marketing major with an emphasis in Latino studies she always had a passion for helping companies deliver growth by understanding how and what to sell, market, target, and the best means of reaching multicultural consumers, and specially Hispanics in the US. She also earned a MBA at Marquette University and the topic of her thesis paper was: “How to advertise to the U.S. Hispanic”. Vanessa is bicultural and bilingual (English/Spanish). She was born and raised in Puerto Rico. Her family still lives in Puerto Rico and she consider Puerto Rico her second home.