Eleni Shipp is the principal partner of a boutique consulting company focused on best practices and strategic analysis in brand/retailer marketing and market research. With more than 25 years of experience in the industry, she is best known for her work in transforming relationships with retailers through shopper insights and strategic customer marketing. Pioneering this effort in 1995 at Procter & Gamble (P&G), Eleni delivered more than $650 million in increased sales and helped create the capability platforms to expand the approach throughout the company. P&G was the first to innovate in this arena and the industry has since followed because of the demonstrated results. A recent Deloitte study showed that companies that adopted this approach with their business grew at twice the rate of their categories.
In 2001, Eleni and peers founded the consulting firm, Tradewind Group. She has since led client engagements with companies such as P&G, Disney, Nestle, Pepsico, Kraft, Campbell’s, Heinz, Mars, and a number of other Fortune 500 companies. Her specialties include consumer and shopper marketing, omni-channel/digital strategies, product innovation, and competitive war-gaming.
Eleni attended the University of Michigan and holds a degree in Economics and Business Administration.