Grocery Industry Icons & Innovators
Managing Director, North America
Laura McCullough is a CPG market executive with 20+ years in helping the industry’s largest brands drive sustainable growth with the right insights and analytics. As a key member of the executive team, Laura champions the voice-of-customer with her deep understanding of the evolving marketplace to inform NielsenIQ’s product roadmap and technology investments. She has been at the forefront of transforming the industry’s market measurement to an omnichannel one-source-of-truth, and the expansion of consumer insights with the integration of online shopping journeys. Laura has a passion for understanding the unique business goals for each brand, which is ever-changing in today’s unpredictable environment, and empowering them with the right capabilities to make confident, data-based decisions.
Laura leads the Account Development organization who manage an end-to-end portfolio: from market measurement to predictive analytics and market activation. Prior to her current role, Laura led the Analytics team for 70+ developing markets. Her career at NielsenIQ includes various leadership roles at multiple offices around the world, and today, she is based in Brooklyn, NY with her husband and their son, Barnaby.