Ken Danieli

Current

Pepsi Brand Strategy, New Products, Social Responsibility, and Sustainability Consultant at PepsiCo International
Brand Innovation Consultant at Pepsi-Cola North America
M&A and Brand Strategy Consultant at PepsiCo (Quaker, Tropicana, Gatorade)

M&A and Branding Consultant at Tropicana
Consultant at Vans
Marketing Consultant at Pepsi/SoBe Beverages
Brand Strategist at Danieli Consulting, LLC
Consultant at Pepsi-Cola North America
Consultant at Pepsi International
Client at CYRK
Client at GGK
Client at Information Resources
Client at Ryan Partnership
Client at Omnicom
Client at Lois/EJL
Client at Colangelo
Marketing Executive & Consultant at PepsiCo
Client - Pepsi at Ryan_Partnership
Client (Pepsi) & Consultant (Danieli Consulting LLC) at Tracy-Locke
Client at IRI

see less...

17 more...

Past

Consultant at 2 Degree Ventures
Windows Live! & MSN Brand Strategy Consultant at Microsoft
Consultant at IDEXX

Consultant at IDEXX Laboratories
Consultant at TracyLocke
Internet Marketing Consultant & Pre-Launch CMO at Pictage.com
Consultant at Motorola
Internet Branding Consultant at FreeRide.com
Consultant at Winfire
Marketing Executive at Pepsi USA
VP Marketing, NCB at Pepsi
Marketing at Pepsi-Cola Company
Client at BBDO
Client at TracyLocke
Marketing Consultant at 7-Eleven

see less...

12 more...

Education

Northwestern University - Kellogg School of Management
Northwestern University - Kellogg School of Management
Boston University - School of Management

Boston University

see less...

1 more...

Recommended

5 people have recommended Ken

Connections

500+ connections

Industry

Management Consulting

Websites

Ken Danieli’s Summary

o Signifcant management and consulting experience in strategy, branding, new product development, due diligence, sustainability, corporate responsibility, & project management in Consumer Goods, Technology, Biotech, Healthcare Technology & Services, and Internet industries.
o All projects and clients obtained through repeat engagements and personal referrals from satisfied clients.
o Ten years Strategy Consulting
o Twelve years PepsiCo Headquarters Marketing (Total 22 years PepsiCo marketing experience)
o MBA, Kellogg, Northwestern University.
o BS, summa cum laude, School of Management, Boston University.
o Facebook: http://www.facebook.com/srch.php?nm=ken+danieli

Ken Danieli’s Specialties:

Consumer products & Internet, positioning, market research, new product development, line extensions, M&A due diligence, sustainability, & corporate responsibility. Helped start two long-term dot-com successes.
http://kdanieli.com
http://www.facebook.com/srch.php?nm=ken+danieli

Ken Danieli’s Experience

Pepsi Brand Strategy, New Products, Social Responsibility, and Sustainability Consultant

PepsiCo International

(Public Company; 10,001 or more employees; PEP; Consumer Goods industry)

2006 — Present (2 years)

Multiple engagements 1998-2008 (current) including: New Product Development, Consumer Research Supervision, Brand Performance Analysis, Strategic Branding, Global Launch Plan Development for Several Pepsi Line Extensions, Cause-Related Marketing, Social Responsibility, Sustainability, Event Concept Development and Supervision, Video Production, and Agency Management.
Brand Innovation Consultant

Pepsi-Cola North America

(Public Company; Consumer Goods industry)

June 2006 — Present (2 years 5 months)

Multiple engagements 1998 to present including: New Product Development, Consumer Research Supervision, Brand Performance Analysis, Strategic Branding, Launch Plan Development for Several Pepsi Line Extensions, Event Concept Development and Supervision, Video Production, and Agency Management. 1996-1998 Full time Brand Strategist. Please see details at http://kdanieli.com.
M&A and Brand Strategy Consultant

PepsiCo (Quaker, Tropicana, Gatorade)

(Management Consulting industry)

2003 — Present (5 years)
M&A and Branding Consultant

Tropicana

(Public Company; Food & Beverages industry)

2002 — Present (6 years)

Multiple engagements including: M&A due diligence, Product Strategy, Competitive Analysis, Brand Repositioning, Supervising Consumer Research, New Product Development, and Promotion Development. Worked on several existing and in-development product lines including Chilled Premium Juice (Tropicana Pure Premium), Chilled Drinks, Smoothies, Organic, Soy, All-Natural, and others.
Please see details at http://kdanieli.com.
Consultant

Vans

(Public Company; Sporting Goods industry)

1999 — Present (9 years)

Multiple engagements including: Internet Brand Development, M&A, Business Plan Development, and Brand Strategy. Please see details at http://kdanieli.com.
Marketing Consultant

Pepsi/SoBe Beverages

(Management Consulting industry)

1998 — Present (10 years)
Brand Strategist

Danieli Consulting, LLC

(Management Consulting industry)

1998 — Present (10 years)

Strategy, branding, and innovation with a rigorous focus on the consumer. Project management in the Consumer Products and Internet industries.
Please see details at http://kdanieli.com.
Consultant

Pepsi-Cola North America

(Public Company; Consumer Goods industry)

1998 — Present (10 years)

Multiple engagements on several successful new and existing brands: Pre-launch Brand Architecture and Positioning work on Sierra Mist & Mountain Dew Code Red. Brand Strategy work on Pepsi One, Diet Pepsi, & Pepsi Blue. New Product Development on Aquafina & in other categories.
Please see details at http://kdanieli.com.
Consultant

Pepsi International

(Public Company; Consumer Goods industry)

October 1998 — Present (10 years 1 month)

Multiple engagements including: New Product Development, Consumer Research Supervision, Brand Performance Analysis, Strategic Branding, Global Launch Plan Development for Several Pepsi Line Extensions, Event Concept Development and Supervision, Video Production, and Agency Management. Please see details at http://kdanieli.com.
Client

CYRK

(Public Company; Marketing and Advertising industry)

1992 — Present (16 years)

Danieii selected and worked closely with CYRK in developing his concept for what became the multi-year, billion-dollar+ Pepsi Stuff campaign.
Client

GGK

(Marketing and Advertising industry)

1987 — Present (21 years)
Client

Information Resources

(Information Services industry)

1986 — Present (22 years)

Have worked as a client with IRI for 20 years.
Client

Ryan Partnership

(Marketing and Advertising industry)

1986 — Present (22 years)

Client on many projects including Pepsi's presenting sponsorship of Woodstock '94.
Client

Omnicom

(Marketing and Advertising industry)

1986 — Present (22 years)
Client

Lois/EJL

(Marketing and Advertising industry)

1986 — Present (22 years)
Client

Colangelo

(Marketing and Advertising industry)

1986 — Present (22 years)
Marketing Executive & Consultant

PepsiCo

(Public Company; Food & Beverages industry)

1986 — Present (22 years)

Pepsi HQ Marketing: 1986-1988
Marketing Consultant & Brand Strategist for multiple divisions of PepsiCo: 1998-Present
Client - Pepsi

Ryan_Partnership

(Consumer Goods industry)

1986 — Present (22 years)

Brand executive
Client (Pepsi) & Consultant (Danieli Consulting LLC)

Tracy-Locke

(Management Consulting industry)

1986 — Present (22 years)
Client

IRI

(Market Research industry)

1985 — Present (23 years)
Consultant

2 Degree Ventures

(Management Consulting industry)

2006 — 2007 (1 year)

Positioining and Brand Architecture, partnering for Microsoft MSN International
Windows Live! & MSN Brand Strategy Consultant

Microsoft

(Public Company; 10,001 or more employees; MSFT; Computer Software industry)

2006 — 2007 (1 year)

Positioning and Brand Architecture, MSN, Windows Live!, International
Consultant

IDEXX

(Public Company; Management Consulting industry)

2005 — 2006 (1 year)

Strategy & Branding Consultant.
Consultant

IDEXX Laboratories

(Public Company; Management Consulting industry)

2005 — 2006 (1 year)

Strategy & Branding Consultant.

(IDEXX is listed two different ways to facilitate LinkingIn.)
Consultant

TracyLocke

(Public Company; Marketing and Advertising industry)

1999 — 2001 (2 years)

Consultant for national promotions for Frito-Lay, Pepsi, Mountain Dew, & new business pitches.
Internet Marketing Consultant & Pre-Launch CMO

Pictage.com

(Internet industry)

1999 — 2001 (2 years)

Helped bring a true internet success story from concept to reality.
Pre-launch marketing and product development consultant.
Site Logic, Design, and Architecture.
Business Plan Development.
Concept Development.
Please visit http://www.pictage.com.
Consultant

Motorola

(Public Company; Telecommunications industry)

July 1998 — January 1999 (7 months)

Loyalty marketing consultant.
Internet Branding Consultant

FreeRide.com

(Internet industry)

1998 — 1999 (1 year)

Consumer-Focused Site Functionality and Brand Delivery Audit. Please see http://kendanieli.tripod.com/sitebuildercontent/sitebuilderfiles/Danieli_Consulting_FreeRide.doc for details.
Consultant

Winfire

(Internet industry)

1998 — 1999 (1 year)

Loyalty marketing consultant, Internet.
Marketing Executive

Pepsi USA

(Management Consulting industry)

1986 — 1998 (12 years)
VP Marketing, NCB

Pepsi

(Public Company; Consumer Goods industry)

1986 — 1998 (12 years)

VP Marketing, New Century Beverage Company, subsidiary of Pepsi and maker of Mug Root Beer and other brands. Danieli was appointed VP Marketing of this acquisition by Pepsi at age 27. Rolled out Mug from small regional brand to national leader. Led development and launch of Mug Cream Soda.
http://kdanieli.com
Marketing

Pepsi-Cola Company

(Public Company; Consumer Goods industry)

1986 — 1998 (12 years)

Brand Management, New Product Development, National Account Marketing, National Promotion Management. Conceived, tested & created long-running Pepsi Stuff consumer loyalty concept. Internet and Online marketing pioneer starting in the early 1990s. Created CyberBuzz Online consumer research model for Pepsi before there was a consumer Internet. Please see details at http://kdanieli.com
Client

BBDO

(Public Company; Marketing and Advertising industry)

1986 — 1998 (12 years)

Worked on the client side on several brands and promotions developing Pepsi TV, Radio, & Print advertising with BBDO.
Client

TracyLocke

(Public Company; Marketing and Advertising industry)

1986 — 1998 (12 years)

Worked on the client side on many promotions and created advertising for TV, Radio, Print, and In-store with TracyLocke / TLP.
Marketing Consultant

7-Eleven

(Retail industry)

1988 — 1998 (10 years)

Led Pepsi's HQ-to-HQ marketing consulting role with Southland / 7-Eleven.

Ken Danieli’s Education

Northwestern University - Kellogg School of Management

MBA, Marketing, Finance, Management Policy, 1949 — 2012 (expected)

Dates attended: 1985-1986
Broader dates added to facilitate linking in with fellow Kellogg Alumni whom I know, but who attended at a different time.

Activities and Societies:

Successfully managed course overloads and earned 25% surplus credits by graduation. Special K Revue.

Activities and Societies: Academic Honors, Dean's List, Beta Gamma Sigma, National Managment Honor Society.
Northwestern University - Kellogg School of Management

MBA, Management, Marketing, Finance, 1985 — 1986

Successfully managed course overloads and earned 25% surplus credits by graduation. Special K Revue.

Activities and Societies:

Academic Honors, Dean's List, Beta Gamma Sigma, National Managment Honor Society,
Boston University - School of Management

BS, Management, 1979 — 1983

summa cum laude, Highest Academic Honors, Dean's List all semesters, 3.83/4.00 GPA, achieved early graduation through course overloads.

Activities and Societies:

Beta Gamma Sigma, National Management Honor Society; President, LOCK Honorary Service Society; Mortar Board, Senior Honor Society; Homecoming Committee; Marketing Club
Boston University

BSBA, Management, 1979 — 1983

summa cum laude, Highest Academic Honors, Dean's List all semesters, 3.83/4.00 GPA, achieved early graduation through course overloads. Management, Marketing, & Finance concentrations.

Activities and Societies:

(BU listed twice to reflect different ways degree (BS / BSBA) is abbreviated.)

Beta Gamma Sigma, National Management Honor Society; Secretary, President, LOCK Honorary Service Society; http://management.bu.edu/upo/life/organizations.html#LCK ; Mortar Board, Senior Honor Society; Homecoming Committee; Marketing Club

Additional Information

Ken Danieli’s Websites:

Ken Danieli’s Interests:

Strategy, branding, decision science, game theory, the network effect, viral marketing, infiltration marketing, nonfiction books, history, discovery, science, invention Facebook: http://www.facebook.com/srch.php?nm=ken+danieli, eBay,: kdanieli, LinkedIn,: Ken Danieli, Like to read? Check my shelf, http://www.shelfari.com/kend, Plaxo, www.plaxo.com, registered member, let's connect there too, Switchouse.com, (RIP),: kdanieli, broadbandreports.com,: kdanieli, Skiing, cooking, travel, reading,

Ken Danieli’s Groups:

Boston University School of Management, BU Alumni/Student Mentor Network,
Kellogg Graduate School of Management, Kellogg Alumni Network, Kellogg Admissions Organization, (Admissions Interviewer), Kellogg Social Impact Alumni Network, Kellogg Alumni Mentorship Program, Kellogg Alumni Entrepreneurs,
Digital Bridges 2.0, Middlebury College,
Kiva, http://www.kiva.org/lender/kenandart