Network Profile – Christina Sami
Consultant Specialist (Consumer & Market Insight)
Chris has 20 years’ experience as a product and marketing strategist with a strong track record of global innovation delivery. She is a creative thinker with a passion for understanding consumer needs and market opportunities and applying these insights to improve consumer experiences, product design and marketing strategy to unlock growth.
She worked for several years on global brand and product innovation at Procter & Gamble, both in R&D and marketing roles, drawing out and understanding deep consumer needs and translating that understanding into new product innovations, successful upgrades and brand communications.
Chris then moved to the World Gold Council with responsibility for the strategic planning and marketing of the gold jewellery category globally. She worked with a variety of retailers and brand owners, helping them to grow their business through truly understanding their consumers and then translating that understanding into relevant and desirable product and services.
At PA Consulting, she worked with both FMCG and consumer health clients on their product innovation pipeline. Examples include working with a global pharmaceutical company to identify short-term opportunities to drive significant incremental sales; being the consumer lead on a JV with a leading FMCG company for a new device and defining and evaluating the feasibility of an interactive digital platform for a leading jewellery manufacturer.
Chris now helps clients drive their product/service innovation particularly through focusing them on identifying real consumer insight and applying it to build better products and services.
With a background in science, Chris is well versed in bridging the gap between consumer insights, brand and product development. As a result, she can play an integral role in helping clients with the insights to action phase.