M Crook
Biography
Martyn CrookVice President, Marketing Science and AnalyticsCoca-Cola

Martyn is responsible for directing Kimberly-Clark’s Global Capabilities area. This team brings best-in-class solutions to K-C’s marketing needs, with capabilities expanding into emerging areas such as Behavioral Science, Digital and Ecommerce building on a strong foundation of analytic excellence in core areas such as pricing and marketing ROI.

The goal for Global Capabilities is simple: to help drive quantifiable business results. They are focused on continually honing two fundamental capabilities to drive business results - delivering better consumer understanding by knowing what truly drives behaviors and being trusted strategic advisers by raising the team's business acumen.

Martyn has over 20 years of marketing research, analytics and strategy experience.

Prior to joining Kimberly-Clark he lead Product Innovation and Measurement at Microsoft Advertising, building innovative seamless consumer marketing experiences and identifying new approaches to activate the Consumer Journey and developing tools to measure and optimize this across all platforms.  Before that Martyn lead Data Strategy, and International Innovation Analytics for General Mills delivering a number of proprietary techniques to identify global innovation opportunities, develop, assess and launch new product ideas and optimize the existing portfolio. During this time he also developed techniques to accurately measure channels with incomplete data.  On joining General Mills Martyn built their UK research and category management capabilities team with responsibility for all phases of consumer research as well as providing the category planning for new and established business. Before this he held innovation and analytic positions at Cadbury Trebor Bassett and Information Resources.

Martyn holds a Ph.D from Imperial College London, and lives in Chicago, where he runs marathons and is learning to love baseball.

Whilst in Minnesota Martyn served on several boards with a focus on nutrition during health crisis, and chaired a non-profit group providing food and safe access to sanitation in South Africa, Ethiopia and Namibia. He was also on the board of a large chorus.