Director, Consumer Insights – North American Beverages
Kelly Jones is the Senior Director of Insights & Analytics for Mountain Dew, a $4 billion brand with the PepsiCo portfolio. While on the Dew team, Kelly has led an aggressive CSD and Energy insights agenda, including a refreshed understanding of PepsiCo’s Heartland consumer and new brand positioning framework.
Before joining the Dew team, Kelly led insights for the PepsiCo/Starbucks Joint Venture, where she uncovered and sized new consumer territories that helped drive break-through innovations such as Starbuck’s ready-to-drink Nitro Cold Brew. While at Starbucks, Kelly also led the first iteration of PepsiCo North America’s HumanEyes Empathy program, bringing cross-functional teams closer to the people who buy PepsiCo products.
Kelly is also on the Leadership team for PepsiCo’s The League Women’s Group, whose aim is to build a robust pipeline of diverse female leadership at executive levels.
Before joining PepsiCo, Kelly spent nine years at Microsoft in both insights and marketing roles, where she worked on products such as Windows, Xbox, Bing and MSN. She also co-wrote a book about multi-screen marketing, which became obsolete about a week after publication.
Kelly has a bachelor’s degree in Journalism and masters’ degrees in Post-Colonial Literature and Creative Writing. She lives in Irvington, New York, a small river town outside New York City, with her husband and two sons.