An Analysis of the top 10 leaders in digital marketing at Food CPG companies. An exercise in demonstrating the value of LinkedIn data and request to LinkedIn for premium access to this level of analysis.

1. Top 10 Digital Leaders at Food CPG Companies
LinkedIn Analysis

2. Selected Top 10
• PepsiCo 65.5B
• Mondelez 35B
• Kraft 18.3B
• General Mills 16.7B
• Kellogg's 14.2B
• ConArga 13.3B
• Heinz 11.6B
• Hormel 8.2B
• Campbell 7.7B
• Hershey 6.6B

3. Education
50% 50%
BA MBA
1
1
1
1
1 1
4
marketing physics computer science
engineering politics history
other

4. Jobs
0
10
20
30
40
jobs
29.2
33.3
6
avg number avg stay in months avg months in current role

5. Experience
40%
60%
agency experience
no agency experience
0
12.5
25
37.5
50
avg at CPG position avg at agency position
44.1
23.3
months

6. Experience
0
50
100
150
200
avg total of experience avg total at CPG avg total agency
147
98.9
192.4
months

7. Level
0
1
2
3
4
SVP VP Director Leader
current title

8. Notes
I compiled this information as a demonstration to LinkedIn
to show how they could provided a premium service I
would pay for. The data, as best as I could find, is
accurate as of Aug 16th 2013. I took some liberties in
defining who "leads" digital when the CPG didn't use the
word "digital" in their titles.
Rob Walker
www.linkedin.com/in/robcwalker/