The Coca-Cola Company, Senior Director, Creative
Iconic Brands Do Not Always Need Reinvention.
They Need Creative Leadership That Knows What to Protect and Where to Push.
Sprite, Fanta, Mr. Pibb and the Signature Sodas portfolio carry extraordinary recognition, memory and cultural equity. The opportunity is to keep those brands unmistakable while continually earning relevance with the next generation of consumers.
Iconic Brands Stay Iconic When Brand Stewardship, Cultural Relevance and
Creative Ambition Move Together.
Global Beverage Experience.
Executive Creative Leadership.
For more than two decades, I have built and transformed global consumer brands by connecting brand truth, consumer insight, culture and creative excellence across identity, packaging, campaigns, digital, retail and experience.
My work spans iconic global portfolios and high-growth challengers, with creative leadership supporting more than $16 billion in acquisitions, investments and enterprise value.
smartwater Led brand strategy, packaging and creative direction for the repositioning and redesign that established its premium, minimalist identity. Built distinctive brand equity ahead of The Coca-Cola Company’s $4.1B acquisition of Glaceau.
HONEST TEA Led the brand repositioning and redesign, spanning brand strategy, packaging and creative direction. Established a distinctive expression for the tea portfolio ahead of its acquisition by The Coca-Cola Company.
CELSIUS Led brand strategy, packaging and creative direction for the brand’s repositioning and redesign. The business subsequently achieved six consecutive record-breaking quarters, expanded nationally at retail and secured PepsiCo’s $550M strategic investment.
ORGAIN Led brand strategy and design from the ground up, translating an authentic founder story into a scalable nutrition masterbrand. Helped establish the foundation for U.S. leadership in plant-based protein powders and organic ready-to-drink shakes, ahead of Nestlé Health Science’s majority investment at an approximately $2B valuation.
LIPTON | UNILEVER Led a unified global creative vision across Unilever’s traditional tea business and the PepsiCo-Unilever ready-to-drink portfolio. Transformed Lipton’s heritage yellow into a distinctive brand world, modernizing its identity and connecting taste, everyday occasions and consistent expression across markets and marketing channels.
Protect the Equity. Build the Culture. Create the System.
PROTECT WHAT CONSUMERS ALREADY KNOW Identify the distinctive assets, attitude and brand truths that should endure.
BUILD FOR THE ENTIRE CONSUMER JOURNEY Create one coherent brand experience across packaging, shopper, retail, digital, social, content and culture.
GLOBAL CONSISTENCY. LOCAL RELEVANCE. Build clear creative systems that protect the brand while giving markets room to connect authentically with culture.
RAISE THE CREATIVE BAR Create the clarity, standards and environment that allow Creative Directors, agencies and partners to do their strongest work.
Global Brand Building.
Creative Leadership at Scale.
BRAND TRANSFORMATION AT SCALE
Led strategic and creative transformation for global consumer brands, connecting positioning, distinctive expression and portfolio architecture to create a clear foundation for growth.
TURNING PRODUCT TRUTH INTO CONSUMER DESIRE
Translated innovation, functionality and consumer insight into compelling brand stories, packaging and launch experiences that give people a reason to care, choose and connect.
BUILDING COHERENT BRAND WORLDS
Created identities and scalable creative systems that connect packaging, campaigns, content, digital, retail and experience, protecting distinctive brand equity while enabling relevance across categories, cultures and markets.
LEADING THE TEAMS AND SYSTEMS THAT DELIVER
Align multidisciplinary talent, agencies and partners around a clear creative ambition. Establish the standards, workflows and decision-making that enable stronger work, faster execution and consistent delivery at scale.
Let's Build Signature Sodas' Next Chapter Together.
The strongest iconic brands remain recognizable while continuing to surprise people.
That is the balance I would bring to Signature Sodas.
Tammy Vaserstein
p: 646.342.0681
e: tammy@tammyvaserstein.com
www.tammyvaserstein.com