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Toya Mitchell

@toyamitchell

Strategic communications & insights leader with 15+ years servicing CPG, auto, retail & beauty clients | Full-funnel media strategy | Consumer Insight

United States

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What I'm looking for

I’m looking for a role where I can lead research and media measurement to improve advertising performance, turn consumer insights into clear recommendations, and partner with brand and agency teams on omnichannel strategy and optimization.

Toya Mitchell is a Communications Planning Director and Consumer Insights strategist with 15+ years of experience bridging audience intelligence and integrated media strategy for enterprise CPG, beauty, and retail brands. She is known for translating deep consumer insight — drawn from platforms such as MRI, Nielsen, Mintel, and Numerator — into full-funnel connections ecosystems that link paid, owned, earned, and shared touchpoints to measurable growth. Across agency, brand, and consultancy roles with organizations including Procter & Gamble, Kellogg's, and Mintel, she has built proprietary segmentation frameworks, originated advertising measurement methodologies, and stewarded $30M+ in media investment — consistently connecting consumer behavior data to creative direction, channel strategy, and business outcomes. Toya holds an MBA from the University of Chicago Booth School of Business and a BS in Advertising from the University of Illinois at Urbana-Champaign.

Experience

Work history, roles, and key accomplishments

Current

Freelance Project Director

Current

Freelance

Aug 2023 - Present (2 years 10 months)

Evaluated and optimized marketing strategies to retain a $10M account through rigorous analysis and strategic recommendations. Assessed media plans and advertising effectiveness, delivering a 2-point response rate increase for a real estate client while providing structured brand-strategy feedback.

Media Planning ROI Analysis Client Stakeholder Management

Manager, Consumer Insights

Kellanova

Feb 2021 - Aug 2023 (2 years 6 months)

Evaluated and guided marketing strategies for internal brand teams, providing structured assessments and actionable recommendations to improve campaign effectiveness and drive measurable sales results.

Assessed brand equity across categories, identifying competitive gaps and establishing a reason-to-believe through research evaluation

Insights Generation Insights And Strategy Full Funnel Marketing Ad Measurement Research

Senior Consumer Insights Analyst

Mintel

Aug 2016 - Feb 2021 (4 years 6 months)

Analyzed and evaluated brand strategies, category trends, and market research quality using proprietary and third-party data for the Mintel Lifestyle Reports Library. Delivered structured assessments with clear justifications.

Insights Generation Insights And Strategy Research Survey Design Segmentation Reports Report Writing

Product Director

Circana

Apr 2010 - Aug 2014 (4 years 4 months)

Evaluated digital advertising measurement analyses and ROI metrics across multiple media channels. Assessed purchase-behavior targeting effectiveness and provided strategic recommendations for optimization.

Research Ad Measurement Client Management Client Communication