Karen King

Vice President

Karen King is a consumer insight & marketing strategy consultant. Her strong brand management and research expertise, gained over 11 years in classical CPG marketing at Kraft and Frito-Lay, results in a well-grounded, strategic approach that has delivered actionable insights, sales and share growth for clients since 1991.

Karen’s passion is uncovering meaningful, motivating relationships between people and brands through a wide range of creative qualitative and quantitative methodologies. She is highly skilled in translating the voice of your consumer into rich marketing insights. Areas of expertise include traditional and online focus groups, depth interviews, shop-alongs, A&Us, concept/product tests and segmentation as well as brand strategy consulting on positioning, revitalization and “room to run”. She has successfully helped clients position and grow brands in Food, Beverage, HBA, Electronics, Personal Care and Retail.

She previously held a range of marketing positions at Kraft, most recently Director of Marketing, Frozen Desserts, with full marketing and P&L responsibility for the company’s $1billion portfolio. As director of New Products & Marketing Services, she was responsible for new product development and qualitative and quantitative consumer insights. She received multiple leadership awards for brand turnarounds, cross-functional leadership and innovative marketing. Karen began her career at Frito-Lay in Strategic Planning & Marketing. Karen has a BA in Economics from William & Mary, and an MBA from Northwestern's Kellogg School of Management.

Karen is an active member of the Qualitative Research Consultants Associations (QRCA) and serves on the Board of Directors for the Philadelphia Chapter.

 

Robert Minkus

President

Bob Minkus founded Minkus Brand Catalysts in 1987 and is known to clients for his strategic vision and skill in brand building. With over thirty years on the agency and consultant side of brands, Bob brings unparalleled creative problem solving to the table, going beyond conventional thinking to generate breakthrough ideas and solutions.

His passion is taking complex issues and clarifying the core problem, identifying insights and generating ideas that become actionable springboards for the brand. He is skilled at uncovering meaningful, motivating relationships between people and brands through a wide range of creative qualitative and quantitative methodologies. Whether his focus is consumer insight mining, brand strategy development or creating consumer-motivating brand visualization, Bob leverages all aspects of his business experience and market knowledge to build brand equity and accelerate brand performance.

Bob’s strategic counsel has helped clients position and grow brands in Food, Beverage, Toys, HBA, Technology, Aviation and Retail.

Before founding Minkus & Associates, he was Vice President at Richard P. Ritter, Inc., a strategic design consultancy, and for the 12 years previous headed the largest advertising photography studio in Philadelphia.

Bob has a B.S. in Professional Photography from Rochester Institute of Technology. To this day, Bob explores the cutting edge of digital imaging for his personal work and enjoys teaching people to fly and to master the handling of large boats.