Lisa M. Roebuck

I led the transformation of media capabilities across US, Canada, and international markets, helping General Mills’ human food and pet food brands achieve best-in-class media planning and execution. In this role, I defined global media principles and frameworks, developed the right tools, technologies, and solutions, and worked closely with business segments & operating units to ensure strategies were both scalable and locally relevant. By fostering collaboration across marketing, media, and agency partners, I drove consistent, high-impact campaigns that connected media investments to growth, brand health, and consumer engagement. My work centered on advancing capabilities, inspiring innovation, and equipping teams worldwide with the guidance and resources they needed to execute media smarter, faster, and more effectively.

Built global consumer marketing data foundation and roadmap, aligning 1st/2nd/3rd party data strategy with business growth objectives. Negotiated and managed global data partnerships, delivering first-mover advantage in audience targeting capabilities. Drove enterprise adoption of simplified data practices, enabling personalized, scalable marketing execution.

Successfully recruited, trained and developed a team of 5 strategic communications managers responsible for designing new and more effective ways to connect company brands to ever-changing and evolving consumer needs and behaviors. Developed and implemented integrated communications strategies for 13 high-profit brands across coffee, tea, dairy, sports drinks, water, juices, and smoothies. Optimized omnichannel plans leveraging paid, owned, earned, and shared media to improve brand health and marketing ROI. Led ecommerce strategy for marketing investment; restructured Amazon partnership to increase efficiency and incremental sales. Designed and deployed portfolio-wide programmatic advertising approach, achieving “always-on” brand presence and incremental revenue growth.

Led the U.S. brand activation for Coca-Cola’s Sochi 2014 Olympic Winter Games, uniting six powerhouse brands — Coca-Cola, Powerade, DASANI, Minute Maid, Core Power, and ZICO — under one cohesive consumer experience. Developed and executed the national marketing and activation plan, driving volume and share gains, record consumer engagement through My Coke Rewards, and stronger brand health scores. Strengthened Coca-Cola’s partnership with the U.S. Olympic Committee by creating tools and retail strategies that delivered unprecedented retailer support — surpassing benchmarks from flagship programs like The Big Game and London 2012. Also led efforts to evolve Coca-Cola’s Olympic marketing model, introducing guiding principles, success metrics, and an innovation framework that paved the way for more modern, breakthrough brand storytelling in future Games.

Led Connections strategy and execution across owned, earned, shared, and paid channels for iconic brands including Coca-Cola, Diet Coke, Sprite, Fanta, Minute Maid, Simply, and NOS Energy driving integrated, consumer-first storytelling and measurable business impact. Managed multimillion-dollar media investments and defined negotiation strategy for major partnerships, ensuring both efficiency and innovation. Developed the company’s first fully digital connections plan for the 2013 Coca-Cola teen campaign, a milestone in modernizing the brand’s media approach. Collaborated across media, shopper, and content teams to create holistic brand experiences, while building strategic relationships with key media partners. Used consumer insights, analytics, and performance scorecards to measure effectiveness and optimize campaigns across touchpoints.

Drove growth and innovation across Coca-Cola’s full-service restaurant business through strategic planning, customer collaboration, and breakthrough marketing programs. Redefined the FSR strategy through Coca-Cola’s 2010 Business Review, identifying growth opportunities, aligning national priorities, and earning broad organizational adoption. Launched the Coca-Cola Freestyle B2B platform, transforming customer engagement with a seamless online ordering and insights experience that accelerated Freestyle’s rollout and performance. Partnered with leading restaurant chains including Burger King, Outback, Popeye’s, Dairy Queen, and Ruby Tuesday to modernize packaging and Crew programs, driving +8% volume growth and higher beverage incidence. Designed a family-focused growth strategy to capture incremental beverage occasions, successfully implemented across brands like TGI Friday’s, Friendly’s, and Cheddar’s Casual Café.

Led integrated marketing activation and customer programming across the Southeast Region, driving profitable volume, brand engagement, and customer collaboration. Developed and executed regional marketing programs across key retail partners including Bi-Lo, Harris Teeter, Publix, and Walmart, delivering measurable volume growth and strong in-store activation. Directed cross-functional marketing initiatives including consumer promotions, POS development, regional coupon programs, and packaging innovation, enhancing differentiation and visibility at the point of purchase. Championed flagship initiatives such as My Coke Rewards and the Atlanta Model Market Plan, managing a $4M budget, cross-functional teams, and agency partners to deliver +500K incremental cases and $300K in revenue. Spearheaded regional partnerships with premier properties like Sandestin Golf and Beach Resort, generating $1M in marketing value and +100K incremental cases through co-branded seasonal activations. Served as lead marketing liaison for Coca-Cola Bottling Co. Consolidated, aligning national strategies with regional execution and mentoring new marketing activation managers.