Available to hire
I’m Brent Crenshaw, a Senior Insights Director transitioning from strategic vendor partnerships to client-side marketing leadership. I bring 14+ years of experience driving business growth through data-driven insights and AI-enabled capabilities.
I’ve advised C-suite executives at Fortune 100 CPGs like PepsiCo and Alcon on innovation strategy, market expansion, competitive positioning, and AI-enhanced analytics. I excel at turning complex data into actionable strategic recommendations that accelerate product launches, prevent costly missteps, and identify high-value growth opportunities. By combining deep consumer insights with hands-on AI implementation, I help organizations leverage generative AI to gain a competitive edge in modern marketing.
Experience Level
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
Spanish; Castilian
Advanced
Work Experience
Marketing Director – Insights, Audiences and Measurement at 7-Eleven
June 1, 2025 - January 1, 2026Led measurement strategy and analytics infrastructure for Gulp Media Network, 7-Eleven's $22M retail media platform leveraging 95M+ loyalty member purchase data across 13,000+ North American stores. Executed a platform migration from Circana to Hightouch, enhancing audience segmentation and enabling real-time campaign measurement. Built KPI reporting framework for omnichannel campaigns (social, programmatic, Gulp Radio, Gulp TV) and partnered with marketing leadership to optimize shopper targeting for immediate consumption. Recommended retail media expansion and platform revenue growth through data-driven advertiser solutions; participated in Marketing Leadership Team and a month-long Generative AI seminar.
Insights Director III – Team Lead (Alcon) at Circana (formerly IRI)
February 1, 2022 - June 1, 2025Pioneered AI-enhanced insights for Fortune 500 eye care client Alcon, developing an LLM prompt engineering framework for Circana's Generative AI platform and training 10 power users; accelerated data analysis and improved strategic decision-making for contact lens and vision care. Served as strategic advisor on pricing strategy, media performance measurement, and consumer perception analysis, shaping marketing investments and product positioning in long purchase cycle categories. Led cross-functional insights strategy across sales, marketing, category management, corporate strategy, and global teams to optimize market penetration and competitive positioning. Transformed insights delivery from static reporting to a dynamic self-service analytics platform, driving a 57% expansion in partnership value ($2.8M to $4.4M). Unified analytics post-merger, integrating legacy and new product lines and fostering partnerships with major media and analytics firms to enhance measurement and service e
Insights Director III , (Frito-Lay North America) at Circana (formerly IRI)
April 1, 2021 - February 1, 2022Delivered strategic insights to support hot/spicy flavor innovation for PepsiCo’s $18B snacks portfolio, analyzing consumer preferences, competitive positioning, and category trends. Prevented costly product launch by identifying negative feedback early; recognized by the CMO as trusted advisor. Created automated insights platform adopted enterprise-wide across PepsiCo, delivering dashboards for marketing, finance, and sales; earned 'highest performer' status.
Insights Director II at Circana (formerly IRI)
January 1, 2019 - April 1, 2021Developed strategic insights framework to identify high-value growth segments and innovation opportunities; analyzed promotional effectiveness to shape brand strategy, playbooks, and pipeline investments. Provided critical M&A analysis supporting PopCorners acquisition, collaborating with Corporate Strategy to enable FTC clearance; maintained senior executive relationships and served as direct liaison between Frito-Lay CMO and Circana President.
Insights Director I at Circana (formerly IRI)
January 1, 2015 - January 1, 2019Created analytics dashboard lauded as 'marketing essential' by Frito-Lay CEO, monitoring brand, consumer, and shopper trends to guide cross-channel measurement and opportunity identification. Built an integrated insights framework adopted PepsiCo-wide, expanding partnerships and improving data-driven decision making across marketing, sales, finance, eCommerce, and the PepsiCo Hispanic Business Unit.
Insights Manager III at Circana (formerly IRI)
April 1, 2011 - January 1, 2015Identified Snack Factory as an emerging competitive threat through M&A analysis of growth potential, product performance, and marketing strategies. Supported PepsiCo Growth Ventures by exploring white-space opportunities and innovative product categories; provided strategic insights guiding executive investment decisions. Delivered brand analyses for PepsiCo executives on premium and value segment expansion, influencing long-term brand strategy.
Insights Director III, (Frito-Lay North America) at Circana (formerly IRI)
April 1, 2021 - February 1, 2022Delivered strategic insights supporting hot/spicy flavor innovations for an $18B snacks portfolio; identified and mitigated a potential product launch risk; advised senior stakeholders across marketing, corporate strategy, finance, R&D and sales; created automated insights platforms adopted enterprise-wide, improving decision-making speed and data accessibility.
Education
Master of Business Administration (MBA) - Global Marketing at Thunderbird School of Global Management
January 11, 2030 - January 28, 2026Bachelor of Science (BS) - Corporate Communications at University of Texas at Austin
January 11, 2030 - January 28, 2026Bachelor of Arts (BA) - Spanish at University of Texas at Austin
January 11, 2030 - January 28, 2026Master of Business Administration (MBA) - Global Marketing at Thunderbird School of Global Management
January 11, 2030 - January 28, 2026Bachelor of Science (BS) - Corporate Communications at University of Texas at Austin
January 11, 2030 - January 28, 2026Bachelor of Arts (BA) - Spanish at University of Texas at Austin
January 11, 2030 - January 28, 2026Qualifications
Google Cloud – Introduction to Generative AI
January 11, 2030 - January 28, 2026IBM – Generative AI: Introduction and Applications
January 11, 2030 - January 28, 2026Google Cloud – Introduction to Generative AI
January 11, 2030 - January 28, 2026IBM – Generative AI: Introduction and Applications
January 11, 2030 - January 28, 2026Industry Experience
Consumer Goods, Retail, Healthcare, Media & Entertainment, Professional Services, Software & Internet
Experience Level
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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