Laura Knebusch (Georgia-Pacific) | The Power of Staying Unflappable

When you think of some of America’s most recognizable household brands: Brawny, Angel Soft, Dixie, Quilted Northern…there’s one company behind them all: Georgia Pacific.
And at the helm of marketing for that incredible portfolio is Jim's guest this week, Laura Knebusch, the Senior Vice President of CPG Marketing and Customer Experience.   Laura is a seasoned marketing leader and transformation champion who has spent the past 15 years at Georgia Pacific. She has been the head of marketing for the past two-plus years, and has been focused on modernizing one of the most iconic CPG companies in the world. Under her leadership, Georgia Pacific has become an early mover in retail media and a shining example of how legacy brands can stay relevant in the digital age. Before joining Georgia Pacific, Laura began her career at Procter & Gamble where she developed her grounding in consumer insight and brand discipline. Tune in for a conversation with a leader who is applying a rigor to a new era of marketing, one that’s faster, more digital, and more unpredictable than ever before. Recorded live at the ANA Masters of Marketing in Orlando, powered by TransUnion. --- Learn more, request a free pass, and register at iab.com/alm Promo Code for $500 of ticket prices: ALMCMOPOD26 --- This week's episode is brought to you by Deloitte, TransUnion and the IAB. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.