OUR TEAM

Elizabeth Ridenour

Director

Elizabeth brings 12 years of experience in customer and consumer research as well as marketing strategy and implementation across multiple industries, including pharmaceuticals, telecommunications, industrials, financial services, and consumer packaged goods. As a member of Zyman Group’s Marketing Science and Insights practice, Elizabeth unearths customer and consumer insights designed to drive growth for Zyman clients. In this role, she has helped identify ways for many clients to grow by 20% or more and has provided the necessary insight for clients to achieve this growth.

Prior to joining Zyman, Elizabeth was a Brand Strategy Manager for Eli Lilly and Company where she was responsible for marketing plans, customer segmentation, targeting and marketing effectiveness measurements for their largest brand, Zyprexa^®. While at Lilly, she uncovered the need for portfolio customer segmentation, developed a unique methodology to address this need and implemented this segmentation across five brands. She also created the first marketing effectiveness system at Lilly and developed an innovative approach to marketing-mix and sales force sizing analyses. Throughout her tenure at Lilly, Elizabeth helped Zyprexa^® grow at a 20% annual rate, ranking it as the #6 top-selling pharmaceutical brand in 2002. Additionally, her work on portfolio segmentation contributed to another Lilly brand having the most successful launch in its class in US history.

In addition to her experience with Lilly, Elizabeth worked for The Coca-Cola Company conducting global advertising testing. She also performed account service and account planning roles for Merkley Newman Harty, an advertising agency in Atlanta. While there, Elizabeth conducted primary and secondary research, leveraged research to develop sound strategies and helped clients execute against those strategies.

Elizabeth completed her Master’s in Marketing Research at The University of Georgia and her BS from Auburn University.