Princeton-based LatentView, a global digital analytics consulting and solutions firm, announced the addition of Jai Kibe to its advisory council. Kibe previous served as senior vice president and chief marketing officer at SC Johnson, and, prior to that, he led marketing strategy at Coca-Cola for more than 23 years.
“Businesses today are grasping the importance of connecting consumers to a brand rather than individual products,” Rajan Sethuraman, LatentView CEO, said. “Jai’s work with Coca-Cola has given him a customer-centric approach to marketing as well as a deep understanding of consumer behavior and market trends, and he is joining the advisory board as a trusted thought partner.”
The mission of LatentView’s advisory council is to bring together the brightest minds across industries to provide LatentView and its clients with guidance and insights that fuel growth and secure business outcomes. Council members work directly with LatentView executives to forecast trends, address challenges and bridge relationships between the organization and its primary stakeholders.
Kibe has been a marketing leader for the majority of his career. He rapidly progressed through roles in brand management, sales management, and strategy with Coca-Cola. As vice president, marketing, for the flagship Coca-Cola business in North America, he revitalized the brand’s growing revenue at a 5% compound annual growth rate through a combination of consumer and occasion segmentation, messaging, channel partnerships, pricing and product innovation.
“The reality is that the consumer is changing,” Kibe said. “They are demanding proactive personalization. In my two decades at Coca-Cola, I watched the consumer change many times and pivoted a global brand in response — an experience that will serve me well at LatentView.”