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Krannert Executive Forum - Laston Charriez

Laston Charriez

Laston Charriez

B+C Consulting

Laston Charriez is Founder of B+C Consulting. B+C specializes in Marketing Consulting for CPG companies. Before that, Laston was the Head of Marketing at Pilgrim’s Pride. In this role Laston was responsible of creating the Marketing Department for this $12 B company. Pilgrim’s is the largest Chicken company in the World. Laston launched the “Who makes your food campaign” that propelled Just Bare to market leadership in Minnesota and St. Louis. He also worked with Amazon and made Just Bare Chicken the #1 chicken on Amazon.

Before that he was Chief Product & Marketing Officer Denver Mattress. Before Denver Mattress, Laston worked for four years as Senior Vice President of Marketing & Product Americas at Western Union. In this role Laston lead all Marketing activities for Western Union U.S., Canada, Puerto Rico, Mexico, and the rest of Latin America. Before this role, Laston was VP of Insights & Innovation at Sara Lee North America. In that role Laston oversaw consumer insights, analytics, and platform innovation. His team drove external focus, support the business units with the voice of the consumer and deep analytics, while developing the next innovation platforms across all Sara Lee brands.

He started his professional career in Puerto Rico P&G Marketing Department, and then was promoted to Brand Manager in P&G Central America based in Guatemala. He was later transferred to Mexico and then back to Puerto Rico. In 2000 Laston became the Marketing Director of Charmin & Puffs in North America based in Cincinnati. In this job Laston developed innovative and holistic marketing strategies for Charmin North America including: The Charmin State Fair Program, the Charmin “potty Pollloza” mobile restroom tour, and the first P&G commercial aired in the Superbowl (a Commercial for Charmin).

Laston Charriez has a bachelor’s degree in Marketing from Purdue University, Cum Laude, and a Master’s in Business Administration from Purdue University.