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⇢ MetrixLab / Toluna
CASE STUDY: Leading marketing through a global merger and rebrand
About MetrixLab / Toluna
Toluna, a global market research leader, acquired MetrixLab, GutCheck, and Harris Interactive to consolidate under one powerhouse brand. The integration demanded unified messaging, cross-functional coordination, and a seamless transition to a single identity—across markets, teams, and time zones.
The challenge
When I stepped in as interim Global Marketing Manager, the merger was already in motion. New people had joined the team. Functions overlapped. Tools had changed. Stakeholders across sales, research, and account management all had different priorities—and not always the same direction.
The job wasn’t just to keep marketing running. It was to make sense of a moving target, fast, while maintaining quality and momentum across everything already in flight.
What the role involved
Leading a core team of 6-10 people in the Netherlands while coordinating with roughly 30 colleagues worldwide—across different brands, methodologies, and expectations. Managing upward to directors and laterally to a wide range of stakeholders throughout.
Key initiatives during this period:
- Coordinating multiple brand identities for a major Toluna event organized by MetrixLab personnel—aligning visuals, messaging, and logistics across two brand worlds mid-merger
- Managing a strategic thought leadership whitepaper produced in direct partnership with TikTok’s account managers, generating significant enterprise engagement
- Leading a Gen-Z focused webinar—bridging consumer insight with content strategy to drive thought leadership for the merged entity
- Developing brand integration guidelines to align visuals, colors, and messaging across the combined organization
- Optimizing content workflows using AI tools to maintain quality and efficiency during a period of significant internal change
Key outcomes
- Strategic thought leadership whitepaper generated hundreds of downloads among enterprise audiences
- Gen-Z webinar successfully positioned the merged entity as a forward-thinking market research leader
- Insights Leaders event unified both brands publicly for the first time in Europe
Thought leadership content that drove enterprise engagement—produced in direct partnership with TikTok.
The first joint public appearance of the Toluna and MetrixLab brands—coordinated across two teams, two identities, one event.
Team feedback
“Priscila is a bright, talented professional, and the time I spent working with her has been a pleasure. Her diverse experience and marketing know-how are impressive, to say the least. She’s as comfortable working independently as she is collaborating with a wider team – truly an all-round person with a great energy. She would be a valuable addition to any organization.“
Shivaani Gore
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