CASE STUDY: Marketing strategy alignment during global merger

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⇢ MetrixLab / Toluna

CASE STUDY: Marketing strategy alignment during global merger

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

I was brought in as interim Global Marketing Manager, stepping into a team that was mid-merger, mid-reorganization, and mid-everything-else. New colleagues had joined the core marketing team. Functions overlapped. Tools had changed. Stakeholders across sales, research, and account management all had different priorities.

In short: temporary organized chaos. My job was to make sense of it, fast—and keep the marketing moving while the business figured out what it was becoming.

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, different methodologies, and different expectations. All while managing upward to directors and laterally to a wide range of stakeholders who had different perspectives and priorities.

The work itself involved everything from brand integration to campaign execution to event management. Including:

Coordinating multiple brand identities for a major Toluna event organized by MetrixLab personnel—aligning visuals, messaging, and logistics across two brand worlds that hadn’t yet become one
Managing the production of a TikTok whitepaper end-to-end, working directly with TikTok’s account managers to produce a piece that generated significant enterprise engagement
Leading a webinar focused on Gen-Z—bridging consumer insight with content strategy to drive thought leadership at a critical moment for the merged entity
Building brand integration guidelines to align visuals, colors, and messaging across the combined organization
Optimizing workflows using AI tools to maintain content quality and efficiency during a period of significant internal flux

Key outcomes

TikTok whitepaper (“Strategic Storytelling”) whitepaper generated hundreds of downloads and boosted enterprise thought leadership. Read here
Gen-Z webinar successfully unpacked consumer habits through a high-profile case study. See post
Insights Leaders event unified both brands publicly for the first time, positioning the combined entity as a market research leader in Europe. Highlights

LinkedIn posts promoting the Tiktok whitepaper and the GenZ webinar.

My post about the Insights Leaders event and MetrixLab’s post with event photos afterwards.

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.“