⇢ MetrixLab / Toluna
CASE STUDY: Marketing leadership during MetrixLab and Toluna merger
About MetrixLab / Toluna
MetrixLab and Toluna are global market research leaders. Toluna acquired MetrixLab, GutCheck, and Harris Interactive as part of its strategy to consolidate under one brand. While the integration was ongoing when I joined, I worked on aligning teams and strategies across the organizations.
The challenge
During this transformative period, I joined as Global Marketing Manager. The acquisitions and merger required a unified marketing approach to align teams, messaging, and branding while transitioning toward a single cohesive identity. This posed challenges in coordinating across organizations, managing existing brand perceptions, and maintaining operational efficiency during the transition.
The solution
As Marketing Project Manager, I worked with teams from both companies on:
- Team leadership
- Campaign management
- Event management
- Brand integration
- Process optimization
Team leadership
During the merger of MetrixLab and Toluna, I worked to bring together diverse teams from both companies. I facilitated smooth communication and ensured all departments were aligned to integrate the two brands. By holding regular meetings and maintaining cross-departmental alignment, I helped ensure that key objectives, such as brand consistency and effective campaign execution, were met. This approach resulted in strong collaboration across teams, contributing to the success of our projects.
Campaign management
I managed the production and distribution of several impactful campaigns with materials in various formats, including case studies, blog posts, videos, podcasts, and webinars. Two notable examples were:
TikTok Whitepaper: I led the production of “Strategic Storytelling: Building Brand Success Through Effective Hooks,” a collaboration with TikTok. This whitepaper, based on MetrixLab’s research for TikTok, became a standout success, resonating with internal teams and external audiences. Promoted across platforms, it garnered hundreds of downloads, significantly enhancing MetrixLab’s thought leadership in enterprise market research. Read the whitepaper here.
Webinar on Gen-Z Consumer Habits: I planned and executed a webinar discussing Gen-Z consumption habits, using chocolate milk as an engaging case study. The event brought valuable insights to MetrixLab’s audience and showcased the brand’s innovative approach to consumer research.
See the webinar post here.
LinkedIn posts promoting the Tiktok whitepaper and the GenZ webinar.
Event management
I managed the Insights Leaders event, the first combined event between MetrixLab and Toluna, held in Amsterdam. This project required navigating the complexities of merging two distinct brands into a cohesive event identity. I planned all aspects of the event, including logistics, branding, and content, ensuring a seamless experience. The event successfully showcased both brands’ expertise in customer insights while maintaining a balance between the two identities. Take a look at the event highlights here.
My post about the Insights Leaders event and MetrixLab’s post with event photos afterwards.
Brand integration
As part of the merger’s marketing initiatives, I collaborated with global teams to ensure a unified brand experience. This included blending MetrixLab and Toluna’s distinct colors, logos, and visual identities into cohesive marketing assets. I ensured consistency across all materials, from event branding to promotional content, while respecting the unique qualities of both brands.
Process optimization
To improve efficiency, I implemented AI-driven solutions to generate content ideas, assist the copywriting process, and draft video scripts. This allowed the team to scale content creation and maintain quality while accelerating project timelines. By integrating AI into our workflows, I enhanced productivity and streamlined the creative process, ensuring the timely delivery of key initiatives.
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.“
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Shivaani Gore
See my other projects
Go to my main Projects & Clients page for other projects I’ve worked on.
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