{"id":3774,"date":"2025-01-15T13:31:51","date_gmt":"2025-01-15T13:31:51","guid":{"rendered":"https:\/\/mktmakeover.com\/?page_id=3774"},"modified":"2026-05-13T18:05:57","modified_gmt":"2026-05-13T18:05:57","slug":"metrixlab-toluna","status":"publish","type":"page","link":"https:\/\/mktmakeover.com\/pt\/projects-clients\/metrixlab-toluna\/","title":{"rendered":"CASE STUDY: Marketing strategy alignment during global merger\u200b"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"3774\" class=\"elementor elementor-3774\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a779e76 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"a779e76\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6a27fa7\" data-id=\"6a27fa7\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ba855f4 elementor-widget elementor-widget-heading\" data-id=\"ba855f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">01<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eab9760 elementor-widget elementor-widget-heading\" data-id=\"eab9760\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/mktmakeover.com\/projects-clients\/\">Portfolio<\/a><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-048f239\" data-id=\"048f239\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5f64186 elementor-widget elementor-widget-heading\" data-id=\"5f64186\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u21e2 MetrixLab \/ Toluna<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-de7cb5a elementor-widget elementor-widget-heading\" data-id=\"de7cb5a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">CASE STUDY: Marketing strategy alignment during global merger<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-424d8c8 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"424d8c8\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-313540f\" data-id=\"313540f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-548f024\" data-id=\"548f024\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-08e20c6 elementor-widget elementor-widget-heading\" data-id=\"08e20c6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">About MetrixLab \/ Toluna <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-ac3c390 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"ac3c390\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-92ee3cd\" data-id=\"92ee3cd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-058731b elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"058731b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>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\u2014across markets, teams, and time zones.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-1132f75\" data-id=\"1132f75\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-71da30a elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"71da30a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.metrixlab.com\/\" target=\"_blank\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"400\" height=\"164\" src=\"https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/toluna_ful_logo_lockup.webp?fit=400%2C164&amp;ssl=1\" class=\"attachment-large size-large wp-image-3618\" alt=\"\" srcset=\"https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/toluna_ful_logo_lockup.webp?w=400&amp;ssl=1 400w, https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/toluna_ful_logo_lockup.webp?resize=300%2C123&amp;ssl=1 300w, https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/toluna_ful_logo_lockup.webp?resize=18%2C7&amp;ssl=1 18w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-12c1366 elementor-widget elementor-widget-heading\" data-id=\"12c1366\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The challenge<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc31ea0 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"bc31ea0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">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.<\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">In short: temporary organized chaos. My job was to make sense of it, fast\u2014and keep the marketing moving while the business figured out what it was becoming.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-178db61 elementor-widget elementor-widget-heading\" data-id=\"178db61\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">What the role involved<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e31967 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"5e31967\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">Leading a core team of 6-10 people in the Netherlands while coordinating with roughly 30 colleagues worldwide\u2014across 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.<\/p><p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">The work itself involved everything from brand integration to campaign execution to event management. Including:<\/p><ul><li class=\"font-claude-response-body break-words whitespace-pre-wrap leading-[1.7]\">Coordinating multiple brand identities for a major Toluna event organized by MetrixLab personnel\u2014aligning visuals, messaging, and logistics across two brand worlds that hadn&#8217;t yet become one<\/li><li class=\"font-claude-response-body break-words whitespace-pre-wrap leading-[1.7]\">Managing the production of a TikTok whitepaper end-to-end, working directly with TikTok&#8217;s account managers to produce a piece that generated significant enterprise engagement<\/li><li class=\"font-claude-response-body break-words whitespace-pre-wrap leading-[1.7]\">Leading a webinar focused on Gen-Z\u2014bridging consumer insight with content strategy to drive thought leadership at a critical moment for the merged entity<\/li><li class=\"font-claude-response-body break-words whitespace-pre-wrap leading-[1.7]\">Building brand integration guidelines to align visuals, colors, and messaging across the combined organization<\/li><li class=\"font-claude-response-body break-words whitespace-pre-wrap leading-[1.7]\">Optimizing workflows using AI tools to maintain content quality and efficiency during a period of significant internal flux<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1b07c62 elementor-widget elementor-widget-heading\" data-id=\"1b07c62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Key outcomes<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0cf9403 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"0cf9403\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">TikTok whitepaper (&#8220;Strategic Storytelling&#8221;) whitepaper generated hundreds of downloads and boosted enterprise thought leadership. <a class=\"reset interactable cursor-pointer decoration-1 underline-offset-1 text-super hover:underline font-semibold\" href=\"https:\/\/www.metrixlab.com\/whitepaper-strategic-storytelling-building-brand-success-through-effective-hooks\/\" target=\"_blank\" rel=\"nofollow noopener\"><span class=\"text-box-trim-both\">Read here<\/span><\/a><\/li><li class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Gen-Z webinar successfully unpacked consumer habits through a high-profile case study. <a class=\"reset interactable cursor-pointer decoration-1 underline-offset-1 text-super hover:underline font-semibold\" href=\"https:\/\/www.linkedin.com\/posts\/metrixlab_genzmarketing-socialinsights-digitalnatives-activity-7175861494599888898-16c-\" target=\"_blank\" rel=\"nofollow noopener\"><span class=\"text-box-trim-both\">See post<\/span><\/a><\/li><li class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Insights Leaders event unified both brands publicly for the first time, positioning the combined entity as a market research leader in Europe. <a class=\"reset interactable cursor-pointer decoration-1 underline-offset-1 text-super hover:underline font-semibold\" href=\"https:\/\/www.linkedin.com\/posts\/metrixlab_insights-leaders-event-sneak-peek-activity-7195776098851344385-zEdE?\" target=\"_blank\" rel=\"nofollow noopener\"><span class=\"text-box-trim-both\">Highlights<\/span><\/a><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-96661e9 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"96661e9\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d27fcff\" data-id=\"d27fcff\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2b17d6e elementor-widget elementor-widget-image\" data-id=\"2b17d6e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.linkedin.com\/posts\/metrixlab_tiktokadvertising-tiktokmarketing-adtesting-activity-7193621606286401537-gd7H\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"581\" height=\"532\" data-src=\"https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-160731.png?fit=581%2C532&amp;ssl=1\" class=\"attachment-medium_large size-medium_large wp-image-3790 lazyload\" alt=\"\" data-srcset=\"https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-160731.png?w=581&amp;ssl=1 581w, https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-160731.png?resize=300%2C275&amp;ssl=1 300w, https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-160731.png?resize=13%2C12&amp;ssl=1 13w\" data-sizes=\"(max-width: 581px) 100vw, 581px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 581px; --smush-placeholder-aspect-ratio: 581\/532;\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-0c8121a\" data-id=\"0c8121a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-48aeadc elementor-widget elementor-widget-image\" data-id=\"48aeadc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.linkedin.com\/posts\/metrixlab_social-insights-webinar-bridging-the-gap-activity-7188546061655789570-vNnf\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"575\" height=\"530\" data-src=\"https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-160540.png?fit=575%2C530&amp;ssl=1\" class=\"attachment-medium_large size-medium_large wp-image-3789 lazyload\" alt=\"\" data-srcset=\"https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-160540.png?w=575&amp;ssl=1 575w, https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-160540.png?resize=300%2C277&amp;ssl=1 300w, https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-160540.png?resize=13%2C12&amp;ssl=1 13w\" data-sizes=\"(max-width: 575px) 100vw, 575px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 575px; --smush-placeholder-aspect-ratio: 575\/530;\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a2d6fe elementor-widget elementor-widget-text-editor\" data-id=\"1a2d6fe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>LinkedIn posts promoting the Tiktok whitepaper and the GenZ webinar.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-2095dc3 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"2095dc3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5e61ab3\" data-id=\"5e61ab3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-094212e elementor-widget elementor-widget-image\" data-id=\"094212e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.linkedin.com\/posts\/priscila-a-antunes_insightsleadersevent-simplysmart-behindthescenes-activity-7181263972820512769-z0GJ\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"561\" height=\"804\" data-src=\"https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-161748.png?fit=561%2C804&amp;ssl=1\" class=\"attachment-medium_large size-medium_large wp-image-3792 lazyload\" alt=\"\" data-srcset=\"https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-161748.png?w=561&amp;ssl=1 561w, https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-161748.png?resize=209%2C300&amp;ssl=1 209w, https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-161748.png?resize=8%2C12&amp;ssl=1 8w\" data-sizes=\"(max-width: 561px) 100vw, 561px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 561px; --smush-placeholder-aspect-ratio: 561\/804;\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-18cc489\" data-id=\"18cc489\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-deac779 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"deac779\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.linkedin.com\/posts\/metrixlab_insightsleaders-activity-7183463553322917888-wKMi\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"561\" height=\"620\" data-src=\"https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-161656.png?fit=561%2C620&amp;ssl=1\" class=\"attachment-medium_large size-medium_large wp-image-3791 lazyload\" alt=\"\" data-srcset=\"https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-161656.png?w=561&amp;ssl=1 561w, https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-161656.png?resize=271%2C300&amp;ssl=1 271w, https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-15-161656.png?resize=11%2C12&amp;ssl=1 11w\" data-sizes=\"(max-width: 561px) 100vw, 561px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 561px; --smush-placeholder-aspect-ratio: 561\/620;\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-b68ef11 elementor-widget elementor-widget-text-editor\" data-id=\"b68ef11\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>My post about the Insights Leaders event and MetrixLab&#8217;s post with event photos afterwards.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-88b4b97 elementor-widget elementor-widget-heading\" data-id=\"88b4b97\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Team feedback<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-c5141bc elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"c5141bc\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d54ed78\" data-id=\"d54ed78\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-21f02ad elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"21f02ad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-pm-slice=\"1 1 []\"><em>&#8220;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. <\/em><\/p><p data-pm-slice=\"1 1 []\"><em>She&#8217;s as comfortable working independently as she is collaborating with a wider team &#8211; truly an all-round person with a great energy. She would be a valuable addition to any organization.<\/em><em>&#8220;<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-272b6fd elementor-widget elementor-widget-heading\" data-id=\"272b6fd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Ready to align your next big shift?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9547b5b elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"9547b5b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-pm-slice=\"1 1 []\">Need senior marketing leadership without the full-time hire?\u00a0<\/p><p data-pm-slice=\"1 1 []\">\u2192 <a class=\"underline underline underline-offset-2 decoration-1 decoration-current\/40 hover:decoration-current focus:decoration-current\" href=\"https:\/\/mktmakeover.com\/contact\/\">Book a strategy session<\/a> \u2014 \u20ac197 + VAT<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-50c4189\" data-id=\"50c4189\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ec2c1b4 elementor-widget__width-initial wpr-team-member-social-media-center elementor-widget elementor-widget-wpr-team-member\" data-id=\"ec2c1b4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wpr-team-member.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n\t<div class=\"wpr-team-member\">\n\t\t\t\t\t\n\t\t\t<div class=\"wpr-member-media\">\n\t\t\t\t<div class=\"wpr-member-image\">\n\t\t\t\t\t<img decoding=\"async\" data-src=\"https:\/\/i0.wp.com\/mktmakeover.com\/wp-content\/uploads\/2025\/01\/1678205980839.jpg?fit=200%2C200&#038;ssl=1\" alt=\"Shivaani Gore\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\">\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\n\t\t<div class=\"wpr-member-content\">\n\t\t\t<h3 class=\"wpr-member-name\">Shivaani Gore<\/h3>\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wpr-member-job\">Content Marketing Specialist - MetrixLab<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\n\t\t\t\n\t\t<div class=\"wpr-member-social-media\">\n\t\t\t\n\t\t\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.linkedin.com\/in\/shivaani-gore\/\" class=\"wpr-member-social\">\n\t\t\t\t\t<i aria-hidden=\"true\" class=\"fab fa-linkedin-in\"><\/i>\t\t\t\t<\/a>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t<\/div>\n\n\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-725ef64 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"725ef64\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-31ec74a\" data-id=\"31ec74a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5c051b9 elementor-widget elementor-widget-heading\" data-id=\"5c051b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">See more work<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-59b84a9 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"59b84a9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-pm-slice=\"1 1 []\">Back to <a style=\"transition-property: all;\" href=\"https:\/\/mktmakeover.com\/projects-clients\/\"><span style=\"font-weight: bolder;\">Projects &amp; Clients<\/span><\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>01 Portfolio \u21e2 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\u2014across 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\u2014and 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\u2014across 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\u2014aligning visuals, messaging, and logistics across two brand worlds that hadn&#8217;t yet become one Managing the production of a TikTok whitepaper end-to-end, working directly with TikTok&#8217;s account managers to produce a piece that generated significant enterprise engagement Leading a webinar focused on Gen-Z\u2014bridging 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 (&#8220;Strategic Storytelling&#8221;) 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&#8217;s post with event photos afterwards. Team feedback &#8220;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&#8217;s as comfortable working independently as she is collaborating with a wider team &#8211; truly an all-round person with a great energy. She would be a valuable addition to any organization.&#8220; Ready to align your next big shift? Need senior marketing leadership without the full-time hire?\u00a0 \u2192 Book a strategy session \u2014 \u20ac197 + VAT Shivaani Gore Content Marketing Specialist &#8211; MetrixLab See more work Back to Projects &amp; Clients<\/p>","protected":false},"author":1,"featured_media":0,"parent":11,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"nf_dc_page":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"disabled","ast-featured-img":"disabled","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"enabled","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_joinchat":[],"footnotes":""},"class_list":["post-3774","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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