Arabella Pollack has extensive experience in consumer products, with a particular focus on building aspirational, image-driven brands through deeper understanding of the consumer. She is Founder and Principal of Greystoke Insights, which leverages the techniques and skills of consumer research to provide insight-driven solutions to business challenges. She was previously the director of consumer insights at Pernod Ricard USA, where she was responsible for ensuring that the consumer was at the heart of marketing decision-making. She managed a full spectrum of qualitative and quantitative research on brands including ABSOLUT vodka, impacting the business in areas ranging from innovation to communication strategy and portfolio management. Prior to this, she worked for leading market research vendors including The NPD Group, where she managed relationships with prestige beauty clients such as Estée Lauder, Dior, and Lancôme. Pollack has also worked with brands such as Guinness and Baileys at Diageo, the world’s leading spirits company, and has spent time as a strategy consultant with the Boston Consulting Group in their consumer and retail practice.
She holds an M.A. from Cambridge University and an M.B.A. from the Darden Business School at the University of Virginia.
From 2016 until mid-2018, Pollack was Academic Director of the Master of Science in Strategic Communication program and the Executive Master of Science in Strategic Communication program at Columbia University. After the Academic Director role was qualified for full-time faculty, Pollack was named Deputy Academic Director of both programs, for which she teaches two courses: Communication Research & Insights, and Strategic Communication Management.