Gatorade appoints new head of consumer and athlete engagement

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Gatorade appoints new head of consumer and athlete engagement

By Gisselle Gaitan - 03/01/2018
Gatorade has a new addition to its corporate team. The Chicago-based company announced that Gina Hardy will be the new head of consumer and athlete engagement for the brand. In this role, Hardy will lead the company's integrated marketing efforts and campaign creations, including advertising, digital, social media, e-commerce, branded content and media strategy.

[caption id="attachment_582912" align="alignleft" width="177"] Gina Hardy[/caption]

Hardy has been part of the brand for 10 years, with her most recent role as senior director of marketing for Gatorade and Propel, where she was responsible for establishing overarching brand strategies, annual operating plans, communication priorities and innovation pipelines.

In previous roles, Hardy managed the development and launch of Gatorade’s first protein offering and repositioned Propel as one of the fastest-growing enhanced water brands in the country after multiple year of decline, the company said.

Prior to joining the marketing team, Hardy began her career within the company at consumer insights, studying the motivations and needs of athletes, in order to better inform brand decisions and create stronger marketing plans. She currently holds a bachelor's of business administration from the University of Michigan Business School and a master of business administration from the Northwestern Kellogg School of Management.