Melissa Gisherman

Melissa is a multifaceted Creative Brand Strategist with over nine years of experience specializing in the Consumer Packaged Goods (CPG) food industry. Combining design expertise, consumer insights, and strategic business acumen, Melissa has established herself as a pivotal force in shaping brand narratives that resonate deeply with consumers while driving sustained commercial growth.

Beginning her career immersed in the vibrant markets of Mexico and Italy, Melissa quickly demonstrated an aptitude for blending cultural insights with data-driven strategies to build compelling brand identities. Her work spans the full brand lifecycle from deep ethnographic consumer research and market analysis to the development of strategic frameworks that inform product innovation and marketing communications. This holistic approach enables brands to remain agile and relevant in rapidly evolving competitive landscapes.

Armed with a Double Award Master in Business Design from Domus Academy, in partnership with London’s Regent’s University. Her academic path has been instrumental in shaping a practical yet creative approach to brand building, enabling clients to craft narratives that are both authentic and commercially effective.

Currently, as the Brand Strategy Lead for Salty Snacks at PepsiCo, Melissa leads multidisciplinary teams through complex, end-to-end brand development processes. She oversees the integration of qualitative and quantitative consumer insights, competitive benchmarking, and trend analysis to formulate strategies that enhance brand equity and market penetration. Under her leadership, brands have successfully launched new products, revitalized mature portfolios, and navigated challenging market dynamics with resilience and creativity.

Melissa is recognized for her collaborative and inclusive leadership style, cultivating environments where creative talents flourish and diverse perspectives unite to generate breakthrough ideas. She is passionate about integrating sustainability and social responsibility into brand strategies, believing that modern brands should not only deliver value to consumers but also positively impact society and the environment.

With a keen eye on emerging trends in technology, consumer behavior, and cultural shifts, Melissa continuously evolves her methodologies and frameworks to stay at the forefront of the industry. She actively participates in industry forums, contributes thought leadership content, and maintains a robust network of creative and strategic professionals worldwide.