Former CMO of Gatorade and Founder of Brand Team Partners, Cindy Alston is a highly respected marketer with over 30 years of experience, specializing in brand building fundamentals; positioning and essence development; brand strategy development; integrated marketing communications development; and agency relationship management.
In 2011, Cindy co-founded Brand Team Partners (BTP), LLC, a marketing consultancy dedicated to and passionate about building strong, differentiated and enduring brands. BTP helps marketers Understand, Unlock and Unleash the power of their brands. Cindy has provided strategic brand building and marketing training services to a variety of fortune 500 clients including Clif Bar and Company, Corona, Culligan International, Jockey International, Miller Coors, Pfizer Consumer Healthcare, Sony Pictures Television and Whirlpool Corporation.
Prior to BTP, Cindy was the Chief Marketing Officer of The Gatorade Company, a division of PepsiCo. During Cindy’s tenure as a member of the Gatorade leadership team revenue grew from under $1 billion to over $4 billion, establishing the now iconic brand as a leader in sports performance. Her contributions included:
- Cindy championed the development and commitment to a category segmentation model and brand value framework that drove key brand and marketing activities leading to significant sales growth.
- Cindy led the development of some of the most unforgettable equity building initiatives, including the ground breaking is it in you campaign and the inspiring colored sweat executions. The campaign was a major contributor to the brand’s annual double digit sales growth.
- She led the brand strategy and integrated marketing communications for numerous Gatorade line extensions and breakthrough innovations, including Gatorade Frost, Fierce, Rain, G2 and Propel Fitness Water. It was the launch of Propel, a first mover entry into the enhanced water category, that redefined innovation for the Company. The brand quickly acquired new consumers and achieved $500MM in revenue in less than 5 years.
- Cindy was also responsible for the on-going commitment to the scientific credibility of the brand through the work of the Gatorade Sports Science Institute and numerous influencer programs. Additionally, Cindy led the advancement of youth and female athlete initiatives through the Gatorade Player of the Year program and the Women’s Sports Foundation partnership.
Throughout her career, Cindy has been recognized for numerous achievements including Street and Smith’s 20 Most Influential Women in Sports Business (2005); Ad Age Marketing 50 Honoree (2006); Women of the Year presented by Women in Sports and Events (WISE – 2007), and induction into the IU Kelly School of Business Brand Leadership Hall of Fame (2007).
Cindy holds a BA from Michigan State University and a MBA from Indiana University Kelly School of Business.