Path to Purchase Expo

September 26-28, 2017 | Donald E. Stephens Convention Center | Rosemont (Chicago) IL

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Laura Wallace Houghton

Director, Digital Shopper Marketing Capability, Shopper Marketing
The Coca-Cola Company
Laura Wallace Houghton

Laura Wallace Houghton has more than 21 years in advertising and marketing uncovering and turning consumer insights into award-winning, actionable marketing strategies for companies such as Sony, Target, Lowe’s, Nikon and The Coca-Cola Company. Prior to joining The Coca-Cola Company, Houghton worked for Kirshenbaum Bond and Partners and McCann NY before joining BBDO and 360i, where she began her work on social efforts for The Coca-Cola Company. In 2011, Houghton was hired by The Coca-Cola Company to run social media for their sparkling brands. During that time she oversaw efforts for Coca-Cola’s Polar Bear Super Bowl, the launch of Share a Coke in the U.S., as well as the #AmericaIsBeautiful Super Bowl and Olympic campaigns. Houghton then joined the commercial and franchise leadership team to oversee digital shopper marketing in order to guide the strategies and capabilities utilized to engage shoppers using digital along the path to purchase. 

When not at work, Houghton spends her time with her two sons and is an avid cook, athlete, wine enthusiast and traveler.