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Diane Lauridsen
Head of Global Center of Expertise at Walgreens Boots Alliance (WBA)


Diane has a wealth of experience in consumer insights, brand development and equity as well as advertising strategy.  She is well known for synthesizing disparate data into strategic insights that not only inform successful financial business decisions, but also decisions that protect and build the equity of the brands she works on. 

She is well-known in the industry, speaking at conferences and serving as a judge for research/advertising excellence awards (ARF David Ogilvy Awards, Effie Awards). In addition, she is a four-time ARF David Ogilvy Award winner for research excellence.

Currently Diane leads the Global Center of Expertise for Walgreens Boots Alliance (WBA). In this role, she manages 360 consumer listening via Walgreens and Boots largest, most strategic research tracking programs. As a champion for the voice of the consumer, customer and shopper, Diane is responsible for ensuring all customers are heard as well as ensuring that the firm’s research tools are designed to capture and inform the business on the alignment of brand strategy. 

Diane’s insights experience spans from strategic development to performance evaluation, from merchandising to marketing and the full gamut of research and analytical techniques.

Ultimately, she has a passion for generating insights that help build strong brands (and happier customers).

Diane Lauridsen's Network