Laura Mason
About Laura Mason
Laura Mason serves as the Senior Director of Strategy & Innovation at COHO Creative, where she focuses on innovation and consumer insights. She has extensive experience in marketing and strategy across various industries, supported by a strong educational background in marketing and specialized training in qualitative research techniques.
Current Role at COHO Creative
Laura Mason serves as the Senior Director of Strategy & Innovation at COHO Creative since 2019. In this role, she focuses on developing strategic initiatives and innovative solutions for clients. Her work involves collaborating with multi-disciplinary teams and engaging directly with consumers to drive insights that inform strategy. Based in Cincinnati and Chicago, she has contributed to the growth and direction of the agency through her extensive experience in marketing and strategy.
Professional Background
Laura Mason has a diverse professional background with over three decades of experience in marketing and strategy. Before joining COHO Creative, she held various positions including Vice President of Account Management at Deskey, Brand Manager at SC Johnson, and Director of Insights & Strategy at Curiosity. Her career also includes significant roles at Seed Strategy, Convergys, Young & Rubicam, and Fifth Third Bank, where she developed a comprehensive understanding of consumer goods and brand management.
Education and Expertise
Laura Mason earned a Bachelor of Science in Business Administration with a focus on Marketing from Xavier University. She furthered her education through an online course in Jobs-to-be-Done Theory and Practice. Additionally, she studied moderating and facilitation at the RIVA Market Research Institute. Her expertise includes qualitative research techniques, accelerated co-creation, and innovation platform identification, making her a valuable asset in strategic planning and consumer insights.
Research and Innovation Skills
Laura Mason specializes in qualitative research techniques, including ethnographies, customer journey mapping, and shop/work/dine-a-longs. She is trained as a RIVA moderator, which enhances her ability to uncover consumer insights through projective techniques. Her strong focus on innovation platform identification and concept development allows her to lead initiatives that align with consumer needs and market trends.
Industry Experience
Laura Mason has extensive experience across various industries, including consumer packaged goods (CPG), direct-to-consumer (D2C), retail, education, home improvement, health care, and business-to-business (B2B). This broad industry exposure equips her with a unique perspective on market dynamics and consumer behavior, enabling her to develop effective strategies tailored to different sectors.