Velvet Peterson
About Velvet Peterson
Velvet Peterson is the Consumer Insights Manager for Pillsbury at General Mills, with over 18 years of experience in consumer insights and financial analysis.
Current Role at General Mills
Velvet Peterson currently serves as the Consumer Insights Manager for the Pillsbury, Baking Operating Unit at General Mills. In this capacity, she focuses on understanding and analyzing consumer behaviors and preferences to inform the business strategy for the Pillsbury brand. Her role involves leveraging data and insights to drive product innovation and marketing initiatives.
Previous Experience in Consumer Insights
Peterson has a rich history in consumer insights roles at General Mills. Prior to her current role, she managed global insights and analytics for the Baking Operating Unit from 2013 to 2016. Before that, she was a senior consumer insights associate for Big G, Cheerios, and handled responsibilities for Yoplait, GoGurt, Trix, and Yoplait Kids across different periods from 2009 to 2013.
Financial Analysis Background
Before transitioning to consumer insights, Velvet Peterson gained extensive experience in financial analysis at General Mills. Her roles included senior financial analyst positions in the Pillsbury Division, Bakeries and Food Service, Trade Marketing Finance, and Global Internal Audit from 2003 to 2009. These roles provided her with a solid foundation in understanding financial operations and strategic financial planning.
Early Career in Auditing
Peterson began her professional journey in auditing, working with prominent firms such as Arthur Andersen LLC and Deloitte & Touche. Between 1999 to 2003, she built her auditing credentials, initially at Arthur Andersen LLC for three years and then briefly as a senior auditor at Deloitte & Touche and Kirkland, Russ, Murphy & Tapp LLC. These early experiences enriched her analytical skills, contributing significantly to her later roles.
Educational Background in Accounting
Velvet Peterson holds a Bachelor of Arts degree in Accounting from the University of St. Thomas, where she studied from 1995 to 1999. This educational foundation in accounting provided her with the robust analytical and financial skills that have been pivotal throughout her career, from her auditing beginnings to her current consumer insights management role.