MASB Director (2012-2015) and MAF Trustee since 2015, Pam Forbus is Senior Vice President, PepsiCo Global Insights and Analytics. Pam leads the PepsiCo Global Insights function of over 500 insights and analytic professionals globally whose mission is to drive advantage and sustainable growth through high impact analytics and deep human empathy.
After a 12-year advertising agency career, Pam joined Frito-Lay’s insights team in 2000. By 2006, Pam’s work on the flagship Lay’s brand earned a Gold ARF David Ogilvy award, a first for Frito-Lay and PepsiCo. In 2007, Pam was promoted to lead the insights function, using measurement-based accountability including a cross-functional leadership team that accounted for the past with analytics and allocated resources across brands going forward based on projected future returns. Her team earned several more awards including the Grand Ogilvy award in 2009 and the 2012 IIR’s Explore Award. In addition to her MASB leadership roles, Pam serves as an Executive Committee Member at MSI and is on the Advisory Board at the Yale Center for Customer Insight.
Pam holds a BBA with honors from Saginaw Valley State University and advanced studies in market research from the University of Georgia.