Hi, I’m Andrea.
I started at a reception desk at PepsiCo when I was twenty, mostly because I couldn't afford an unpaid internship. That front-desk job turned into twenty years in consumer packaged goods: five at PepsiCo, then Nielsen, with Coca-Cola as my client for a decade.
What twenty years taught me.
I worked on products you've probably had in your fridge, including vitaminwater zero and Honest Kids. By the end, my team and I were advising over 200 brands on about $10B in marketing spend. My whole job was figuring out how to get a product into your cart.
Here's what that teaches you: almost nothing on a shelf is an accident. Not the packaging, not the shelf height, not the word "natural," not the size of the container. Somebody was paid to make that decision, and it usually wasn't made with your budget in mind.
So now I do the reverse. I write about what I know, I test the tools myself, and I tell you when something isn't worth your money. Consider it twenty years of insider knowledge, handed over.
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A little more about me
I'm from New Orleans, I've called Atlanta home for two decades, and you'll find me in the Colorado mountains whenever I can manage it.
I’m married with two teenage kids. I'm as comfortable at a five-star spa as I am at a 30A dive bar.
I'm either your dream friend or your worst nightmare in the grocery store, depending on how much of a hurry you're in. Subscribe to Substack for more.
