Olga Osminkina-Jones
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TRENDSETTERS: RB's Olga Osminkina-Jones Believes Creativity is a Collaborative Process
The Internationalist Trendsetters is written by Deborah Malone, founder of The Internationalist.
Olga Osminkina-Jones has long been a brand builder and a champion of disruptive, cutting-edge marketing with cultural relevance. In her various roles at Pepsi and Danone over the past six years, she has been able to redefine a commodity product as luxury, revitalize a brand's value through both consumer and social insights, and has overturned the common misconception that Millennials don't care about image.
Today, she is SVP, Global Category Officer for Sexual Wellbeing at RB (Reckitt Benckiser Group plc.) and plans to transform this sector for the British multinational consumer goods company through a focus on health, education, and purpose.
A believer that great ideas can come from anywhere, Olga Osminkina-Jones is an advocate of diversity of thought. "Ground-breaking ideas," she says, "often come from collaboration and different thinking. Creativity is a collaborative process, and an idea is just the start. It takes many brains, hearts and hands create a richer conversation. And the power of creativity leads to stronger business results—especially maximizing profits."
To hear more from Olga Osminkina-Jones, tune in to our Trendsetters podcast as she talks about creativity, diversity, purpose, and higher standards for brands. CLICK HERE.
In our conversation, we discuss the following:
- Building a business that lasts and makes a difference.
- Consumer expectations of brands now.
- The need for truthfulness in all messaging.
- Understanding that negative blowback can happen even amid good intentions.
- How brands can take society to a better tomorrow.
Olga Osminkina-Jones has come a long way in marketing—literally. A native of Siberia, she is a well-traveled internationalist who speaks English and Russian, as well as French and Italian, she has over 20 years of experience in marketing and brand development in the consumer packaged goods sector.
She has lived in and worked in Western Europe and Central & Eastern Europe, Middle East and Africa, as well as the United States. Her earlier roles include Senior Brand Director for Heineken, Global Executive Director at Estee Lauder and Senior Group Brand Manager at Procter & Gamble in Geneva.
Olga Osminkina-Jones was named an Internationalist of the Year in 2014 for her efforts with Danone's Evian as she strove to make the brand more contemporary and more profitable in the US and Canadian markets. Last year, she was a key contributor to the ANA's Purpose Playbook series by outlining her work for Pepsi's LIFEWTR brand.
