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How P&G is Using Design Thinking as a Competitive Advantage
Cindy Tripp joined P&G in 1988 on the Charmin Brand. In 1989 she was promoted to Assistant Brand Manager, Puffs and in 1992 she was promoted again to Brand Manager, Upstream Diapers. Additional Brand assignments include, Hispanic Marketing, Pampers, Olay Skin Care. In 1996 Cindy moved into Corporate Marketing, where she led the company thinking in marketing areas such as Sampling, Entry Point Marketing, Teen Marketing, Word of Mouth Marketing and Targeting. Her Targeting work became the basis for P&G’s first US marketing business method patent application (pending). In 2001, Cindy joined the North American Media & Marketing group as an Associate Director and led the transformation to Communication Planning. This work led to Cindy being named a 2005 Advertising Age “Media Maven.” In 2005 Cindy was tapped by Claudia Kotchka, then P&G VP of Design, to help develop and establish Design Thinking as a company capability. Cindy is currently a Marketing Director in P&G’s Global Design function.
Cindy has a BA in Economics from Duke University and a MBA from Indiana University. She is married, has 2 children and lives in the greater Cincinnati area.