Associate Director, Insights and Planning, Kellogg Canada
After graduating with a Master’s degree in Experimental Psychology, Joe Amati began his research career on the supplier side with Decima Research and Phase 5. It was here that he fell in love with the power marketing research has on transforming strategy. Joe then moved over to the client side with Loblaw Companies Ltd., leveraging research tools and insights to inform strategic retail and brand decisions, including the formation of the PC Plus loyalty program. Now at Kellogg’s Canada, Joe heads up the Canadian Insights and Planning team driving strategy for both brand and shopper. He’s currently helping to change how the business thinks about cereal, breakfast, and snacking.
In addition to his day job, Joe sits on the Board of Directors for the MRIA and the Georgian College Research Analyst Program. He’s a frequent guest lecturer on marketing and research topics for undergrad and post-graduate programs.
Joe lives in Toronto with his wife and daughter. When not obsessing over research and strategy, he can be found riding his bicycle up the hills around High Park.