Cheskin Added Value Builds Innovation and Strategic Consumer Goods Expertise With Addition of New VP - Alfredo Ortiz

To support continued growth, innovation consulting firm Cheskin Added Value has recently hired Alfredo Ortiz as a vice president. He will be responsible for furthering Cheskin’s reach into consumer goods and services while supporting the Company’s consulting offering.

“Alfredo’s outstanding background in developing branding and marketing strategy for clients and companies such as Kraft Foods, Nestle, PepsiCo, Georgia-Pacific, Blue Cross Blue Shield, and Kellogg’s, will be a great benefit to our business,” said Cheskin CEO Darrel Rhea. “And his expertise in multicultural and Hispanic markets will also nicely complement our leadership position in this area.”

Previous to Cheskin, Ortiz was managing principal at Zyman Group, selling and guiding brand management, marketing, strategic planning and research, while leading the firm’s multicultural marketing practice. Prior to Zyman, Ortiz was president and founder of Grupo Mas, a boutique consultancy headquartered in Atlanta and specializing in business strategy development targeting the U.S. Hispanic market.

Over the course of his career, Ortiz has directed multicultural efforts for the $3 billion consumer products division of Georgia-Pacific, led a key new product initiative and managed the $1 billion natural cheese retail business for Kraft Foods. He also worked in the Corporate Strategy groups at Nestle USA and PepsiCo.

Ortiz will be based in Atlanta, GA and will be aligned closely with Cheskin’s New York Office.

About Cheskin Added Value

Cheskin Added Value is a consulting firm that guides innovation through its deep understanding of people, cultures and change. Grounded in research, design and business analysis, Cheskin helps companies identify new markets, develop new products and services, and enhance brand experience. Clients include leading global brands and many of the Fortune 500, from technology and finance to consumer goods and professional services.

With a diverse multicultural staff and global network, the Company is highly regarded for an ability to uncover the meaningful experiences that create competitive advantage in the U.S. and internationally. Cheskin is part of Added Value Group (www.added-value.com) — a global brand development and marketing insight company with 25 locations in 15 countries. Additional information at

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