Patti Wakeling is a pioneer in the field of advertising and media research, brand marketing and is passionate about inspiring and empowering the next generation of female leaders. She is the CEO of WakeAspen LLC, a premier consulting agency, focused on sharing the voice of the advertiser to improve strategy, media research, client relationship building and talent skill development.
Prior to starting her own consulting business, Patti worked at Unilever leading and developing ground breaking brand campaigns, global media insights capabilities, corporate relationship marketing programs, global digital and social measurement frameworks and best practices. As the Global Media Insights Director, Patti developed the first global media insights team that led the development and integration of cross-media, digital and social measurement frameworks and guidelines for media best practices. As the Dove Masterbrand Sr. Marketing Manager, Patti led the launch strategy and execution of Dove’s Campaign for Real Beauty and the Dove Self-Esteem Fund program in the U.S. She was responsible for the shopper marketing campaigns for the U.S. Personal Wash brands and pioneered market research and consumer targeting for a ground breaking corporate multi-brand relationship marketing program. Prior to Unilever, Patti worked in various market research and information specialist positions.
Patti has been a board member for the ARF, Coalition for Media Measurement and the Media Ratings Council and is a frequent public speaker.
To balance her time, Patti competes her Shetland Sheepdog in agility, provides Therapy Dog services, and enjoys cruisin’ in their 1960 Corvette.
