LEANNE BAXTER

Account Director

Leanne means business—even though her resume looks like it’s all fun and games. For starters, she spent 15 years making grape juice more appealing to moms on behalf of iconic Concord, MA, cooperative Welch’s. During her tenure there, Leanne improved the brand’s overall marketing efficiency by introducing and refining deep market segmentation—which brought consumers (including their changing opinions about what’s healthy for their kids) into sharper focus for Welch’s marketing and product development teams. She also developed a multicultural strategy that helped the juice brand build significant new relationships with—and greater brand loyalty among—important new audience segments. Never the slacker, Leanne also conducted competitive audits in support of major brand initiatives, spearheaded a brand evolution effort and even launched a first-of-its-kind product that followed a rapid iteration process of her own design.  

Prior to Welch’s, Leanne was a brand manager at Mattel, the California toy-making legend, where she masterminded the launch of a major new toy brand that helped Mattel claim the number one position in the critical “older girls” segment. Fun stuff? Yep. Serious stuff? Definitely.  

At Grove, Leanne works in the brand strategy group, principally supporting Harvard Business School. For and with HBS, Leanne orchestrates the daily client-agency dialogue while leveraging her extensive strategy and planning experience (experience that includes all brand and advertising tactics and channels and which is continually expanding). From strategic planning and campaign design to day-to-day client management, there’s nothing Leanne loves more than rolling up her sleeves and “getting important sh*t done.” Case in point: Leanne holds a history degree from Brown University and an MBA from UCLA’s Anderson School of Management—which is a pretty good school.  

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