Natasha Hritzuk heads up Global Consumer Insights for Microsoft Advertising, a newly created role when she joined Microsoft four years ago. Her team is responsible for delivering Thought Leadership, customer partnership research, campaign insights and product development/insights. Natasha and her team regularly keynote their Thought Leadership at major industry events including Cannes, Adweek, SPIKES and CES. The consumer first frameworks that define the team’s Thought Leadership program have recently been integrated into a Wylie published book called “Multi-Screen Marketing: The Seven Things You Need to Know to Reach Your Customers Across TVs, Computers, Tablets and Mobile Phones”, co-written by Natasha and Kelly Jones, Head of Thought Leadership. Natasha currently sits on the ARF Board, the IAB Research Committee and the I-Com Board. Prior to joining Microsoft, Natasha worked for General Mills UK & Ireland where she was Head of Category and Consumer Insights for 5 years. At General Mills, Natasha ran a team of insight managers tasked with delivering insights to drive a range of marketing and sales initiatives including communications development and execution, new product development, consumer and shopper targeting and category visions. Prior to General Mills, Natasha worked for Wirthlin Worldwide, a communications and branding research agency, in both the London and New York Offices. Natasha has a Ph.D. in Political Behavior and Psychology from Columbia University.