Discovery used to start with keywords. But Mars saw the shift: it wasn’t just what people were searching - it was why.
In partnership with Brainlabs, Mars built a global, signal-led discovery system - one that maps real pet parent behaviours across every stage of their journey, from curiosity to care to conversion.
This strategy moved Mars beyond traditional ads and SEO. Instead, they tapped into the rise of social search and influencers to connect with pet parents in the moments that matter most.
Inside the Mars Method:
- How do you turn 16B data points into real-time pet parent insights?
- Why is TikTok leading the way in product discovery—and how is Mars making the most of it?
- How did Mars turn influencers into a media engine?
- What does it take to measure real ROI from influencer campaigns?
- What’s next: predictive discovery and building trust—not just traffic?
Hear how Mars built an always-on, AI-powered discovery engine—and became an omnichannel category leader in the process.
Join Melodie Nye, chief growth officer at Pet Nutrition Europe, Mars, in conversation with Divya Gururaj, global chief client officer at Brainlabs and Campaign editor Maisie McCabe.
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Melodie is a dynamic and results-oriented executive with over 20 years of experience building and leading diverse, high-performing teams through complex challenges to exceed ambitious goals. She has a proven track record of architecting and executing multi-billion-dollar strategies, driving innovation and growth across some of the world’s most beloved brands.
Currently, Melodie serves as the Chief Growth Officer for Mars Pet Nutrition Europe. In this capacity, she is responsible for defining and implementing growth strategies for the organization as well as leading brand and innovation management along with consumer insights, analytics, media planning and buying and content creation for the European business. She looks after such beloved brands as PEDIGREE®, WHISKAS®, PERFECT FIT ®, CESAR® and DREAMIES® amongst others. Prior to this role, Melodie led Mars Pet Nutrition’s Global Innovation transformation and has worked tirelessly over the years partnering with agency teams to collaborate on award winning work in the US and EU. Notably, she is most proud of the award winning PEDIGREE® Feed the Good global campaign and TEMPTATIONS® #packattack platform.
Prior to joining Mars, Melodie began her marketing career as an Associate Brand Manager on the Natural Cheese business at Kraft Foods Inc. in Chicago, IL.
Melodie is veteran of the United States Air Force, having served for seven years as an Intelligence Officer and deployed in support of Operations Enduring Freedom and Iraqi Freedom.
She earned her MBA from Arizona State University and her bachelors’ degrees in French and Russian languages at the University of St. Thomas in St. Paul, MN.
Melodie lives in London with her husband and 4 year old son. In her free time, she enjoys trying to keep up with her son, cooking, reading and working out. She is also an avid traveler and is always planning her next big trip!
Divya is Brainlabs’ Global Chief Client Officer and is responsible for leading strategy, new business development and client service across Brainlabs’ growing global client base. Divya has spent over two decades at GroupM agencies, working with clients such as P&G, GSK, Unilever, The Coca-Cola Company, Kimberly-Clark, Dell, Volkswagen, Rolex, DeBeers, Mars-Wrigley, Johnson & Johnson.