Director of Insights & Strategy
Matt Goldfarb is Director of Strategy & Insights on the Primo Water account at Greensboro, NC based marketing agency, SFW. Matt led the team’s effort to uncover Primo’s unique brand fingerprint and persona, the Daring Protector, which inspired the retail activation team to develop packaging, messaging and merchandising which resulted in a consistent +20% lift at retail. A graduate of North Carolina State University, Matt was a musician and graphic designer “in previous lives” and brings that fresh perspective to the research and insights process. In addition to his work for Primo he has also led consumer segmentation and retail path to purchase efforts for brands such as Texas Pete, Char-Broil, Channellock and Sherwin Williams.