About Us

Our Team

The People

Behind FlavorWiki

Meet the team making it possible. Global expertise with one goal in mind: innovating within the consumer insights industry to meet the needs of a digital-first future.

Group Experience

Our team draws on board industry experience, from consumer goods and ingredient companies, to insights, ecommerce and data science.

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Daniel Protz

CEO & FOUNDER

Daniel’s professional background includes top global firms like Goldman Sachs, Deutsche Bank and Groupon, where he designed, built and implemented technology to support inventory, customer service, content publishing and pricing automation for a 1 Billion+ USD ecommerce businesses. He holds a bachelor's degree from Dartmouth College and an MBA from Stanford Business School.

Elli Alexandraki

Sensory and Consumer Science Specialist

Elli has over 5 years’ experience in sensory and consumer research for food and beverage. She has previously worked at Synergy Flavors, leading sensory projects for product development and optimization. Elli has also worked as a Sensory and Consumer Science Consultant, assisting companies in the designing and execution of research studies and the establishment of new protocols and techniques. She holds a BSc degree in Dietetics and a MSc degree specialized in Sensory Science, from Wageningen University.

Karla Fuentes

branding director

Karla is a brand and communications expert, with deep experience in outbound and inbound marketing strategies, agency management, budget control and data analysis in the FMCG space. She is a former Brand Manager for Burger King, where she led the design and execution of sucessful branding and promotional campaigns with regional impact.

Fernanda Yumi Ushikubo

operations manager

FlavorWiki International

Fernanda is a Food Engineer with a Master’s Degree in Food Technology and a PhD from the University of Tokyo. Her passion for food science and her analytical skills acquired as a researcher in academia are essential to provide high quality services to FlavorWiki's clients. Living in different countries - Brazil, Japan, Germany and Switzerland - resulted in a multicultural background essential for understanding different markets and consumer behaviour.

Marcia Young

Sr Advisor, Consumer Intelligence

Marcia recently retired from Mondelez International where she was Senior Director of Consumer Science. Marcia’s prior roles include global leadership positions in Consumer and Sensory Science at Kraft Foods Inc., Cadbury Plc, Campbell’s Soup Company, Sara Lee Bakery and Gerber Products Company. Marcia also held leadership positions in product and process development while at Sara Lee Bakery and Campbell’s Soup Company.

Paul Price

Head of Business Development / Head of Americas

FlavorWiki Americas

Paul Price boasts 17 years of experience in strategy, business development, and M&A, gained during his tenure at The Hershey Company in the US. Prior to that, he served as VP of Corporate Finance at JP Morgan. His academic credentials include a BA in Economics from Stanford University (1984) and an MBA from The Wharton School (1989).

Rui Freitas Serrano

Data protection officer

Rui is a Data Protection Officer with expertise in the GDPR; PIPEDA; POPIA; LGPD; 09-08 form Morocco; PDPA; PIPL and HIPAA.

Karina Febriani

Business & Customer Development

Karina possesses an impressive track record in sales, business development, and marketing, all with an unwavering enthusiasm for steering businesses towards growth and success. Her journey in the realm of business development has seen her deeply immersed in market research, product innovation, and strategic management. She has a strategic mind for crafting products that perfectly align with market needs, all while harmonizing with diverse teams, from product and engineering wizards to legal departments.

The FlavorWiki Team

A global team of over 40 professionals, shaping the future of consumer insights.

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Do you want to join the team?

We are always looking for top people that are passionate about shaping the future of the food and consumer goods industries. Want to join us? Let us know by submitting your profile. We’ll also be posting open roles soon.