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Ray Fischer joined RealityCheck in June of 2003. He is a 20 year marketing veteran with a broad range of consumer and business-to-business experience. His perspective is balanced by having held both senior-level client-side and agency positions for Fortune 100 companies. The majority of his career has been spent developing strategy, brand positioning, ad campaigns and integrated promotional programs for domestic and international brands. Ray's category expertise includes many different industries and products but he is most notably steeped in the packaged goods/beverage category, having been a Brand Manager at the Pepsi-Cola Company as well as running Miller Brewing (MGD), Anheuser-Busch (Michelob), and Heineken USA (Murphy's) accounts from the agency side. He has always been a proponent of a research-based approach to gaining consumer insights, seeking the underlying motivations as to why people/businesses buy products and services. Additionally, Ray has developed market strategy and brand positioning with clients including Midas, Quaker Oats, Krispy Kreme, Bass Pro Shops, GE Capital, Miles Consumer Household Products, J&J, and Yellow Freight. His category experience also includes technology, internet/web, financial services, entertainment, healthcare, automotive, and food service/restaurants. Ray has a B.A., Advertising from Michigan State University and an M.B.A. Marketing from Fordham University in New York. He occasionally guest lectures at MSU's Department of Communication Arts & Sciences. | 