Eddie Yoon is a Principal with The Cambridge Group. He has helped clients create winning growth strategies and business models in Consumer Packaged Goods and Durable Goods. He has particular expertise, research and articles about helping market leaders drive category growth and create new categories. To date, he has driven nearly $1B in incremental, margin accretive sales for his clients, including: Leading a food company to #1 share leadership and +40% growth for the company and +10% category growth Helping a leading beverage player create $250MM+ in incremental margin via an overall growth, portfolio, mega-branding and innovation strategy Growing a 60% share office products manufacturer +20% growth via a portfolio, marketing and merchandising strategy Prior to this, Eddie was a Consultant at Sibson & Company, where he worked on organizational strategy and global merger integration assignments. Eddie earned his undergraduate degree from the University of Chicago, in both Political Science and Economics. He is also a regular contributor for the Harvard Business Review.